Clickz: Why ‘Opt-Down’ Improves on ‘Opt-Out’ for Unsubscribers

In his article “Why ‘Opt-Down’ Improves on ‘Opt-Out’ for Unsubscribers” for Clickz, Stefan Pollard (Mar 25, 2009) talks about Opting down as an option as well as the opt-out.
Opting Down is a preference centre option where you give your recipients more control about what to contact them about and how often.
It is one of the more indepth and helpful preference centre atricles I have read.

With all of this talk of preference centres I think we now need some case studies of how businesses have actually implemented it from scratch.
Here’s one