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41 Posts authored by: Brian Law Employee

Here is an example of a data management campaign to populate an empty State field with the Inferred State value. In this case I only wanted to populate the State field for certain countries. Simply remove Country and Inferred Country if you want to populate the State field for all countries. Notice I set the Source Type to Web form fillout since I wanted the Lead is Create trigger to only fire when the record is created via a web form.

 

Smart Campaign

Populate State with Inferred State Value

 

Smart List

Flow

{{lead.Inferred State Region}}

If necessary you can use the ‘Add Choice’ logic in the Change Data Value flow step to change the abbreviation to the full name of the state. Remember to create two different campaigns and put the most popular states at the top as noted in this article for better system performance.

Notes:

  • Run the campaign as a daily batch campaign if you don't need low latency.
  • Information about using Inferred State.
  • Information about using Inferred Country.

Marketo populates a known record with inferred state information leveraging the IP address when a person fills out a Marketo form. Here is an interesting article about what's behind your IP address.

 

The Inferred State Region value for US states and Canadian provinces is abbreviated.

 

Example

 

Inferred State Region values for other countries are often city states.

 

Example

 

Resources

 

Part II - Instructions to Populate State with Inferred State Information.

Brian Law

SFDC ID – A Deep Dive

Posted by Brian Law Employee Jul 4, 2017

The SFDC Id token can be used in emails and the value can be viewed in a Smart List and on individual records. You unfortunately can't search by a SFDC Id in the database area of Marketo.

 

The SFD id can’t be used in a Change Data Value flow step to populate a custom field. The SFDC Id also can’t be used as filter in a smart list. You can populate a custom string field with the 18 character SFDC id using the tokens {{lead.sfdc lead id}} and {{lead.sfdc contact id}}.

 

Flow example

If you have a large database, I recommend running 100K batches at night and on the weekends and waiting a few hours after each is completed so you don't impact system performance.

 

By the way, after a lead is converted to a contact you will need to run a daily batch campaign to set the new SFDC Id.

 

Here is an example of how to set the Smart List of the batch campaign.

A resource guide for identifying records with suspect field values:

 

Records with a possible Invalid Email address. Includes a solution from Sanford Whiteman on correcting common issues.

 

Records with a generic email address.

 

Imported records with the Unicode replacement character.

 

Records with a suspicious field value.

 

Records which appear in Marketo again after you have deleted them.

Good data governance is keeping your Marketo database up-to-date, accurate and useful. Here is how to create a smart list to identify fields with abnormal values.

 

In this example, I created the smart list in my master data management program.

 

Smart List - Imported and Web Form Records with Possible Field Value Issues

 

In this example, I am assuming unusual values coming from records created from salesforce.com is intended behavior. If you are interested in reviewing your entire database rather than records created by list imports and web form fillouts simply remove the first filter in the smart list.

Here are the values used in the smart list above:

??

!

@

$

%

^

I intentionally left out #, & and * which are often used. Feel free to adjust your own smart list according to your requirements.

The Unicode replacement character � (often a black diamond with a question mark in it) will often appear when imported data is invalid.

 

Here is a smart list you can setup and subscribe to be alerted of an issue with a list import.

 

In this example, I created the smart list in my master data management program.

 

Smart List - Unicode Replacement Character- List Import (Created in past 24 hours): Set the subscription to this list.

In this case I sent the date of activity for the past 24 hours but you can customize the time frame.

Set Subscription

Now you can trouble shoot issues more quickly.

 

Additional Resources

  • Instructions for importing records with Unicode data into Marketo. Here is some test data if you want to try out the instructions.

 

Email AddressCompany NameFirst Name
testrecord01@record.comChinese(中文
testrecord02@record.comJapanese日本語
testrecord03@record.comKorean한국어
testrecord05@record.comGermanä ö ü
testrecord06@record.comSpanishá é í ó ú
testrecord07@record.comSwedish/FinnishÅ å Ä ä Ö ö
testrecord08@record.comDanish/NorwegianÅ å Æ æ Ø ø
testrecord09@record.comFrenchÀ à Â â Ä ä È è Ô ô

 

Here is a recent thread about Unicode issues in Marketo. There are other ways to import Unicode as stated in this thread.

 

Here is a wiki article if you are interested in learning more about the replacement character.

Instructions for setting the Marketing Suspended to FALSE if the email address field is updated or the record does an activity.

 

Smart Campaign

Set Marketing Suspended to False - New Activity

 

Smart List

Remember to add any master smart or static lists you are using to prevent promotional emails being sent to specific records which have the Marketing Suspended field set to TRUE so this campaign doesn't accidentally change the Marketing Suspended field.

 

Flow

Schedule

Additional resources for managing bounces.

Automatically identifying email addresses which bounce repeatedly and setting these records as Marketing Suspended is TRUE in your database will help protect your sender reputation.

 

Smart Campaign

Set Marketing Suspended to True - Hard Bounces

In this example, I am setting the Min. Number of Bounces to 5 in the past 90 days. If you send emails more often you might consider reducing the timeframe to the past 30 or 60 days.

 

Smart List

Flow

Marketing Suspended Reason (Custom Marketo field): On {{system.date}}, the record bounced for 5th time in the past 90 days.

 

Schedule

 

 

Smart Campaign

Set Marketing Suspended to True - Soft Bounces

Using a separate smart campaign will allow you to set different Min. Number of Times and activity time frame. It also makes it easier to determine how many records flow through each campaign.

 

Smart List

 

Flow

Marketing Suspended Reason (Custom Marketo field): On {{system.date}}, the record bounced for 7th time in the past 90 days.

 

Schedule

 

 

Resources for managing bounces.

Since there is a ton of information on the community about how to identify and manage records which bounce repeatedly I thought it would help if they were all in one location.

 

How to Manage Your Marketo Database for Deliverability by Kiersti Esparza

Great tips for identifying records which bounce repeatedly and how to understand the different bounce codes.

 

Email Bounce Codes

Learn more about the different bounce codes.

 

Monitoring Email Deliverability: Bounces - Part I by Kristen Carmean

Terrific information about bounces and the main categories: incorrect email address, anti-spam block, technical issues, soft bounces.

 

Monitoring Email Deliverability: Unengaged Users – Part II by Kristen Carmean

Additional tips for identifying and managing chronic non-responders.

 

Monitoring Email Deliverability: Troubleshooting High Bounce Rates – Part III by Kristen Carmean

This great article covers troubleshooting some common email deliverability problems, starting with high bounce rates.

 

Monitoring Email Deliverability: Troubleshooting Spam Blocks – Part IV by Kristen Carmean

Learn more about troubleshooting spam blocks

 

Data Management Strategies - Managing Chronic Non-responders (never open or click) Part I by Brian Law

Identifying and managing chronic non-responders.

 

Data Management Strategies – Managing Chronic Non-responders (never open or click) Part II by Brian Law

Smart campaign build instructions.

 

Data Management Strategies – Smart Campaigns for Managing Chronic Bounces by Brian Law

Smart campaign build instructions.

 

Data Management Strategies – Setting Marketing Suspended to False by Brian Law

Smart campaign build instructions.

Running a batch campaign to set non-responsive records to Marketing Suspended is one option you can implement to prevent accidentally sending them a promotional email while you determine a re-engagement strategy. Here is the first Part I of this article.

 

Smart Campaign

Set Records Who Haven’t Engaged in an Email in the Past Year to Marketing Suspended

In this example I am setting the Min. Number of Emails sent to a record to 20.

 

Smart List

Flow

Marketing Suspended Reason (Custom Marketo field): Set Marketing Suspended to True on {{system.date}} since the record has been inactive for the past year.

 

Schedule

Run once or set up a weekly or monthly recurring batch campaign.

 

Here is the smart campaign setup you can use to run tests against small groups (1,000 to 2,000) of the marketing suspended chronic non-responsive records.

 

Smart Campaign Email Test #1

Smart List

In this example, the test will be to sent to records based on the first letter in their email address. Subsequent tests can be easily sent to a different group of records.

Flow

In the flow, Marketing Suspended will be flipped to False temporarily so the email will be sent. After the record goes through the Send Email flow step, Marketing Suspended will be changed back to True.

 

Data Management Strategies – Managing Chronic Non-responders (never open or click) Part I.

Whether you are a major enterprise or a small start-up, managing chronic non-responders, records who never open or click your emails, will help protect your sender reputation by reducing the chance for a spam compliant.

 

The first step is to identify the records who haven’t opened or clicked any emails during the past year or whatever timeframe you prefer.

 

Smart List - Not Opened or Clicked Any Email in Past Year

In this example I am setting the Min. Number of Emails sent to a record to 20.

 

FYI - It is possible to click an email without opening it.

Activity log example:

 

Here is an alternative way to get the same results.

 

Smart List #1 - Not Opened Any Email in Past Year

In this example I am setting the Min. Number of Emails sent to a record to 20.

Smart List #2 - Clicked Any Email in Past Year

Smart List #3 - Not Opened or Clicked Any Email in Past Year

In my next article I will demonstrate how to set the records to Marketing Suspended to prevent accidentally sending them a promotional email while you determine a strategy to get them to re-engage.

 

Here is Part II of this article.

 

By the way, here is a similar article about identifying your chronic non-responders and the importance of managing them written by Kristen Carmean.

When working with clients I often see records from imported lists where the email address field is empty. The email address is often mistakenly imported into the incorrect column/field. Using a list import template and having a QA process will help prevent the issue from happening. But if it does happen, often weeks can go by before anyone notices and corrects the error thus losing the ability to follow-up and nurture the records in a timely manner.

 

Here are smart lists you can setup and subscribe to be alerted of an issue.

 

Missing Email Address - List Import (Created in past 24 hours): Set the subscription to this list

Missing Email Address - List Import (Created in past week): Use this list to investigate the issue

• Based on Original Source Type is List import

 

In this example, I created the smart list in my master data management program.

 

Smart List - Missing Email Address - List Import (Created in past 24 hours)

or

Set Subscription

That's it

In a recent article by Jeff Coveney, he discusses steps to deleting bad data. Here are smart lists you can create to easily identify if a deleted record ever returns. Instead of creating smart lists you can also create weekly batch campaigns to add the records to a static list.

 

Smart List Examples

Deleted Records - Recreated via SFDC

• Based on Original Source Type is salesforce.com

Deleted Records - Recreated via Form Fillout

• Based on Original Source Type is Web form fillout

Optionally, you can base your smart lists on lead source, acquisition program, etc.

 

In this example, I created the smart lists in a new program in my data management folder but you can also add these smart lists to your master data management program.

Smart List Example

Remember to adjust the Advanced filters each time you add a new Email Address filter.

 

Here is a smart list you can create if you purchase records and periodically delete them and want to see if any ever reappear.

 

Smart List

Deleted Records – Purchased List: XYZ List

If a previously deleted record reappears in your system via a Form Fillout or List Purchase you can use the logic described above to create a batch campaign to automatically delete them from your system again.

Instructions to identify possible invalid email addresses and to set them to Marketing Suspended while you manually clean them up. In this example, Marketo hasn't marked them automatically as Email Invalid yet. Alternatively you can skip setting the records to Marketing Suspended and simply use a Smart List to review and fix the records.

 

Create a batch campaign to set suspected invalid email addresses to Marketing Suspended.

 

Smart List

Email Address contains

@aol.cm

@aol.cmo

@aol.con

@asdf.com

@gjail.com

@gkail.com

@gmail.cm

@gmail.cmo

@gmail.con

@gmial.com

@gmsil.com

@gmzil.com

@gnail.com

@hahoo.com

@hitmail.com

@hltmail.com

@hmail.com

@hogmail.com

@hormail.com

@hptmail.com

@outlook.con

@outlook.cm

@yahoo.cm

@yahoo.cmo

@yahoo.con

@yhoo.com

 

Flow

In the flow besides setting the Marketing Suspended field to True, I am going to set a custom field called 'Marketing Suspended Reason' to 'Set Marketing Suspended to True due to possible invalid email address.'

Schedule

As I mentioned earlier, you can also skip setting a batch campaign and simply use a Smart List to review and fix the records.

 

Note: I am unaware of natively being able to fix email addresses in Marketo in an automated fashion. For now it's only a dream.

Data governance is keeping your Marketo database up-to-date, accurate and useful. Here is how to create a data management campaign to identify generic email addresses in your system.

 

Why suppress emails to generic email addresses? They are typically tied to a group and not a specific person and if the person who signed up to receive your content leaves the company or changes role your email will no longer reach the desired recipient. Emails to generic addresses might be more likely marked as spam which may impact your sender reputation. Before setting records to Marketing Suspended you may want to review whether the emails are being opened or clicked.

 

In this example, I am going to create a batch campaign to identify generic email addresses and set them to Marketing Suspended. They will continue to receive operational emails but won’t receive promotional emails. It's optional to set the records to Marketing Suspended.

 

Smart List

Email Address starts with

accountspayable@

admin@

ap@

billing@

contact@

customerservice@

finance@

help@

helpdesk@

info@

marketing@

noreply@

no-reply@

office@

postmaster@

sales@

security@

support@

system@

webmaster@

 

Flow

In the flow besides setting the Marketing Suspended field to True, I am going to set a custom field called 'Marketing Suspended Reason' to 'Set Marketing Suspended to True due to generic email address' and all the records to a static list.

 

Schedule

I am going to set the batch campaign to run in the middle of the night.

 

If you are looking for more information about data management/health, here is great article by Jeff Coveney on Six Steps to Delete Bad Data.

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