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

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

Issue: You are using the "Anonymous Web Activity" tab under the Marketo tab in Sales Insight and the tab is either takes too long to load or want to reduce the number of leads being displayed. Solution: The first and easiest way to reduce the number of leads displayed by the "Anonymous Web Activity" tab in Sales Insight is to choose a targeted Terrority that this tab displays. To do this, press the "Edit" button and then choose a targeted Territory from the "Choose Territory" section: If this solution does not suffice, the only other option is to delete anonymous leads in your Lead Database in the Marketo Lead Management application. Deleting leads in Marketo is a permanent action i.e. you will not be able to retrieve these deleted leads so you should exercise caution when following this suggestion.

Supported Browsers Marketo Financial Management supports the following browsers: Microsoft Internet Explorer 9, 10 and 11 Mozilla Firefox (most recent and previous stable version) Google Chrome (most recent and previous stable version) Apple Safari (most recent and previous stable version) on Mac OS X Though you may have success with other browsers, only the browsers listed above are fully tested and certified to work with Marketo Financial Management. If you choose not to work with one of the supported browsers your experience may not be optimal, or you may not be able to use certain functionality within the application. Browser Settings Marketo requires that JavaScript and cookies be enabled. For the Analytics tab, third party cookies must be enabled in the browser in order to embed dashboards and reports from our Analytics partner solution. Marketo also requires Adobe Flash plug-in to be enabled and recommends using the latest available plug-in.

Processing feedback from the blocklists is a manual process for Marketo’s Compliance team. While we try to get the reports out to you on a daily basis, sometimes we get backlogged and notifications may not go out the same day that you triggered the blocklist. But not to worry: most blocklists are dynamic, meaning that they resolve themselves after a given time period or when email statistics improve. Typically blocklist issues are resolved after 24 hours, so chances are you are not still being blocklisted. Still, you need to complete the blocklist remediation program to identify the source of the problem and ensure that this doesn’t happen again. While most blocklist issues resolve themselves, they can have a noticeable impact on deliverability. Furthermore, being blocklisted is an indication that you have a problematic data source in your lists that could lead to even bigger deliverability problems. For a quick run down of the blocklists that our customers run into trouble with the most, visit our Top Blocklists article. Additional resources: Blocklists: Frequently Asked Questions Blocklists: Frequently Asked Questions

Problem/Issue: During a list import you noticed a couple of fields, some of which are custom fields, show up in red. Reason/Cause: This is because the column header you specified in the list is either not recognized or does not exist. Fix/Solution: To correct this, be sure you have the proper syntax for the column header. Please do the following steps in order to get access to a list of all the fields and custom fields in your Marketo instance: In Lead Database, create a test static list - or, you can use an existing static list if you prefer. Be sure the static list contains at least one record in order to do an export. Click the export button towards the bottom (i.e. Excel icon) and choose the second radio button labeled “All Columns” with CSV as the format. Click Export. Now you have access to all the fields available in your Marketo instance with the proper syntax. You can use it moving forward as a guide.

You might have noticed that the Field Lead Source is labeled differently in the Marketo Interface. The API name is “LeadSource” with the friendly label being “Lead Source”. API Name Friendly Label LeadSource Lead Source Is this article helpful ? YesNo In the Field Management section of the Admin panel, Lead Source is referred to as "Source"; not to be confused with the Opportunity field “Lead Source”. Similarly to the Field Management, Lead Source is also labeled as “Source” in the column and column chooser of the Lead Database. The Attribute in the Smart List will be labeled “Lead Source” as well as in the Form Designer.

Before sending a Marketo email, you can preview it in order to ensure accuracy and the correct design. In Design Studio, find the email in the tree. Clicking on the email opens the Details page for that email. Click Preview Email to see the email as recipients will see it. You can also preview an email from the Email Actions dropdown menu. The Previewer provides a highly accurate rendition of your email. You can even preview every possible combination of content that can be generated using Dynamic Content and lead data brought in by tokens. For emails using Dynamic Content, you can send multiple versions of a test email at one time, up to 100 emails all sent to one specific email destination. If you are using the View Lead Details option, you can use a list you select. The list can be created expressly for this purpose. If the list is longer than 100 leads in length, only the first 100 leads will be used. Marketo creates variations using the content you specify for the Segments that leads belong to; tokens are also resolved. This allows you to see exactly what your users will see when they receive the email, even when you use multiple Segmentations in a single email. Note: If the email, and the campaign that sends it, are in the same Program, each My Token will resolve to the value appropriate to that Program. However, if the email and the campaign are in different Programs, the My Token resolves differently depending on how the email is sent. For sending test emails and single flow actions, the My Token resolves to the value appropriate to theemail’s Program; for emails sent by campaigns, the My Token resolves to the value appropriate to the campaign’s Program. Is this article helpful ? YesNo Use the Previewer To preview an email, find it, then follow these steps: 1. In Marketo Lead Management, choose the Design Studio tab. Look at the tree on the left-hand side of your screen. 2. In the tree, click the + next to Emails. A list of landing pages opens. 3. In the tree, click the email you want to use. Details appear for the email. 4. Click the button, Preview Email. The Previewer opens. 5. Inspect the page carefully. 6. If you find problems, click Preview Actions, and choose Launch Editor. You can then fix problems in the Email Designer. 7. If you used Dynamic Content, the version shown is the Default for all Segmentations used by the email. To view other versions, choose View by Segment from the pull-down; use the left and right arrows, and the Segment pull-down in the top right corner, to view each combination of Segments. The version of the email reflecting each combination of Segments displays. 8. If you used Tokens or Dynamic Content, and you want to see how the email will render for a set of preselected leads, choose View by Lead Detail from the pull-down, then choose a list from the pull-down in the dialog box which appears; use the left and right arrows, and the pull-down, to step through the leads. The email updates with information for that lead. 9. To send a test email, for any version of the email, bring that email onscreen in the Previewer; then, click Send Test. That version of the email will be sent as a test email. Tokens at the global level will be resolved; My Tokens – tokens that are a local asset to a Program – will not. 10. When finished, close the Previewer.

Issue: When creating an event the WebEx connector may throw the message: Error registering with webinar provider. exception="WebEx API call error; Self registration is not supported by this service type or current meeting. [WebEx exception ID = '110051'] " Solution: Please make sure the event in WebEx is set up to receive registrations. To do this you need to go to the event in WebEx and check the registration required checkbox. References Create an Event with WebEx - Marketo Docs - Product Docs WebEx Event Center guide

Issue You want to set up a DKIM key on one of your domains or subdomains, but another service has a DKIM key already set up on the selector/domain combo. Solution Beginning October 2023, Marketo has upgraded it's DKIM feature to allow for a Custom Selector for DKIM Keys. Most Users will be able to utilize the prior default selector, m1, as their DKIM Key. However, if another integration is already utilizing the m1 selector, a custom value can be used. Common ones seen are "m2", "a1", "mkto", etc. It can be longer, but shorter is generally better Afterwards, you'll be able to validate DKIM as detailed in documentation: https://docs.marketo.com/display/public/DOCS/Set+up+a+Custom+DKIM+Signature

Marketo allows you to edit the unsubscribe text globally in the Admin section. If desired, you can create an email template for a specific language and create your unbsubscribe text manually. 1. Create new email templates. See Working with Marketo Email Templates for details. Using this technique will affect your email performance reports. They will no longer include "unsubscribed from email" stats. Rather they will track "clicks link in email" when the lead clicks on the unsubscribe link. Is this article helpful ? YesNo

If your lead page layout is incorrectly formatted because the Original Referrer field is too wide or long, follow these steps to correct it. You'll need administrator rights in your Salesforce account. The following solution will not work in SFDC Professional Edition because it involves removing a Marketo field from the SFDC page layout. In short, you'll create a new custom field in SFDC, then use a formula field to shorten the Original Referrer field instead of the original standard Marketo field. Click on Setup Under App Setup, click on Leads, click on Fields Click on New to create a new custom field Under Data Type: select Formula and click on Next Enter Field label and name (perhaps call it "Original_Referrer_c") Under Formula Return Type, select Text and click on Next Click on Advance Formula Tab Enter the following bold text into the large text box: HYPERLINK(mkto71__Original_Referrer__c,LEFT( mkto71__Original_Referrer__c , 140)) Note: The above formula takes the first 140 characters of the original field (mkto2__Original_Referrer__c) and display it to the 'new" field you're creating. Then, it takes the COMPLETE value from the original field and turns it into a hyper link.

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. Currently the form editor only allows you to change the color of the input text, not the text labels. You can, however, drag a “custom html” block into the landing page hosting the form and use the following code as a solution: <style type='text/css'> form.lpeRegForm ul { color:#FFFFFF !important; } </style> Replace the bolded section with the color code of your choice.

Question: I have leads that are getting created without providing information for fields which I have made required. Answer: Marketo's field validation makes use of javascript. Most browsers have javascript enabled by default so this should be fairly rare, but a user could change their settings and turn javascript off. This would allow them to submit a form without providing all the required information. This situation may also occur if a lead submits the first progressive profiling form and subsequently submits a second form with different questions, while also changing the email address (indicating either a different person using the same PC or the same person with two email addresses). Marketo will generate a new lead record, but it won't include the data captured in the first form. To identify if this is the case, examine the "Fills Out Form" activity and check if there is data submitted from a later progressive profile form. If so, this is likely the cause. To address this issue, follow these steps: Create a smart list with an Anonymous IP filter. Enter the anonymous IP address of the lead. The smart list may identify multiple records associated with the anonymous IP address. Merge or manually update the records as needed based on the identified information. By following these steps, you can reconcile the data and ensure that the lead records are appropriately managed.

Issue Marketo Forms embedded on non-Marketo web page do not show up when using Firefox private browsing. Solution Marketo forms and Munchkin tracking are inserted into non-Marketo pages via Javascript. If the browser privacy settings block the script from executing, Marketo forms and tracking will not work. Marketo is not able to override a customer's browser security settings. The alternatives are as follows: Create a non-Marketo form on the web page Use a backend form submission to push the info in the form into Marketo. Instructions for doing so can be found here: http://developers.marketo.com/blog/make-a-marketo-form-submission-in-the-background/

Issue: I have a report subscription in my inbox, when I click on a link to get further information I get a 404 error in my browser. Solution: Links in report subscription emails are set to expire for security purposes. By default, they expire 3 days after they are sent. You can customize the expiration time. Go to Admin and click on Login Settings. Click on Edit URL Expiration. You can change the default value of 3 to anything between 1 and 15. Is this article helpful ? YesNo

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