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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

I'm trying to find out who had a lead score change from a specific smart campaign - would I use data value changed with a reason or some other filter? The Data Value Change trigger/filter with the Reason constraint is appropriate for finding leads that had their Lead Score changed by something such as a manual edit or Smart Campaign. This screen shot shows examples of how you might set this up. The list below shows a few of the values you may see in the Reason field. If you know the exact phrase you are looking for, use the "is" operator. For example, "Changed by Smart Campaign Contact Us." If you don't know the exact value, try using the operator "starts with" or "contains." Synched from salesforce.com Changed by Smart Campaign System flow action System action reset Form fill-out SOAP API Manual lead edit Munchkin API Import/merge into list The Reason filter constraint is available in these filters: Data Value Changed Lead Partition Changed Progression Status was Changed Revenue Stage was Changed Not Data Value Changed Not Lead Partition Changed Not Progression Status was Changed Not Revenue Stage was Changed

Overview A triggered campaign launches automatically when a specific action occurs. For example, you can use a triggered campaign to automatically send an email to a lead after she completes a form. Triggered campaigns have at least one trigger in their Smart List. When the lead activates a trigger and passes through the other filters in the Smart List (if you have any), the lead will immediately proceed through the campaign's Flow. In a Smart Campaign, the Smart List palette contains a separate folder with Triggers. These are the events you can use to activate your triggered campaigns. Be careful when using multiple triggers. If you use two or more in a campaign, any single trigger can activate the campaign. Email Triggers Trigger Name Description Clicks Link in Email If someone clicks on a link in an email. This can be a specific link(s) or any link. Email Bounces If an email bounces from an address. Email Bounces Soft If an email bounces due to an auto‐reply, full mailbox, etc. Email is Delivered If an email is delivered to someone. Opens Email If someone opens an email. Unsubscribes from Email If someone opts out of email. Salesforce Specific Triggers Trigger Name Description Activity is Logged If an activity is logged in salesforce.This can include a logged call or task created. Activity is Updated If an activity that is already created is updated. Added to Opportunity If a contact is added to an opportunity. Added to SFDC Campaign If a lead/contact is added to a Salesforce campaign. Clicks Link in Sales Email If someone clicks a link in a sales email (an email sent through Sales Insight). This can be a specific link(s) or any link. Is Sent Sales Email If someone is sent a sales email (an email sent through Sales Insight). Lead is Converted If a lead is converted into a contact in Salesforce. Lead is Deleted from SFDC If a lead is deleted from Salesforce. Lead is Synced to SFDC If a lead is synced to Salesforce from Marketo. Opens Sales Email If someone opens a sales email (an email sent through Sales Insight). Opportunity is Updated If an opportunity is updated. Owner Changes If the owner of a record in Salesforce changes.This can be to a specific user or to any user. Removed from Opportunity If a contact is removed from an opportunity. Removed from SFDC Campaign If a lead/contact is removed from a Salesforce campaign. Sales Email Bounces If an email bounces from an address. Sales Email is Received If an email sent via Sales Insight was delivered. Status is Changed in SFDC Campaign If a lead/contact status changes within a Salesforce campaign. General Triggers Trigger Name Description Added to List If a lead/contact is added to a Marketo static list. Campaign is Requested If a contact/lead is sent into a Marketo campaign. Clicks Link If someone clicks on a link. This can be a specific link(s)or any link that is tracked. Data Value Changes If any data value on a record, includes all fields available for edit/update in Marketo and Salesforce is changed. Fills Out Form If someone fills out a form. Has Interesting Moment If someone has an interesting moment. Lead is Created If a Marketo lead is created. Removed from List If a lead/contact is removed from a Marketo static list. Revenue Stage is Changed If a revenue stage within a revenue cycle model is changed. Score is Changed If a lead score is changed. Send Alert If someone does something, send an email alert. Visits Web Page If someone clicks and visits a web page.This can be a specific page(s) or any web page.

The Marketo users at your organization have created several special campaigns for your leads and contacts. Typical examples include sending someone a whitepaper about a new product or mailing a series of nurturing emails for people not ready for sales. To add a lead or contact to one of these campaigns, go to that person's detail page and find the Actions menu in the Marketo Sales Insight section. Pick Add to Marketo Campaign and click Go: You can also select leads in your list and search views if you've added the Add to Marketo Campaign button to those views. You can add 200 leads at once this way: After picking the leads, you'll see a list of potential campaigns; below the selected campaign is a brief description provided by your marketing team. Pick the campaign for this person in the Campaign Name pulldown, then click Finish:

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

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

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

Issue Issue Description Using a token in the Smart List of a Smart Campaign yields unexpected results, an error, or the campaign to not trigger. Solution Issue Resolution Tokens cannot be used in the Smart List section of Smart Campaigns. Tokens can be used in the Smart Campaign Flow, in the following steps: Interesting Moments Change Data Value Salesforce Campaign Steps (add, remove, change status) Create Task

Issue Issue Description When using a Velocity scripted my.token, the default value is not being used if the field the Velocity script is pointing to is not populated. Solution Issue Resolution The reason for this is because Velocity script isn't designed to consider a default value the way that a lead token would. It's designed to execute the code to provide the rendered value. Although the UI specifies to look for a default, that's ignored by design since the code itself is only looking for the value for those leads. If the goal is for it to evaluate and provide a known value, otherwise then render a specified default, that needs to be built into the Velocity script code itself.

Issue You have a field (e.g. Most Recent Website Visit) that you want to see previous values for without needing to look through the activity log. Solution This can be done using a few custom fields, and one trigger campaign. Make duplicates of the field you want to see most recent values of (e.g. Most Recent Website Visit 1, Most Recent Website Visit 2, etc.) while still keeping the original field. Use the original field as you previously have, but set a trigger campaign to look for data value changes to that field. In the flow of that campaign, set the logic like so: (1) Change Data Value: Most Recent Website Visit 3 new value: {{lead.Most Recent Website Visit 2}} (2) Change Data Value: Most Recent Website Visit 2 new value: {{lead.Most Recent Website Visit 1}} (3) Change Data Value: Most Recent Website Visit 1 new value: {{lead.Most Recent Website Visit}} Using the above flow, the most recent values for the field can be checked without looking into an activity log. This can be useful in a number of ways, for example this information could be included in an email or alert. Another example, if the primary field (in the above example it is Most Recent Website Visit) is updated to a value that it should not have, then you can setup another campaign to update Most Recent Website Visit using the value in Most Recent Website visit 2 to restore the previous value. Warning Please Note: The above process can be somewhat resource intensive (particularly if a large number of records trigger the campaign at close to the same time), this should be done with as few fields as possible to assure good instance health overall.

Issue You have a Smart List that should exclude a group of leads from a campaign, but they still show up in the Qualified Leads list Solution Check the filter logic for your Smart Lampaign. "Or" logic allows leads that only qualify for some but not all of the filters to be included in the membership. For example, you could have a Smart List with the following filters. SFDC Type = Contacts Unsubscribed = False (You are trying to exclude unsubscribed leads) Visited Webpage - http://www.company.com/products If you use the following Advanced logic - "(1 or 2) and 3" - you will still have unsubscribed leads showing up in the list because they are Contacts, and the logic says they can be either Contacts or Unsubscribed = False. They only need to satisfy one of the two filters to qualify, and an unsubscribed Contact would go through. There is a blog post that goes into more detail on this. Smart List Logic - How many people do you want in your club?

Issue You want to know if it's possible to have the same folder name in both the Default workspace and another workspace. Solution You cannot have the same folder name in different worksapces. For example, if you have a folder in your Default workspace named "Test" and then you try to create another folder called "Test" in a different workspace, this will not work. The same thing will happen if you try to clone a program to a different workspace and you use the exact same file name. When you are creating new folders or cloning programs, you must use a unique name.

Issue How deleting or archiving programs will affect the Lead field: Acquisition Program. Solution If you delete a Marketo Program, the field will append a "deleted" at the end of the Program Name. For example, if the Program Name was "July 2016 newsletter" for Acquisition Program, after deleting the Program, the field value would change to: "July 2016 newsletter - deleted (####)". The numbers represent an activity ID on the backend. Note: Archiving Programs does not affect the Acquisition Program.

Issue You are considering archiving or deleting old programs, and you are wondering how that will affect reporting on membership of leads. Solution If you delete a Marketo Program, the membership data will be lost. Technically, in the Lead record Activity Log, there will not be an activity for "no longer in program," but any and all reporting will not be able to report from deleted programs. Keep in mind that Marketo Support cannot restore deleted programs. Archiving Programs keeps program membership data. This means that Analytics reporting, including Revenue Explorer, will be able to see archived programs and the related data. However, smart lists will no longer be able to reference the archived program. For example, say the smart list was: "Member of Program, program is [name]". In this situation, the smart list wouldn't be able to locate the program.

Issue When creating a Smart List with a "Member of SFDC Campaign" filter, the SFDC Campaign is visible on the drop-down list, yet it throws an error when selected and the Smart List is loaded: "Error running Smart List: Check your Smart List configuration" Solution Things to check: The campaign has been re-named in SFDC or has been deleted. It could also be that somehow a "space" has been entered before the campaign name. For example, Marketo is looking for "SFDC Campaign Name" and SFDC has it as " SFDC Campaign Name" or "SFDC Campaign Name ". The campaign is present and active in SFDC, but is not visible to the sync user. The Marketo Sync User details can be located in [Admin > Integration > Salesforce > Username] This can be checked by logging in to SFDC as the Marketo sync user and verify that the campaigns are present with the correct name and activated for that sync user.

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

Issue After running an A/B test, some records appear to have received both Test and Winner. Solution In an A/B test, the sample size of the audience is sent the variants, and then for the winner: the entire audience minus the test audience is sent the Winning email. So let's say that you received both Test and Winner. This means you have duplicate records in the database. Marketo is designed to not send duplicate leads the same email at the same time. So one of the duplicates is qualified for the Test, and then when the Winner is sent, it's the total audience minus the test audience, the Winner is sent to the duplicate record. This above situation can apply to Lead Records as well, because of duplicates with the same email address, but also duplicate records that may have a FWD set up between them (record B emails FWD to Record A email address). To reduce the chances of this happening, you may wish to run a de-duplication pass on your database.

Knowledgebase

Maintaining a Directory of Leads Bouncing Emails

Using the Reason Constraint on the Data Value Changed Filter

Smart Campaign Trigger Glossary

Adding People to Marketo Campaigns from Salesforce

Email was not sent based on Recipient Time Zone

Unable to send sample email from Marketo Starter Template

Support Portal Access Issues

Email Dashboard not Displaying Accurate Data

Smart Campaign Returns N/A Existing People When Viewing the Leads Affected

Using Tokens in Smart Lists and Smart Campaigns

Velocity Scripted Tokens Not Using Default Values

How to Retain Previous Values in a Field While Adding New Values

Smart List Is including Leads That Should Be Excluded

Same Folder Name in Different Workspaces

Program Acquisition When Deleting and Archiving Programs

Analytic Reporting: Program Membership When Deleting and Archiving Programs

Smart List Error for Member of SFDC Campaign Filter

Tokens Not Rendering in Calendar File

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

Boolean Tokens in Create Task and Change Data Value Cause Flow Step to be Skipped

Received Both Emails in the A/B Test: Test and Winner