How to Allow Leads to Re-Subscribe in Your Email Preference Center

Last update: Thu Feb 05 2026 00:00:00 GMT+0000 (Coordinated Universal Time)

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You have an unsubscribe option in your email preference center but would like to allow people to re-subscribe as well.

Depending on your preference center set up, setting up the re-subscribe choices will vary a bit. However, on the back end, it is pretty simple.

On the preference center form, create one or more fields that the customer can check to resubscribe.
In Marketo, create a Smart Campaign.
- The trigger will be Data Value Change for the field(s) you set up for re-subscribe.
- The flow will be Change Data Value, attribute: Unsubscribed, new value is ‘False’.

This should allow Marketo to start sending emails to that lead again.

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