You have an unsubscribe option in your email preference center but would like to allow people to re-subscribe as well.
Depending on your preference center set up, setting up the re-subscribe choices will vary a bit. However, on the back end, it is pretty simple.
- On the preference center form, create one or more fields that the customer can check to resubscribe.
- In Marketo, create a Smart Campaign.
- The trigger will be Data Value Change for the field(s) you set up for re-subscribe.
- The flow will be Change Data Value, attribute: Unsubscribed, new value is 'False'.
This should allow Marketo to start sending emails to that lead again.