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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 A smart campaign is configured to clear the field value for a field, however, when the smart campaign ran, it didn't appear to have cleared the field values and the campaign results display no activities. Solution Check to see if people qualified for the smart campaign and became campaign members by clicking on the 'View Campaign Members' button. If there were people that are in the campaign members list, then it means people qualified and the flow step did not process. If people did qualify, then check [Admin > Field Management] to see if there is a block field updates enabled on "Flow change data value" - In this case, temporarily disable the block field updates on "Flow change data value" for the field, run the campaign so that it can clear the values on the field and then re-enable the block field updates. Root Cause The smart campaign did not return any activities in the results if the flow step was only configured to change the data value of a field that has block field updates enabled for "Flow change data value" Environment Smart Campaign Change Data Value Clear Field Values Field Management Block Field Updates

Issue Error "API is not enabled for this Organization or Partner" occurs during Marketo - Salesforce integration. Solution This is a Salesforce generated error and indicates that API access is not available in your SFDC instance. For more information, see this Salesforce documentation: http://www.salesforce.com/us/developer/docs/api/Content/sforce_api_calls_concepts_core_data_objects.htm . To resolve this, contact Salesforce to enable API access.

Also see: Enabling Asset Discovery - Marketo Docs - Marketo User Manual Steps to fix: Verify the RTP tag exists on the page Verify there are no any jQuery / Javascript / Other errors in the Developers Console Login to your account and go to the 'Account Settings' panel > make sure the 'Assets' toggle is switched to On In the 'Account Settings', go to the 'Assets' tab and make sure the URL patterns configuration are valid Select an asset in 'Assets' tab and click on link to check if click count increases and capturing you as the visitor. (see note 2) NOTES Don't forget to add wildcards (*) in your URL patterns, otherwise it will only cover the exact page you inserted: www.marketo.com/solution won't match: www.marketo.com/solution/rtp.pdf This step doesn't work with PDF files, simply because the rtp js tag is not installed on PDFs. In addition, the click event listener doesn't work on the back office, so only if it is an HTML page and you are viewing it (while rtp is running in the background) you should see the counter changes.

Issue After deleting a lead or contact in Salesforce that has been synced to Marketo as a person record, attempting to merge that synced Person record with another Person record in Marketo keeps failing. Solution When a merge is performed in Marketo, the Marketo Sync User will first automatically attempt to merge the associated records in Salesforce. If the records have been deleted in Salesforce this attempt to merge the records in Salesforce will fail, meaning that the rest of the merge operation will fail in Marketo. To complete this merge, the best option is to perform the merge through the API. The Merge Leads endpoint allows you to skip the automatic Salesforce merge attempt that will always run when performing the merge through the Marketo UI. Marketo support does not troubleshoot or write custom API calls like this, so it is best to work with your in-house developer or IT staff to create these API calls. http://developers.marketo.com/rest-api/endpoint-reference/lead-database-endpoint-reference/#!/Leads/mergeLeadsUsingPOST

Issue When trying to clone a Form or Landing page from Design Studio to a specific Program under Marketing Activities, there is no list of programs that appear. Solution This is expected behavior. When you don't see a program listed, this is because the number of programs in Marketing Activities actually exceeds what we're able to display at one time. If you start typing into the Program field in the pop-up window, you should start to see programs listed in the drop-down. For example, you enter the name of the particular program, you will get a result.

Summary Adding Webinars from Additional Users Issue After setting up the Marketo/Zoom integration and attempting to connect a Webinar to an Event Program, you may see the message "This Account has no Webinars" or certain webinars may be missing as an option. Environment Zoom/Marketo Solution When setting up the Marketo/Zoom integration an Admin user must be connected to the Launchpoint integration. By default, only webinars created directly by this Zoom user will appear as options. If other users have shared webinars with this admin, additional steps must be taken to make them visible in Marketo. In this article you will find the steps to add additional Zoom users to the Marketo integration configuration. Once those users have been added, webinars they own will be available as options in Marketo. Webinars owned by users not added with the instructions above will not be available in Marketo.

Issue Activity History in Saleforce shows this message: [Email details are being uploaded from Marketo...please check back later] when emails are sent out from the Marketo Outlook Plugin. Solution This message is created because of insufficient privileges for the Marketo sync user inside of SFDC. There is a permission for “Edit HTML Templates” that needs to be enabled for the sync user in order to prevent this problem from occurring. Background: When you send an email using the Marketo Outlook plugin, it is sent through the user's Exchange server rather than Marketo's email servers. Many users have an email signature that is automatically added to the email. This adds additional HTML to the email, which does not match the template already in Salesforce Sales Insight. Normally, Marketo would create a new template which Salesforce could then display in a link in the Activity History. However, in this case, the Marketo sync user does not have the necessary permissions, so this error results. To fix this, enable the "Edit HTML Templates" permissions to your Marketo Sync User. Who This Solution Applies To Customer who are using Sales Insight for Salesforce and Outlook

Issue When looking at Email Insight it is only showing the first email activity (Send, Delivered, Click or Open), even though the email has been sent several times in the past few days/weeks/months. Environment Email Insight Solution Use different Smart Campaign to send the email if you want to track statistics of the email. Root Cause Email insights will only track the first email activity associated with the email if using the same campaign. this is the same as Email Performance report in terms of this note. Multiple sends from the same campaign to the same person are counted only once.

Issue Issue Description When any link within an Email is clicked, the user is redirected to the wrong page. Solution Issue Resolution This can occur when Branded Tracking Links have been incorrectly configured and the user is being redirected to the fallback page. The following checks should be conducted: 1. Ensure the correct Branding Domain is listed in Admin > Email > Branding Domains. 2. Ensure your IT team have set a CNAME record to redirect from your Branding Domain to your Marketo Tracking Link. (e.g.mkto-****.com) Who This Solution Applies To Customers using Branding Domains

Issue Issue Description You are unable to check any emails to select in the Email Filter section in the Setup tab of your report (http://docs.marketo.com/display/public/DOCS/Filter+Assets+in+an+Email+Report) when Global Reporting is enabled (http://docs.marketo.com/display/public/DOCS/Report+Email%2C+Campaign+Performance+Across+Workspaces). Solution Issue Resolution When using the Global Reporting feature in a report, you can only view a report for all emails across workspaces. You cannot filter the report to include only certain emails.

Issue You want to find the day that a piece of predictive content was discovered. Solution There isn't a direct way to see the exact date a piece of content was discovered. What you can do is filter the results to content discovered during a specific time frame. Go to the "All Content" tab. Select the Calendar on the upper right side Choose the time frame and click Apply. Result: You will see only the content that was discovered during that time frame. Who This Solution Applies To Customers with Real-Time Personalization (RTP) or Predictive Content.

Issue A person record in Marketo is getting created by the CRM sync even though there is a previously existing record existing in the Marketo database with the same email address. Solution By design, Marketo does not run the standard de-duplication process on records that come from your CRM. If you wish to prevent duplicates from coming over from your CRM, you would need to hide them from the Marketo sync user on the CRM side, or work with Marketo support to set up a custom sync filter. Instructions for Creating a Custom Sync Rule

Issue You see one value for Acquisition Program and a different value for Acquired By. What do they mean and how are they different? Solution Acquired By specifically means 'this program was responsible for creating the lead record'. Acquisition Program is an attribute that you are able to change, but Acquired By is something controlled by the system that designates when that program is directly responsible for creating the record. For example, if you had an SFDC Campaign that was synced to a Marketo program, and you added a lead to that Campaign, the lead would be synced down to the Marketo program. You could then use a Smart Campaign to set the value for Acquisition Program. However, the program would not receive Acquired By credit because the lead came from Salesforce and not from the program directly.

Issue When forwarding email that was received via Marketo to other people, the email does not render the same in the recipient's email client. Solution This can happen when forwarding emails, as the email rendering capabilities depend upon the email client that recipient uses. HTML and CSS can be interpreted differently by different email clients. As noted in the comment below Some clients' HTML parsers don't understand all types of markup, for example an HTML4-level client will not recognize HTML5 elements. Some HTML elements and CSS rules are deliberately ignored, even if the underlying parser and (in the case of webmail) browser supports them completely The HTML markup is can be changed, sometimes drastically, from the original markup before being displayed for security reasons With that said, you can code against some of these anomalies by adding extra code in CSS to account for the differences. Marketo Support is not set up to assist with troubleshooting custom code as we are not web developers. We would suggest that you consult with an HTML/CSS designer to make these changes. To ensure that the existing email templates are coded to comply with different email clients, it is advisable to consult with a web developer/designer to review the code. Here is a guide that you may find helpful: https://www.campaignmonitor.com/css Furthermore, even if the clients are the same, the act of forwarding an email can itself change the HTML of the email. However, Marketo does have a workaround for this. You would just need to put the ‘Forward to Friend' link directly into an email and when the person forwards the email using this link, there is a reduced possibility of the rendering issue occurring. It also adds the forwarded email address to your Lead Database as an unsubscribed lead. The below article covers adding the ‘Forward to Friend’ link to your emails https://docs.marketo.com/display/DOCS/'Forward+to+a+Friend+Link'+in+Emails

Issue There is a discrepancy for certain emails between Email Insights and Email Performance Report. The data (e.g. sent, delivered, opened and clicked) are significantly lower in Email Insights for the emails as compared to the Email Performance Report for the same emails. Solution There is most likely a discrepancy because at the time Email Insights was first enabled "you’ll have four weeks of historical Email data in addition to all new email activity". There was no request to Marketo support to upload historic data beyond four weeks which would have included data for the emails above. This request relates to the notes below from the article: "We’ll give you a four-week period before you can request Marketo Support to upload your data" The solution is to request that Marketo Support backfill the report data so you have data for Email Insights beyond the four weeks.

Issue Issue Description How to migrate the MS Dynamics integration from the old Marketo sandbox into a new Marketo sandbox instance. Solution Issue Resolution There are a couple of actions that are necessary before you start the initial MS Dynamics sync in the new Sandbox instance: 1. In Dynamics, find the XML file and check if there are any custom objects listed in this file. If you find any custom entities listed in this file then it is necessary to remove those reference those entities from the XML file. This is usually found after the Lead entity and this will be listed in the following format: <Entity name="entity_name"> to the last line where the entity is closed by </Entity>. This entity reference needs to be removed and note that this is inclusive. 2. In Dynamics, verify that there are no custom entities listed in the Marketo Config Entity, if you see any custom entities referenced there then these will need to be removed as well as this needs to be empty. 3. If a sync filter is being used in the custom entities, make sure that you update the boolean field (Yes/No) on ALL the records on the entities that will have this filter. Please reach out to support to ensure that you have performed those steps properly and that you are ready to start the initial MSD sync to prevent any issues. Who This Solution Applies To Customers using Microsoft Dynamics

Issue Email Starter Templates render differently on different email clients. Solution The Marketo Starter Templates are meant to be used as examples. It would not be possible to create a 1-size-fits-all template that works for all email clients. The Starter Templates are provided for a starting place for your web development team to build off the existing HTML, including optimizing it for display on various email clients. Different email clients will have slightly different interpretations of the HTML. An experienced web developer should be able to help you adjust the code to compensate for these differences.

There are a lot of different pieces and activities involved when building a campaign or generating leads. Here are some really important self help content that every Customer Account Manager agrees customers should pay attention to in order to ensure your continued growth using Marketo. Reached your Database Limit Delete a Lead Delete a Lead in Salesforce Find and Merge Duplicates Bounced Email Address Is this article helpful ? YesNo

Knowledgebase

Maintaining a Directory of Leads Bouncing Emails

Top Blocklists - What You Need to Know

Unable to clear field value

SFDC Integration Error: API Is Not Enabled for This Organization or Partner

The RTP Asset Discovery doesn't work

Unable to Merge Marketo Records after the SFDC Record Synced to One of Them Was Deleted

Unable to Clone form from Design Studio into Marketing Activities

Webinars Missing from Zoom Integration

SFDC Activity History Shows Message: [Email Details Are Being Uploaded from Marketo…Please Check Back Later]

Why are emails sent from the same campaign to the same person only showing up once in Email Insight?

Email Links Aren't Going to Right Location

Global Reporting Is Enabled and Unable to Filter on Certain Emails

Passing Marketo Activities into Microsoft Dynamics

Web Personalization/ContentAI - Content Discovery Date

SFDC/MSD – CRM Syncing Duplicates to Marketo

Acquisition Program vs. Acquired By and What They Mean

Email Rendering Issue in Forwarded Emails

Discrepancy Between Email Insights and Email Performance Report

Email Performance Report send count is lower than the campaign results for Send Email

Migrating MS Dynamics integration to a new Marketo sandbox instance

Starter Templates Rendering Differently of Some Email Clients

Crucial Content from your CAM