Many email marketers love to hate the preference center. As David Baker wrote in a recent Email Insider, "The problem with the 'centers' is not that they don't work, but they work for such a small population of your customers that engage, the business value is typically negligible." I generally agree with David, but mainly because of the way so many marketers use - or underuse - their preference centers. That doesn't mean you should simply ignore your preference center or just tweak it a little. Instead, I'd suggest you reinvent and rethink the concept of a preference center.