How to set up a subscription preferences page in HubSpot

Updated October 2026

A preferences page turns an unsubscribe into a choice. Someone tired of the weekly newsletter can drop it and keep product updates. That is a contact you kept.

Start with your subscription types

Everything on the page comes from your subscription types, so get those right first. Search for subscription types in your HubSpot settings. Good types are named for what the person receives, not for your internal team:

• Weekly newsletter, not "Marketing email 1".
• Event invitations, not "Events team".
• Product updates, not "Customer comms".

Add a one-line description to each. HubSpot shows it on the page next to the tick box.

Set up the page

1. Open your email settings and find the subscription or preferences page section.
2. Check the wording: a short, kind heading and a clear button.
3. Add your logo and colours so it looks like your brand, not a form from nowhere.
4. Make sure the page also offers unsubscribing from everything, clearly, as a separate choice.

Make unsubscribe links lead there

Marketing emails carry an unsubscribe link. Point it at the preferences page, and choose that the link removes people from that email's type only. Then a single click on "unsubscribe" doesn't cost you every other channel.

Test it like a contact

1. Send yourself an email from a test contact and click the unsubscribe link.
2. Change one type and save.
3. Open that contact in HubSpot and check only that type changed.

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