Durable Unsubscribe Functionality Improvement

[Michael_Langell]

Marketo's durable unsubscribe functionality is a backend workflow that updates records with the same email addresses to unsubscribe = true as long as one record filled out an unsubscribe form.  

The issue with this workflow is that NO change data value log is associated with the duplicate record when the workflow is triggered.  The following problem occurs as a result only if your unsubscribe field is mapped to your CRM.    

Lead 1 fills out unsubscribe form 
Duplicate lead in database unsubscribe value turns to true as a result of durable unsubscribe functionality
Duplicate lead syncs to Salesforce (or other CRM), and Salesforce notices that the lead record has an unsubscribe value = true, but no change data value or time stamp, so Salesforce says the correct value is false and sends that value to Marketo.

Duplicate lead now has an unsubscribe value of false & the durable unsubscribe functionality is again triggered and lead 1 is now also re-subscribed to emails.  It is as if the unsubscribe form was NEVER filled out!!! 

So ultimately, if you are not cleaning up your duplicate records instantaneously, this might be a problem for you.  Can we have a change data value associated with the Durable Unsubscribe Functionality?
 

[Anonymous]

There should be a Change Data Vallue in the activity log when the durable unsubscribe changes for the unsubscribe value for the duplicate lead.  If this is not happening, this indicates an issue with the system.  I have not seen an instance where this did not take place. 

This actually sounds like a permissions issue.  If the HasOptedOutOfEmail is read only for the Sync User this would certainly reset the value of Unsubscribed in Marketo back to false.  Or the Change Data Value on the duplicate lead is not updating thhe Mod Stamp in Marketo for the duplicate and as a result the SFDC lead has the most recently updated value according to the Mod Stamp comparison.

Check back with us.  There is supposed to be a Change Data Value on the unsubscribe field when the durable unsubscribe changes the value on a duplicate lead.

[Michael_Langell]

Hi James,

Are you with Marketo?  I have already spoken with techncal support/engineering on this issue and have confirmed that this is what is going on.  Can send you te case # if you like.    

If it was a permissions issue, I would have this problem with all of my marketo records, all records' unsubscribe values would push back to false upon syncing with Salesforce.  
 
I can send you some screenshots of it occurring real time if interested.      

[Anonymous]

Any update on this situation? I'd like to know if they are working to resolve this universally

[Michael_Langell]

Hey Nate,

When my case was closed, the update I got was to create this idea to see if it would get enough visibility to make a change.  I do think this is very important since duplicates are a universal issue and records getting re-subscribed as a result of duplicates is a big problem.  My suggestion right now is to continue sharing this idea to get more likes.    
 

[Anonymous]

Hi Michael,

I agree, I think this really should be high on the list considering the impact unsubscribe complaints and spam traps can have on IP reputation and overall email deliverability, as well as privacy laws like CASL.  I'm surprised this issue needs to be 'popular' enough on the Community to be addressed by support, as I would think it should take priority over aesthetic upgrades, etc.

[Katie_DenHollan]

I hope they are able to fix this as well! I am just beginning to dive into the unsubscribe process and figure out how we should set up our landing page.

We have intentional duplicates in our systems, so this could be a huge issue for us.
 

[Anonymous]

Another issue with the durable unsubscribe list is that it is a system level list and cannot be displayed or exported out of Marketo.  It is a back end process only with no way to get the contents out of the system.

Not a problem if we email with Marketo, but it is a big problem when we need to provide our unsubscribe list to 3rd parties to send emails on our behalf.  To get around this, we need to retain every unsubscribe as a record in the database.

Surprised that this table of email addresses isn't readily available. Eloqua has the ability to export an "All Time Unsubscribe List".

[Anonymous]

This is a big issue. Contact duplicate and erroneous re-suscribe. Would like to know if this will be resolved.