Create a Subscription Category

1. To create a subscription, hover your cursor over Admin, then click System Management.
2. In the structure pane, create a new folder in the Contacts folder of the appropriate org.
3. Navigate to the org, click Contacts in the navigation bar, then click Share.
4. Share the contact record with the folder created in step 2 above.
5. Open the contact record, then click the Shares tab.
6. Click the pencil icon beside the share made in step 4.
7. Select a category from the Subscription Category dropdown menu.
8. Click the Contact-Methods tab.
9. Click Add in the Subscription Category Preferences section, then add the category configured in step 7 above.
10. Click the  icon, then select the method(s) that should receive messages from the selected subscription category. 
11. Create a new message. In Step 3: Message Settings, add the category selected in step 7 above.

Subscription categories require a system configuration setting which determines who will receive subscription messages.