---
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title: Preference Management and Segmentation
collection: admin
version: current
locale: en-us
portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mktg_apps_email_best_practices_preference_management.md
canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mktg_apps_email_best_practices_preference_management.htm&release=264.0.0&type=5
source_site: help.salesforce.com
content_type: documentation
content_hash: 459e4e6f508c7467a9d553827d00f200d5450b6d8d062d17255adcb53f409e5d
description: When you capture subscriber choices, you can create better targeted segments and deliver more relevant content. Proper preference management can also help you honor opt-ins and maintain regulatory compliance.
products:
  - Marketing
release: "264"
---
# Preference Management and Segmentation

When you capture subscriber choices, you can create better targeted segments and deliver more relevant content. Proper preference management can also help you honor opt-ins and maintain regulatory compliance.

## Ask for Preference Updates

- Marketing Cloud Next:
    - Preference Management: Create Preference Pages to allow recipients to manage their choices for specific communication subscriptions. The system stores these updates directly in the Communication Subscription Consent Data Model Object (DMO). See [Create a Custom Preference Page for Marketing Channels](https://help.salesforce.com/s/articleView?id=mktg.mktg_admin_create_customizable_preference_page.htm&type=5&language=en_US).
    - Segmentation: To dynamically filter your audience based on their active subscription opt-ins, build a Data 360 segment. Marketing Cloud Next enforces consent validation at send-time, so that you honor these preferences and protect your deliverability. See [Create a Standard Segment in Data 360](https://help.salesforce.com/s/articleView?id=data.c360_a_create_a_segment.htm&type=5&language=en_US) and [Knowledge: Resolve email not sent reason "Tried to send promotional email to recipient without opt-in"](https://help.salesforce.com/s/articleView?id=005314093&type=1&language=en_US)
- Marketing Cloud Account Engagement:
    - Preference Management: Use the Email Preference Center to build public-facing pages where prospects can opt in or out of specific communication categories that you can use to create lists. See [Email Preference Pages](https://help.salesforce.com/s/articleView?id=mktg.pardot_emails_preference_center_parent.htm&type=5&language=en_US)
    - Segmentation: Use a dynamic list to automatically add or remove prospects from your sending audiences based on the preferences they select and the custom field data that you collect over time. [Static and Dynamic Prospect Lists](https://help.salesforce.com/s/articleView?id=mktg.pardot_segmentation_dynamic_vs_static_lists.htm&type=5&language=en_US)
- Marketing Cloud Engagement:
    - Preference Management: Use CloudPages alongside Smart Capture forms or AMPscript to design fully customized preference centers. Alternatively, you can use the standard, out-of-the-box Profile and Subscription Center. See [Preview the Subscription Center](https://help.salesforce.com/s/articleView?id=mktg.mc_es_preview_subscription_center.htm&type=5&language=en_US) or [CloudPages](https://help.salesforce.com/s/articleView?id=mktg.mc_cp_cloudpages.htm&type=5&language=en_US)
    - Segmentation: Store preference data in Data Extensions and use Filter Activities or SQL Queries in Automation Studio to segment your audience based on their desired content types and frequency. [Filter Activity,](https://help.salesforce.com/s/articleView?id=mktg.mc_as_use_a_filter_activity.htm&type=5&language=en_US) [Build a SQL Query Activity](https://help.salesforce.com/s/articleView?id=mktg.mc_as_use_the_sql_query_activity.htm&type=5&language=en_US)