Unsubscribes & Email Bounce Best Practices for Nurturing

[Megan_Reed1]

What are best practices for leads that unsubscribe or fall into the email bounce or invalid category in an engagement programs. Should I remove them altogether so our deliverability stays healthy, pause them indefinately, or is there a better solution?

[Adam_Vavrek1]

Hi Megan,

There's a good (recent) discussion on this topic here. We keep unsubscribes in Marketo but try not to add them to any outbound campaigns.

[Tara_Petre]

Hi Megan,

We typically add the following filters to our exclusion smart list and include a filter in smart campaigns used for email sends for simplicity's sake (member of smart list not in Exclusion list).  

Our exclusions smart list uses the following filters:

Marketing suspended=true
Email Invalid=true
Unsubscribed=true
Blacklisted=true
Member of smart list: Lead in competitors (or any other other smart lists containing leads you don't want to send to)

Hope this helps!

Tara
 

[Megan_Reed1]

I plan to exclude any unsubscribes and bounced and invalid emails from my engagement program from the beginning. My question is specific to leads that have not unsubscribed yet, enter the engagment program and then unsubscribe at some point during the engagment program. Should those unsubscribes be removed periodically or does it matter if they sit in the engagement program with a program status of unsubscribed?

[Adam_Vavrek1]

I wouldn't bother removing them periodically. They won't get any emails going forward after they unsubscribe anyway.

[Megan_Reed1]

That's what I thought too. Thanks Adam!