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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

Issue Issue in delivering Marketo Email (especially for mimecast users). Email get bounced with Error: 550 Rejected by header based Anti-Spoofing policy Solution This error can happen if: You have not properly white listed the Marketo IPs You have an issue with DKIM/SPF set up and configuration Please whitelist the set of Marketo IPs found in the doc below and make sure SPF and DKIM are set up correctly for your email domain https://experienceleague.adobe.com/docs/marketo/using/getting-started-with-marketo/setup/configure-protocols-for-marketo.html?lang=en#step-allowlist-marketo-ips

Issue Emails with valid email address get soft bounced with this error: Local address contains control or whitespace. Solution This error means that the email has a space somewhere in the the From email address or there was a comma or extra character in the From line. If you do not see a space inside the email address, check the end of the address to see if a space somehow got added at the end. The email send did not occur due to the error with the address. The emails will need to be resent once after the associated address is corrected with white spaces or extra characters. Also, there is the possibility that email address "text" contains Paragraph marks or hidden formatting symbols (https://www.computerhope.com/jargon/f/formmark.htm) and instance users will required to have it reviewed and changed.

Issue What BCC options are there for email sends? Solution Marketo support can enable BCC on request. If an email address is to be BCC'd on a batch email send, they'll get 1 BCC for every 1 email Marketo sends. (10k email sends = 10k BCC emails). This can be useful for archiving and compliance purposes, but should not be used for simple campaign confirmation. If you just want to make sure the email went out as scheduled, the easiest way is to create yourself as record in the database, and include yourself in the batch send. Only one BCC address is supported at this time, if multiple BCC recipients are required then it is recommended to create an alias which will forward the messages. This setting is applied to the entire instance, and will affect all emails sends from all Campaigns and Programs while enabled. Every email sent while this feature is enabled will result in a corresponding BCC email. CAUTION: Dedicated email address setup for the BCC email traffic must be able to handle high volumes of email. Discuss with your IT Team or email service provider to verify their Email Server can handle the estimated volume of incoming email. If the Email Server is not well equipped this feature can cause your Email Server to backlog, become unavailable temporarily, or reject the BCC emails. If the request is for a single email send, we recommend using the following CC process: Email CC | Adobe Marketo Engage

Issue You want to recall emails sent from your Marketo instance. Solution Once an email has been sent from Marketo Servers it cannot be recalled or pulled back. You can cancel a program before it sends at its scheduled time using the steps here: https://docs.marketo.com/display/public/DOCS/Abort+Email+Program The above cancellation only works on Email Programs. If you are wanting to cancel a smart campaign follow these instructions: https://docs.marketo.com/display/public/DOCS/Abort+a+Smart+Campaign Note: A smart campaign will only stop what hasn't been run yet. If you already had 100 emails sent by the time you cancel it, those 100 emails cannot be unsent. You may see in your Outlook an option for "Recall Email." This function within Outlook only works with internal sends/private systems where the client can request the server revoke access to other client mailboxes before they're viewed, such as your office email to other users in the same company.

Issue General recommendations for managing and improving deliverability to China. Solution If you are looking for general recommendations around delivering to China, here are some resources both from our Community and external sources. Navigating email delivery into China Golden Shield Project overview Sampi China Email Marketing and Chinese Anti-Spam Laws Summary English language version of the Measures for Administration of Email Service on Internet Lehman, Lee & Xu English language version of the Measures for the Administration of Internet E-mail Services 2006

Issue A lead has an Unsubscribe activity logged in their activity history, but they continue to receive emails after the Unsubscribe. Solution An Unsubscribe activity is logged when the lead clicks the system Unsubscribe link embedded in a Marketo email. However, if that link takes them to a Preference Center that allows them to select from multiple options, they may not choose the full unsubscribe option and may continue to receive selected emails. To confirm if this is the case, find the Unsubscribe activity in their activity log and double-click on the activity to open it. This will show you the choices they selected in the email preferences form. In the example below, the lead did not fully unsubscribe, they only chose to unsubscribe from specific content. Since they did not choose the global unsubscribe, they will continue to receive some emails.

Marketo Support's Mission is: To provide fast and friendly world-class support through creative, flexible solutions to empower Marketo Automation Software success. Areas of Responsibility: Technical Support Engineers (TSEs) are your initial point of contact for any technical questions or concerns. TSEs are responsible for troubleshooting issues within your Marketo instance and common include: My Marketo Marketing Activities Design Studio Lead Database Analytics Revenue Explorer (RCA/RCE) Calendar Deliverability Tools Search Engine Optimization (SEO) Web Personalization (RTP) Admin Community Our TSEs are not web developers and as a result they are unable to troubleshoot most types of custom coding (ie. HTML, JavaScript, XML, etc.). Our support team is able to help with the following types of non-custom code: Simple Munchkin Code Asynchronous Munchkin Code Asynchronous jQuery Munchkin Code SOAP API REST API Our TSEs are here to assist you and our support commitment to our customers is to always work towards providing an above and beyond support experience. Note: Our team is not against looking at custom code and, based on the subject matter expertise, our TSEs might be able to offer suggestions and recommendations, but we do want to make it clear that they are not responsible for fixing or updating any custom code that has been implemented. Response Time Our TSEs are bound to responding to your cases and issues within the Service Level Agreements from your account's level of support services. We track response milestones to ensure that your cases are being handled in a timely manner as dictated by our agreed to Service Level Targets.

The Charter of Fundamental Rights of the European Union recognizes in Article 8 the right to the protection of personal data. This fundamental right is developed by the European legal framework on the protection of personal data consisting mainly of the Data Protection Directive and the ePrivacy Directive. They lay down several substantive provisions imposing obligations on the data controller and recognizing rights to the data subject, prescribing sanctions and appropriate remedies in cases of breach, and establishing enforcement mechanisms to make them effective. Although strictly speaking it is data controllers who bear legal responsibility for complying with data protection rules, also those who design technical specifications and those who actually build or implement applications or operating systems bear some responsibility for the data protection aspects from a societal and ethical point of view. The law applies to all Member States of the European Union. However, even websites outside the EU are required to comply with the law if they are targeting Member States. For example, a site based in the USA that sells products to consumers in the UK, or that has a French-language version of its site aimed at users in France, will still have to comply. Anonymous cookies, those that do not contain information that would enable you to identify a user, do not infringe the law anonymity and therefore are not a problem. The directive’s core requirement is to define how consumer’s "opt-in" or "opt-out" to cookies, and what level of information the consumer must be provided when cookies are used so they are sufficiently informed. Support Browser Do Not Track Settings https://docs.marketo.com/pages/viewpage.action?pageId=2951124 Visits to web pages do not reflect actual activity https://nation.marketo.com/docs/DOC-1300

What is a Blocklist? Can I Still Send My Emails, or Are You Blocking Me from Sending? What Is a Spamtrap and Why Do They Matter? Can You Give Me the Spam Trap Address That Triggered the Blocklist So I Can Remove It from My Database? Can You Give Me More Information regarding the Blocklist Issue? What Is the Quarantined IP Range? I Sent This Email Campaign a While Ago. Why Am I Only Getting Notification of the Blocklist Issue Now, and Am I Still Blocklisted? The Blocklist Notification Went to the Wrong Email Address. Why Was It Sent to That Address? Which blocklists should I be concerned about? - Top Blocklists – What You Need to Know How do blocklist issues get resolved? What steps do I need to take to resolve the blacklist issue? - Blocklist Remediation

Issue Description The exact distinction between the "Email Bounces" and "Email Bounces Soft" filter and trigger is unclear. Issue Resolution The “Email Bounces” trigger or filter will look only at hard bounces, where Marketo received a definitive "No" from the target server. The “Email Bounces Soft” trigger or filter only looks at soft bounces, which occur when we are unable to deliver the email, but did not receive a rejection from the target server. You can use both filters with "OR" logic in order to look at all bounces.

Issue Issue Description How to add a seed list in a batch Smart Campaign or Email Program. Solution Issue Resolution Import the seed list addresses into an appropriately-named static list Add a filter in the Program/Campaign Smart List to include the static list. The trick will be to make sure the filter logic is correct. Advanced Logic may need to be used in the Smart List of the Program/Campaign. For example, if there's a sending campaign with 5 filters to send to an audience 1 AND 2 AND 3 AND (4 OR 5) then you will want to use Advanced Logic and put parentheses around the original filter set (1 AND 2 AND 3 AND (4 OR 5)) and add the seed list outside the parentheses with OR logic (1 AND 2 AND 3 AND (4 OR 5)) OR 6 In that advanced logic, the original intended membership (1 through 5) exist within its own set of parentheses and the Seed List is included in addition (OR 6).

Issue You see a record in the database has something similar to the following Email Suspended Cause: "554- Your access to this mail system has been rejected due to the sending MTA's poor reputation. If you believe that this failure is in error, please contact the intended recipient via alternate means." Solution The 554 error is generated by a hard bounce due to a spam block. It is possible that one of the sending IP addresses used may have been on a temporary blacklist the day of the attempted send. This happens while using shared IPs when another Marketo instance using the same IP hits a spam trap, putting the IP on a blacklist for 24 hours. This error can also happen to users on a dedicated IP if they hit a spam trap with one of their email sends.

There are thousands of blacklists out there and all of them operate a little differently and all have varying levels of reputation. There are only a dozen blacklists that really can impact delivery. The blacklist that requires the most work from you when you request delisting is Spamhaus. Spamhaus is a trustworthy blacklist and if you are listed at Spamhaus you have made a mistake that will need to be directly addressed before the listing can be removed. SpamCop is considered a tier one blacklist for B2B marketers but a tier 2 for B2B marketers. Marketo responds to all SpamCop listings; researching to identify the source so we can work with the customer to educate on best practices and prevent future listings. Some blacklists require that you pay a fee to be delisted. These blacklists are not favored in the email community because they use this tactic. For the most part, Marketo advises our customers not to mind alerts of being listed on a pay-to-delist blacklist. These blacklists tend to have minimal impact to your deliverability. For the most part blacklists are dynamic and resolve themselves in around 24 hours if the issue resolves. If the problematic sending continues, of course, the blacklist will continue to keep you listed until the problematic sending ends. If you are blacklisted, your main concern at that point should be making sure it doesn't happen again. For steps on how to identify the problematic data source and improve your list hygiene in an effort to avoid blacklist issues, see our blacklist remediation article.

If you have submitted a support case and you feel that the case was improperly handled or that the solution being offered does not meet the communicated Marketo support expectations, then we would welcome the opportunity to look deeper at your specific support engagement and work with you on delivering a better resolution. Caution: If the item you're looking to escalate is related to a Production Down incident, please call the support line for your region to receive immediate assistance. Support Manager escalations are only handled during normal business hours. The phone numbers for each region are listed below, follow the prompts for P1: Americas: +1.877.270.6586, Direct: +1.650.376.2303 Europe, Middle East, & Africa: +353 (0)1 242 3030, UK: 0800 151 3030 Asia Pacific: +61 2 8310 7646 Japan: +81.03.4233.9014 How to Escalate: Step 1. Navigate to the "Case Management" area of the support portal either by mousing over the Support tab and selecting "Case Management" or clicking the Support tab and click on the “My Case Management” button. NOTE: You will need an open or recently closed case in order to escalate to support leadership. This is a article attached image Step 2. From here you will need to click on either an open or a recently closed* case: This is a article attached image *Support Cases that have been closed for longer than 10 days are no longer eligible to be re-opened and we ask that you open a new support ticket for your current issue prior to escalating to a Support Manager. We ask that you have an open support ticket for a Support Manager to be able to address specific issues. Step 3. After selecting a case, click on the Escalate to Manager button: This is a article attached image Step 4. A pop up will display and you will need to the purpose for the escalation and click on the “Escalate” button. This is a article attached image Once your support escalation case has been submitted a Marketo Support Leader will contact you within 1 business day of your support region's support hours to address the issue.

When a customer triggers a blacklisting on Marketo's shared IP range that customer is moved to a set of IPs we call the quarantined IP range. We do this to protect the health of our shared network and ensure the best deliverability possible for all of our customers on that network. If you have received a Blocklist Notification from Marketo reporting that you have triggered a blocklisting your Marketo account is now in the quarantined IP range. While you are in the quarantined range it is possible that you may experience a slight decrease in your deliverability rates. The reason for this is that you are now sending from a range made up of senders that have also caused other blocklist issues. All customers have received a notice of the listing and are in the process of repairing their database. There are two ways to be removed from the quarantined IP range: Follow the steps outlined in our Blocklist Remediation article. Be sure to fill out the form referenced in the email alert to indicate that you have taken steps to mitigate the issue. Demonstrate clean sending behavior for 3 months. We remove senders from the quarantined IP range if they have not triggered any new listings in 3 months. To ensure your best deliverability rates blocklist issues should be addressed right away to prevent further damage to your sending reputation. Furthermore, if no action is taken to improve list hygiene the issue will likely recur. Marketo's Privacy Team strongly recommend following the Blocklist Remediation steps. Additional Resources: Blocklist Deep Dive

Before sending a Marketo email, you can preview it in order to ensure accuracy and the correct design. In Design Studio, find the email in the tree. Clicking on the email opens the Details page for that email. Click Preview Email to see the email as recipients will see it. You can also preview an email from the Email Actions dropdown menu. The Previewer provides a highly accurate rendition of your email. You can even preview every possible combination of content that can be generated using Dynamic Content and lead data brought in by tokens. For emails using Dynamic Content, you can send multiple versions of a test email at one time, up to 100 emails all sent to one specific email destination. If you are using the View Lead Details option, you can use a list you select. The list can be created expressly for this purpose. If the list is longer than 100 leads in length, only the first 100 leads will be used. Marketo creates variations using the content you specify for the Segments that leads belong to; tokens are also resolved. This allows you to see exactly what your users will see when they receive the email, even when you use multiple Segmentations in a single email. Note: If the email, and the campaign that sends it, are in the same Program, each My Token will resolve to the value appropriate to that Program. However, if the email and the campaign are in different Programs, the My Token resolves differently depending on how the email is sent. For sending test emails and single flow actions, the My Token resolves to the value appropriate to theemail’s Program; for emails sent by campaigns, the My Token resolves to the value appropriate to the campaign’s Program. Is this article helpful ? YesNo Use the Previewer To preview an email, find it, then follow these steps: 1. In Marketo Lead Management, choose the Design Studio tab. Look at the tree on the left-hand side of your screen. 2. In the tree, click the + next to Emails. A list of landing pages opens. 3. In the tree, click the email you want to use. Details appear for the email. 4. Click the button, Preview Email. The Previewer opens. 5. Inspect the page carefully. 6. If you find problems, click Preview Actions, and choose Launch Editor. You can then fix problems in the Email Designer. 7. If you used Dynamic Content, the version shown is the Default for all Segmentations used by the email. To view other versions, choose View by Segment from the pull-down; use the left and right arrows, and the Segment pull-down in the top right corner, to view each combination of Segments. The version of the email reflecting each combination of Segments displays. 8. If you used Tokens or Dynamic Content, and you want to see how the email will render for a set of preselected leads, choose View by Lead Detail from the pull-down, then choose a list from the pull-down in the dialog box which appears; use the left and right arrows, and the pull-down, to step through the leads. The email updates with information for that lead. 9. To send a test email, for any version of the email, bring that email onscreen in the Previewer; then, click Send Test. That version of the email will be sent as a test email. Tokens at the global level will be resolved; My Tokens – tokens that are a local asset to a Program – will not. 10. When finished, close the Previewer.

Issue You want to set up a DKIM key on one of your domains or subdomains, but another service has a DKIM key already set up on the selector/domain combo. Solution Beginning October 2023, Marketo has upgraded it's DKIM feature to allow for a Custom Selector for DKIM Keys. Most Users will be able to utilize the prior default selector, m1, as their DKIM Key. However, if another integration is already utilizing the m1 selector, a custom value can be used. Common ones seen are "m2", "a1", "mkto", etc. It can be longer, but shorter is generally better Afterwards, you'll be able to validate DKIM as detailed in documentation: https://docs.marketo.com/display/public/DOCS/Set+up+a+Custom+DKIM+Signature

We manage our network to provide our customers with the highest server availability and best deliverability possible. Marketo Engage has a strong anti-spam policy and a team that handles blocklist notifications in our IP space and spam complaints. We also cooperate with most major anti-spam providers and ISPs. In addition, we maintain feedback loops for many of the most popular email providers. For more information on feedback loops and ISPs with whom we have this arrangement, click here. Blocklistings are usually caused by sending mail to a spam trap email address. For an explanation on what causes blocklisting, click here. When we receive notification of a blocklisting, we react in two ways. First, we go through the procedures to remove the listing from that blocklist as soon as possible. Second, we determine (if possible) which of our customers caused the blocklisting and work with them to improve their mailing lists to prevent a reoccurrence in the future. This is usually a cooperative process, most frequently, a review of mailing policies and strategic pruning of a customer’s lead database will return them to best practices. Blocklists: Frequently Asked Questions Is this article helpful ? YesNo

Knowledgebase

Maintaining a Directory of Leads Bouncing Emails

550 Rejected by Header Based Anti-spoofing Policy

Soft Bounce: Local Address Contains Control or Whitespace

BCC Options For Emails Sent By Marketo

Can an Email Be Recalled?

Deliverability to China - Resources

Lead Continues to Receive Emails After Unsubscribe Activity is Logged

Marketo Support Policies

Marketing Automation and the European Privacy Laws

Blocklists: Frequently Asked Questions

Email With Email CC Isn't Sending to Some CC Recipients

The Difference between “Email Bounces” and “Email Bounces Soft”

Adding Seed List to Smart List in Batch Campaign or Email Program

Email suspended cause 554 error

How do blacklist issues get resolved?

Escalating a Support Issue

What is the quarantined IP range?

Which blacklists should I be concerned about?

Preview an Email

Custom DKIM Selector

How does Marketo respond to blocklisting and spam notifications?