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Included in this article Overview Data you’ll get from Email Bounces Bounce Categories Hard Bounces Soft Bounces Bounce Details Building the Directory 1. Create 6 custom fields 2. Create a Program to house everything 3. Create a Static List 4. Create two Smart Campaigns Smart Campaign One - Logging Email Bounces with Bounce Details Smart Campaign Two - Remove Leads From the List After Successful Deliveries 5. Create Custom List View Showing Bounce Details Overview Bounce activities carry details for why the email was bounced, but it’s housed within the activity log entry, not in a field on the lead record, so it’s difficult to export that data. This article will show you how to extract that information to create a directory of leads bouncing emails and how to make the list automatically update. This will also create counters for bounces and successful re-deliveries after bounces happen. Data you’ll get from Email Bounces Bounce Categories Email bounces come in different types depending on why the email was bounced; Hard Bounces or Soft Bounces. Hard Bounces Hard Bounces come in two types, Category 1 and Category 2. Category 1 bounces are emails that have been marked as spam by the recipient mail server. Many email servers monitor blacklists or spam traps, so after de-listing with them, leads that have had a Category 1 bounce previously may be able to receive emails again. Category 2 bounces occur due to an email address that is invalid or doesn’t exist. Soft Bounces Soft Bounces come in three different types, Categories 3, 4 or 9. Category 3 bounces are usually temporary, caused by full mailboxes, timeouts, or throttling. Any email with this designation has been retried for up to 24 hours (36 for AOL). Category 4 bounces are caused by technical problems, Transient Failures, Admin Failures, DNS Failures. Any email with this designation has been retried for up to 24 hours (36 for AOL). Category 9 bounces are unknown, undetermined or gibberish details. Any email with this designation has been retried for up to 24 hours (36 for AOL). Bounce Details When an email is bounced, the recipient mail server includes details of why it was bounced. These are created by the admin of the recipient mail server and vary greatly, but most will give some explanation that can give valuable information. Email Bounce Codes Building the Directory 1. Create 6 custom fields You’ll need 6 custom fields, two DateTime fields, two Score fields, and two String fields Name the DateTime fields “Bounce Date” and “Email Delivered After Bounce”. Name the Score fields “Email Bounces” and “Deliveries After Bounces” Name the String fields “Email Bounce Details” and “Email Bounce Category” Directions for creating Custom Fields can be found here: Create a Custom Field in Marketo 2. Create a Program to house everything Use a default program type and name it "Directory of Leads Bouncing Emails". Info on creating programs can be found here: Create a Program 3. Create a Static List This static list will be your actual directory that contains all of the leads that are currently bouncing emails. Name it "Active Bounce List". Info on creating a static list can be found here: Create a Static List 4. Create two Smart Campaigns These two Smart Campaigns are what will be used to add and remove leads from your active bounce list. Info on creating Smart Campaigns can be found here: Create a New Smart Campaign Smart Campaign One - Logging Email Bounces with Bounce Details Your first Smart Campaign will be used to listen for any email bounces that occur. The campaign will populate the “Bounce Date”, “Email Bounce Category” and “Email Bounce Details” fields. It will then add one point to the “Email Bounces” score field which can be used to count how many bounces have occurred per lead. Lastly, the campaign will add the lead to the static list which will be an active directory of leads who are bouncing emails. Campaign Smart List Use the two triggers of “Email Bounces” and “Email Bounces Soft” in the Smart List. Set both triggers to “is any” so that they will fire whenever any email bounces for any reason. Campaign Flow The Flow of the campaign will have 5 flow steps. The flow will use a System Token and some Trigger Tokens, which can be used to pull details out of the action that activated the trigger. In this case, the Trigger Tokens will be pulling out the details on why the emails were bounced. That info is in the bounce message and is logged in the lead's activity log. Normally you'd have to comb through the activity log one at a time to find these details for each individual lead. This method, however, will pull the details out automatically for all leads. Flow Step 1: Change Data Value Attribute: “Bounce Date” New Value: {{system.dateTime}} Flow Step 2: Change Data Value. Attribute: “Email Bounce Category” New Value: {{trigger.category}} Flow Step 3: Change Data Value Attribute: “Email Bounce Details” New Value: {{trigger.details}} Flow Step 4: Change Score Score Name: “Email Bounces” Change: +1 Flow Step 5: Add to List List Name: “Active Bounce List” Smart Campaign Two - Remove Leads From the List After Successful Deliveries Campaign Smart List The Smart List of the campaign will need a trigger for “Email is Delivered” set to “is any” and also a filter of “Member of List” looking just for leads that belong to your Static List. This way, the campaign will only apply to leads who have had an email bounce but have then had an email successfully delivered afterwards. Campaign Flow The Flow of the campaign will have 3 flow steps to do the following; log when the email was delivered, add a point to the "Deliveries After Bounce" Score Field, and remove the lead from the "Active Bounce List". Flow Step 1: Change Data Value Attribute: “Email Delivered After Bounce” New Value: {{system.dateTime}} Flow Step 2: Change Score Score Name: “Deliveries After Bounces” Change: +1 Flow Step 3: Remove from List List Name: Operational.Active Bounce List 5. Create Custom List View Showing Bounce Details The custom fields you’ve created for email bounce information won’t show automatically in the view of your list. You can create a new view of the list to show just this information so that when it is exported it will give you only the email bounce information you need. Once the list has the necessary details, it can be exported with those columns included so that you can work with it. You can identify emerging trends and issues with your deliverability by looking for common themes among the bounce details. Directions for creating Custom Views can be found here

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(Article Updated - August 2024) Overview A blocklist is a database of IP addresses or domains that have been associated with the sending of unsolicited commercial email or spam. Internet Service Providers (ISPs) and business email networks use information from blocklists to filter out unwanted email. As a result there can be a drop to inbox delivery rates if the IPs or domains involved with sending email are listed on a blocklist. Marketo’s Email Delivery and Compliance team monitors blocklist activity on our IPs and domains daily. When an impactful listing occurs, we reach out to the blocklist, attempt to identify the sender that triggered it, and work with the blocklist organization to get the listing resolved. There are thousands of blocklists, most will not have a significant impact on your delivery rates. Below, we have compiled a list of the blocklists that commonly appear across our sender ecosystem. Each blocklist has been grouped into a top tier (Tier I) by most impactful, to the bottom least impactful tier (Tier III). These may have little to no impact across our sender network. Tier I Blocklist Spamhaus (SBL) Impact: Spamhaus is the only blocklist that we categorize as a Tier I for a reason: it has by far the greatest impact on delivery. It is the most well-respected and widely used blocklist in the world. A listing at Spamhaus will have a negative effect on your ability to deliver emails to your customer’s inbox and can cause bounce rates of over 50%. Evidence suggests that most of the top North American ISPs use Spamhaus to inform blocking decisions. How it works: Unlike many blocklists, Spamhaus lists senders manually. This means they are proactively watching sender activity, collecting data, and base listings on a number of variables. Most commonly senders are listed for mailing to spam trap addresses that Spamhaus owns. Sometimes Spamhaus will list senders based on recipient feedback as well. Next Steps: Please note that every Spamhaus email can be quite different depending on the information provided and the nature of the listing . Because Spamhaus has multiple types of listings, the remediation steps are based on which type of blocklisting has occurred. We have listed the most common types to affect Marketo customers, from most to least impactful. Impact can range from a full block of top severity, to a partial block that is less severe (CSS Data, DBL). If remediation isn’t performed and the problem not addressed, these listings can increase in severity and turn into a full blocklisting. Spamhaus Blocklistings Types SBL (full blocklisting) Considered the most impactful. Remediation steps: Our team monitors closely for Spamhaus listings. Once alerted to the listing, we send an email notifying the customer, and reach out to the Spamhaus contact to start the remediation process. Only a Marketo delivery team member should be in direct correspondence with the Spamhaus contact, to speak on behalf of the customer, and to relay their questions and instructions, ensuring quick resolution and reduced impact. Senders that trigger this listing on a shared IP range will be moved to a more isolated, penalty range (IPB), so as not to impact the other shared senders. Those affected on a Dedicated IP, only impact their own sending and will not be moved. However, depending on the severity of the issue, our team may need to revoke a customer’s ability to send any emails until full resolution. The listing will last until Spamhaus is satisfied that the offending sender has taken the appropriate steps to mitigate the problem. SBL CSS Customers are alerted of the listing with an email containing all the information needed to immediately begin the remediation process. This is part of an automated trigger listing, that allows for a customer to delist directly on the Spamhaus website, after they’ve completed remediation. Remediation steps: Customers will go to the Spamhaus IP lookup website, at https://check.spamhaus.org, where they can check on the status of their IP and continue to monitor it in real time, until it is no longer listed there. Follow the remediation and delisting instructions provided, and check for specific details in the blocklist notification email. DBL (Domain blocklisting) Customers will receive an email notification alerting of the company domain being listed. The email will contain specific information to help narrow down and identify which email source likely triggered it within Marketo. It’s important to note that any email sent from outside of Marketo, that contained the company domain, is suspect. This means, if the sender uses multiple IPs and/multiple email platforms, then any of those could be the source. Remediation steps: Follow the detailed instructions in the email, which will also provide a link to the Spamhaus Domain reputation checker webpage, to check the real time listing status of the affected domain. Once the email source is identified and cause addressed, this customer will follow the online instructions to request to be delisted. Tier II Blocklist SpamCop Impact: SpamCop is not used by any of the major North American ISPs to inform blocking decisions, but it makes it to the Tier II list because it can have a significant impact on B2B email campaigns. SpamCop is considered a Tier I one blocklist for B2B marketers but a Tier II for B2C marketers. SpamCop is a dynamic IP blocklist, that can affect a single IP or a subset of IPs Typically, the block will automatically lift within one business day, but can take longer for relisted IPs. To have triggered a SpamCop listing likely means the sender has a list management problem that should be addressed. How it works: SpamCop lists IPs for one of two reasons: Either the email hit SpamCop spam trap addresses OR A SpamCop user has reported the email unwanted. Most of SpamCop’s spam traps are previously valid addresses that have not been active for 12 months or longer. Remediation steps: If you are seeing a significant number of bouncing emails caused by a SpamCop blocked IP but aren’t sure if your email activity triggered the listing, first identify whether you are sending on a shared sender network or not. If sending from a shared IP range when this occurs, you or any other customer sending from the same network may have contributed to the IP block. This IP block will automatically get dropped within a business day. For those on a Dedicated IP that trigger a listing, refer to the above remediation steps and resources, to address the list management issue. Tier III Blocklist (Low/ No impact ) These are considered the lowest tier and therefore cause the least impact across the Marketo sender ecosystem. Some of these blocklists were more impactful at one time, while others are only impactful based on the sender region (Manitu). Others still can suddenly flare up (Lashback). There are also many blocklists that are ignored (0spam), and are not taken seriously because they do not provide any means to delist once on the list (NoSolicitado) or that they charge money to have the listing removed ( UCEPROTECT ). The pay-to-delist model is not well respected in the email industry. When using blocklist tool checkers, such as MXToolBox, many blocklists will appear, but very few are relevant. Here is our selection of Blocklists you may come across that are least impactful: Project Honey Pot SpamAssassin URIBL/SURBL DrMX PSBL 0spam HostKarma Ascams ZapBL Barracuda Trendmicro Inc. Cloudmark Proofpoint Invaluement ISP Blocklists Some ISPs use internal blocklists to make blocking decisions. Examples include AOL, Yahoo, Gmail, Outlook and Hotmail. If your IP is being blocked by one of these networks, and those networks have a large presence in your lists, a block of this kind could have a noticeable negative impact on delivery. Marketo monitors for significant ISP blocks. Those experiencing deliverability issues with emails not making it to the Inbox and bulking in the spam folder may benefit from additional services with our Email Delivery Consultants. Remediation Steps: Email Delivery Compliance Team works to resolve any ISP blocks. ISP blocks are are usually resolved or lifted within less than 24 hours of a delisting request. Customers experiencing significant blocks for Microsoft domains (outlook.com, live.com, microsoft.com), can submit a request to the delivery team to seek mitigation on their behalf. Additional Resources: Blocklist Deep Dive Abuse Report Deep Dive What is a spamtrap, or spam trap, and why does it matter? Blocklist remediation Blocklist resolution flowchart Successful lead reconfirmation What is a blocklist?

Issue The email was sent from an engagement program or email program where Recipient Time Zone was enabled, however, emails sent to several leads were not sent based on their time zone. Solution If the time zone calculation for the affected leads falls under the conditions mentioned in https://docs.marketo.com/display/public/DOCS/Understanding+Recipient+Time+Zone, then check in [Admin > Field Management] if the Person Time Zone field is hidden. If this field is hidden, then this would be the reason as this field is where the Person's Time Zone is stored for when it is calculated and is used to determine the Recipient Time Zone for sending emails.

Issue In an instance where there are multiple workspaces, when creating a new email and right-clicking on a Marketo Starter Template to send a sample email, an error is displayed: Access Denied This error occurs even though the user has all permissions to Access Design Studio and all permissions to Access Marketing Activities. This includes the 'Run Single Flow Action' permission which is required for sending sample emails: "You must have the Access Database - Run Single Flow Actions permission to send sample emails." https://docs.marketo.com/display/public/DOCS/Send+a+Sample+Email Solution This error can occur if the user does not have access to the Default workspace. To solve this, the user must be provided with access to the Default workspace in [Admin > Users & Roles]

Issue When I go to the Support area of Nation, I do not have full access to all the areas and tools. Solution Our system is specific about how you need to access the Support Portal before we can authorize you to use it. The proper steps to take for us to authorize, and for you to submit cases, are as follows: Log into your instance Click the Community tile (step 1 image) Click Support in the top banner (step 2 image) Click Submit a Case option (step 3 image) Choose from top options depending on what you need to do (step 4 image) Create a case, Manage authorized contacts, edit your Info Simply going straight to the nation.marketo.com will not have the desired result. You must access the Support Portal from your instance by using these steps so that our system recognizes you properly. If this is your first time following these steps, your view of Step 3 will be different- not to worry, as that will be updated for you manually. Step 1 Step 2 Step 3 Step 4 If you experience issues, please email marketocares@marketo.com

Issue Issue Description When any link within an Email is clicked, the user is redirected to the wrong page. Solution Issue Resolution This can occur when Branded Tracking Links have been incorrectly configured and the user is being redirected to the fallback page. The following checks should be conducted: 1. Ensure the correct Branding Domain is listed in Admin > Email > Branding Domains. 2. Ensure your IT team have set a CNAME record to redirect from your Branding Domain to your Marketo Tracking Link. (e.g.mkto-****.com) Who This Solution Applies To Customers using Branding Domains

Issue Issue Description The 'Marketing Suspend Cause' field is not available as an option in the Change Data Value flow step, or in the Smart List of a Smart Campaign, nor is it possible to manually update the field in the lead record. Solution Issue Resolution Unlike the 'Marketing Suspended' field which is not system managed and can be manipulated by the user, the 'Marketing Suspended Cause' field is a System Managed field and is not able to be updated by the user. The intention of the field is to provide additional details about why a record may have been marked as "marketing suspended" based on a background process. Note: The "Marketing Suspended Cause" field is no longer used by any background processes. It has been retained as a legacy field to preserve any information that might have been written to the lead record in the past.

Issue Can the {{system.unsubscribeLink}} be customized to point to a different page, such as a preference center? Solution Issue Resolution The system token unsubscribe link will always behave the same way, and it cannot be customized. The {{system.unsubscribeLink}} will always bring you to: sub.domain/UnsubscribePage.html. If your Landing Pages are not branded, this system token will still behave the same way and take the lead to your out-of-the-box Marketo Unsubscribe Page (ending in /UnsubscribePage.html). If you want the link to go to a different page, the easiest workaround is to create a redirect rule that sends visitors to UnsubscribePage.html to your custom page instead.

Issue The URL for the landing page shows as "https" even though you do not have SSL set up on your Marketo instance, causing the browser to display a "Not Secure" warning. Solution This can happen if the primary domain and DNS are SSL secure, but Marketo is not. For instance, if your primary domain is "https://www.mycompany.com" (SSL secure) then the DNS, which is also SSL secure, will push down the "https" transfer protocol down to all the CNAMEs on that DNS. This will force the Marketo landing page using the CNAME to use "https" in the URL, even though it is not secure. There are two ways to resolve this: Work with your IT department to see if there is a non-SSL option for your DNS Purchase SSL for your Marketo instance so that both your primary domain and your Marketo pages are SSL secure. If you would like to add SSL to your Marketo instance, please contact your Account Manager to see about adding that to your subscription.

Issue Can a Default program in a nurture stream be changed to the Nurture Channel for reporting purposes? Solution Program Channels can only be applied to one type of Program. Nurture Channel will only be usable on a Engagement type program. You can however have multiple channels avaliable for a specific type of program! So you can have one program type with multiple channel options, but you cannot have one channel used for multiple program types.

Issue The Smart Campaign has a last modified date of x, however, it does not have any details of any change on date x in the Audit Trail. Solution The Smart Campaign's last modified date was updated by a campaign change that is currently not recorded in Audit Trail (e.g. campaign was aborted). https://docs.marketo.com/display/public/DOCS/Change+Details+in+Audit+Trail#ChangeDetailsinAuditTrail-AssetAuditTrail Please contact Marketo Support if you need further assistance in tracking down changes made to a Smart Campaign

Issue In the activity log, you see that a lead has been added to a Marketo Custom Object, but in the Custom Object tab there is no data. Solution The reason why that it appears as the custom object data is missing for a lead is because the custom object data becomes disassociated to the lead and associated to another lead when the custom object data is pushed into Marketo. When the custom object data is pushed to Marketo intended for lead A with the same dedupe field value of an existing custom object record associated to lead B, it disassociates it from the lead B and associates it with lead A. Therefore, when looking at lead B that has had an 'Add to Custom Object' activity, but does not have the Custom Object data visible in the Custom Objects tab, it is because the custom object data was associated to another lead. For example: On Lead A, custom object data is added on x time with the dedupe field value 'test' --> custom object data is associated to this lead and is visible in the Custom Object tab On Lead B, custom object data is added on y time with the same dedupe field value 'test' --> existing custom object data that was created in previous step is now associated to this lead, becomes visible in the Custom Object tab Since the custom object data is moved to this lead, it is no longer visible in the custom object tab for Lead A.

Issue New user gets message that the password link is expired when attempting to login for the first time. Solution If the invite isn't accepted within 24hrs of the first invite email being sent, it expires and there is no way to re-send it. You will need to delete the user and create a new one with the same email address. After you delete a user, it take a few minutes to clear out of the backend, so if you get a message that the user is already in use, just wait a few minutes and try again.

Issue A recent email send resulted in a number of leads specifically blocked by Communication Limits, as seen within the Results or Lead Activity Log. What are the re-sending options? Solution The Marketo Application does not offer any automatic re-sending/rescheduling functions within the campaign. If communication limits are low, and records are blocked from being sent emails, you may need to adjust the limits or set the necessary programs or campaigns to ignore communication limits. Enable/Disable Communication Limits in an Email Program Apply Communication Limits to Smart Campaign - you would need to undo this process in this case. Even if the records were not sent the email because of Communication Limits, they would still be made members of the campaign or program. If you were going to try to re-send these records that were blocked due to communication limits you could try this Filter combination: Member of Smart Campaign/Member of Program and Not Was Sent Email Those 2 filters will show you the members that were not sent the email, and then you could re-send them at a later time.

Issue Description The smart campaign has a last modified date of x, however, it does not have any details of any change on date x in the audit trail. Issue Resolution The smart campaign's last modified date was updated by a campaign change that is currently not recorded in Audit trail (e.g. campaign was aborted). https://docs.marketo.com/display/public/DOCS/Change+Details+in+Audit+Trail#ChangeDetailsinAuditTrail-AssetAuditTrail To confirm, reach out to support by creating a case Is this article helpful ? YesNo

Congratulations on being the Support Admin for your company. It's a very important role for your organization and with the new Marketing Nation, the support admin role is expanding even more. Let's go over some of key things you can do as the Support Admin. You can submit support cases to Marketo Support This is one of your key abilities. Submit cases on behalf of your company to our Marketo Support Team for assistance. Manage your list of authorized contacts You have the ability to add and remove contacts from your list of authorized support contacts. This becomes important if people leave your company or if teams switch out your main Marketo users. If someone needs the ability to contact Marketo Support, you're the one to make that happen for them. Invite people to your account space (NEW) That's right,. You own the guest list to your Account space. You get to invite people from your company to this space. You can remove them from this space and you can also ban them from ever entering this space if you wanted to. This is a newly added feature within the Marketing Nation. Manage your Company Space (NEW) You're not just the Support Admin, you are the admin of this space. Adjust this space as you need it, If there are different types of content widgets or text boxes you want to add to this space, you can do it. This is a space for your company's use and benefit, so do with it as you need it. Our team is on hand to assist you with any questions you have to manage this space. You can contact us by sending an email to supportfeedback@marketo.com. Is this article helpful ? YesNo

Knowledgebase

Maintaining a Directory of Leads Bouncing Emails

Top Blocklists - What You Need to Know

Email was not sent based on Recipient Time Zone

Unable to send sample email from Marketo Starter Template

Support Portal Access Issues

Email Links Aren't Going to Right Location

Not Able to Update 'Marketing Suspended Cause' Field

{{System.unsubscribeLink}} Customization

Restoring a Branded Tracking Link Domain Back to the Marketo Default

Browser Displays Not Secure Warning When Viewing Marketo Landing Pages

Can a Default Program Be Changed to a Nurture Campaign Channel?

Smart Campaign Audit Trail Is Missing Event

Custom Object Data Missing for Lead

Expired User Invite Email

Re-Sending Emails 'Blocked By Communication Limits'

Smart Campaign audit trail is missing event

Being a Support Admin, a Duty and a Privilege