Online retailers that let email subscribers change their preferences when they're in the process of opting out can keep some of those customers on their lists, according to a new study by email marketing firm Silverpop, DM News reports. A "preference center" that offers other email lists and asks for feedback gives consumers a chance to rethink opting out or subscribing to another list.

Silverpop found that among 175 retailers surveyed only 12 percent gave customers the chance to change preferences in addition to just opting out.

"Providing customers control over content and frequency can address the concerns that brought recipients to the opt-out page in the first place," according to Silverpop's "Retail Phase III" study.