This blog was written by Demi de Kruijf – Marketing Cloud Consultant for Cloudmuscle.
Central to any email marketing strategy is the ability for subscribers to manage their preferences, including the option to unsubscribe from future communications. While Marketing Cloud offers a standard Unsubscribe Center, most Marketing Cloud users choose to take it a step further with custom unsubscribe pages. Unlike the generic Unsubscribe Center, which may lack branding or personalization, custom unsubscribe pages are fully customizable, reflecting the identity and messaging of the sender.
THE CHALLENGE
Our client, utilizing Marketing Cloud, was looking for a streamlined approach to manage their custom unsubscribe and profile pages across multiple countries. Traditional methods of manually updating content for each center proved to be time-consuming and prone to errors. We have been working on a solution to create one unsubscribe page and one profile page that serves all countries.
THE SOLUTION
Leveraging the power of AMPscript and data extensions, we have developed a dynamic solution capable of generating content based on the subscriber’s language code. So, how does it work? At its core, the dynamic center is based on a centralized data extension housing language-specific content. When a subscriber accesses the unsubscribe or profile page via an email, AMPscript springs into action and retrieves the relevant content based on the language code added to the URL. The link inside your email might look like this:
https://yourdomain.email.com/unsubscribe-page?language=nl
The language code is retrieved on the Cloud Page using a RequestParameter AMPscript function.
SET @language = RequestParameter(‘language’)
Then the content is set using the AMPscript Lookup function where the language code is the value that identifies the row to retrieve.
SET @headerTitle = Lookup(‘YourDataExtensionName’, headerTitle, ‘language’, @language)
When the variables are set, we use the AMPscript V function in our HTML to output the value of the variable.
%%=v(@headerTitle)=%%
To retrieve the content on the following confirmation page as well, the language code is passed on in the AMPscript Redirect function.
Redirect(Concat(CloudPagesURL(1234,’country’,’@country’)))
CONCLUSION
Our dynamic solution future-proofs our client’s email marketing strategy. As they expand into new markets or adapt to evolving regulations, the system remains adaptable and scalable. Updates can be made centrally, ensuring consistency across all unsubscribe and profile pages while accommodating the nuances of each region. No new pages need to be created, a new row can simply be added to the data extension representing a new language. If a content update is required, this can be processed directly in the data extension and does not have to be processed separately on each page.
