There are times when a user may send a record a sales email from Marketo Sales Insight, only for the recipient to be uninterested in the email and unsubscribe if the option is available in the footer and/or they send a list-unsubscribe signal from their email client. However, when the Unsubscribe Email activity is written into Marketo for unsubscribing from a Sales Insight email, there's no way to understand that's what's happened. This is because the details on the activity don't explicitly say the email came from Sales Insight, and there's no way to use the "Unsubscribed from Email" activity filter in the UI to grab just Sales Insight emails.
I recognize that tying unsubscribes to Sales Insight emails sent 1:1 is likely too technically complex to pursue, but could a filtering parameter get added to Unsubscribe from Email for "Sales Insight Email" true or false? This would address the problem without requiring big data analysis for this statistic.
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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.
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