You know how it is, you visit a website and somehow you've subscribed to their newsletter without even knowing. You've been around their website and seen a few things you like but it's not all relevant.

Within minutes the marketing machine starts turning and you have an inbox full of suggestions of things you should be buying. But you're thinking "why do I need to know about ladies support pants, I'm a 25 year old bloke!"

Your next thought is, next time I get one of their emails, I probably won't bother to open it

Now take that same situation and apply it to your business and customers, imagine when they are signing up they can choose what they do and don't want you to tell them about, so in this case you could have a preference centre that asks 'are you interested in men's clothing?', 'are you interested in women's clothing?'. You could also go further into what styles or colours they are interested in or price ranges, the opportunities are endless.