Northern Trail Outfitters (NTO) is using a custom Preference Center, but they found unsubscribes from Contacts that never visited the Preference Center.
Answer is B. List Unsubscribe Header. This is a one-click unsubscribe method or RMM (Mail to) that bypasses the custom Preference Center. It is also illegal to redirect users to a different place after they click on the List Unsubscribe header link (https://help.salesforce.com/s/articleView?id=mktg.mc_es_one_click_header_unsubscribe.htm&type=5&utm_source=chatgpt.com)
A and C are wrong because users need to access some sort of preference center page to manually opt out while for B all they need to do is to click on the link and the unsubscribe is taken care of in the back-end for them automatically.
The most likely reason for unsubscribes from Contacts who never visited the custom Preference Center is:
• A. Universal Unsubscribe
The Universal Unsubscribe feature in Marketing Cloud allows subscribers to opt out of all emails from a sender, regardless of whether they visit the custom Preference Center. This can happen if subscribers use the "unsubscribe" link provided in the email footer, which typically leads to a global unsubscribe action.
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