Subscription Flag in Marketo and CRMFirst, we need a way to tell Marketo and Digesto that an email address is opted-in. Check if you have this field already. It might be called “Blog subscribe” or “Newsletter” and look like a checkbox.
If you just have the “Unsubscribe” checkbox, let’s be sure to add a special one just for your blog. It is a best practice and it will be easier (and better) to send only blog content to people who requested it.
Ask your SFDC or Marketo Admin to help you create a field with the following instructions:
- Lead and Contact Object, Mapped
- Checkbox (True/False)
- Name: Blog Subscriber
Add fields to SFDC
Add Custom Field to Marketo Only [don’t do this unless you never plan to view it in SFDC]
Blog/Newsletter Sign Up SystemWith previous email platforms, you would create a form and place it on your website. Marketo is no different in that sense, however, it is good to setup a simple Program to capture and manage subscribers.
Blog Sign Up FormNow you can create a special Marketo Form on your blog to ask people to subscribe. The Form should look something like this:
Smart List of Opted In SubscribersTo keep track of leads who opted-in, just create a smart list.
And you can use this smart list anywhere you need to send out emails to Blog Subscribers, especially in your Digesto Program.
Static List of Opted In Subscribers (for speed)You may want to add leads who subscribe to a Static List. The advantage to this option is speed of the count, in case you have a lot of subscribers.
Importing Leads from Other SystemsIf you are migrating from an older email platform or a system like Feedburner, you will need to import your subscribers as a Static List. Here are some tips for doing this:
- In the Old System, pull the list of opted-in subscribes. We don’t need those folks that opted out.
- Put them in a sheet, with at least the following fields: Email Address, Blog Subscriber.
- Follow the Import Instructions to add this list to a Static List in your Blog Program.
You may want to ensure your suppression lists are up-to-date. To send an email via Digesto to your blog subscribers, it is usually sufficient to include:
But if you are concerned about Competitors, Spam Traps, etc…be sure to build that list and add it here:
Reporting on Subscriber Trends Over Time
Part of your job will include monitoring subscriber counts over time. I recommend creating a spreadsheet that you update once a month to take a subscriber count. Your report might look like this:
Where do you get those counts?
- Smart List: Blog Subscribers
- Program Summary: Member Counts
- Campaign Summary: Member Counts
And that’s how you manage your blog subscription system!