Best practices for managing Unsubscribes

[Anonymous]

I would love to hear what you do to manage your Unsubscribes (and why), specifically:

Nurture Programs -
Do you prevent Unsubs from entering your Nuture programs?
Or do you have a separate stream with no content, just for Unsubscribes?

Keep or Delete from Marketo - 
Do you keep your Unsubscribes in Marketo, to scrub against?
Or do you keep your Marketo lean and clean, and export Unsubs into a list to scrub outside of Marketo?

Blacklist - 
Do you keep or delete Blacklisted emails?

Thanks!
 

[Gunjan_Batra1]

Hi Gregory,

We keep unsubscribes in Marketo and do not add them to any outbound Marketo campaign. The reason we dont delete them:
1. We will lose all activity (which could be used for retargeting)
2. We target them for re-subscribe/ win/ opt in campaigns (Inbound via Real time personalization on our website where we use Marketo unsubscribed flag or activity type)
3. We might consider removing old unsubscribes down the line but for now we are within the limit

We do keep them outside as well for any offline activity

Our blacklisted database is small which is why we have not deleted those either.

Thanks,
Gunjan

 

[Josh_Hill13]

I generally agree with Gunjan. Only export and delete unsubscribes who aren't customers and are old and inactive.

You can stop Unsubs from entering any program with the filter:

Unsubscribe = FALSE

But it doesn't really matter because they won't get the emails anyway.