So you have the keys to this awesome new platform called Marketo; especially exciting if you are coming off of an email service provider where your marketing tools are limited. You probably have a few programs running in Marketo already - outbound email campaigns, webinars and engagement programs. If you are qualifying leads for a sales team, you may even have scoring campaigns and a lead lifecycle.
As you navigate Marketo, and use the system over time, your database can start to get a bit unruly. For example, you may notice that your unsubscribes are increasing or that you have a large bucket of invalid email addresses. Aside from ensuring that your content is absolutely relevant to your leads, and that you are sending to good, qualified data, it may also be time to design some data management campaigns to keep your data clean.
In Marketo, a marketable lead is any record that meets the following criteria:
- Has a valid email address
- Has not hard-bounced
- Is not Marketing Suspended
- Is not excluded from marketing due to data management campaigns
If the percentage of your marketable leads is less than 80% of your database, you should consider cleaning up your data in Marketo. This frees up space, and ensures that you do not hit your database limit. It also ensures that you are not sending to undeliverable email addresses which can negatively affect email deliverability, including damaging your sender IP reputation.
Creating a data management campaign is easy as creating a Smart Campaign with filters and flow steps.
Setting Email Invalid to True
One way to keep your data clean is to create a Smart Campaign that sets Email Invalid to True when emails permanently fail. When an email address hard-bounces, an error response is sent to Marketo from the receiving email server. Some responses include "Invalid recipient," "No such user," "Unknown address." A simple Smart Campaign that uses the Email Bounced filter with a Details constraint that contains all possible permanent error permutations can help you identify bad email addresses so that you don't continue to send email to them.
Smart List filters for this Smart Campaign:
Example Error Responses (using the Contains operator):
- invalid recipient
- recipient invalid
- recipient not
- recipient unknown
- unknown recipient
- recipient rejected
- Recipient address rejected
- User address
- user invalid
- user not
- invalid user
- user unknown
- unknown user
- invalid address
- Unknown address
- Unable to verify destination address
- Mailbox unavailable
- no such
- no longer
- Bad email
- email bad
Flow steps for this Smart Campaign:
Other Data Management Campaigns Include:
- Setting Marketing Suspended to True/False
- Set Black Listed to True (eg. exclude competitors)
- Set Is Employee to True
- Set Is Partner to True
- Set Emailable to True/False
- Delete CRM Deleted Records
- Normalize Country/State Fields
When creating data management campaigns it is a best practice to use filters rather than triggers to reduce the amount of server load on the system. You can schedule these batch campaigns to run nightly at specified times. It's also a good practice to stagger the schedules of each Smart Campaign so that they don't all run at once.