Email Opt-in Campaign

[Anonymous]

I am starting an email opt-in campaign and was wondering what other people have done. For example, if they opt in to one email does that automatically out them out of all the other emails campaigns? Any best practice suggestions or documentation?

[Anonymous · Accepted solution]

I think it comes down to having a crystal-clear subscription center/landing page. When a lead clicks the link to unsubscribe, you can give them the option to update their preferences but it's important they understand what they are opting in or out of. For instance, if they ONLY want your company's monthly newsletter, let them check a box that puts them in to that particular campaign/engagement. If they only want product information, you can give them that option as well. You can add logic in Marketo to look for that criteria to determine what engagement module or campaign to put the lead on. 

The bottom line is you can make this as simple or as complex as you want. I worked for a company that thought if a lead opted-out of one email, removing them from everything was best so we could ensure they didn't complain later about getting another type of email. If you have a bunch of different communication types (promo emails, newsletters, press releases, product info, etc), going the more sophisticated route may be best so you can keep communication flowing on some level. 

Here's some great examples: https://community.marketo.com/MarketoDiscussionDetail?id=90650000000PWZbAAO 

Hope this helps!

-Kara
 

[Josh_Hill13]

I like Kara's response. Please also see my work on this.
http://www.marketingrockstarguides.com/subscription-management-tips-for-marketo-454/

Generally, give people several options so you can keep them on the list longer. I would not unsubscribe someone just because they opted out of one choice.