Pros and cons to deleting unsubscribed leads in Marketo and not CRM

Forum|Forum|9 years ago
September 6, 2016
4 replies
4196 views

Hey everyone,

I was wondering if anybody has information on the pros and cons to cleaning up your database by deleting leads who have unsubscribed from our communications. I have set up an initial batch campaign for this as well as a nightly run that will keep the database perpetually clean. Any information as to why this should or should not be done?

Thank you

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Lauren_Beth

Level 5

Hi James - We keep our unsubscribed contacts to stay compliant with their wishes and instead clean up through a variety of other nightly batches related to hard bounces, lack of activity, etc. I'd suggest doing that over wiping them based on unsubscribes.

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Anonymous

Well, a couple things here, you want to maintain your unsubscribes because you may re-acquire them later some how. Also, unsubscribes may be interacting with you over other channels and they just don't like email for some reason.

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Anonymous

If someone is unsubscribed and gets deleted from your database, Marketo will automatically check the Unsubscribe box if they are re-entered. So re-acquiring that person is not a problem in the sense that you are in danger of emailing them again. However it can be problematic in that sales people are often disappointed to 'discover' a new contact to add to Salesforce when they find out the person has already unsubscribed previously.

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Anonymous

To add one extra level, depending on your business you may have an operational email that needs to be sent to everyone regardless of their email unsubscribe settings.