Best practice for re-subscribe/opt-in of unsubscribed leads

[SanfordWhiteman]

There's no need for a trigger.

If the system field Unsubscribed appears on the form and is explicitly set to false, the person will no longer be unsubscribed.

Better to open new threads, though, as this is 5 years old!

[Traci_Taylor]

Thanks @SanfordWhiteman and noted on opening a new thread. Is the example below what you described?

[SanfordWhiteman]

Should be lower-case false.

[Katja_Keesom]

Hi Traci,

That is what a preference center is supposed to handle for you. You should always have an operational program that updates your consent-related fields whenever a new activity changes a person's status. So if a previously unsubscribed person (whether you had them deleted or not) fills out a new form and actively gives you consent on the form, a smart campaign should manage stamping your Opt-in date/time, setting Unsubscribed to false, update any Partial opt-in fields, etc. Marketo will not do this for you automatically.

I would also not recommend deleting a person immediately upon their Unsubscribe, as you would be impacting your campaign performance stats for all campaigns that person was included in as well. If the person is deleted, they will not be part of your stats anymore, distorting your performance figures.

Kind regards,
Katja

[SanfordWhiteman]

If the system Unsubscribed field doesn't appear on the form itself, the switching of the field to true can't be attributed to a particular email.

So in fact using a Smart Campaign to set the Unsubscribed is inferior to having it as a form field (hidden or visible).

[Katja_Keesom]

Depends on the circumstances I suppose. I understand and support your logic, but in The Netherlands simply filling out a form does not automatically mean the person consents to receiving any emails outside the campaign the form belongs to. They would need to actively and voluntarily opt in, which makes the hidden field option for the Unsuscribe field with a fixed value false an unsuitable solution.

[SanfordWhiteman]

It's not about having a fixed value false or true. If the decision to flip Unsubscribed (in either direction) is made based on other field values, the Unsubscribed field itself should be on the form.

Managing the value in a Smart Campaign means you lose the built-in attribution to the email they clicked to get to the Pref Ctr.