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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

Say you have a landing page with a form. You can dynamically change the form's follow up page based on values in the form by following these instructions. Note: Please ensure that you have access to an experienced JavaScript developer. Marketo Technical Support is not set up to assist with troubleshooting JavaScript. On a Marketo landing page, the follow up page is stored in two form fields -- returnURL and retURL. You can change them with jQuery by adding a custom HTML block in to your landing page: <script src="/js/public/jquery-latest.min.js" type="text/javascript"></script> <script type="text/javascript"> // set no conflict mode for jquery var $jQ = jQuery.noConflict(); $jQ(document).ready(function(){ // set the new follow up page $jQ("input[name='returnURL']").attr('value','http://www.yourcompany.com'); $jQ("input[name='retURL']").attr('value','http://www.yourcompany.com'); }); </script> To change this based on a value submitted in a form, you need to find the id of the field to read from. You can find that ID by previewing the web page, viewing the source code for the page, then finding the label for the form field in the HTML. In this example, it's TimeToPurchase: <label>Time To Purchase:</label><span class='mktInput'><input class='mktFormText mktFormString' name="TimeToPurchase" id="TimeToPurchase" type='text' value="" maxlength='255' tabIndex='1' /> Next, use a jQuery hook to change returnURL and retURL when the form is submitted. We'll also use jQuery to read the form field values. Drag in a Custom HTML block onto your page, then paste in the following Javascript. You must change the following for it to work correctly: TimeToPurchase: to the ID of the field you're reading from (leave in the #) URL: all the URL assignments to the locations where you want the user to go If you need to check for additional values, add extra "case...break;" statements to the switch. <script type="text/javascript" src="/js/public/jquery-latest.min.js"></script> <script type="text/javascript" language="Javascript"> var $jQ = jQuery.noConflict(); function changeFollowupURL(){ // first, set the default follow up page var URL = 'http://www.company.com/defaultPage.html'; // override the default based on form values // Replace this with your own rules for setting the new URL switch ($jQ("#TimeToPurchase").attr("value")) { case "6 months": URL = 'http://www.company.com/Page1.html'; break; case "1 year": URL = 'http://www.company.com/Page2.html'; break; } // set the new follow up page $jQ("input[name='returnURL']").attr('value',URL); $jQ("input[name='retURL']").attr('value',URL); return true; } // catch when a form is submitted, change the followup URL function formSubmit(elt) { changeFollowupURL(); return Mkto.formSubmit(elt); } </script> The Javascript needed to read the value from the form field may be different depending on the type of the input (text box, select box, check box, etc.). See the jQuery selectors documentation for other methods of getting those values, and Setting or Getting a Form Field Value via Javascript on a Landing Page for more on how to get the IDs of the fields.

Issue Description If the text is removed from the "Unsubscribe" text at the Admin level, will this immediately apply to every email in Marketing Activities or, will Marketo ask you to re-approve each email once this "Unsubscribe" text has officially been removed? Issue Resolution Title - Remove Unsubscribe Text From the"Admin - https://nation.marketo.com/docs/DOC-1114 If you remove the text at the Admin level (as per the documentation), this will immediately apply to all emails created (including: active, inactive). You are not required to re-approve your previously approved emails once this change has been saved in the Admin -> Email settings. All pre-existing emails will replace the default "Unsubscribe" text at the bottom of all emails, after changes have been saved in Admin -> Email settings. After removing the default "Unsubscribe" text from emails, you should replace it with a Custom Unsubscribe option. This is in order to remain compliant with the Can-Spam Act.

Note: Please ensure that you have access to an experienced JavaScript developer, because Marketo Technical Support is not set up to assist with troubleshooting custom JavaScript. If you're trying to use the Munchkin API but not having any success, try these tips: Include the Munchkin JS Make sure you include the required lines of Munchkin Javascript on pages with API calls. You can find the javascript in the Admin section under Munchkin Setup. Check "Enable Munchkin API" In the Munchkin Setup page, check the box that says Enable Munchkin API, put in a private key (which can be any text), and click Save. Look for JavaScript errors Use Firebug on Firefox or enable IE JavaScript debugging to check for JavaScript errors. Any JavaScript errors that occur -- anywhere on the page -- could prevent Munchkin from working. Escape special characters Check and make sure that any quotation marks or other characters that require escaping are properly escaped. See this document for more. Call mktoMunchkin first In your Javascript, you must call mktoMunchkin() before you use any other Munchkin API calls. Try a proxy program Use a web traffic capturing program like Firebug (for Firefox) or Fiddler. The return code from the API call may have useful information to help you diagnose the issue. Click Link or visit WebPage isn't working Check to make sure you have only a path listed in the url parameter -- no ", no domain, and no URL parameters. Associate Lead isn't working This could be caused by a few issues: Include an email address Email address is required when using the associate Lead call. If you don't use this, the call will always fail. Check the labels Marketo expects the labels (like "Email" and "FirstName") in a specific format. You can get these labels in the Field Management page of the Admin section. When you get there, click the Export Fields button. The spreadsheet will have the API names for your fields. Check the hash value The hash value is the SHA1 hash (non-HMAC version) of your API Private Key (not your Munchkin ID) concatenated with the lead's email address, as in your-secret-keyemail@address.com. The hash value must be lowercase.

Issue Search engines index all pages, but you want to exclude some pages from the index and allow others. Solution To prevent most search engine web crawlers from indexing a page on your site, place the following meta tag into the <head> section of your page (copy the bolded print): <meta name="robots" content="noindex"> To prevent only Google web crawlers from indexing a page: <meta name="googlebot" content="noindex"> You can also add the following after the content="noindex to stop links from being crawled on a page: , nofollow" Example use: <META NAME="ROBOTS" CONTENT="NOINDEX, NOFOLLOW"> Using "nofollow" means the crawler will not crawl the links on the page while the "noindex" will only block the page from being indexed. Within Marketo this can be applied on a template basis and then on any pages using said template will not be indexed. You can also ask support to set your Images and Files Directory in Design Studio to not be indexed so documents such as whitepapers will not show up in search engine results.

Attached to this article is a ASP.NET C# implementation of Marketo's SOAP API. This is just a sample, but it may be useful for providing a starting point for building your own SOAP API client. Learn more: Marketo SOAP API Note: You will need access to experienced developers This is not supported development by Marketo Support. Our support engineers are not able to provide assistance in building or troubleshooting SOAP API's.

Follow these steps to create a lead performance report with mobile platform (iOS/Android) columns: Learn how to: Create Mobile Smart Lists Create a Lead Performance Report Add Mobile Smart Lists as Columns Create Mobile Smart Lists 1.1 Under Marketing Activities, select a program. 1.2 Under New, click New Local Asset. 1.3 Click Smart List. 1.4 Enter a Name and click CREATE. 1.5 Find and drag the Opened Email filter into the canvas. 1.6 Set Email to is any. 1.7 Add the Platform constraint. We used the Opened Email filter in this example, you can also use the Clicked Email filter as it has the Platform constraint. Is this article helpful ? YesNo 1.8 Set Platform to iOS. At least one lead must have opened one of your emails on an iOS device in order for the autosuggest to find it. If it does not, you can manually type it in and save.

Issue You are moving from the on-premise Dynamics solution to the online Dynamics and want to know what changes will be needed in Marketo to accommodate this. Solution Due to architectural differences between on-premise and online, a new instance will need to be provisioned so that the online version can be properly integrated. This is true even when the GUIDs remain the same between the two versions of Dynamics. Who This Solution Applies To Dynamics Users, Microsoft Dynamics CRM

Issue Often times customers ask which messages they should send to the Email Deliverability Power Pack seedlist. Consider these guidelines to prioritize. Solution Routinely seed from each IP/domain combination Prioritize seeding to any of the following: High priority segments (customers, employees, investors, etc. that have high strategic value) High risk segments (lapsed subscribers, new audiences, audiences that have not been mailed for more than 3 months) even if they are low volume Segments showing poor/declining performance (lower opens/clicks/conversions) Segments that reflect large audiences (weekly/monthly newsletters or operational notifications that go to the entire database) Setup a recurring campaign that sends to one (or more) of the templates on a periodic basis, especially if you see declining performance. Who This Solution Applies To Customers with the Email Deliverability Power Pack

Issue How days are calculated in Wait flow steps and Smart List time-frames. Solution Marketo considers a "day" in a Wait step or a Smart List timeframe to be 24 hours, not a calendar day. So if a Smart Campaign hits a 1-day Wait flow step at 9:30am, it will wait until 9:30am the following day. If a Smart List filter has a look-back timeframe of 7 days, it is specifically looking back seven 24-hour periods.

When a new lead enters Marketo from a form fillout or List Import, Marketo automatically searches for a lead with the same email address. If that lead exists, the existing lead is updated instead of creating a duplicate. However, Marketo does not automatically de-duplicate leads who are already in your database. This is especially a problem for new customers who often have many duplicate leads in their database. Also, if you add a new lead directly into Salesforce (through the Salesforce import process or web-to-lead forms) Salesforce will create a duplicate lead that gets synced into Marketo. When this happens, you can use Marketo to find and fix those duplicates. How Marketo handles duplicates The primary consequence of duplicates is that one lead record could have the most relevant information about that lead while your sales rep is looking at the incomplete duplicate. For example, say that you have a duplicate lead in your database and that lead fills out a form on your website. Marketo generally updates the lead record that was most recently updated. In another case, say you run a campaign to email your lead database and two duplicates are included in your campaign run. Marketo automatically detects the duplicate email address and ensures that only one email is sent to that lead. That Email send and subsequent activity will be attributed to the Lowest Lead ID. When you merge leads, their entire history is combined, and you can control which fields are kept in the final lead. You won't lose any information or tracking. Most customers have many duplicates when they start with Marketo. After initially de-duplicating your database, the work to keep your database de-duplicated is usually very small. You should work to stop the sources of duplicate leads and make Marketo your single point of entry for all new leads. Finding Duplicates Go to the Lead Database section of the app. Then click on the Possible Duplicates list in the tree. Click the grid header that says Email. You can sort by email address to see the duplicates next to each other. Selecting multiple leads Select two leads that have matching email addresses. You can do this by holding the "control" key down while clicking on the two different leads. (You can merge more than two at a time, but start with two.) Tip: Sometimes clicking too fast will make the grid select incorrectly. Clicking a little slower usually helps. When you have two rows selected or highlighted, click the Merge Leads button in the toolbar. The Merge Dialog A dialog will appear showing you all the fields that differ between the two leads. You need to pick which values to keep in the merged lead. Not every field is displayed -- just the ones that you need determine appear. By default, the values from the most recently updated lead will be selected (with a check and highlighed yellow). To pick a different value for the merged lead, click the checkbox next to that value. If you want to enter your own values for the merged lead, click the Custom field for that row then type in your own value: When you're done, click Merge. The winning values will be kept in the merged lead; the other values will be discarded. Important: Clicking merge will instruct Salesforce to merge the records properly. All Salesforce and Marketo activities are merged into the remaining lead. Nothing is lost. Campaign History is also kept. Duplicate pattern matching You will notice that the Possible Duplicates list has a Smart List tab. Click on the Smart List and you will see it's using the "Possible Duplicates" filter on the "Email Address" field. You can change this filter to search other fields for duplicates. Click the little green plus in the definition. Note: You should use only one Duplicate Fields filter in your Smart Lists. If you want to check multiple fields, always use the green plus button to add multiple fields; don't drag in a second filter. When you change the Duplicate Fields filter, you should sort the Leads grid by the column you're checking to put the duplicates next to each other. EasyMerge Program Marketo offers a service for mass-merging of duplicates. Please contact your Customer Success Manager to inquire about this service. What happens when I merge two leads in Salesforce? When you merge leads or contacts in Salesforce, Marketo will also merge the matching leads in your lead database. See this article to learn more about how that works: https://docs.marketo.com/display/public/DOCS/Find+and+Merge+Duplicate+People#FindandMergeDuplicatePeople-EffectinSalesforce

Issue Description You tried to send a test email through Tout but it is saying that you need to set up an SMTP server. The email identity set-up has the Tout servers enabled in my account. Issue Resolution We no longer offer ToutApp Default delivery channel. Customers can either use office365, gmail, or a custom delivery channel. The easiest way is to connect to their gmail account and use gmail as the delivery channel. Here are some docs that will help with set up as well as basic information around smtp servers & delivery channels: https://docs.marketo.com/display/DOCS/Setting+up+Your+Delivery+Channel https://docs.marketo.com/display/DOCS/Verify+Your+Email https://docs.marketo.com/display/DOCS/Setting+up+an+SMTP+Server Who This Solution Applies To ToutApp Customers

As you know, Marketo issued a security patch on 4/6/16 in order to strengthen token encryption within email links. At Marketo, security is a top priority and we will continue to invest in changes that make the platform more robust. In reference to this patch, Marketo Support has been answering several common questions that are documented here for your reference. Please find this information below and, as always, contact Marketo Support if you still have any unanswered questions. Are all email links impacted by this patch? No, the vast majority of links within emails are not impacted in any way. By default, Marketo converts all email links to shortened tracking links. These links were not impacted by this patch. These links should continue to function as expected, regardless of when your email was sent. Note: This also applies to any links that contain the “mktNoTrack” or “mktNoTok” class. These links were also not impacted by this patch. Which links were impacted? The only links that were impacted were links that contain pre-generated mkt_tok values. There are three ways these type of links can be present in your email: 1. You use one of the following system tokens in your email: {{system.viewAsWebpageLink}} {{system.unsubscribeLink}} {{system.forwardToFriendLink}} 2. You use the “Include View as Web Page” option in the Email Editor and your Admin > Email defaults for “View as Web Page Text” explicitly includes an mkt_tok value like this: mkt_tok=##MKT_TOK## 3. You use Marketo’s default functionality to auto-insert “Unsubscribe” footers at the bottom your emails and your Admin > Email defaults for “Unsubscribe Text” explicitly includes an mkt_tok value like this: mkt_tok=##MKT_TOK## How will behavior change for these links? 1. System Tokens For emails sent out prior to 4/6/16: {{system.viewAsWebpageLink}} - Any pre-patch emails that contain {{system.viewAsWebpageLink}} links will now direct users to a page indicating that the lead-specific email cannot be rendered. Users will, however, have the option to instead see a generic view of the email (no lead tokens, dynamic content, etc.). {{system.forwardToFriendLink}} - Any pre-patch emails that contain the {{system.forwardToFriendLink}} link will no longer function. Currently, users will see an error message on click. {{system.unsubscribeLink}} – Any pre-patch emails that contain the {{system.unsubscribeLink}} link will continue to function and point users to your unsubscribe page. However, the unsubscribe form will not support prefill for this visit. Note: For all of the above system tokens, any emails sent out post-patch are not impacted. 2. “View as Webpage” - If you implement a “View as Webpage” experience in your emails by using Marketo defaults, selecting “Include View as Web Page” from the Email Editor, then you will see the following behavior: “View as Webpage" links inserted into the HTML side of emails are not impacted. These links should continue to function as expected, regardless of when your email was sent. “View as Webpage" links inserted into TEXT side will behave similarly to {{system.viewAsWebpageLink}}. For emails that were sent prior to 4/6/16, these links will direct users to a page indicating that the lead-specific email cannot be rendered. Users will have the option to instead see a generic view of the email (no lead tokens, dynamic content, etc.). Note: any emails sent out post-patch are not impacted. 3. “Unsubscribe” - If you implement an “Unsubscribe” experience in your emails by using Marketo’s defaults, then you still see the following behavior: “Unsubscribe" links inserted into the HTML side of emails are not impacted. These links should continue to function as expected, regardless of when your email was sent. “Unsubscribe" links inserted into TEXT side will behave similarly to {{system.unsubscribeLink}}. For emails that were sent prior to 4/6/16, these links will continue to function and point users to your unsubscribe page. However, the unsubscribe form will not support prefill for this visit. Note: any emails sent out post-patch are not impact

Issue Issue Description A field cannot be hidden, renamed, remapped, or merged into another field while it is being used by any assets in the system - where do you find what is using that field? Solution Issue Resolution Go to the Admin section in Marketo Click on Field Management in the left sidebar Locate the field through the Search on the right There is a "Used By" section that shows the forms, smart lists, and smart campaigns, and any other assets using that field Go to those assets and remove the field name from it. Sometimes the asset is a Smart Campaign with an unusual name, which may indicate is a background campaign for something like an Engagement Program, Segmentation, or Revenue Cycle Model. In that case, you will need to go to the program or model using the background campaign and remove references to the field there. If you are certain that the field you are trying to hide is not being used by any assets, yet it is shown as being used by other assets in Marketo, please raise a support ticket. Marketo Support can verify if the field still has any references within an asset. If not, Marketo Support can delete the dependency in the database so that the field can be hidden.

Knowledgebase

Maintaining a Directory of Leads Bouncing Emails

Change a Form's Follow Up Page Dynamically

Removing Unsubscribe Text from the "Admin > Email" Section

Munchkin API Troubleshooting

Preventing Search Crawlers on a Page-Level Basis

Marketo SOAP API .NET (C#) Example

Build a Lead Performance Report with Mobile Platform Columns

Moving from Dynamics On-Premise to Dynamics Online

Testing Deliverability Using the Deliverability Tools Seed Lists

How Days Are Calculated in Wait Flow Steps and Smart List Time-frames

Working with Duplicate Leads

Unable to send email through Tout servers

Additional Information Regarding the April 6th Security Patch

Unable to Merge, Rename, Remap, or Hide Fields That Are in Use