Landing page use cases

Below are some examples of how you can use Journey Optimizer landing pages to have your customers opt in/out from receiving some or all of your communications.

Subscription to a service

One of the most common use cases consists in inviting your customers to subscribe to a service (such as a newsletter or an event) through a landing page. The main steps are presented on the graph below:

For example, let’s say you organize an event next month and you want to launch an event registration campaign. To do this, you’re going to send an email including a link to a landing page that will enable your recipients to register for this event. The users who register will be added to the subscription list that you created for this purpose.

Set up a landing page

  1. Create the event registration’s subscription list, which will store the registered users. Learn how to create a subscription list here.

  2. Create a landing page to enable your recipients to register for your event.

  3. Configure the registration primary landing page.

  4. When designing the landing page content, select the subscription list that you created to update it with the profiles who select the registration checkbox.

  5. Create a ‘thank you’ page that will be displayed to your recipients once they submit the registration form. Learn how to configure landing subpages here.

  6. Publish the landing page.

  7. In a journey, add an Email activity to drive traffic to the registration landing page.

  8. Design the email to announce that registration is now open for your event.

  9. Insert a link into your message content. Select Landing page as the Link type and choose the landing page that you created for registration.

    NOTE

    To be able to send your message, make sure the landing page you select is not expired yet. Learn how to update the expiry date in this section.

    Once they receive the email, if your recipients click the link to the landing page, they will be directed to the ‘thank you’ page and they will be added to the subscription list.

Send a confirmation email

Additionally, you can send a confirmation email to the recipients who registered for your event. To do so, follow the steps below.

  1. Create another journey. You can do it directly from the landing page by clicking the Create journey button. Learn more here

  2. Unfold the Events category and drop a Segment Qualification activity into your canvas. Learn more here

  3. Click in the Segment field and select the subscription list that you created.

  4. Add a confirmation email of your choice and send it through the journey.

All the users who registered for your event will receive the confirmation email.

Opting out

To enable your recipients to unsubscribe from your communications, you can include a link to an opt-out landing page into your emails.

Learn more on managing your recipients’ consent and why this is important in this section.

Opt-out management

Providing the capability to recipients to unsubscribe from receiving communications from a brand is a legal requirement. Learn more about the applicable legislation in the Experience Platform documentation.

Therefore, you must always include an unsubscribe link in every email sent out to recipients:

  • Upon clicking this link, the recipients will be directed to a landing page including a button to confirm opting out.
  • Upon clicking the opt-out button, the profile data will be updated with this information.

Configure opt-out

To enable the recipients of an email to unsubscribe from your communications through a landing page, follow the steps below.

  1. Create your landing page. Learn more

  2. Define the primary page. Learn more

  3. Design the primary page content: use the landing page-specific Form component, define an Opt-out checkbox and choose to update Channel (email): the profile that checks the opt-out box on your landing page will be opted out from all your communications.

  4. Add a confirmation subpage that will be displayed to the users who submit the form.

    NOTE

    Make sure you reference the subpage in the primary page’s Call to action section of the Form component. Learn more

  5. Once you configured and defined the content of your pages, publish the landing page.

  6. Create an email message in a journey.

  7. Select text in your content and insert a link using the contextual toolbar. You can also use a link on a button.

  8. Select Landing page from the Link type drop-down list and select the landing page that you created for opting out.

    NOTE

    To be able to send your message, make sure the landing page you select is not expired yet. Learn how to update the expiry date in this section.

  9. Publish and run the journey. Learn more.

  10. Once the message is received, if a recipient clicks the unsubscribe link in the email, your landing page is displayed.

    If the recipient checks the box and submits the form:

    • The opted-out recipient is redirected to the confirmation message screen.

    • The profile data is updated and will not receive communications from your brand unless subscribed again.

To check that the corresponding profile’s choice has been updated, go to Experience Platform and access the profile by selecting an identity namespace and a corresponding identity value. Learn more in the Experience Platform documentation.

In the Attributes tab, you can see that the value for choice has changed to no.

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