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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 What to do if you've exceeded your daily limit of API calls. Solution If you go Admin > Web Services in Marketo, you will see a section called API Call Information. The number next to "Enforced Daily Request Limit" lets you know how many API calls you can make daily. If you need this number to be increased, the best option is to contact your Custom Success Manager; they can help you start the process of increasing your limit.

Issue: When selecting multiple values in a string field, it only shows 300 entries in the 'Select...' window. This is a article attached image NOTE: This is expected behavior, we have limited the number of records to show to 300. Workaround: If there is a value that is not in the 'Selected Values' window, you will need to start typing in the 'Select...'field so the autosuggest will start to filter the values, whatever value that is not already selected in the 'Selected Values'window, will show up in the 'Select...' window.

Issue Description The smart campaign has a last modified date of x, however, it does not have any details of any change on date x in the audit trail. Issue Resolution The smart campaign's last modified date was updated by a campaign change that is currently not recorded in Audit trail (e.g. campaign was aborted). docs.marketo.com/display/public/DOCS/Change+Details+in+Audit+Trail#ChangeDetailsinAuditTrail-AssetAuditTrail To confirm, reach out to support by creating a case Is this article helpful ? YesNo

Issue Description When a lead fills out the form in Marketo, Marketo sync fails with an error "Duplicates_Detected." Issue Resolution This error, "Failed: DUPLICATES_DETECTED: Use one of these records?" is a message Salesforce is sending back to Marketo, rejecting the attempt to sync the record. This means there's a setting in SFDC preventing duplicates from being created, possibly due to a custom deduplication rule on the SFDC side. Recommended steps : Check the dedupe settings and check for these leads in SFDC based on the things other than the email address like first name, last name etc. You may need to work with your SFDC admin to determine why Salesforce rejecting the record as duplicate. Who This Solution Applies To Customers integrated with Salesforce Is this article helpful ? YesNo

Issue When adding a checkbox field to the form, usually it appears after the field label. Here is how to swap the check box to the left and label to the right. Solution Checkbox position can be changed by following the below steps: Insert the checkbox field into the form Delete the text in the field label Set the label width to zero, set field width to 10 Add rich text to the form (enter in the rich text editor what you want to appear to the right of the checkbox) Move the rich text block to the right of the field.

Issue Description When I navigate to Admin>munchkin, I see option to select workspace. Why is that? Issue Resolution People generally use workspsce either because of their companies geographical location or Business Unit. In each case, the separation is because the marketing assets are completely different. With that said, If you're using Workspaces in your Marketo account, you probably also have separate web presences that correspond to your workspaces. In that case, you can use the Munchkin tracking Javascript to assign your anonymous people to the correct workspace and partition. This is used to differentiate appropriate leads within workspace with the help of appropriate tracking. If you don't use the special workspace Munchkin code, the people will be assigned to the default partition that was created when your account was set up. It's named "Default" initially, but you might have changed that in your own Marketo account. You can only use one Munchkin tracking script for a single partition and workspace on a page. Do not include tracking scripts for multiple partitions/workspaces on your website. I would also like to mention that Landing pages created in Marketo automatically contain tracking code, so you don’t need to put this code on them. Who This Solution Applies To People who use Workspaces and Person Partitions Is this article helpful ? YesNo

What is HSTS? The HTTP Strict-Transport-Security response header (often abbreviated as HSTS) lets a web site tell browsers that it should only be accessed using HTTPS, instead of using HTTP. This prevents man-in-the-middle attacks by telling the browser it should never interact with their domain without first establishing a secure HTTPS connection. What does this mean for Marketo assets? A domain can assert the HSTS policy for all of it's subdomains. This means both the subdomains used for Marketo landing pages and the subdomains for Marketo tracking links must also be secured with SSL certificates. If HSTS is asserted and the Marketo subdomains are not secured, people that visit landing pages or click on tracked links in emails will receive security errors and browsers will not load the pages. This is resolved by purchasing both Secured Domains for Landing Pages and Secured Domains for Tracking Links. There are very few exceptions where a domain utilizing HSTS will not need to secure both landing page domains and tracking link domains. How do I know if my domain is using HSTS? Reach out to your IT and/or web development team to confirm whether or not your domain utilizes HSTS and if both Secured Domains and Tracking Links are necessary for your business. If your website utilizes HSTS and has the "include subdomains" flag set to true, you will need to secure both your landing page domains and tracking link domains in almost all circumstances. Google Chrome has a built in HSTS checker that you can use to verify your HSTS settings. 1. Visit the root domain of your website with the Chrome browser. For example, if your Marketo landing pages use visit.acme.com, navigate to acme.com. This will load the domain's HSTS policy into Chrome. 2. Navigate to chrome://net-internals/#hsts in Chrome. This will load Chrome's HSTS checker. 3. In the "Query HSTS/PKP domain" section, type in your domain you wish to check. Click "Query". 4. If the query returns "Found" with a list of configuration settings, you will need to check two settings: If either "status_upgrade_mode" or "dynamic_upgrade_mode" have the value "FORCE_HTTPS" or "STRICT", then the domain is enforcing HSTS and all connections are made over HTTPS. If either "static_pkb_include_subdomains" or "dynamic_pkp_include_subdomains" are equal to "true", then all subdomains are subject to the HSTS policy. If both of the above are true then both Secured Domains for Landing Pages and Tracking Links may be required. If the query returns "Not Found", or is not using a "FORCE_HTTPS" or "STRICT" policy then the landing page and tracking link subdomains may not have strict HTTPS requirements. Always verify with your IT and/or web development team as to what your domain's security policies and requirements are. Failure to properly secure your landing page or tracking domains according to your domain's security policy may result in landing pages or tracking links not resolving in browsers. A lack of a strict HSTS policy does not necessarily mean you do not need to secure your Marketo domains. Is this article helpful ? YesNo My domain asserts HSTS on my subdomains but I do not have HTTPS encryption with my Marketo subscription. What do I do? Reach out to your Customer Success Manager to discuss purchasing Secured Domains for Landing Pages and Secured Domains for Tracking Links. Configuration instructions can be found below: Overview & FAQ: Secured Domains for Landing Pages Overview & FAQ: Secured Domains for Tracking Links

Issue Marketo forms that are embedded on external web pages see loading errors. Examples of this could be that the fields load with delay, or once submitted the form lags before moving to a follow up page. Solution Two things to check: Is there custom CSS in your form? Is the embed code on your form customized? Isolate the cause You can isolate the root of the lag by testing your form on a Marketo Landing Page 1. Locate the embedded form with in your instance 2. Build a landing page to test the form: Landing Page with a Form 3. Place your form on the new testing landing page, approve the page and close it. 4. Load the Landing Page using the URL If the form loads with no delay, the issue lies with the embed code used to push the form onto the external page. Please work with your custom developer to find a resolution. If the form is loading with a delay (and there is custom CSS): 1. Clone your form 2. Remove any custom CSS from with in the form 3. Build a landing page to test the form: Landing Page with a Form 4. Place your form on the new testing landing page, approve the page and close it. 5. Load the Landing Page using the URL If you are not seeing any loading errors, the issue lies with in the custom CSS of your form. Please work with your custom coder to improve the loading speed of your form. Note: Occasionally, incorporating the form embed script into containers (custom coding) and utilizing custom JavaScript may lead to delays in form functionality. In such instances, it is recommended to collaborate with your developer to identify a solution, as Marketo Support does not troubleshoot issues specifically related to custom coding. If you are still seeing lag errors on your form loading on the Marketo Page, please submit a ticket with support@marketo.com

Issue Description After syncing a Dynamics Custom Entity to create it in Marketo, not all constraints appear as options when setting up filters for the custom entity in a Smart list. Issue Resolution When a custom entity is added after the initial sync, it may not end up with a direct relationship in the database. To resolve this, fully refresh everything to see if that helps re-establish the relationship using the following steps: Remove all the references from this entity (which you can see under Object Properties: Object Used By") Disable the custom entity Refresh schema and re-sync the custom entity Who This Solution Applies To Customers using MS Dynamics Custom Entities Is this article helpful ? YesNo

Issue Description When a piece of predictive content is approved the following error appears: "Action failed. Please contact support. Error code:24 Error message: Invalid email title Error message: internal error, reported to support" Issue Resolution Change the title of the content to less than 48 characters. This error indicates that the title for the content is too long. The maximum number of characters for a title in content AI is 48 characters. Who This Solution Applies To Customers with RTP/Web Personalization/Predictive Content/Content AI Is this article helpful ? YesNo

Issue An anonymous lead triggers a Smart Campaign that includes a Change Program Status flow step. Instead of adding the anonymous lead to the program, you get an error, "Cannot add an anonymous lead to a program." Solution Anonymous leads can not be added to programs, but they can trigger Smart Campaigns that include a Visits Web Page trigger. If you want to capture these anonymous leads and add them to the program once they become known, add the following to your campaign. A "Lead is Created" trigger - this trigger will fire when the anonymous lead becomes known. A "Visited Web Page" filter with the specific page you are looking for. You may wish to add a Date of Activity constrain to the "Visited Web Page" filter if you do not want leads that visited the page too long ago to be added to the program.

There are thousands of blocklists out there and all of them operate a little differently and all have varying levels of reputation. There are only a dozen blocklists that really can impact delivery. The blocklist that requires the most work from you when you request delisting is Spamhaus. Spamhaus is a trustworthy blocklist and if you are listed at Spamhaus you have made a mistake that will need to be directly addressed before the listing can be removed. SpamCop is considered a tier I blocklist for B2B marketers but a tier II for B2C marketers. Marketo responds to all SpamCop listings; researching to identify the source so we can work with the customer to educate on best practices and prevent future listings. Some blocklists require that you pay a fee to be delisted. These blocklists are not favored in the email community because they use this tactic. For the most part, Marketo advises our customers not to mind alerts of being listed on a pay-to-delist blocklist. These blocklists tend to have minimal impact to your deliverability. For the most part blocklists are dynamic and resolve themselves in around 24 hours if the issue resolves. If the problematic sending continues, the blocklist will continue to keep you listed until the offending sending pattern stops. If you are blocklisted, your main concern at that point should be making sure it doesn't happen again. For steps on how to identify the problematic data source and improve your list hygiene in an effort to avoid blocklist issues, see our article on blocklists that matter.The article highlight those that have the potential to be the most impactful, as well as those to be largely ignored . Because blocklists are dynamic and constantly evolving, their relevancy is also subject to change within the Marketo sender ecosystem. Some had notable impact at one time but no longer are. Therefore always make sure to check if the current blocklist(s) of concern is a reputable and relevant to the sender region and ecosystem, and become familiar with those that matter the most.

Issue Description Whenever a lead enters Marketo, it is being deleted automatically. Issue Resolution Marketo will never delete any lead records on its own unless you have setup a trigger or batch campaign to do so. We suggest you to review your campaigns in Campaign Inspector and check for the campaign that is using "Delete Person," or "Delete Person from SFDC" with the value true for "Delete in Marketo." If you have figured out the campaign and you would like to restore the deleted leads, contact support (https://nation.marketo.com/docs/DOC-1670-about-support) and they may be able to restore the deleted leads with a buffer period 30 days from the date of lead deletion. Is this article helpful ? YesNo

Knowledgebase

Maintaining a Directory of Leads Bouncing Emails

Top Blocklists - What You Need to Know

Raising Your Daily API Limit in Marketo

Autosuggest in the Multiple Value Chooser Is Only Showing 300 Entries

I saw an error "This field cannot sync with Revenue Explorer"

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Error : "Failed: DUPLICATES_DETECTED: Use one of these records?"

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Unable to Delete Lead, Permission Error

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Smart list that shows leads created in Marketo

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Cannot Add an Anonymous Lead to a Program

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Leads are being deleted automatically upon creation