How to Allow Leads to Re-Subscribe in Your Email Preference Center

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Issue

You have an unsubscribe option in your email preference center but would like to allow people to re-subscribe as well.

Solution

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.

1. On the preference center form, create one or more fields that the customer can check to resubscribe.
2. 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.