The slides from the October 2014 Marketo User Group Los Angeles Virtual Meeting. Discusses best practices for thinking of a subscription management system with Marketo. Presenters: Madhu Gulati, President of Show Me Leads and Josh Hill, Marketo Practice Lead at Perkuto.

1. Welcome LA Marketo User Group
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Oct 22, 2014
Los Angeles Marketo User Group Leader
Madhu Gulati
President/ Chief Strategy Officer
ShowMeLeads Inc.

2. About Us
Los Angeles Marketo User Group Leaders
Madhu Gulati Josh Hill
President/ Chief Strategy Officer Marketo Practice Lead
ShowMeLeads Inc. Perkuto.com
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Marketo Partner

3. World Class Global Subscription
Management Center
Agenda:
 Reasons for unsubscribe
 Key Elements of Email Preference Center
 Types of Email Preferences
 How to create your dream Email Preference Center
 What to consider
 Q&A (15 minutes)
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#LAMUG

4. Lost Emails
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5. 50% people do not even open the email
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6. Unsubscribe Rate
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7. Reasons for Unsubscribing from emails
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8. So what’s the solution?
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9. Create a perfect Email Preference Center
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10. Email Preference Center- What it means?
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11. Key Elements of Email Preference Centre
1. Give Control to your subscribers
2. Share relevant messages
3. Personalize
4. Nurture based on buying cycle
5. Reduce unsubscribe rate by following best practices
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12. Types of email preferences
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Unsubscribe/Opt Out
Email Subscription/Opt-in
Update Email Preference

13. Unsubscribe/Opt Out
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5 things to consider
1. Visibility: Unsubscribe link should be visible and easy to find
1. Be clear and precise what the subscriber needs to do in order
unsubscribe.
2. Remember to always include the option to unsubscribe from all
email communications at once (or else violate the CAN-SPAM
Act).
2. Clarity: Configure the subscription center which clearly shows user
what they're already subscribed to till date
3. Confirm: Create a landing page and send confirmation email stating
clearly confirmation message that their preferences were updated.
4. No Distractions: Remove any extra distractions such as navigation,
images, competing text, etc.
5. Allow them: Allow people to unsubscribe without having to do
anything else, like entering email address again, completing a
feedback survey, etc.

14. Email Subscription/Opt-in
Consider following for all the opt in landing pages:
• Headline: Grab attention, make that very first impression
• Opt-in form: this is where people will actually signup, make it simple
• Call-to-action: Make sure you have good reason for any one to opt-in.
Make a strong offer
• Be Social : Add those social element, the more credible you are, the
more likely people are going to be to signup..
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15. Update Email Preference
1. Frequency: Create the Email preference that it helps subscribers control
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the frequency of the emails they receive.
2. Pick Option: Let subscribers choose and control which topics they
receive emails about. Create multiple, targeted email subscription types,
and let subscribers pick and choose among their options.
3. Details of each option: Make sure to describe each email subscription
option, including the value of the content and the frequency to expect.
4. Remind: Always remind them why they're getting your emails.eg. you
are receiving this email because…
• Share why you thought they'd enjoy your content/remind them of the
email's value.
• Ask them to confirm they no longer want your emails in a light or
humorous way.
5. Re-subscribe: Give them an option to re-subscribe to other email lists.

16. Update Email Preference
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Feedback from Unsubscribes
3 Tips for Gathering Valuable feedback:
1. Include an optional feedback survey to ask
why people are unsubscribing.
2. Give people the option to contact you
directly. You'd be amazed by the kind and
useful feedback you can get through direct
communication
3. Allow people who unsubscribe to leave their
own, open-ended feedback.(Text Box)

17. Email Preferences
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18. Email Preferences
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19. Where do we get started?
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Basic:
• Assets:
• Email- Responsive
• Landing Page- Responsive
• Form 2.0
• Campaigns:
• Triggers to send emails for confirmation and
update preference
Advance:
• Dynamic Content
• Java Scripting

20. Mobile Design-Responsive- The New Term!
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21. Creating Email Preference Center
Assets- Email
This email was sent to you
because you requested
information from Marketo or a
partner. If you wish to
unsubscribe or update your
email subscription, please visit
our email preference center.
View our privacy policy.
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22. Creating Email Preference Center
Assets- Form and Landing Page
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23. Best Practices
• Use Progressive Profiling Form
• Clean and Simple Opt-in Strategy
• Send Confirmation Email
• Always state why your subscribers are getting emails
• Lead Nurturing tracks
• Offer Preferred Mode
• Ask/Suggest Frequency
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24. Best Practices
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25. Best Practices
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Lead Nurturing
with Snippets and
Dynamic Content

26. Best Practices- Frequency Preference
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27. Thank you!
Questions and Comments:
madhu@showmeleads.com
josh@perkuto.com
© 2014 Marketo, Inc. Marketo Proprietary and Confidential