Phone Support: US 8772706586 EMEA 35312423030 UK 08001413030 ANZ 61283107646 JPN 81342339014 As referenced, please find all of the necessary links below. They are listed in order as mentioned in the Welcome video. Marketo Support Portal: https://nation.marketo.com/t5/Product-Blogs/How-to-Use-the-Support-Portal/ba-p/297884 Adobe Help Center: https://helpx.adobe.com/support.html Adobe Community: https://community.adobe.com/ Marketo Engage Support: https://nation.marketo.com/t5/Support/ct-p/Support Marketo Community (you're in it!): https://nation.marketo.com/ Magento Help Center: https://support.magento.com/ Adobe Status Page: https://status.adobe.com/
Adobe Digital Learning: https://learning.adobe.com/ Adobe How-Tos: https://experienceleague.adobe.com/#quick-how-tos Adobe Developer Docs: https://www.adobe.io/ Marketo University: https://nation.marketo.com/t5/Marketo-University/ct-p/marketo-university Marketo Product Docs: https://docs.marketo.com/ Marketo Developer Docs: https://developers.marketo.com/
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Marketo offers a number of ways to contact Marketo Support directly for assistance from our different support regions.
Support Portal (https://support.marketo.com)
The Marketo Support Portal features a web form submission to submit support cases to Marketo Support. The form gives authorized support contacts the ability to provide details on the support issue that allows Marketo Support to efficiently and effectively assign your case to the best suited available support engineer. This is a article attached image
Email to Case Submission
Authorized Support Contacts can email their cases to:
Reminder: Cases submitted by email are all submitted with a P3 Priority
Regional Phone Contact Information
Marketo does feature the tried and true means of contact support, by the phone. Authorized Support contacts with any support entitlement of Business level or higher can contact Marketo Support by calling one of the regional phone numbers listed below.
Region Contact Details Observed Holidays North America Hours: M-F, 6am to 6pm Pacific Toll Free US: +1 877 270 6586 Languages Supported: English New Year's Eve and Day Independence Day Thanksgiving Day and the Day After Christmas Eve and Day Europe, Middle East, Africa
Hours: M-F, 8am to 5pm GMT Europe: +353 (0)1 511 9556
New Year's Eve and Day Easter Monday Christmas Eve and Day St. Stephen's Day Asia Pacific Hours: M-F, 9am to 6pm AET ANZ: +61 2 8031 8188 Language Supported: English
New Year's Day Good Friday Easter (following Monday) ANZAC Day Christmas Day Boxing Day
Japan Hours: M-F, 9am to 6pm JST JPN: +81 3 6478 6080 Language Supported: Japanese
New Year's Day Coming of Age Day National Foundation Day Emperor's Birthday Spring Equinox Showa Day Constitution Memorial Day Greenery Day Children's Day Marine Day Health and Sports Day Respect for the Aged day Fall Equinox Labor Thanksgiving Day
In offering a premium email delivery platform to our customers we carefully monitor our IPs for listings on blocklists (Top Blocklists – What You Need to Know.) The Marketo Privacy team maintains relationships with the major blocklists to better assist our customers in resolving these issues. When we find that one of our customers was responsible for a blocklisting we contact that customer and request some actions be taken to remediate the issue. In many cases we find that sending an email to a spamtrap address (What Is a Spamtrap and Why Do They Matter?) caused the blocklisting. Spamtraps are email addresses that have either never been used or have not been used for a long time and are now owned by anti-spam organizations. They are considered by these organizations as a sign of poorly maintained or inappropriately acquired addresses. Based on this assessment they conclude that the marketer is sending spam and consequently blocklist the sender. To prevent future blocklistings you'll need to review your recent activity to remove the spamtrap from your mailing. Finding the spam trap address can be difficult; they are closely guarded secrets of the blocklisting organizations and they do not share these addresses. We describe several strategies below. The best approach for you depends on the make-up of your database and the amount of behavioral history in your Marketo system.The goal is to isolate potential spamtrap addresses and remove them. The group of addresses you select should be broad enough to capture those potentially bad addresses but small enough not to suppress a huge portion of your database. Blocklists are not all the same - some provide Marketo with more information, some with less. If at all possible we will provide you with a date and a subject line to help you isolate potential traps.
To narrow the list of potential traps you should consider the following:
Have you recently added any new leads or new lead sources?
What is the source of these leads? Any purchased or appended email addresses should be removed because these data sources are often the source of newlyintroduced spamtraps. In addition lead sources like this can violate Marketo's Email Use and Anti-Spam Policy
Have you recently added any older leads from another database that have not received email in the past year? Some email providers will turn an address into a spamtrap after a year of inactivity. If you have a list of addresses that had not received email for a year or more before recent email campaigns this list should be removed.
Does your system use any custom fields to indicate customer status, event attendance, recent contact with your sales team, or other forms of engagement? Take advantage of this and isolate the inactive or nonresponsive segments of your database using all activity data you have available.
Is there anything different about this specific mailing that makes it different compared to your previous email campaigns?
Did you send any other mail on the same day? You could compare the recipient lists.
If you were able to identify newly introduced email addresses to your email program that are likely the source of the spamtrap suppress or remove those from your database so they will not receive email in future email campaigns.
If you have not identified a specific data source than you should target the inactive or nonresponsive segments of your database for potential spamtraps. Because an individual does not manage spamtrap addresses, they are generally part or a larger spamtrap network; they will generally not show any form of activity. If you have behavioral history, the best approach to take is to identify the people who are not interacting with your company - not opening or clicking emails, not visiting the web page, not attending events, etc.
Build an inactive Smart List using ALL filters:
Was sent email the day of and day before the spam trap hit (please contact firstname.lastname@example.org for the date of the trap hit if you do not have this information already.)
Lead “was created” date is at least 6 months ago
Not visited web page is “any”; constraint date of activity “in past 3 months”
Not filled out form is “any”, constraint date of activity “in past 6 months”
Not clicked link in email is “any”, constraint date of activity “in past 6 months”
Not opened email is “any”, constraint date of activity “in past 6 months”
If you have custom database fields that would show other forms of activity feel free to add this into your inactive Smart List to exclude active leads.
Once you have created a smart list to identify these suspect leads you have several options.
[Leads Tab > Lead Actions > Flow Actions]
Remove leads from database
Why waste your time on inactive leads?
Set leads to Marketing Suspended = true to suppress from future mailings
Marketing suspended is functionally equivalent to unsubscribe. These leads will still be available for other flow actions, tracking, or operational emails. To avoid suppressing an active lead’s email address you can create a daily recurring batch campaign to take any marketing suspended lead who "wakes up" and engages and set them back to marketing suspended is false.
The daily batch campaign would be set to change Marketing Suspended back to false if the lead performed any specific activity in the last 24 hours like if they visit a web page, open or click a link in an email, fills out a form or has a lead status change. Here's how to set up the campaign:
Smart List (using the "ANY" filter, not "AND"):
"Visits Web Page"
"Clicks Link in Email"
"Fills Out Form"
All selectors for these filters should be set to 'any'.
"Change Data Value" flow step
Attribute: "Marketing Suspended.
New Value: "False".
Opt-In reconfirmation pass
Create and release an email to inactive list with the following sample copy: "We have not heard from you in a while. Click this link to continue to receive messages." Anyone who does not click the link within 2 weeks should be set to Marketing Suspended. For recommendations on successful reconfirmation messages search our help articles on Successful Reconfirmation.
Some mix of the above
Many of our customers take a tiered approach to blocklist remediation. If they can identify inactive, low-priority leads they may choose to immediately delete or Marketing Suspend these while reserving a reconfirmation pass for higher priority leads. If your list includes extremely high value sales targets you might consider having your sales team reach out individually. If considering this approach we recommend that you export the list and try various sorting techniques to get a feel for the leads you're looking at before deciding on the best way to segment them for different tiers of attention.
You’re Done! Don't forget to fill out the delisting form
The Google Apps antispam system uses a unique means of allowlisting. Customers on shared IPs should allowlist Marketo's entire sending ranges, because we sometimes need to move customers between IPs for technical reasons. The way to allowlist a range in Google Apps is to configure a manual IP block with a pass through.
G Suite enables you to specify an IP address or range of addresses within a domain, and allow messages from those addresses only. This feature is sometimes referred to as IP lock. In G Suite, you set up this feature in the Content compliance setting.
IP lock is a method that readily enables an administrator to simultaneously whitelist all incoming traffic from a particular domain while equally preventing spoofing by manually defining the allowed IP ranges. The following instructions are particularly useful with domains that do not have an SPF record and/or use third party applications to legitimately spoof their address.
Setting up IP lock with the Content compliance setting includes three separate procedures: Adding the domain, defining the allowed IP range, and setting the correct disposition and NDR.
See this page of Google documentation for more information:
Enforce 'IP lock' in G Suite - G Suite Administrator Help
Instead of using a CIDR range, this interface asks for the first and last IPs in the given range. Here are ours:
188.8.131.52 - 184.108.40.206
220.127.116.11 - 18.104.22.168
22.214.171.124 - 126.96.36.199
188.8.131.52 - 184.108.40.206
220.127.116.11 - 18.104.22.168
22.214.171.124 - 126.96.36.199
188.8.131.52 - 184.108.40.206
220.127.116.11 - 18.104.22.168
22.214.171.124 - 126.96.36.199
188.8.131.52 - 184.108.40.206
220.127.116.11 - 18.104.22.168 22.214.171.124 - 126.96.36.199
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Welcome to Marketo Support
This guide provides individual links that covers the following topics:
Marketo Support Policies
Service Level Agreement
How to Contact Marketo Support
How to Submit a Case
Tips on Effective Case Submission
Managing Authorized Support Contacts (Support Admins)
Managing Your Cases
How to Escalate
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 in inbox delivery rates or overall 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 we are alerted to a listing 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 out there most will not have a significant impact on your delivery rates. Below we have compiled a list of the blpcklists that our customers most commonly encounter.
Tier 1 Blocklist
Impact: Spamhaus is the only blocklist that we categorize as a tier 1 for a reason: it has by far the greatest impact on delivery of all of the blocklists. 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 that they are proactively watching sender activity, collecting data, and basing the 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: Our team monitors closely for Spamhaus listings. When we see a listing we immediately alert the customer and contact Spamhaus to start the remediation process. Listings last until Spamhaus is satisfied that the offending sender has taken the appropriate steps to mitigate the problem.
Tier 2 Blocklists
Impact: SpamCop is not used by any of the major North American ISPs to inform blocking decisions but it makes it to the Tier 2 list because it can have a significant impact on B2B email campaigns.
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.
Next steps: SpamCop is a dynamic blocklist, listings typically resolve themselves within one business day. There is no action you will need to take to action the delisting with SpamCop, the Privacy Team researches every SpamCop listing and will request delistings when an alert is received that an IP is listed. If your email activity triggered a SpamCop listing it likely means that you have a list management problem that should be addressed.
Impact: Manitu is a German blocklist and has a wide footprint in Europe. Email senders with European audiences tend to encounter this blocklist most frequently. Manitu is not used by North American ISPs to inform blocklist decisions but if you’re sending to Europe a listing could be problematic.
How it works: Listings are automatically activated when a sender mails to a Manitu owned spam trap address.
Next steps: The Privacy Team researches and requests delisting when an alert is received that a Marketo IP is listed. By working with this blocklist the Privacy Team is usually able to identify the customer and let them know that email activity from their subscription triggered a listing. Because Manitu operates solely on the use of spam trap addresses, getting listed by Manitu is a clear indication that senders need to audit their mailing lists.
Tier 3 Blocklists
Impact: The impact of a listing at SORBS is very minimal.
How it works: SORBS uses several methods to identify potential spammers. Most of their lists use spam traps to identify problematic senders. But SORBS will also list a sender based on their own user complaints, if SORBS administrators have received spam from the sender, or if they identify other high-level sending behavior patterns characteristic of spammers.
Next steps: The Privacy Team monitors SORBS activity and makes delisting requests for Marketo IPs as necessary. Oftentimes, SORBS will refuse to delist within a certain timeframe based on the severity of the issue. Sometimes this can be up to several weeks.
Impact: The impact of a listing at UCEPROTECT is very minimal, though the blocklist has a greater footprint in Europe. The organization does not have a good reputation in the industry because they charge senders to request delisting.
How it works: UCEPROTECT lists IPs that send mail to their spam trap addresses.
Next steps: We ignore these listings because the only way to have them removed is to pay. The pay-to-delist model is not well respected in the email industry so UCEPROTECT has a very limited reach.
Some ISPs have their own blocklists that they use to inform blocking decisions. A few examples are Comcast and Verizon. 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 this type of ISP specific blocklisting and the the Privacy Team works to resolve these as soon as possible. Usually blocks at Comcast and Verizon are resolved within less than 24 hours of a delisting request.
Blocklist Deep Dive
Abuse Report Deep Dive
What is a spamtrap, or spam trap, and why does it matter?
Blocklist resolution flowchart
Successful lead reconfirmation
What is a blocklist?
A blocklist is a database that uses certain pieces of information to determine if an IP or domain is sending messages that could be considered spam. There are hundreds of blocklists out there, though only a handful of them are used widely enough to have a major impact on your email delivery rates.
Blocklists are tools that are used by ISPs to inform decisions on whether or not to place a message in the end user’s inbox. If an IP or domain is on a blocklist, ISPs that use that blocklist to inform inbox decisions will not accept mail from that IP. Most blocklists are dynamic, meaning that they will delist automatically after a given period of time or when the sender’s email statistics improve.
An IP will be included on a blocklist if certain criteria are met, and these criteria vary from blocklist to blocklist. Spamhaus, the world’s most well repudiated and widely used blocklist, has a great graphic that explains how their blocklist feeds information to ISPs and what happens from there.
While blocklists use a number of methods to determine whether or not an IP is sending messages that could be considered spam, two of the most common are spamtraps addresses and user feedback. Spamtraps are email addresses that are not meant to receive email. Some spamtraps were created by anti-spam professionals and were never meant to receive email, while others are simply old invalid addresses that have been repurposed. You can read more about spam traps here: What Is a Spamtrap and Why Do They Matter?. Blocklists also rely heavily on feedback from users that tell them that a particular IP or sender is sending spam.
We have to be strict about our Email Use and Anti-Spam Policy because in the rare event that one of our customers triggers a blocklist, any customer on the same IP range will be affected.
To check if an IP is blocklisted, use this tool.
If you have found that you are listed on a blocklist, please see this article, Blocklist Remediation, for a path to resolution.
To learn more about specific blocklists, please visit our guide to the top blocklists, Top Blocklists – What You Need to Know.
Syntax Recommendations Common Look Up mechanisms a: mx: include: ip4: ip6: exists: ptr: all Common Modifiers redirect= exp= An A Record must ALWAYS contain IP address (map host to IP) CNAME (Alias) must contain hostnames. No IPs here NS an MX records must contain host names. No IPs allowed. MX records (for mail servers) should contain hostnames NOT IPs. Too Many Mechanisms Section 10.1, "Processing Limits" of the SPF RFC 4408 specifies the following in regards to DNS lookups: SPF implementations MUST limit the number of mechanisms and modifiers that do DNS lookups to at most 10 per SPF check, including any lookups caused by the use of the "include" mechanism or the "redirect" modifier. If this number is exceeded during a check, a PermError MUST be returned. The "include", "a", "mx", "ptr", and "exists" mechanisms as well as the "redirect" modifier do count against this limit. The "all", "ip4", and "ip6" mechanisms do not require DNS lookups and therefore do not count against this limit. The "exp" modifier does not count against this limit because the DNS lookup to fetch the explanation string occurs after the SPF record has been evaluated. This limit is in place to prevent SPF lookups from being a useful avenue for Denial of Service attacks. Using an example SPF record as an example to illustrate, this record was breaking with 12 look-ups: example.com text = "v=spf1 include:_spf-a.example.com include:_spf-b. example .com include:_spf-c. example .com include:_spf-ssg-a. example .com include:spf-a.another example .com ip4:188.8.131.52 ip4:184.108.40.206 ip4:220.127.116.11 ip4:18.104.22.168 ip4:22.214.171.124 ~all" [ 5 mechanisms] _spf-a.example.com text = "v=spf1 ip4:126.96.36.199 ip4:188.8.131.52 ip4:184.108.40.206 ip4:220.127.116.11 ip4:18.104.22.168 ip4:22.214.171.124 ip4:126.96.36.199 ip4:188.8.131.52 ip4:184.108.40.206 a:mh. example .m0.net ~all" [ +1 = 6 mechanisms] mh.example.m0.net a = 220.127.116.11 _spf-b.example.com text = "v=spf1 include:spf.messaging.example.com ip4:18.104.22.168 ip4:22.214.171.124 ip4:126.96.36.199 ip4:188.8.131.52 ip4:184.108.40.206 ip4:220.127.116.11 ip4:18.104.22.168 ip4:22.214.171.124 ip4:126.96.36.199 ip4:188.8.131.52 ip4:184.108.40.206 ~all" [+1 = 7 mechanisms] spf.messaging.example.com text = "v=spf1 include:spfa.another example .com include:spfb.anotherexaple.com include:spfc.anotherexample.com -all" [+3 = 10 mechanisms] spfa.anotherexample.com text = "v=spf1 ip4:220.127.116.11/26 ip4:18.104.22.168/24 ip4:22.214.171.124/23 ip4:126.96.36.199/24 ip4:188.8.131.52/24 ip4:184.108.40.206/25 ip4:220.127.116.11/25 ip4:18.104.22.168/24 ip4:22.214.171.124/25 ip4:126.96.36.199/24 ip4:188.8.131.52/24 ip4:184.108.40.206/23 -all" [+0 = 10 mechanisms] spfb.anotherexample.com text = "v=spf1 ip4:220.127.116.11/26 ip4:18.104.22.168/24 ip4:22.214.171.124/26 ip4:126.96.36.199/23 ip4:188.8.131.52/26 ip4:184.108.40.206/27 ip4:220.127.116.11/24 ip4:18.104.22.168/24 ip4:22.214.171.124/26 ip4:126.96.36.199/16 ip4:188.8.131.52/24 ip4:184.108.40.206/24 -all" [+0 = 10 mechanisms] spfc.anotherexample.com text = "v=spf1 ip4:220.127.116.11/26 ip6:2a01:111:f400:7c00::/54 ip6:2a01:111:f400:fc00::/54 ip4:18.104.22.168/26 ip4:22.214.171.124/27 ip4:126.96.36.199/27 ip4:188.8.131.52/27 ip4:184.108.40.206/24 ip4:220.127.116.11/24 ip4:18.104.22.168/23 ip4:22.214.171.124/22 -all" [ +0 = 10 mechanisms] _spf-c.example.com text = "v=spf1 ip4:126.96.36.199 ip4:188.8.131.52 ip4:184.108.40.206 ip4:220.127.116.11 ip4:18.104.22.168 ip4:22.214.171.124 ip4:126.96.36.199 ip4:188.8.131.52 ip4:184.108.40.206 ip4:220.127.116.11 ip4:18.104.22.168 ip4:22.214.171.124 ip4:126.96.36.199 ~all" [+0 = 10 mechanisms] _spf-ssg-a.example.com text = "v=spf1 include:_spf-ssg-b.example.com include:_spf-ssg-c. example .com ~all" [+2 = 12 mechanisms] _spf-ssg-b.example.com text = "v=spf1 ip4:188.8.131.52/30 ip4:184.108.40.206/26 ip4:220.127.116.11/27 ip4:18.104.22.168/27 ip4:22.214.171.124/26 ip4:126.96.36.199/26 ip4:188.8.131.52/29 ip4:184.108.40.206/27 ip4:220.127.116.11/27 ip4:18.104.22.168/28 ~all" [+0 = 12 mechanisms] _spf-ssg-c.example.com text = "v=spf1 ip4:22.214.171.124/29 ip4:126.96.36.199/28 ip4:188.8.131.52/26 ip4:184.108.40.206/27 ip4:220.127.116.11/27 ip4:18.104.22.168/31 ip4:22.214.171.124/27 ip4:126.96.36.199/27 ip4:188.8.131.52/26 ip4:184.108.40.206 ~all" [+0 = 12 mechanisms] spf-a.secondexample.com text = "v=spf1 ip4:220.127.116.11/26 ip4:18.104.22.168/26 ip4:22.214.171.124/25 ip4:126.96.36.199/24 ip4:188.8.131.52/26 ip4:184.108.40.206/26 ip4:220.127.116.11/24 ip4:18.104.22.168/25 ip4:22.214.171.124/24 ip4:126.96.36.199/24 ip4:188.8.131.52/24 ip4:184.108.40.206/24 ~all" [+0 = 12 mechanisms] Character String Too Long 255 character limitation in a single string https://kb.isc.org/article/AA-00356/0/Can-I-have-a-TXT-or-SPF-record-longer-than-255-characters.html http://www.string-functions.com/length.aspx You may have more than 255 characters of data in a TXT or SPF record, but not more than 255 characters in a single string. If you attempt to create an SPF or TXT record with a long string (>255 characters) in it, BIND will give an error (e.g. "invalid rdata format: ran out of space".) Strings in SPF and TXT records should be no longer than 255 characters. However to get around this limitation, per RFC 4408 a TXT or SPF record is allowed to contain multiple strings, which should be concatenated together by the reading application. In the case of use for SPF (using either TXT or SPF RRs) the strings are concatenated together without spaces as described below. Reassembly by other applications of multiple strings stored in TXT records might work differently. 3.1.3. Multiple Strings in a Single DNS record As defined in [RFC1035] sections 3.3.14 and 3.3, a single text DNS record (either TXT or SPF RR types) can be composed of more than one string. If a published record contains multiple strings, then the record MUST be treated as if those strings are concatenated together without adding spaces. For example: IN TXT "v=spf1 .... first" "second string..." MUST be treated as equivalent to IN TXT "v=spf1 .... firstsecond string..." SPF or TXT records containing multiple strings are useful in constructing records that would exceed the 255-byte maximum length of a string within a single TXT or SPF RR record. EXAMPLE text = "v=spf1 ip4:220.127.116.11/22 ip4:18.104.22.168/24 ip4:22.214.171.124/24 ip4:126.96.36.199/24 ip4:188.8.131.52/24 ip4:184.108.40.206/26 ip4:220.127.116.11/32 ip4:18.104.22.168/22 ~all“ text = "v=spf1 ip4:22.214.171.124/22“ " ip4:126.96.36.199/24 ip4:188.8.131.52/24 ip4:184.108.40.206/24" " ip4:220.127.116.11/24 ip4:18.104.22.168/26" " ip4:22.214.171.124/32 ip4:126.96.36.199/22 ~all" Null Records in the SPF Record A record that is NULL or that does not exist will break an SPF record. Syntax within the record is very important, if there are extra spaces between mechanisms it will count as NULL. EXAMPLE text = "v=spf1 ip4:188.8.131.52/22 “ <- accurate text = "v=spf1 ip4: 184.108.40.206/22 “ <- NULL (NOTE the space between IP4: and the IP) Repetitive Records in the SPF Record - Void Lookups If there are too many repetitive mechanisms in the SPF record, including records that cascade (for example when using "include:") the record will break. There is a MAX of 2 void look ups in an SPF record. More than that and the record will break. This prevents SPF records from being used in Denial of Service style attacks. Validation Tools SPF checker, syntax validator and SPF tester http://www.kitterman.com/spf/validate.html SPF checker http://vamsoft.com/support/tools/spf-policy-tester SPF validator http://vamsoft.com/support/tools/spf-syntax-validator CIDR Calculator http://www.subnet-calculator.com/cidr.php Nslookup http://network-tools.com/nslook/ SPF creation wizard http://www.microsoft.com/mscorp/safety/content/technologies/senderid/wizard/ Common SPF errors http://www.openspf.org/FAQ/Common_mistakes SPF syntax definitions http://www.openspf.org/SPF_Record_Syntax
Setting an email to "operational" does the following
No unsubscribe link automatically added Email will be sent to leads set to Unsubscribed Email will be sent to leads set to Marketing Suspended
Note - when sending an operational message, Unsubscribed and Marketing Suspended leads will still be included in the "blocked from email" count on the schedule tab of the campaign.
When is it OK to use the operational setting?
Sending marketing email to unsubscribed addresses is illegal. For this reason, you should be extremely careful to only use this setting in extremely limited circumstances. Using this setting incorrectly violates Marketo's Terms of Service, and most antispam laws.
There may be legal consequences for using this setting incorrectly.
Good uses of the operational setting fall into two categories:
Transactional messages Relationship messages
What's a transactional message?
A transactional message is part of a transaction that a lead has initiated and you are responding to.
Here's some examples of transactional messages:
Receipts for purchases Registration confirmations Download links in response to form fill-outs Requested assets (whitepapers, spec sheets, etc.)
What's a relationship message?
A relationship message describes something that affects your business relationship with the lead.
Here's some examples of relationship messages:
Downtime notifications Changes to terms of service Recall notices End of service notifications
Operational messages should not contain any marketing content at all. In other words, do not use the operational setting to send a message that contains a receipt and a promotion, only a receipt.
*Spamtraps are addresses owned by antispam organizations *Emailing a spamtrap (usually) gets your IP or domain blocklisted *Maintain current, direct opt-in with an active lead database to avoid this
What is a spam trap or spamtrap?
A spam trap, or spamtrap is an email address secretly owned by an antispam organization that is used to detect spam. Antispam organizations do not sign up for mailing lists, so they consider any email sent to these addresses to be spam. Once email is sent to the spamtrap, the antispam organization that owns this address will blocklist the IP that sent the email (or, less often, domains that are linked in the message).
Email administrators purchase subscriptions to various blacklists, and use the lists to block all incoming email from listed IPs or containing listed domains. From the marketer’s perspective, this can mean a high number of bounced emails leading to low lead engagement, and ultimately to weak revenue performance.
There are two types of spamtraps – pristine traps, and repurposed/recycled traps. A pristine trap is an email address that was never used by a person. A repurposed trap is an email address that once belonged to someone but is no longer a valid address; these addresses will bounce as bad addresses for at least six months before an antispam organization will turn them into live traps.
How can a spamtrap get into my Marketo lead database?
Purchased data is unreliable. The antispam world does not like the use of purchased data so antispam administrators have made a concerted effort to get spamtrap addresses into the databases of data vendors. While data vendors may say they provide opt-in data in reality consent should be direct to your company.
If you have purchased data in the past we recommend setting any inactive purchased leads to marketing suspended or simply removing them from your database.
Repurposed traps are email addresses that were once valid but are now owned by an antispam organization. This can happen when a company goes out of business; expired domains are often purchased by antispam organizations. Sometimes a company that has a direct partnership with an antispam organization will allow email addresses of former employees or users to become spamtraps.
Because antispam organizations will generally make sure future spam traps return a bounce as bad addresses for at least six months before they become spam traps you can prevent repurposed traps in your database by emailing remaining engaged with everyone in your database at least once every six months.
Avoid “wake the dead” campaigns to addresses you have not contacted in more than six months.
Unconfirmed form entries
People can unintentionally enter spamtrap addresses into forms either by making a typo or by intentionally using a fake email address that happens to be a spamtrap. If you use single opt-in, you may add spamtraps to your mailing list. This is more likely to happen if you are a B2C company or if someone thinks they can get whitepapers or free trials simply by filling out a form with made-up information.
How can I identify spamtrap addresses?
Spamtrap addresses are considered trade secrets by the antispam organizations. They do not share these addresses because their goal is for senders to change their mailing practices rather than to simply remove spamtraps from their mailing lists.
That said, one thing we do know about spamtraps is that they tend to be automated processes and do not engage. Spamtraps do not click links. You can use smart list filters to identify inactive leads in Marketo.
How can I prevent spamtraps in my database?
Maintain active, direct opt-in for all leads.
Don’t purchase data (to grow your list, sponsor events, use list rental services that send the first message for you, or use co-branded content that sends you only good leads)
Email everyone you want to email at least once every six months
Don’t add old data directly to your mailing list (if you need to, add in small batches and send a welcome email with a slightly different subject to each batch)
Regularly clean your database of inactive leads
Grant access to assets such as free trials and whitepapers as email links to discourage intentional use of fake email addresses on forms
Use scripting on your forms to identify potential typos
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Issue Description You have a lead that is marked as Email Suspended and you are not sure whether they can receive Marketo emails or not. Issue Resolution When emails bounce as spam, the lead that bounced is set to "Email Suspended." "Email Suspended" is a historical field. A more accurate name for this field would probably be "This email was suspended at some point in its history." The actual suspension only lasts 24 hours. To see if the lead is currently suspended, check the timestamp on the 'Email Suspended' field. If it is more than 24 hours ago, the lead is not currently suspended and can receive email from your Marketo instance. However, the "Email Suspended" flag will remain on the lead record for the purposes of future troubleshooting. It is not possible to set "Email Suspended" to "false" once it has been set to "true." The "Email Suspended Cause" field will provide the bounce message associated with the most recent spam bounce. Is this article helpful ? YesNo
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
No, unfortunately we are unable to tell you what the spam trap address is. We don’t even know it ourselves! Spam trap addresses are proprietary to the blocklists that own them. Anti-spam professionals use spam trap addresses to track unsolicited emails. If a spam trap is known by the offending sender, the sender could simply remove the spam trap address from their lists and never actually address the data problem that caused that spam trap address to be included in their lists to begin with.
Instead of asking what the spam trap address is, try to identify the source of the trap address and eliminate bad data sources from your mailing lists. You should be able to identify the email campaign that caused the blocklist issue, so you should start with those lists. To narrow it down and identify the problematic data source, you should consider the following:
Have you recently added any new leads or new lead sources? What is the source of these leads? Any purchased or appended email addresses should be removed, because these data sources are often the source of newly introduced spamtraps. In addition, using purchased or appended email addresses for mailing is a violation of Adobe’s Email Use and Anti-Spam Policy.
Have you added any older leads that have not been mailed to recently? Some email providers will turn an email address into a spam trap after a year of inactivity. If you have a list of addresses that has not been mailed in a year or more, this list should be removed.
Does your system use any custom fields to indicate customer status, event attendance, recent contact with your sales team, or other forms of engagement? If so, take advantage of this and isolate the inactive or non-responsive segments of your database using all of the activity data you have available.
Is there anything about this specific mailing that makes it different compared to your previous email campaigns?
Did you send any other mail on the same day? If so, you should compare the recipient lists.
Think you have narrowed in on the problem? Check out our guide to blocklist remediation to find out what to do with that bad list and complete the remediation program.
What is a spamtrap, or spam trap, and why does it matter?
What is a blocklist?
How does Marketo respond to blocklisting and spam notifications?
Top blocklists - What you need to know
Blocklist Deep Dive
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At Marketo it is a violation of our Email Use Policy to send cold emails to purchased email addresses.
Adobe's Acceptable Use Policy
Compliance with this Acceptable Use Policy (“AUP”) protects the interests of individuals using the Internet, the reputation and goodwill of Adobe, it's subsidiaries, and that of those using Adobe services. Ensuring the utmost standards of email marketing is our collective responsibility.
Prohibition against Unsolicited Email/Spam:
Customers must refrain from directly or indirectly sending, transmitting, distributing, or delivering:
(i) Unsolicited bulk email ("spam" or "spamming”) i.e., emails to persons who have not consented to the receipt of such emails by providing their email address in a manner from which consent to receive email may be reasonably implied.
(ii) Email to an address obtained via Internet harvesting or other surreptitious methods (e.g., scraping, renting, purchased list, co-registration, affiliate marketing, incomplete or old lists; or email appending). Adobe defines email appending as a marketing practice that involves taking known Customer Data (name, address, etc.) and matching it against a third-party vendor’s database to obtain email addresses.
(iii) Email that generates abuse/spam complaints or spam trap hits resulting in IP/Domain block listing or other deliverability issues that could have material impact on Adobe or its client’s reputation.
Inclusion of Opt-Out Provision:
Customers must ensure all commercial emails sent include a provision for recipients to "opt-out" or revoke permission of receiving any future messages from Customer. To that end, Customer agrees:
(i) To use the unsubscribe tools provided by Adobe; or
(ii) To have procedures in place to allow a recipient to easily opt-out, such as: (a) a clear appended link for recipients to easily opt-out of receiving future messages, or (b) Instructions to reply with the word "Remove" in the subject line; and
(iii) Unsubscribes should be removed without delay with no future messages being sent unless future permission is granted.
Customers transmitting content through Adobe services must not misrepresent or obscure their identity in any way or mislead recipients through use of invalid or forged headers, misleading subject lines or content, or domain names not owned or controlled by Customer.
Customer must not transmit any messages through Adobe services with content that is threatening, abusive, harassing, defamatory, deceptive, false, fraudulent, vulgar, obscene, indecent, or illegal. Customer is strictly prohibited from transmitting or providing Adobe any sensitive information as that term may be used in applicable laws, or where no laws apply, individuals’ financial account information, sexual preferences, medical or health information, and/or personal information of children protected under any child protection laws.
Notwithstanding the foregoing, if a Marketo Engage Customer is regulated by the Health Insurance Portability and Accountability Act of 1996 (“HIPAA”), has a subscription to encrypt Customer Data at rest, and has signed a Business Associate Addendum with Adobe or its affiliate for its use of Marketo Engage, then Customer is prohibited from transmitting a subset of health information, including medical or health records or information reflecting the payment of such treatment.
AUP Enforcement and Updates
Violations of the AUP will be deemed a material risk to the continued normal operation of Adobe services and may result in immediate revocation of Customer’s license or subscription to use the applicable services. Adobe may review relevant data to determine Customers’ compliance with this AUP.
The full text of the policy is here: https://www.adobe.com/legal/terms/aup.html
Is there ever an acceptable use for purchased data? Yes.
The Marketo Compliance Team supports the following uses for purchased data:
Generate personalized URLs and send to purchased leads by postal mail
Use purchased data to fill in additional details about leads who only provide an email address at the time of opt in - this makes for great targeting!
When operating in a small market of known leads, purchased data can be useful for research purposes to track information about your target market
Purchased leads can be contacted by phone to obtain email permission
The global anti-spam community does not consider permission to be transferable, except in the following circumstances:
A company is wholly acquired by a new parent company; emails sent will include the same content from new owners
A division of a company - product or brand - is acquired by a new parent company; emails sent will include the same content from new owners
Both parts of the above are key. Personal data alone may not be transferred with permission intact because permission is contextual. Even in the case of an acquisition additional permission is required if the emails will include significantly different content.
To provide an illustration, when "Acme" acquired a home video camera company they acquired permission to continue to email the company's leads about selling home video cameras. That does not mean they have permission to email those people about every other product in "Acme's" portfolio. Email permission was granted to receive emails about home video products, not anything else. "Acme" could email those people and ask them to opt in to their other mailing lists, but acquiring a company does not give the new parent company the right to add the child company's opted-in leads to all their other unrelated mailing lists.
Data vendors may say the leads they sell are "opted-in," but this is not true according to the standards set forth by the global antispam community. Even if these individuals genuinely wished for the data vendor to sell their email addresses (often demonstrably untrue), they still would not have provided direct permission to the buyer to send them email. Marketo requires that permission be direct to the sender (or that there is an existing business relationship) to send email within our Terms.
Many data companies offer list rental services where the data company sends an initial message, and passes on only the information of recipients who respond to the offer.
Marketo is not the only vendor in the marketplace with this philosophy against purchased lists, it is a widely know issue that purchased lists drive delivery issues.
Purchased Lists and ESPs - Word to the Wise
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
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This originally appeared on the Brand Driven Digital blog, 9/19/2013. Written by Marketo's Digital Marketing Evangelist, DJ Waldow. Used with permission. Unemotionally Subscribed – People on your list who have not opened or clicked an email message from you in an extended (several months) period of time. They have not unsubscribed. They have not marked your message as spam. They either ignore it or take the time to actually delete it every time it lands in their inbox. Now, it depends on who you ask, but the percentage of your list that is considered “unemotionally subscribed” can be as high as 30%. Yup. Nearly one out of every three folks on your email list are not interacting with your emails … not at all. As I mentioned in this What Counts guest post, once you figure out who fits this “inactive” criteria, you have a few options: Immediately unsubscribe or delete them. I call this the “DO NOT PASS GO, DO NOT COLLECT $200″ approach. Move to a new list and mail to less frequently. I call this the “I think I need to see you a bit less often” approach. Send a last ditch “We missed you” type email. If they don’t respond, then do #1. I call this the “I’m going to give you one more chance” approach. Set up a re-engagement email series. I call this the “I really don’t want to break up, but if you are not responding at all, well, it’s over” approach. No one method is necessarily better than the other. I’ve seen all 4 executed before. As I often say, the best practice here is the one that’s best for your subscribers (and your business). I recently came across a great – creative, human, funny – example of #3, the last ditch “we missed you” email. Thanks to Suzanne Oehler who forwarded me this email. Check out this email from NTEN: The Nonprofit Technology Network The subject line – We miss you! - was certainly one that would stand out in many inboxes. The intro paragraph was short and to the point, but nothing crazy. But then it got fun … and creative. The first call to action read: “If you’d like to continue receiving NTEN emails, click here by Friday, August 2nd. Yay! This makes us very happy.” Again, they get right to the point. They even add a bit of “human” (Yay! This makes us very happy.) But it gets better. The “click here” link leads to hilarious Happy Dog video. IF you are a dog owner, you’ll love this. The second call to action read: “If you’d rather not receive NTEN emails, we’re sad to see you go. Simply delete this email and in a short time your account with NTEN will be removed from our systems.” Nothing crazy. Direct. Clear. Simple. However, the “sad” link again goes to a video – this one goes to a Sad Cat Diary video. Warning: some language in this video is NSFW. Then again, if you’ve ever owned a cat, you’ll appreciate the humor. The third, and final, call to action read: “Of course, if you change your mind, you can always sign up again” with the “sign up” link taking clickers to their email subscription landing page, of course. Now, fun and creative is one thing. If campaigns like these do not meet their intended goals (getting folks re-engaged), then, well, they are just “fun and creative.” So … Did It WORK? I contacted the team at NTEN to see how effective this campaign was. Below is what they shared with me. They sent this email to a list of 24,000 subscribers who had not opened in email from them in the past year. For this particular campaign, they reported the following metrics: Open rate – 38.89% vs. 26.73% “average” over the previous few emails Click-to-Open Rate* – 47.37% vs. 12.3% “average” over the previous few emails *in other words, of the 38.89% who opened the email, nearly 50% clicked at least one link Of those who clicked a link, the Top 4 most-clicked links were: 41.14%: Click Here (Happy Dog … to stay subscribed) 4.91%: Unsubscribe 2.21%: Sign up 2.14%: Sad (Sad Cat … to opt-out) By all accounts, I’d say this “We Miss You” campaign was a HUGE success? What do you think? Have you tried a “reenagement campaign in the past? If so, how effective was it for you? Drop a note in the comments below! P.S. The email marketing team at NTEN shared their “lessons learned” from this campaign in this blog post. I love their transparency. Is this article helpful ? YesNo
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.
Issue If your IT department or a client asks for your Marketo dedicated sending IP address in order to whitelist your marketing emails, here is how you can find it.
Solution Your Marketo instance's dedicated IP address can be found by sending yourself a live version of one of your Marketo emails, then checking the message headers for the IP address that it was sent from. It should also be included in the original documentation that Marketo's deliverability team would have provided you when the dedicated IP was set up. If you are unable to locate the IP address in the emails, or are unable to find your original documentation, please reach out to Marketo Support and we can look it up for you.
Who This Solution Applies To Customers with a dedicated sending IP
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Upon signing a contract with Marketo you are provisioned a Marketo instance and a Support Service. There are four different types of Support Services which are available to meet different customer support needs:
(Legacy) Business or PREMIER SUPPORT BUSINESS
(Legacy) Premier or PREMIER SUPPORT ENTERPRISE
(Legacy) Elite or PREMIER SUPPORT ELITE
Each Support Service has a different Service Level Target (SLT). An SLT is the amount of time Marketo Support targets to make first contact with you after a support case has been submitted. SLTs differ for each Support Service and priority level. Priority levels range from Priority P1 to Priority P4. Here are the SLTs and priority levels for each Support Service:
PREMIER SUPPORT BUSINESS
PREMIER SUPPORT ENTERPRISE
PREMIER SUPPORT ELITE
Here are the descriptions for each priority level:
Mission Critical: Core business function down or potential loss of mission critical data
Urgent: Major feature or workflow is not functioning. Mission critical workflow and majority of user community is not blocked
Important: Normal usability or task completion is impacted but functional, or workaround is available
Minor: Minor issue requiring a correction. Normal workflow is not impacted
Find more information About Support here!
Issue You had an email send and are now seeing in an Email Performance Report that there are Pending emails, a few hours after initiating the program/campaign.
Solution "Pending" generally means that Marketo is attempting to deliver a message. Marketo will try to send a message, but can receive a temporary bounce (essentially "Thanks, try again later"). When that happens, the mail status is set to pending while we retry. We will try to send the message several times over the next 24 hours (36 to AOL) before we accept that the message will not be delivered and change the status to "bounced". Occasionally, other Marketo server issues can cause emails to be stuck in Pending. If all the emails in Pending are from consumer email addresses, such as Yahoo, Hotmail, or QQ.com, then we are probably just waiting for the receiving server to accept the message. However, if the pending emails are to a variety of different business domains, please contact Marketo support and we can investigate.