Understanding Unsubscribes in Marketing Cloud

Unsubscribes are stored in the Email Engagement Data Model Object (DMO) in Marketing Cloud. This object keeps track of various engagement actions, including unsubscribes.

Implementing the Solution

To remove unsubscribed contacts from a flow, we can create a Data Cloud Record Triggered Flow. This flow will be triggered when a contact unsubscribes, which is indicated by the ssot__EngagementChannelActionId__c=UNSUBSCRIBE condition.

RecordTriggeredFlow.json

{
  "object": "Contact",
  "filter": {
    "field": "ssot__EngagementChannelActionId__c",
    "operator": "equals",
    "value": "UNSUBSCRIBE"
  },
  "actions": [
    {
      "type": "UpdateField",
      "field": "IsUnsubscribed",
      "value": true
    }
  ]
}

Once the flow is triggered, we can update a field on the contact record to indicate that they have unsubscribed. This field can then be used as an exit criteria in the original flow.

The root cause of this issue is the lack of a built-in exit criteria in Journey Builder for unsubscribes. By using a Data Cloud Record Triggered Flow, we can create a custom solution to remove unsubscribed contacts from flows.

Configuring the Exit Criteria

To configure the exit criteria, we can use the field that was updated in the Data Cloud Record Triggered Flow. We can add a decision split to the flow that checks the value of this field, and if it is true, the contact will be removed from the flow.

Heads up: Make sure to test the flow and verify that the exit criteria is working as expected.

Checklist

Configuring Unsubscribe Exit Criteria

• Create a Data Cloud Record Triggered Flow to capture unsubscribes
• Update a field on the contact record to indicate that they have unsubscribed
• Use the updated field as an exit criteria in the original flow
• Test the flow and verify that the exit criteria is working as expected
• Monitor the flow and make adjustments as needed

Frequently Asked Questions

What is the Email Engagement DMO?

The Email Engagement DMO is a data model object in Marketing Cloud that stores information about email engagement actions, including unsubscribes.

Can I use this solution for other types of engagement actions?

Yes, you can use this solution for other types of engagement actions, such as bounces or complaints, by modifying the filter condition in the Data Cloud Record Triggered Flow.

How do I test the flow and verify that the exit criteria is working as expected?

You can test the flow by simulating an unsubscribe action and verifying that the contact is removed from the flow.

What if I have multiple flows that need to remove unsubscribed contacts?

You can use the same Data Cloud Record Triggered Flow for multiple flows, or create separate flows for each one, depending on your specific use case.