How to Use Preferences on Forms

Let subscribers tell you what they care about — right from the start.

Form Preferences let you ask new subscribers what they want to hear about (or how often). Based on their selections, you can automatically organize them into the right segments so you can send more relevant emails later.

It’s an easy way to personalize your marketing from day one — without extra manual work.

Here are a few important things to know:

• Preferences are optional. You cannot make them required.

• Each preference option must be connected to at least one segment.

• Subscribers are added to:

  • The main form segment, and

  • Any preference segments they select.

• You can add up to 6 preference options per form.

Keeping preferences simple helps improve conversions.

Preferences are multiple-choice questions you add directly to a form.

You choose:

• The question (example: “What do you want to hear about?”)

• The answer options

• The segment(s) each option connects to

• The design style

When someone selects an option, they’re automatically added to the connected segment(s).

Content interests

• New arrivals

• Seasonal promotions

• Blog updates

Email frequency

• Weekly

• Bi-weekly

• Monthly

You can turn on Preferences for any new or existing form.

Open your form in the Form builder.

Click anywhere on the background area (outside the form fields).

In the right sidebar, click the Form tab.

Toggle Preferences on.

Once enabled, click directly into the question or option text to edit it.

Each option must be linked to at least one segment.

Click on a preference option.

Select the segment(s) you want that option connected to.

That’s it.

When a subscriber selects that option, they’ll automatically be added to the chosen segment.

If someone selects “White wine” and that option is connected to the segment “Pouring white”, they’ll be added to:

• The main form segment

• The “Pouring white” segment

Every form has a main segment selected during setup.

To check or update it:

1. Go to your Forms dashboard

2. Hover over the form card

3. Click the three dots (… )

4. Select Change segments

This controls where all subscribers from that form are added by default.

• Maximum of 6 preference options per form.

• If you reach the limit, you’ll see a message recommending 6 or fewer to maximize conversions.

• To delete an option:

  • Click the three dots (… ) next to the option

  • Select Delete

You can fully style your Preferences to match your brand.

• Change font style

• Adjust size

• Update color

Choose your checkbox shape:

• Circle

• Square

• Heart

This helps Preferences blend seamlessly into your form design.

These are two different features.

Form Preferences

• Shown during signup

• Used to segment subscribers immediately

Preferences Page

• Accessed later via the “Manage Preferences” link in email footers

• Lets subscribers update their choices over time

You can use both together for deeper personalization.

Example:

• Ask “What do you want to hear about?” on the form

• Ask “How often?” on the Preferences Page

To learn how these work together to help you customize content from the start of—and throughout—your subscriber relationship read our article What is the difference between Preferences in Forms and the Preferences Page?

Form Preferences help you:

• Personalize emails from the start

• Automatically segment subscribers

• Send more relevant content

• Keep your forms fully on-brand

Just remember:

• Preferences are optional

• Each option must connect to a segment

• Keep it simple (6 options or fewer)

No. Preferences do not create segments automatically.

You must:

1. Create your segments first.

2. Connect each preference option to the appropriate segment.

No. Preferences are always optional and cannot be marked as required.

Yes. You can connect one option to more than one segment if needed.

Yes. Every subscriber is added to:

• The main form segment

• Any preference segments they select

Yes. You can go back into the Form builder anytime to:

• Edit the question

• Add or remove options

• Update segment connections

• Change styling

You will see an alert message notifying you that your form preference is missing a segment. You need to add one to proceed.

If you're building a more personalized email strategy, Preferences are one of the easiest ways to start — and they take just a few clicks to set up.