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

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

Issue You would like to know which partition a record that was captured by using "Forward to a friend link" in an email will be created in. Solution The record will be created under the partition which is associated with the work space under which the email asset is present. The record will not be created under the default partition. For example, if you have a workspace named "Asia" which is connected with the partition named "APAC", then leads created via Forward-to-Friend links in emails stored in the "Asia" will be created in the "APAC" partition.

Issue After the switch to a secured domain (from http -> https), landing pages display both a broken format and mixed content warnings. Solution Make sure all links referenced in your Landing Page Templates and Landing Pages are secured, in other words served with the https:// appended in the front and not http:// Step 1: Open up Landing page with non secure warning sign Step 2: On Google Chrome right click on the page that is displaying the warning and select "Inspect." On Mozilla Firefox it's called "Inspect Element." Look for any "Mixed Content" warnings. Step 3: Find and address the links that are referenced in the error messages **If the link that is unsecure is a custom CSS file, these files will need to be moved and hosted in a secure location so that the links are loaded over https. Who This Solution Applies To Customers with Secure Domains for Landing Pages Service

Issue You go to a Marketo form that has prefill enabled and see that it contains some other person's information. Solution Form prefill can display another person's information if a Marketo email sent to one person is then forwarded to someone else. Clicking on another person's tracked link cookies you with their information and causes it to prefill in the form. To correct this, clear the cache and cookies on your browser. If you would like to make sure this does not occur with your customers, please disable form prefill for the fields on your form. There is nothing wrong with the forms or landing pages themselves, it is simply a matter of another person's cookie being placed on the browser by the forwarded email tracking link.

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

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

Issue Marketo Email templates that have been used are showing or appearing within the Salesforce Email Template Picker/Chooser. Solution The templates are created when Marketo syncs lead email activities to Salesforce. You can disable these activities from syncing in Marketo Admin > Salesforce > Edit Sync Options. Unselect the Email activities or Sales Email activities you have synced. The templates will no longer be created, but you also won't get these activities pushed from Marketo anymore. This applies to both Sales Insight and normal Marketo sent emails. If you would like to note an email was sent to a lead without enabling these activities, you can utilize Interesting Moment Flow Steps or Create a Task to sync via the activity log! Who This Solution Applies To Customer using Sales Insight for Salesforce

Issue When you add variables to your email template assets, the value assigned to that variable is not showing in the text-only version of the email even though it shows in the HTML version. Solution Email 2.0 variables do not pass the defined values for variables through to the text-only email. Since Marketo token values are passed through to the text-only email, customers may expect variable values to also be passed through to text-only emails. However, this is not currently the case.

Issue None of your tokens are rendering inside of your .ics Calendar File token and instead are showing as the {{lead._____}} form. Solution This is caused when a single token has an undefined value, such as a 'My Token' which doesn't exist in your Program. Send yourself a version of the Calendar file and look for a blank space where a token should be- This will be the token causing the others to not work. Make sure to define a value for this token and then your Calendar File will render without issue.

Issue When you try to drag and drop elements (form, rectangle, etc) into a free-form landing page, nothing happens. Solution If the free-form template is not mobile compatible, you may experience this issue. Please make the template mobile compatible to fix it. Refer this article to make the existing free-form template mobile compatible: Link - https://docs.marketo.com/display/DOCS/Make+an+Existing+Free-form+Landing+Page+Template+Mobile+Compatible

Issue You are utilizing Forms on Marketo Landing Pages, and want to run reporting on these forms. Solution Currently Marketo has reporting for Email assets and Landing Pages. We do not have the ability to report on Forms specifically. One option would be to use Web Page reporting - this reported information would be limited to Marketo Pages with numbers of records who filled out the form, listed under "conversions." You could then create a Smart List to identify leads who have filled out these forms.

Issue You want to customize the error message shown if a form field is left blank or the wrong type of data is entered. Solution Open the form in Design Studio and select the field you want to update the validation message for. Select "Validation Message" on the right hand side of the screen. In the dropdown menu, select "Custom instead of the default "Standard" and enter your custom error message.

Issue You have a Marketo form embedded on a non-Marketo page. When you open developer tools in your browser you see: "Error loading form: Object error: true errorCode: 400 message: "Subscriber <Your Munchkin ID> is not valid" " Solution The form embed code you are using is looking for your instance in the wrong place. Check the URL when you first log in to Marketo, make sure the sub domain in that URL matches what is in your embed code. For example: If you see https://app-sjst.marketo.com/ then make sure you have that same "app-sjst" in your embed code. Please note: This may vary between your sandbox and production instances.

Issue Is there a way to prevent opening a new browser window when a mailto/email address link in an email is clicked? Solution The reason why the link clicked in an email redirects to a new browser window occurs is because the link is a tracked link. As per design of Marketo tracked links, they are required to be loaded in a browser first which is why the mailtolink/email address clicked is loading in the browser first. If you wish to load the link clicked in the same window and not redirect to a new browser window, you will need to disable tracking on the link. https://docs.marketo.com/display/public/DOCS/Disable+Tracking+for+an+Email+Link

Issue A landing page is taking a significant time to load. Solution The load time of a landing page is generally due to resources that have a large file size or due to third-party scripts. This can be identified by using tools like https://tools.pingdom.com/ that breaks down the loading time of individual resources and scripts within a landing page. Another way to inspect the loading time of resources and scripts within a landing page is using the network feature of the developer tools in Google Chrome, Firefox, Safari or any other web browser: https://developers.google.com/web/tools/chrome-devtools/network-performance/reference https://developer.mozilla.org/en-US/docs/Tools/Network_Monitor https://developer.apple.com/safari/tools/

Issue You click on a link in a sample email to test form pre-fill, but when you do, the form is not pre-filled. Solution When sending sample emails, the send sample feature does not generate links which are captured by the web browser, so the form pre-fill information is not passed. The test needs to be performed by sending an email using one the features below: Single Flow Action "Send Email" in a Smart List A Smart Campaign An Email Program Once a live email has been sent and not a sample email, the tracked link which contains the mkt_tok passes the lead info and the form will now pre-fill with that lead's information until the cookies are cleared, a new browser is used or an incognito browser is used.

Knowledgebase

Maintaining a Directory of Leads Bouncing Emails

Top Blocklists - What You Need to Know

New Lead Created by 'Forward to a Friend Link' Is Not in Default Partition

Switch to Secured Domain but Landing Pages Are Still Showing Mixed Content Warnings

Form Prefill Displays Another Person’s Information

{{System.unsubscribeLink}} Customization

Restoring a Branded Tracking Link Domain Back to the Marketo Default

Browser Displays Not Secure Warning When Viewing Marketo Landing Pages

Marketo Emails Are Showing Up in the Salesforce Email Template Selector

Email 2.0 Variables Not Shown in Text-Only Emails

Tokens Not Rendering in Calendar File

Unable to Drag or Drop Elements into Freeform Landing Page

Forms Reporting

Customizing the Error Message (Validation Message) on a Form

Embedded Forms Console Error: Subscriber '<Munchkin ID>' is not valid

Mailto Link Clicked in Email Opening New Browser Window

Landing Page Loading Time Too Long

Form Pre-fill Is Not Working on When Tested from Sample Emails