A client approached us with a request for a custom built subscription center to handle multiple types of communications with their clients. They used Marketo for their marketing communications, and did not want the default global unsubscribe to be the only option as their large scale and scope required several different channels. Current and future customers would need the ability to unsubscribe from different channels, or categories of communications, and have that respected going forward. For customer-only mailouts, customers would have access to additional subscription settings that prospects would not see.

In order to tackle this problem, we began by leveraging Salesforce data. We built a Marketo lead segment for current customers, and another segment for prospects. We created a custom lead object for each of the different categories of communications the client used. Next, we overrode Marketo’s default subscription landing page with our own custom built page. On this page, we added subscription options for the general categories of communications, as well as options set to only display when the lead viewing the page was a member of the current customer segment. These aligned with the previously created custom lead objects. The global unsubscribe option was left on the page, but custom javascript button logic was added to the page such that clicking global unsubscribe would unselect all other options.

This custom subscription center works great because it reduces the number of general unsubscribes from the mail system by allowing recipients to opt out of specific types of mail while receiving other kinds that do interest them. By designing the page to load different content based on lead segment, the client only has to have a single subscription center that can service many different types of users.