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

Issue Users for your Marketo instance are unable to log into the instance. Solution Check your landing page URLs and email links. If these are also unavailable, your Marketo instance may have been shut off. Marketo Support can confirm whether your instance has been deactivated, but are not able to reactivate it. In this situation, please contact your Marketo Account Representative to discuss the status of the instance and regaining access.

Issue Is to possible to set up a distribution list (for internal employees) in Marketo? Solution There is no such feature called "Distribution list" in Marketo. An email can be sent to people only of they are part of your lead database. Alternate Workaround: You can create a excel sheet for your internal employees with their email addresses and import them into a Marketo static list. You can refer this list in your smart campaign whenever you would need to send a communication email. Note: Mark the email you send as "Operational" to ensure that it reaches all the people in the imported list.

Issue You are unable to abort a triggered Smart Campaign currently in progress. Solution The "Abort Campaign" function only works for batch campaigns. To stop leads from going through the flow of a triggered campaign, do the following: Deactivate the trigger campaign in the Schedule tab. This will prevent new leads from entering the campaign flow steps. It will not stop leads that have already entered from continuing through the flow. Use a "Remove from Flow" step to remove existing campaign members from the flow. This can be done a few different ways. View Campaign Members > Select All > Lead Actions > Special > Remove from Flow If the leads are in a Wait Step, you can add a Remove From Flow step after the Wait Step in the trigger campaign Create a small batch campaign with a "Member of Smart Campaign" Smart List filter and a "Remove from Flow" flow step that specifies the trigger campaign you want to remove them from.

Issue You want to send out an email to a group of people and break it up so that it sends in smaller batches over time. Solution To break up an email send over time, you can use a Smart Campaign with Choices and Wait steps in the flow. Example provided below. Choose the criteria you want to use to break up the send. In the example, we use the first letter of the last name. Use a Send Email flow step with a Choice defining your first group (Last Name starts with A-F) and select the email you want to send. For the rest of the leads, use a Default choice of "Do nothing." Add a Wait step. Repeat 1-3 for the each group, separating them with Wait steps.

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 External tracked webpages are not showing up in "Visited Webpage" or "Filled Out Form" Smart List filter. Solution Munchkin tracked pages will not show up in Smart List filters until a known lead visits the webpage. To make sure the webpage shows up, do the following: Make sure that you have the Munchkin tracking code on those webpages. Use a test lead to visit the page and you may have to fill out a form or send an email to the lead to make sure that the lead is tracking on your machine. Check the test lead's activity history to make sure the visit is logged. Try entering the webpage in the filter again. Note :- Customizing Munchkin code can also be responsible for the same.

Issue You're receiving an error that states 'Not Allowed - Error approving <asset-name> - {{token-name}} : Token key not found' when trying to approve an email asset. Solution Check that token syntax is correctly inserted with no missing left or right 'curly' brackets '{{' '}}' Check that the field name of the token does not have any incorrect spelling (e.g. Email Address) If the token syntax is correct and the field name of the token is spelled correctly, it is possible that the field name of the token contains a Unicode non-breaking space (e.g. between 'Email' and 'Address'). This would have been inserted if it was copied across from a platform that was encoded with Unicode (e.g. Microsoft Word) - To rectify this, delete the space in the token and re-insert it with a normal space using the spacebar on the keyboard. Once this is corrected, the email approval should work.

Issue Description Duplicate records were sent an email from an Email Program. Issue Resolution While Marketo prevents sending emails to duplicate records (i.e. same email address) via the same smart campaign, it is possible to send an email to duplicate record when there is A/B test configured for the email program. Specifically, one record can be sent an email from the test sample size while the duplicate record can be sent the email from the winner sample size [see For example, if there are two records for "mary@mail.com" in the audience, Mary can be sent two emails as follows: One record can be sent the email by qualifying for receiving the test from the sample size of the A/B test The other record can be sent the email by qualifying for receiving the winner from the sample size of the A/B test Note: sending the test and sending the winner utilizes individual campaigns which is why the systematic deduplication of emails within a smart campaign does not take effect for this scenario. To prevent this from occurring, exclude the duplicate records from the smart list of the email program.

Issue Attempting to use Champion/Challenger tests in nested programs within engagement programs fails to run test. Solution Champion/Challenger email tests must be inserted directly within the email stream as an asset. The testing functionality is based on being triggered which is the process of a stream content cast. When the email is nested in a smart campaign within a program, this campaign executes as a batch campaign and will see inconsistent behavior for Champion/Challenger testing.

Issue You would like to pull a report of all the non-marketable records that you have in Marketo. Solution You can do this via a Smart List: Use the Any filter in the Smart List. Filters: Block Listed = true Unsubscribed = true Marketing Suspended = true Email Invalid = true Email Address is empty This Smart List will pull all the people that fall into the blocked leads list. You can also add a view in which you can add above mentioned columns to the smart list which will give a view if a record is block listed /unsubscribed etc. Reference Doc :- Create and Change Views for Lists and Smart List

Issue You want to know what the duration should be for an Email Batch Program's A/B Test. Solution When setting up an A/B Test in an Email Batch Program, the default, minimum duration of the test is 4 hours long. However, A/B tests should not usually be this short, for a couple reasons: Depending on the size of the membership, and the background processes the Marketo System is engaged in, the Email Program may or may not even be able to send the complete test during the 4 hours. 4 hours is a very short amount of time. Winner Criteria is only determined from the data gathered during the period of the test - that would be 4 hours. 4 hours may not be enough time. Ideally, A/B Tests should be "days" long, so that the test may complete and all appropriate information may be captured.

Issue Trigger Tokens in a Batch Campaign Flow are not functioning as expected, or result in an error. Solution Issue Resolution Trigger Tokens can only be used in a Trigger Campaign Flow and will not work in batch campaigns. While originally intended for Interesting Moments, Trigger Tokens will also work in Change Data Value flow steps. The associated Trigger Tokens will only function with the corresponding Triggers denoted by the green check-marks in the chart here.

Issue Users may notice that unsubscribed or blacklisted leads still appear within the Audience section of an Email Program. Environment This issue is relevant to all Marketo users who are managing Email Programs and observing the Audience list. Solution Despite being blocked or blacklisted, leads will continue to be displayed in the 'People' list of a Program or Campaign's audience, as they still fit the criteria for the Smart List of that particular asset. The Audience list includes all individuals who meet this criteria. The blocked leads do get recognized and listed under the Blocked list of that specific program. However, this Blocked list is considered a part of the broader Audience list. If you prefer these leads to not show up in your Audience, you can modify your Smart List filters. For example, apply the "Unsubscribed is False" filter. Root Cause This situation arises because the Audience count encompasses all leads that qualify for the Smart List, including those that are blocked or blacklisted. The system recognizes and lists these blocked leads separately, but they remain as a subset of the overall Audience.

It's one of the most common calls we get in Support - "This lead should have qualified for this campaign, but it didn't. Why?" Here's how we go about answering this question, and you can do it too. Did the lead actually qualify? Sometimes the leads do qualify for the campaign but don't go through the flow. One quick way to check this is to look at the campaign membership. If the lead qualified, it will become a member of the Smart Campaign, even if it doesn't go through the flow. Has the lead gone through the flow before? We can check this in the campaign results. If it has, we need to see if the campaign allows the leads to go through the flow more than once. If the campaign is set up to allow leads to run through the flow multiple times, then we need to proceed with troubleshooting. But if it is not, we have our answer - the lead didn't go through the campaign because it had done so previously and couldn't go through again. Did the trigger have constraints? If it didn't, we move along, but if it did, we need to check and see if the lead met the requirements of the constraints at the time the lead hit the trigger. This is very important. If, for instance, there was a constraint that required a value in a field, and that field was not populated before the trigger went off, then the lead wouldn't qualify. The timestamps in the activity log for the trigger activity and the value change might be the same, but if the value change for the field happened even a fraction of a second after the trigger event, it's still too late. The lead will not qualify. Looking at the lead now, it looks like it qualifies, but at the moment the campaign was triggered, the lead had different information, so check to see when the required values were written to the lead. Did the Smart List have filters in addition to the trigger? Just like the constraints, we need to confirm the lead satisfied the filter requirements before the trigger fired. This can get complicated if one of your filter requirements is "Member of Smart List" because you are going to have to go into the referenced Smart List and confirm the lead met all those requirements, and if that Smart List also contains a "Member of Smart List" filter, then will have to check that one as well and, well, you will see why we in Support recommend against nesting Smart Lists. Has the campaign been changed since the lead hit the trigger? We tend to assume that the campaign we are looking at today is the same as it was when the lead hit the trigger, but this is often not the case. Check through the Audit Trail to see if there have been any changes. Maybe a constraint was added, removed, or changed. Maybe the filter logic was changed from AND to OR. Maybe it used to only let leads go through the flow once. If the campaign was changed, you will need to go through the troubleshooting steps above all over again, checking against what the campaign used to have, rather than what it has now. If you have nested Smart Lists, it may be that the campaign didn't change at all, but a filter criteria in a the secondary Smart List did. This is another reason why nested Smart Lists should be avoided if possible. If you go through these steps and still can't figure it out, open a case in Support and include the results of the troubleshooting above so we can look into it further.

Issue The Engagement Program has no engagement score more than 72 hours after the Engagement Program cast. Solution First, make sure that is has been more than 72 hours since the Engagement Program cast, since it takes some time for the engagement score to update. If you are using child programs in the Engagement Program stream, check the individual programs to see if leads have achieved a Success status in those programs. When programs are used as content in streams, the engagement score is based on program membership and success status, not email interaction (clicks, opens, unsubscribes). Also, if there are any campaigns in the child program that contain wait steps, the Engagement Score will not populate until the campaign is complete. https://docs.marketo.com/display/public/DOCS/Understanding+the+Engagement+Score

Issue A recent Smart Campaign or Email Program sent Person records in Marketo more emails than should be allowed based on settings in Communication Limit Settings in the Admin area of Marketo. Solution This is commonly caused by one of three things: The emails that sent after the communication limit was hit were Operational. To verify if this is the case, select the email asset from the menu tree on the left and review the summary of the asset in the canvas where you will see if the email is Operational or not. The Block non-operational emails checkbox is not checked in Edit Communication Limit Settings. Setting values the "Per Day" and "Per 7 Days" dropdown menus does not enforce the communication limit. In order for this limit to be enforced, the "Block non-operational emails" checkbox must be checked. Enable Communication Limits The Email Program or Smart Campaign are not set up to follow Communication Limits. Apply Communication Limits to Smart Campaign Enable/Disable Communication Limits in an Email Program

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.

Issue You are using choices within flow steps with parameters such as "Member of Program" and the lead is qualifying for the choice when they are not part of the program. This is a article attached image Solution When using a flow step for a campaign, you have the option of adding "choices" to the flow step so different leads can have different interactions. When using a choice parameter such as "Member of Engagement Program" or "Program Status". If the lead has been part of ANY engagement program, or has EVER had a program status equal to the parameter (i.e program status is email > sent), then the lead will qualify for that step. This is a article attached image To prevent outside leads from being pulled in, use the "Member of Program" filter in your campaign Smart List to make sure content is delivered to your intended audience. This is a article attached image

Knowledgebase

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Unable to Access Marketo Instance

Wait Step Duration Options

Creating an Internal Distribution List

Unable to Abort a Triggered Campaign in Progress

How to Break up Email Sends Over Time

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Webpage Not Showing up in Visited Webpage or Filled out Form Smart List Filter

Error Approving Email - Token Key Not Found

Duplicate Records Were Sent an Email from an Email Program

Champion Challenger Test in Engagement Programs

How to Pull a Report of All Non-Marketable Records

Email Program A/B Test Duration

Trigger Tokens in Flow Steps Render Incorrectly

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Email Program Displaying Blocked Leads in the Audience List

Lead Fails to Qualify for Trigger Campaign - Troubleshooting Flow

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Email Sent to Leads Who Have Exceeded Their Communication Limit

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Flow Step Choices Qualifying Leads who are Members of Other Programs