How to Create an Effective Preference Center in Marketo: A Step-by-Step Guide

A preference center is a landing page where users can select how they wish to interact with your brand. This may include:

• Choosing the types of communication they want to receive (newsletters, promotions, updates).
• Selecting preferred communication channels (email, SMS, push notifications, etc.).
• Specifying topics or business lines of interest.
• Advanced options like temporary suspensions or geographic location preferences.
• Updating personal information such as name, phone number, email, etc.

• Reduced Subscription Cancellations: Users can adjust their preferences instead of unsubscribing entirely.
• Personalization: Segment users more effectively to send more relevant messages.
• Regulatory Compliance: Meet regulations like GDPR by offering clear subscription options.

1. Conduct a Discovery Session
Before you begin, it’s essential to understand the customer’s needs and business context:

• Initial Audit: Review current communication types, channels used (email, SMS, push), and monthly interaction volumes.
• Resource Gathering: Ensure you have brand style guides, landing page examples, and graphic materials.
• Define Key Fields: Identify critical information for segmentation, such as language, country, or areas of interest.

2. Create Custom Fields
In Marketo’s admin panel:

1. Go to Database Management > Field Management > New Custom Field
   .
2. Create specific fields for communication preferences, following the naming convention established in your Marketo instance. Examples:
   • AX PC Email Communications
   • AX PC Business Area
   • AX PC Country
3. Define each field as boolean, list, or checkbox as needed to standardize inputs.

3. Design the Form
Using the Design Studio, create a functional form:

• Include custom fields: Add options like business areas, communication types, and country.
• Hide the email field: Set it as hidden with {{lead.Email Address}} to automatically recognize the user.

• Group fields by categories: Use “fieldsets” to organize sections such as:
  • Communication Channels
  • Business Areas or Topics
  • Language

4. Configure the Landing Page
Ensure the design reflects your brand’s visual identity:

• Use a mock-up to validate the design with the client before implementation.
• Implement scripts in Google Tag Manager for advanced functionalities like:
  • Displaying the form only if the user originates from a valid email.
  • Unchecking all options if “Unsubscribe from all” is selected.

5. Create an Operational Program in Marketo to Manage Campaigns
Set up campaigns in Marketo to manage preferences:

1. Updating Existing Users: Ensure current values reflect the new preferences.
2. Managing New Subscriptions: Configure triggers to set default values for new users.
3. Handling Re-subscriptions and Cancellations: Update data in real-time as preferences change.

6. Perform Comprehensive Testing
Before launching the preference center, thoroughly test all possible scenarios:

• Ensure fields and buttons work correctly.
• Test in a secure environment with various email addresses.
• Simulate typical scenarios, such as updating preferences or unsubscribing.

1. Offer Clear Options and a User-Friendly Design:
   • Make categories intuitive and ensure the page design is simple and clear.
2. Communicate the Benefits:
   • Include text explaining how adjusting preferences will enhance the user experience.
3. Maintain Flexibility:
   • Consider including temporary subscription options for users who prefer pauses over unsubscribing. This improves unsubscribe rates.
4. Advanced Segmentation:
   • Use preferences by business area or country to create more targeted audiences in Marketo, enabling personalized campaigns.
5. Monitor Results:
   • Use Marketo reports to assess the preference center’s impact on key metrics like open and click rates. Adjust periodically, especially in the first months after implementation.
6. Implement Conditional Visibility for Better UX:
   • Use scripts in Google Tag Manager to hide the preference form when users access the page without coming from an email. This ensures the form functions only when the user’s email is recognized by Marketo, preventing errors and enhancing the user experience.