Currently, the X-Unsubscribe (the unsubscribe text link that many inbox providers display next to the email sender information) is set to use a "mailto" instruction. Often, the unsubscribe option is one of the first pieces of content subscribers will see when opening your message and the "mailto" setting means that, when clicked, an automatically generated email notice is sent to Marketo and the reader is unsubscribed from ALL future content.
I'd like to suggest that the option be given for programming X-Unsubscribe URL instruction. With this method, when the reader clicks the unsubscribe text they'll be taken to a landing page to process the unsubscribe request. Namely, a Marketo landing page like our Preference Center so the reader can choose to be removed from one or more categories. This would help with attrition rates by allowing an option beyond all or nothing.
Many other email service providers already offer this option and I feel strongly Marketo should as well to remain competitive.
... View more