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Do you have a field in the database that keeps record of this action?
If you had a tickbox field for example, you could set up a trigger in the system to say:
Click link on webpage: Link being the landing page the leads will be taken to once they click the button 'Send me fewer emails'. (I assume it will be another follow up landing page saying Thank you for choosing this option)
Webpage is: The webpage that the button is on.
Change Data Value: Attribute: (the name of the tick box field i suggested earlier)
New value: True
Hope this helps :)
Don't really need triggers to set a value. If this is a Forms 2.0 question (as tagged) then you can create a form with a hidden checkbox set to checked by default. Then you label the submit button "Send me fewer emails" as above. When someone submits the form, the value on the lead is updated, by definition.