Successful Ways to Increase Client Opt Ins

[ahenricks]

Hello,

I am trying to increase the number of clients who are opted in to receive email communications from us (it is very low right now). I was wondering what people have done using Marketo to increase their opt ins. I'm wondering if there is a way to only prompt people who are not currently opted in to receiving our emails because I don't want to risk those who are opted in from opting out. One idea I had was to have a radial button appear on our form if the person is currently opted out prompting them to opt in so they don't miss product release updates. 

Any ideas, strategies that have worked for you, or success stories you would be willing to share would be appreciated. Thanks in advance!

[Darshil_Shah1]

A smart approach in Marketo to increase opt-ins while safeguarding existing subscribers is to personalize the experience based on their current subscription status. Your idea of dynamically displaying an opt-in prompt only for those who are opted out is solid. You can achieve this by using Marketo’s visibility rules on forms. If a person is opted out, show a message with a radio button encouraging them to opt back in, highlighting the value of receiving updates (e.g., exclusive content, early product access, product promos, etc.).

Additionally, consider embedding soft opt-in opportunities throughout the user journey. A progressive profiling strategy can help—when known users interact with your content, present an opt-in field in place of other redundant fields over time.

Another effective tactic is leveraging preference centers instead of a binary opt-in/out model. Offer granular choices like product updates, newsletters, blogs, or event invites, giving users more control over what they receive.

[ahenricks]

Thank you for the insight, Darshil! This is great information I'm going to mull over. I appreciate your time and response.

[uditmathur]

Hi @ahenricks ,

I totally second Darshil.

Also, a major reason to have less opt in could be the content you are offering to your clients. Having less opt in is a strong indicator that you might not be offering compelling content to the target leads or might be targeting the wrong segment all together.

I will recommend you to also incorporate A/B testing within your content to gauge what your target audience are looking for, this way you will have better understanding of what your leads are looking to & have more opt-in.

[ahenricks]

Thanks for taking the time to respond to my question. I appreciate your insights and will start thinking about ways to incorporate A/B testing with opt in options.