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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

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

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

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.

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

If you sent an email from the Lead Database (as a Single Flow Action), as part of a campaign, or as a test email but didn't receive it, here are some tips. Check the "From:" address When sending a test message, make sure to check the "From:" address setting on your message. To do this, go to the Email Settings tab of the email editor. In the "From:" field, make sure that you either have a single valid email address, or a valid email address as the default. Many people want to send their messages from the lead owner. When you use the send test feature, the email address you are sending to doesn't have a full lead record, and so it doesn't have a lead owner. Since Marketo cannot send an email with no "From:" address, test messages without a valid email address in the "From:" field will not send. Send as a Lead If you have verified that the email had a valid From: address and you still aren't getting it, make sure to create yourself as a lead and send using a flow action. See if the mail was sent If you sent the email as part of a campaign or Single Flow Action, check the campaign's Results tab or your lead detail page to see if that mail was already sent to you. If it hasn't been sent yet, try waiting a little while longer. Check your Junk Mail In your email client, check your Junk Mail or Spam folder to see if the mail landed there. If it did, you should change the content of your email. Check your corporate spam filter Your corporate mail server may have blocked emails from Marketo; you should contact your IT department to see if this is the case. Please see our instructions for whitelisting Marketo's email servers: Add Marketo to Your Corporate Email Whitelist Try sending to a different recipient If you sent the original mail to your corporate account, try sending to a personal account on Yahoo or Gmail. If you sent it to a personal account, try your corporate mail account. Use Marketo's Email Deliverability product The Email Deliverability PowerPack, with Design Informant and Inbox Informant, can warn you when your mail is being rejected because of its content and help you identify junk mail pitfalls. Also, using Domain Keys and SPF improve the chances of your email landing in your leads' inboxes. Contact Marketo If you still can't figure out what happened contact Marketo to see if we can help.

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.

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.

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 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).

As part of your efforts to maintain a healthy inbox delivery rate, you should be monitoring your email bounce rates. If your hard bounce rate climbs above 5%, you should take a closer look at what’s going on. If your hard bounce rate hits 10% or more, you should be concerned about your data quality. If you have a high hard bounce rate, it is likely that you have a high number of invalid addresses. An invalid address is an address that has never existed or no longer exists, so mail will never be delivered to these addresses. Marketo automatically stops sending to these addresses, so you do not need to worry about suspending or removing them. But having a high invalid address rate could cause you major delivery problems and reputation issues, and could indicate problematic data sources or list segmentation practices that should be reevaluated. A high invalid address rate can lead to outright blocking of your mail at major ISPs. Many ISPs monitor the number of invalid addresses being sent to at their domains by specific senders. Once a certain threshold is hit, those ISPs will block mail coming from the offending sender. ISPs behave this way because they view a high rate of invalid addresses as an indication of problematic data practices of the sender. At best, a high invalid address rate means you are not sending to an engaged, active audience. At worst, it means that you are sending to purchased or rented lists, which is a violation of Marketo’s Email Use and Anti-Spam Policy. Chances are, if you have a high invalid address rate, there are other issues with your data that could also contribute to. If you receive a notification that we have noticed a high invalid address rate associated with your mailings, you should ask yourself some questions about your list management practices. Below are some things to consider: - Have you recently added any new leads or lead sources? Purchased lists are often full of invalid addresses. We often find that purchased lists contain numerous addresses from domains that don’t even exist any more. While you can use purchased lists to bulk up the data you have for existing leads, you cannot use them to bulk up your lead database. -Have you recently targeted old or inactive leads? We strongly recommend that you never send to an address that you haven’t mailed to for over a one year. You should be mailing to your contacts at least every six months. This will help prevent high invalid address rates, and will also help keep you and your content fresh in your contacts’ minds. If you do have to send to older leads, you should break up your lists and send to your most recent and active contacts first. - Who are you targeting? Some senders have more problems with high invalid address rates because of their target audiences. For example, targeting .edu domains often causes high invalid address rates because these are school addresses that have a higher turnover rate. B2B campaigns may sometimes have higher invalid address rates because of similar turnover rates at businesses. The best way to avoid high invalid address rates is to send to opted-in, engaged recipients. To help with this, a lot of senders clear out their inactive leads every six months or so. An inactive lead is a contact that has taken no action in the given time period— they haven't opened an email, clicked a link, visited your webpage, attended a webinar, and so forth. This can help with both your high invalid address rates and spam complaints. Inactive leads are a dangerous group to continue mailing to because their behavior proves that they do not want to interact with your mail, and will therefore likely complain to us or to their ISPs about it. We have a great resource on how to create a Smart List to remove inactive leads here. If you still need some help, please feel free to reach out to our Support team (support@marketo.com). Additional resources: Dos and Don'ts of Effective Lead Generation Best Practices for Purchased Data

Overview A blacklist 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 blacklists 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 blacklist. Marketo’s Email Delivery and Compliance team monitors blacklist activity on our IPs and domains daily. When we are alerted to a listing we reach out to the blacklist, attempt to identify the sender that triggered it, and work with the blacklist organization to get the listing resolved. There are thousands of blacklists out there most will not have a significant impact on your delivery rates. Below we have compiled a list of the blacklists that our customers most commonly encounter. Tier 1 Blacklist Spamhaus Impact: Spamhaus is the only blacklist that we categorize as a tier 1 for a reason: it has by far the greatest impact on delivery of all of the blacklists. It is the most well-respected and widely used blacklist 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 blacklists, Spamhaus lists senders manually. This means that they are proactively watching sender activity, collecting data, and basing their 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 Blacklists 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 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 blacklist, 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. Manitu Impact: Manitu is a German blacklist and has a wide footprint in Europe. Email senders with European audiences tend to encounter this blacklist most frequently. Manitu is not used by North American ISPs to inform blacklist 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 blacklist 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 Blacklists SORBS 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. UCEPROTECT Impact: The impact of a listing at UCEPROTECT is very minimal, though the blacklist 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. ISP Blacklists Some ISPs have their own blacklists 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 blacklisting 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. Additional Resources: Blacklist Deep Dive Abuse Report Deep Dive What is a spamtrap, or spam trap, and why does it matter? Blacklist remediation Blacklist resolution flowchart Successful lead reconfirmation What is a blacklist?

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

We manage our network to provide our customers with the highest server availability and best deliverability possible. Marketo has a strong anti-spam policy and a team that handles blacklist 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. Blacklistings are usually caused by sending mail to a spam trap email address. For an explanation on what causes blacklisting, click here. When we receive notification of a blacklisting, we react in two ways. First, we go through the procedures to remove the listing from that blacklist as soon as possible. Second, we determine (if possible) which of our customers caused the blacklisting 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.

If you sent an email from the Lead Database (as a Single Flow Action), as part of a campaign, or as a test email but didn't receive it, here are some tips. Check the "From:" address When sending a test message, make sure to check the "From:" address setting on your message. To do this, go to the Email Settings tab of the email editor. In the "From:" field, make sure that you either have a single valid email address, or a valid email address as the default, if you are using a token. Many people want to send their messages from the lead owner. When you use the send test feature, the email address you are sending to doesn't have a full lead record, and so it doesn't have a lead owner. Since Marketo cannot send an email with no "From:" address, test messages without a valid email address in the "From:" field will not send. Send as a Lead If you have verified that the email had a valid From: address and you still aren't getting it, make sure to create yourself as a lead and send using a flow action. See if the mail was sent If you sent the email as part of a campaign or Single Flow Action, check the campaign's Results tab or your lead detail page to see if that mail was already sent to you. If it hasn't been sent yet, try waiting a little while longer. Check your Junk Mail In your email client, check your Junk Mail or Spam folder to see if the mail landed there. If it did, you should change the content of your email. Check your corporate spam filter Your corporate mail server may have blocked emails from Marketo; you should contact your IT department to see if this is the case. Please see our instructions for whitelisting Marketo's email servers: Add Marketo to Your Corporate Email Whitelist Try sending to a different recipient If you sent the original mail to your corporate account, try sending to a personal account on Yahoo or Gmail. If you sent it to a personal account, try your corporate mail account. Use Marketo's Email Deliverability product The Email Deliverability PowerPack, with Design Informant and Inbox Informant, can warn you when your mail is being rejected because of its content and help you identify junk mail pitfalls. Also, using Domain Keys and SPF improve the chances of your email landing in your leads' inboxes. Contact Marketo If you still can't figure out what happened contact Marketo to see if we can help.

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

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.

Issue Emails cannot be delivered from the Marketo instance and the following Soft Bounce code was recorded in the record's activity log. 554 5.4.7 [internal] (last transfail: 435 5.7.8 Authentication credentials invalid) Environment Dedicated IP Address SMTP Relay credential invalid Soft Bounce Code: 554 5.4.7 [internal] (last transfail: 435 5.7.8 Authentication credentials invalid) Cannot send email Email Delivered not recorded in activity log Solution Provide Marketo Support with the updated credentials so Support can create an internal request to get the update the credentials on Marketo's end. The process can take up to three (3) business days to complete. Note: Avoid using special characters in the password such as quotation mark (") as it can alter the configuration. Root Cause The credentials for the SMTP Relay has been changed and no longer match what is stored in Marketo. In most cases it is the password as it need to be change on an annual basis.

From the Marketo Email Use Policy: "...You may not send any Unsolicited Email by use or means of the Marketo Service. "Unsolicited Email" is defined as email sent to persons other than: persons with whom you have an existing business relationship, OR (ii) persons who have consented to the receipt of such email, including publishing or providing their email address in a manner from which consent to receive email of the type transmitted may be reasonably implied." The full text of the policy is here: https://documents.marketo.com/legal/use-policy/ An abuse report is a report that an individual sends to abuse@marketo.com alleging that a Marketo customer sent unsolicited email. There are a number of reasons why someone might report abuse. Here are a few common reasons people report abuse to us: The person forgot they opted-in to the mailing The person received genuinely unsolicited email The person opted in, but the branding in the email was different than the branding on the opt in form so it was not clear the email they received was connected to their opt-in experience Someone signed up for your list with the wrong address, and the person who actually received your email felt it was abusive For additional reference - Abuse Report Deep Dive

An email being filtered to a quarantine or bulk mail folder happens after the recipient mail server has accepted message. Once an email has been accepted by a mail server, it is impossible to tell where it went or what happened to it. Note that this is true of any mail sent by any system on the Internet. Every mail server has configurable filters that determine how received mail will be handled. The mail server administrator should be able to adjust those filters to ensure delivery of emails based on their business standards, or there may even be end-user-configurable controls that can accomplish the same thing. If test mailings you are sending to yourself or your colleagues are being filtered to a quarantine or bulk mail folder, you should consider asking your email administrator to whitelist Marketo’s IP ranges. They can be found here. You can also improve your deliverability in general by setting up SPF and DKIM records, and branding your tracking links.

We have enhanced the behavior of the unsubscribe functionality to make it “durable”. We have added a master email status, which is separate from the unsubscribe flag visible on the lead detail record. If the unsubscribe flag is set from false to true, the master email status is updated, and the change is propagated to other leads with the same email address. Update the Unsubscribe flag from True to False (e.g. Re-subscribe a lead) When a lead is imported, the unsubscribe flag WILL NOT be overwritten by the import. Here are the ways a lead can be re-subscribed: 1. In SFDC, uncheck the Email Opt Out field. This WILL sync to Marketo. 2. Manually update the lead detail record by un-checking the unsubscribe flag 3. Run a Change Data Value Flow Action on one or many leads a. Select the attribute “unsubscribe” and set the value to False 4. Update an existing lead via SOAP API 5. Form Field – set a field on a form to set the unsubscribe flag to “false” and this will unsubscribe the lead a. Best practice would be to have text on the form that says that by filling out this form, they are agreeing to receive email communication Creating a New Lead When a new lead is created, we check it against the master email status table. If the lead was previously unsubscribed, we will update the record to be unsubscribed. Changing an email address If you change the email address of a lead to an unsubscribed email address, the lead will be unsubscribed. This change can occur in either Marketo or SFDC. If you change an unsubscribed email address to one that is subscribed, the lead will be subscribed.

Knowledgebase

Maintaining a Directory of Leads Bouncing Emails

What is the quarantined IP range?

Custom DKIM Selector

Marketo Support Policies

BCC Options For Emails Sent By Marketo

I Didn't Receive an Email that I Sent

How do blacklist issues get resolved?

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

Preview an Email

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

High Invalid Address Rates: The what, how, and why you should care

Top Blacklists – What You Need to Know

Deliverability to China - Resources

How Does Marketo Respond to Blacklisting and Spam Notifications?

I Didn't Receive a Sample Email that I Sent

Marketing Automation and the European Privacy Laws

Lead Continues to Receive Emails After Unsubscribe Activity is Logged

Soft Bounce Details: 435 5.7.8 Authentication credentials invalid.

Why do people report abuse?

How Can I Tell If My Email Is Getting Filtered into a Quarantine or Bulk Mail Folder?

Durable Unsubscribe - How Leads are Unsubscribed and Re-subscribed