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2016

Are you frustrated by an SPF record that is not valid?

man-woman-upset.jpg

 

One of the most common reason an SPF record will break is because it is including too many mechanisms.

Are you looking for a quick win to make sure your SPF record is valid? 

 

Don't use the include:salesforce.com mechanism but instead use the include:_spf.salesforce.com mechanism.

This reduces the number of look up mechanisms being included from 8 to 2! 

 

And using include:salesforce.com approves Gmail IP's which does open your domain up for spoofing across the Gmail network.

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The Salesforce Help article also makes this recommendation:

https://help.salesforce.com/apex/HTViewSolution?urlname=Sender-Policy-Framework-SPF-Salesforce-com-SPF-Record-1327365203011&language=en_US

 

Reach out to Marketo Support if this doesn't solve your SPF anguish.  There are SPF experts at Marketo at Marketo who can get you on a path of Validation.

 

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Proofpoint Spam Detection performs two analyses:

Connection Level Analysis Connection management features in Proofpoint Enterprise Protection test multiple connection-level data points including DNS, MX record verification, SPF, recipient verification, and reputation data. Proofpoint constantly monitors SMTP connections at the IP address level, looking for suspect or malicious activity. Based on this analysis, SMTP rate control is used to automatically block or throttle malicious connections.

 

Proofpoint performs Contextual, Lexical and Image-based Analysis of content and context of messages using structural tests, English and foreign language content inspection, malicious (spyware/phishing/pharming) URL detection, phishing attacks, image analysis, reputation analysis and any custom policies administrators have defined.

 

An add-on enhancement to ProofPoint's filtering is their URL Defense program.  If an email admin has enabled this program Proofpoint will re-write all URLs in an email with their own unique link.   [URL Defense FAQ's - Powered by Proofpoint Essentials]

 

How can you confirm if a URL has been re-written?

 

What happens when a user clicks on a re-written URL?

The user is redirected to the Proofpoint URL Defense service where the URL and website is analyzed.

    • If the URL is considered bad: The user will be shown a page informing them "The website has Been Blocked!".
    • If the URL is considered good: The user will be re-directed to the website.

 

Is there a noticeable delay when a user clicks on a defended URL?

    • No. Defended URLs are checked real-time to ensure that the latest status determines it to be safe.

 

How long will defended URLs continue to work?

    • Defended URLs will not expire. They will continue to function indefinitely.
    • If the redirection services is not available (i.e., we cannot verify the links reputation) we will redirect to the original link.

 

Will URL Defense protect a URL that is safe at one-time but becomes comprimised later?

    • Yes. Each time a URL is clicked the status of that URL is verified before the redirect is allowed.

 

 

Additional Troubleshooting:

As a sender, if you have the Email Deliverability PowerPack, you can refer to the headers to confirm if Proofpoint has flagged your mail as spam. Each mailbox provider can customize their own scoring rules but the following is the default.

0-49 is clean

50-94 is quarantined

95+ is discarded

 

Market share:

Proofpoint's secure email gateway is used by 4,000+ customers and 53% of the F100 and ~30% of the Fortune 1000.


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When you add the Email Invalid Cause to display as a Column to any of your Deliverability Smartlists, you will see a code value*, and potentially a suffix as well, to help you understand the reason for a Hard Bounce.  Soft Bounce reasons can't be viewed through a Smart List report, only one at a time in a lead's activity log.

 

  • Codes in the 400 range are generally Soft Bounces
  • Codes in the 500 range are generally Hard Bounces

 

*Mail server administrators can create custom messages that accompany bounce codes

Traditional Bounce Codes

Code

Explanation

250

Mail accepted by receiving network

421

<domain> Service not available, closing transmission channel

450

Requested mail action not taken: mailbox unavailable (e.g., mailbox busy)

451

Requested action aborted: error in processing

452

Requested action not taken: insufficient system storage

500

The server could not recognize the command due to a syntax error.

501

A syntax error was encountered in command arguments.

502

This command is not implemented.

503

The server has encountered a bad sequence of commands.

504

A command parameter is not implemented.

550

User’s mailbox was unavailable (such as not found)

551

The recipient is not local to the server.

552

The action was aborted due to exceeded storage allocation.

553

The command was aborted because the mailbox name is invalid.

554

The transaction failed for some unstated reason.


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Enhanced Bounce Codes

If a suffix appears after one of the codes above, it is an enhanced Bounce code

*Mail server administrators can crate custom messages that accompany bounce codes

Code

Explanation

5.0.0

Address does not exist

5.1.0

Other address status

5.1.1

Bad destination mailbox address

5.1.2

Bad destination system address

5.1.3

Bad destination mailbox address syntax

5.1.4

Destination mailbox address ambiguous

5.1.5

Destination mailbox address valid

5.1.6

Mailbox has moved

5.1.7

Bad sender’s mailbox address syntax

5.1.8

Bad sender’s system address

5.2.0

Other or undefined mailbox status

5.2.1

Mailbox disabled, not accepting messages

5.2.2

Mailbox full

5.2.3

Message length exceeds administrative limit.

5.2.4

Mailing list expansion problem

5.3.0

Other or undefined mail system status

5.3.1

Mail system full

5.3.2

System not accepting network messages

5.3.3

System not capable of selected features

5.3.4

Message too big for system

5.4.0

Other or undefined network or routing status

5.4.1

No answer from host

5.4.2

Bad connection

5.4.3

Routing server failure

5.4.4

Unable to route

5.4.5

Network congestion

5.4.6

Routing loop detected

5.4.7

Delivery time expired

5.5.0

Other or undefined protocol status

5.5.1

Invalid command

5.5.2

Syntax error

5.5.3

Too many recipients

5.5.4

Invalid command arguments

5.5.5

Wrong protocol version

5.6.0

Other or undefined media error

5.6.1

Media not supported

5.6.2

Conversion required and prohibited

5.6.3

Conversion required but not supported

5.6.4

Conversion with loss performed

5.6.5

Conversion failed

5.7.0

Other or undefined security status

5.7.1

Delivery not authorized, message refused

5.7.2

Mailing list expansion prohibited

5.7.3

Security conversion required but not possible

5.7.4

Security features not supported

5.7.5

Cryptographic failure

5.7.6

Cryptographic algorithm not supported

5.7.7

Message integrity failure

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Gmail has started labeling mail that is sent without encryption with a broken lock icon lock.png.

 

 

Email encryption in transit (TLS)

Gmail supports encryption in transit using Transport Layer Security (TLS), and will automatically encrypt your incoming and outgoing emails if it can. Some other email services don't support TLS, and therefore messages exchanged with these services will not be TLS encrypted.

In Gmail on your computer, you can check that a message you’ve received was sent over TLS by clicking the small down arrow at the top-left of the email and reading the message details.

If you see a red open padlock iconlock.pngon a message you’ve received, or on one you're about to send, it means that the message may not be encrypted.

https://support.google.com/mail/answer/6330403?p=tls&hl=en&rd=1

 

It is understood that Google is likely giving some preferential deliverability scoring to emails sent through encryption.

 

Good News.  Marketo implemented Opportunistic TLS in the middle of 2015 so we are ahead of the ball!

 

 

Example of mail sent without encryption

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Example of mail sent with encryption

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Cloudmark is a secure email gateway that uses fingerprinting technology to block spam.  Cloudmark has a broad footprint of networks who leverage their technology including:  small and international ISPs, mobile operators, hosting providers and registrars in 165 countries. Customers include EarthLink, Comcast, Cablevision, Time Warner, AT&T, Virgin Mobile, Sprint, British Telecom, Swisscom, Antel, QQ, Sohu.com, WebCentral and many others.  There are more than 1.5 billion mailboxes that may be impacted by Cloudmark filtering globally.

 

All messages seen by Cloudmark are fingerprinted, and then are deemed 'spammy' or 'legit' based on feedback from the network.  There are three main components of the filtering technology:

  1. Global Threat Network a reputation network made up of ISP abuse teams, system administrators, webmail end-users, desktop users and honeypot spam trap networks.
  2. Advanced Message Fingerprinting real-time algorithms that create fingerprints, or hashes, of various components of an email header, body and other characteristics.
  3. Cloudmark Services and Trust Evaluation System – a complex and highly dynamic system that collects, analyzes and classifies fingerprints received through its Global Threat Network.

 

The primary drivers of spammy fingerprinting include hitting spam traps or generating spam complaints withing the network.  Practices that are likely contributors to spammy fingerprint dispositions include:

  • Mailing to third-party sourced leads (acquired through list rental/purchase/append)
  • Mailing to inactive users
  • Distributing content across large numbers of IPs and providers
  • Affilliate programs that abuse your content or domain

 

If you feel that you are being impacted by the Cloudmark blacklist please reach out to Support or follow some of our standard recommendations:

 

Blacklist Remediation (comprehensive)

Simple Blacklist Remediation

Successful Reconfirmation

A Creative Re-Engagement Email Campaign

 

Thank you Carmi Lopez-Jones for helping craft this post!


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Identifying Unsuccessful Email Addresses

Identifying email addresses with recurring technical failures enables you to update these leads as Marketing Suspended is TRUE in your database.

 

If there are recurring failures over time, it is likely that email will never deliver to those addresses. Mailing to these can be risky because domains that have expired are sometimes turned into spamtraps. A send to a spamtrap can have different kinds of impact from individual content being fingerprinted and blocked by filtering systems or the sending infrastructure being blocked.


We suggest creating a Folder in Lead Database to house your Deliverability SmartLists.  From there you can either import our Deliverability Program or you can create your own SmartLists to monitor for recurring bounces.

 

 

Option 1: Import Marketo’s Deliverability Program

 

You will need to create a field within your subscription called “marketingSuspendedReason” using the instructions here.

 

For “Type” Select “String” and for “Name” enter “Marketing Suspended Reason”.  This will automatically fill in the “API Name” field:

Picture1.png

 

Once your custom field is created, you are ready to import our program.  To do so, follow the instructions here.  For “Subscription” pick “Marketo Program Library” and for “Import Program” select “OP-Email Deliverability”:

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For “Campaign Folder”, we recommend “Data Management” but you can select any folder that makes the most sense for you and your business needs.

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Option 2: Creating your own SmartLists

 

Smartlist: Chronically Bouncing Addresses

You’ll need to use Advanced filtering: 1 and 2

  1. Email Bounced Soft filter (I don't recommend setting Hard Bounces invalid manually, Marketo already sets Invalid Addresses invalid and they are not mailed again.  Other Hard Bounces include Spam Blocks and I encourage you to retry mailing to those addresses in subsequent campaigns.)
    1. Constraint – Time:
      1. Set time constraint to reflect the SAME range of time depending on your email frequency.
      2. You will have wanted to have sent more than two or three emails to the leads you are reviewing to determine if the technical bounce issues are chronic.
      3. A three month window is a good standard window of time to review in this situation if you are sending at least monthly
    2. Constraint – Minimum number of times: Three (variable depending on your campaign frequency)
  2. Was Not Delivered Email Smart List filter
    1. Constraint – Time:
      1. Set time constraint to reflect the SAME range of time depending on your email frequency.
      2. You will have wanted to have sent more than two or three emails to the leads you are reviewing to determine if the technical bounce issues are chronic.
      3. A three-month window is a good standard window of time to review in this situation if you are sending at least monthly

Screen Shot 2016-08-24 at 4.35.41 PM.png

Identifying Chronic Non-Responders/Unengaged

Identify chronic non-responders or those unengaged with your email marketing to:

  • Target for a re-engagement program
  • Changes status to Marketing Suspended to remove them from active campaigns

Screen Shot 2017-02-14 at 10.05.58 PM.png

Identify Chronic Non-Responders

  1. Email Delivered:
    1. Constraint – Time:
      1. Choose the emails in the series you are querying or set time constraint to reflect a set range of time depending on your email frequency, 6 and 12 months are common windows of time people use for this.

 

  1. Not Opened Email inactivity filter is any.
    1. Constraint – Time:
      1. Choose the emails in the series you are querying or set time constraint to reflect a set range of time depending on your email frequency, 6 and 12 months are common windows of time people use for this.
    2. Constraint – Min. Number of Time:
      1. Choose the number of emails sent in that time period you are evaluating to account for multiple delivered emails with no opens/clicks.  This can be a predetermined threshold, ie:  5 emails in 6 months for a monthly sender, or 8 emails in 2 weeks for a daily sender, or the actual number of emails sent within that time period.  (You may need to review an Email Performance report ahead of time to get that number of emails sent in the specified time period in advance.)
  2. Not Clicked Link inactivity filter is any.
    1. Constraint – Time:
      1. Choose the emails in the series you are querying or set time constraint to reflect a set range of time depending on your email frequency, 6 and 12 months are common windows of time people use for this.
    2. Constraint – Min. Number of Time:
      1. Choose the number of emails sent in that time period you are evaluating to account for multiple delivered emails with no opens/clicks.  This can be a predetermined threshold, ie:  5 emails in 6 months for a monthly sender, or 8 emails in 2 weeks for a daily sender, or the actual number of emails sent within that time period.  (You may need to review an Email Performance report ahead of time to get that number of emails sent in the specified time period in advance.)
  3. Add any other brand engagement if desired: Are you tracking other engagement with your business such as webinar attendance, whitepaper downloads, etc.
    1. Constraint – Time:
      1. Choose the emails in the series you are querying or set time constraint to reflect a set range of time depending on your email frequency, 6 and 12 months are common windows of time people use for this.
    2. Constraint – Min. Number of Time:
      1. Choose the number of emails sent in that time period you are evaluating to account for multiple delivered emails with no opens/clicks.  This can be a predetermined threshold, ie:  5 emails in 6 months for a monthly sender, or 8 emails in 2 weeks for a daily sender, or the actual number of emails sent within that time period.   (You may need to review an Email Performance report ahead of time to get that number of emails sent in the specified time period in advance.)

 

Reviewing Specific Bounce Types

You would first create Smartlists by Bounce Type, and then use these Smartlists as filters within the Email Performance Report in the Analytics section.

  • Hard Bounces
    • Category 1 – spam block (Email Suspended=true (for 24 hours))
    • Category 2 –email invalid (Email Invalid=true)

 

  • Soft Bounces
    • Category 3 – Soft Bounce (Mailbox Full, Timeout, Soft Bounce, Generic Bounce)
    • Category 4 – Technical Soft Bounce (Transient Failure, Admin Failure, DNS Failure, Too Large)
    • Category 9 – Unknown (Undetermined)

 

Smart Lists: Bounce Types

Create a SmartList for each of the major types of Bounces:

  • Hard Bounces – Spam Block
    • Filter: Email Bounced (set constraints as needed, by time range or by email)
    • Constraint: Category is 1

Screen Shot 2017-02-09 at 12.29.50 PM.png

Example of hard bounce, spam block bounce type

  • Hard Bounces – Email Invalid
    • Filter: Email Bounced (set constraints as needed, by time range or by email)
    • Constraint: Category is 2

Screen Shot 2017-02-09 at 12.29.58 PM.png

Example of hard bounce, email invalid bounce type

  • Soft Bounces – Mailbox full, other technical issues
    • Filter: Email Bounced Soft (set constraints as needed, by time range or by email)
    • Constraint: Category is 3

Screen Shot 2017-02-09 at 12.27.53 PM.png

  • Soft Bounces – Technical
    • Filter: Email Bounced Soft (set constraints as needed, by time range or by email)
    • Constraint: Category is 4

Screen Shot 2017-02-09 at 12.28.04 PM.png

Email Performance Report

In the Analytics section, you would add Filter this report by any of the four Smartlists above:

emailperformance.png

 

Retargeting Failed Addresses

To troubleshoot a delivery situation where email addresses bounced for temporary reasons, create a Smart List that looks specifically at bounces. This will capture the addresses that are likely deliverable, but ran into temporary delivery issues. The Smart List will pull addresses that bounced due to being invalid, but those addresses will not be mailed to in a follow up campaign.

 

Retargeting Failed Addresses

  1. Email Bounced (set constraints as needed, by time range or by email)
  2. Email Soft Bounced (set constraints as needed, by time range or by email)

retargeting.png

Query for leads with failed addresses

Cracking the Inbox Code: Google

 

It can be challenging to consistently achieve inbox delivery at Gmail and Google Apps.  One reason is that Gmail has very complicated filtering strategy, which learns from and classifies hundreds of items within a message to detect and prevent spam.  They’re machine learning-based and measure hundreds of things about incoming mail. The filters are continually adapting to spam threats and updating how they treat specific mail.

 

The impact of this approach is that filtering is far from static.  What passes to the inbox now, may fail in short order.

 

We’ve put together a bit of intel about Gmail filters to support senders in ensuring their programs are in tip-top shape to achieve inbox placement at Gmail/GoogleApps.

 

Google’s spam filters

  • Google’s leverages a content scan to determine if message is bulk/mass marketing.
  • The filters also recognize when an email is attempting to collect sensitive recipient information.  This will trigger “potential phishing message” notification and will also flag the mail as spam.
  • Gmail spam filtering is very user feedback-driven.  Subscribers train the filter when they click on “This is Spam” or “This is Not Spam.”
    • Low complaints and high “this is not spam” rates = positive engagement
  • Adapts to spam threats through machine learning and constantly updates filtering protocol.
  • GoogleApps Spam Filter:  In 2007, Google acquired Postini a security company focused on email.  In 2012 they started shifting customers away from the Postini anti-spam filter and towards GoogleApps.
  • Further, GoogleApps hosted email solution for businesses has rapidly earned marketshare, so most B2B senders are significantly impacted by delivery failures to this domain.
  • On the bright side, Google rarely rejects mail outright (though throttling is common during IP warming).  Most often, Google will deliver questionable mail to the spam folder.  The challenge is that it’s fairly difficult to navigate to the spam folder and with priority inbox, there are even more mechanisms to sort through mail, which may negate the subscribers willingness to search for mail in their spam folders.

Permission

  • Follow best practices for opt-in (confirmed opt-in is always best).
  • Set clear expectations regarding the type and frequency of the email you will send and honor the commitment.

Infrastructure

  • Authenticate using SPF and DKIM (strongly encouraged) and publish your practices with DMARC.
  • Gmail considers transactional mail to be the most important mail they deliver.  Therefore, you should us separate IPs, subdomains, and sending addresses than are used for other email streams.  Don’t combine with promotional mail.
  • Set up a branded envelope from. (Available through Marketo, contact your CAM.)
  • Employ the list unsubscribe header.  Think of it as a poor man’s feedback loop at Gmail.  If you have a strong reputation at Gmail, this functions as a mechanism to return an unsubscribe request to you when your subscribers mark your message as spam. (Marketo uses the List Unsubscribe Header)

Reputation

  • Ensure Your Links Aren't on a Blacklist or Inactive If your message is marked as suspected phishing mail, check to see if any of your URIs are on URL/domain based blacklists like URIBL, SURBL and SpamHaus DBL.  Ensure all URLs within your content are active and resolve as expected.
  • The presence of blacklisted and/or inactive URLs in your content will negatively affect your reputation with GoogleApps and your inbox placement. This includes third-party URLs like bit.ly etc.
  • Manage engagement – monitor recipient activity and re-engage or remove inactives.  Contacts who never open your messages could become a liability for you if they start to file abuse complaints , which would ultimately impact your active recipients too. As a general rule, contacts with no activity for more than six months should be removed from your list or moved into a special “reactivation” messaging track designed to try to re-engage them one last time before dropping them from your list.
  • Encourage engagement.
    • Ask your recipients to mark your messages as “not spam.” This will alert Gmail that your recipients want to receive your messages, help your overall engagement with Gmail and improve delivery to the inbox.
  • Invite contacts to add your sending “From” address to their Gmail address book.
    • Ask your recipients to click Gmail’s yellow priority inbox icon and have them “mark as important.” This will ensure your mailings take the highest priority in your recipient’s inbox and are always listed as “important.”

Content

  • Relevance!  Send only targeted, relevant email to keep subscribers engaged.
  • Implement behavioral marketing best practices to increase message relevance and boost opens and clicks.  Sending emails triggered by a person’s behaviors, preferences or demographics is one of the best ways to ensure a positive customer experience and increase recipient interaction with your messages.
  • Subject Lines:  Keywords and symbols in your subject line can trigger the GoogleApps filter. Avoid the use of the prefix “ADV:” (for advertisement), dollar signs or multiple exclamation points.
  • Avoid Certain Number Patterns:  GoogleApps has a filtering function that matches number patterns and/or sequences that look like credit card or Social Security numbers. They consider this an indication that the mail is a potential phishing message and it will result in a block of your messages. The following are examples of the patterns that will trigger the filter:
    • 16 digit number patterns (credit card):
      • n nnnn nnnn nnnn nnnn
      • nnn-nnnn-nnnn-nnnn
      • nnnn nnnn-nnnn nnnn
      • nnnnnnnnnnnnnnnn
    • 9 digit number sequences (Social Security) – these digits can be separated by spaces dashed or periods:
      • nnn-nn-nnnn
      • nnn nn nnnn
      • nnn.nn.nnnn
      • nnn-nn nnnn
  • Remind recipients to click on the “Always display images from this address” button. This enables your recipients to see your HMTL emails as they were intended and also goes toward positive recipient engagement – especially important given how critical your images are to your message.
  • Create Gmail-specific campaigns with subject lines and a targeted call to action for Gmail users.
  • Avoid URL shorteners.  As noted earlier, URL reputations have a significant weight on Google’s filtering, and URL shorteners have been abused by spammers to deliver malicious email, such that many of the URL shortener domains are permanently blacklisted or blocked.

Additional Resources

Gmail’s Bulk Sender Guidelines

Troubleshooting for Bulk Email Senders

The Learning Behind Gmail's Priority Inbox

Full Metal Email – Confessions of an ‘Anti-Spam Zealot’

Why am I seeing "via" in the From line?

Google Product Forum - Mail server blocked by gmail as a bulk sender

6 Things To Watch For Better Gmail Deliverability

 

Special thank you to Carmi Lopez-Jones for helping draft this blog post!


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It is possible to have multiple landing page domains set up within Marketo - Add Additional Landing Page CNAMEs - Marketo Docs - Product Docs

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I get lots of questions about how to manage changes to the links used within email.  This can happen with a business name changes, a business acquisition or just a rebranding process.

When customers change out the branding on a tracking link or a landing page this means setting up a new subdomain and pointing their domain to the Marketo CNAME. 

I recommend is setting up the CNAME on the new domain and leaving the same CNAME in place for the old domain for at least 3-6 months.  This ensures that any older links that may be activated will continue to work as your recipients may dig up an old email to review content.

 

Happy Sending!

 

Additional Resources about Landing Pages (Personalization) - Marketo Docs - Product Docs

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Recently my team was managing a customer escalation about an unexpected and suspicious spike in click activity in email.  The customer observed all the links within an email activated immediately after delivery.  This is a known issue with filters like Barracuda. The email is accepted and if the message is deemed suspicious, it is subjected to higher scrutiny and the links are validation ‘tested’ to ensure they are not malicious. We have seen a slight increase in this activity since the beginning of the year but in most cases we can mitigate the behavior by focusing on improving the reputation of the sender.

 

"At issue is a part of the Barracuda email filter call the intent filter. There are 3 different modules to this filter.

Intent Analysis – Markers of intent, such as URLs, are extracted and compared against a database maintained by Barracuda Central.

    • Real-Time Intent Analysis – For new domain names that may come into use, Real-Time Intent Analysis involves performing DNS lookups against known URL blocklists.
    • Multilevel Intent Analysis – Use of free websites to redirect to known spammer websites is a growing practice used by spammers to hide or obfuscate their identity from mail scanning techniques such as Intent Analysis. Multilevel Intent Analysis involves inspecting the results of Web queries to URLs of well-known free websites for redirections to known spammer sites.

 

According to Barracuda support it is the Multilevel Intent Analysis module responsible for clicks on links." [Barracuda filters clicking all links - Word to the Wise]

 

Often in these cases the bounces returned from other undelivered email show evidence of content filtering by other networks also, which may indicate there's something going on with the content that's making it look suspicious. In addition we always coach customers to avoid the usage of any URL shorteners also. If there are any in your content, that may prove problematic.

 

How to Manage This Behavior?

One of the ways we suggest mitigating this behavior if it is problematic is to consider set up a “stealth” link, that human readers won’t see or click on but that parsing software might. Clicks on that link, that is unseen by human eyes, are a sign that the click was not done by the intended recipient. It would allow you to create program rules around the behavior so as to mitigate skew in the click rates.

 

I also suggest reviewing your own email sending reputation to understand if your own reputation is triggering this activity.  Are you managing your in-active addresses and removing those from your email program over time?  Do you have a process to remove recurring Soft Bounces after successive unsuccessful delivery attempts?  These two processes are often the first place my team starts when working with customers to improve their sending reputation.  Taking these two actions will improve your reputation over time and you will be less likely to trigger enhanced content filtering if you maintain a pristine sending reputation.

 

Here is a great series of Community Resources to help you understand and manage your email sending reputation:

 

Also, here's a link to an article by a well known deliverability expert on this topic from a couple of years ago but is still relevant: https://wordtothewise.com/2013/07/barracuda-filters-clicking-all-links/.


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The Email Deliverability and Privacy Team always stresses the importance of a strong sending reputation. By keeping an eye on your engagement (opens, clicks, etc.) and reputation (spam complaints, spam traps, unknown users, etc.) metrics you’ll get a good picture of how your emails are being received by subscribers.

But if you’re looking for another measure of your reputation you can take advantage of a handful of resources that will let you know where you stand.  Here are 4 sites that will help you check sending reputation:

 

SenderScore.org

Like a credit score, a Sender Score is a measure of your reputation. Scores are calculated from 0 to 100. The higher your score, the better your reputation and the higher your email deliverability rate. Numbers are calculated on a rolling 30-day average and illustrate where your IP address ranks against other IP addresses. This service is provided by Return Path and provides reputation from primarily a B2C perspective.

 

Senderbase.org

Senderbase, newly rebranded as Talos Intelligence, is a product of Cisco and provides you with the tools to check your reputation by ranking you as Good, Neutral, or Poor. Good means there is little or no threat activity. Neutral means your IP address or domain is within acceptable parameters, but may still be filtered or blocked. Poor means there is a problematic level of threat activity and you are likely to be filtered or blocked.

 

ReputationAuthority

WatchGuard’s ReputationAuthority helps protect business and government organizations from unwanted email and web traffic that contain spam, malware, spyware, malicious code, and phishing attacks. You can look up your IP address or domain, receive a reputation score from 0-100, and get the percentage of emails that were good versus bad.

 

Google Postmaster Tools

Google's Postmaster Tools can help you understand your domain's reputation when sending mail to Google domains, both Gmail and Google Apps.  More information on how to set this up can be found here Understand your Gmail reputation using their Postmaster Tools.

 

SNDS

Smart Network Data Service (SNDS) can give a sender data about the traffic seen originating from the IPs they are mailing from, such as mail volume and complaint rates.  Because Marketo would need to grant specific senders access to view SNDS data for the IPs they mail from, this is only eligible to customers sending from dedicated IPs.  More information on how to set this up can be found here Microsoft SNDS Instructions .

 

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Flows can have choices. Those choices are numbered. But what if you want to know what choice a lead was affected by??

You can open the activity log for a lead and find the activity in question. It shows the choice number. Great, right!?!?!

ActivityLogSnap.JPG

 

Nope. The choice number does not reflect the actual choice number that the lead was affected by. As you can see in the image above, it shows Choice 0.

Where is choice 0??

FlowStepChoiceSnap.JPGI had a case that was exactly that and I banged my head repeatedly trying to figure out why a lead was removed from the flow when the choice number the activity log was showing should not have disqualified the lead.

 

So, I created a Smart Campaign with a “Remove from Flow” flow step and 2 choices plus the default. What I found when my test lead went through the campaign was that the 1st choice, labeled Choice #1 in the flow step, actually was referenced as Choice 0 in the activity log. See the image above.

Weird right?

For sure, until I thought back to some of my basic programming classes in college. This was looking the same way an Array works. In an Array, the first entry is listed as 0, so when you want to pull information from an array and want the 1st record, it is referenced as 0, instead of 1. This is called the index number and always starts with 0.

For more information on arrays, visit W3Schools JavaScript Arrays page which gives an overview of arrays in JavaScript.

 

So, if you are wanting to know which choice a lead was affected by, keep in mind that the choice number listed when you pull the details of an activity log entry is -1 of the choice number in the flow step.


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