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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 Issue Description In a Smart Campaign Results section, there are activities showing that are not campaign flow steps. Solution Issue Resolution Marketo will display any related activities that were a result of the campaign flow steps in the Results For example, if a campaign syncs a record to the CRM, any associated 'change data value' activities from the sync will be written in the Campaign Results.

Issue Description Munchkin activities recording stopped and web page activities were not logged. Since the activities were not immediately registered, any Trigger Campaigns set to initiate when those activities occurred would not have been triggered. Issue Resolution Initial Steps: As soon as you identify an issue with Munchkin Activities recording, contact Marketo Support to ensure that proper steps are taken to prevent any data loss. Once the activity data is back-filled, identify all the Smart Campaigns that were impacted and need to be replayed. If you need assistance to identify which smart campaigns were active during this incident, our Campaign inspector is a great tool to assist you. https://nation.marketo.com/docs/DOC-4470-campaign-inspector-for-triggered-recurring-campaigns. Replay Impacted Smart Campaign: After you have identified the smart campaigns that were impacted, create a new smart campaign using the following smart list filters; For Smart Campaigns triggered by clicking a link on a web page, use the following filters. Select the applicable link and timeframe based off what datacenter your instance is located in. The second filter is to prevent activities that were not impacted from replaying. For Smart Campaigns triggered by a web page visit, use the following filters. Select the applicable web page and timeframe based off what datacenter your instance is located in. The second filter is to prevent activities that were not impacted from replaying. After the Smart List is set up, the flow steps should mirror the flow steps of the original Smart Campaign that you wish to replay. If you experience any issues with replaying the impacted smart campaigns, please contact Marketo support at https://support.marketo.com, or through any of the methods listed here.

Issue Description In a recent engagement with support you had your Leads restored, or you plan on restoring your Lead Record. Lead records that are restored will not be able to sync backup with Dynamics. Issue Resolution If the instance is using Microsoft Dynamics sync then the restored lead will not be able to link between Microsoft Dynamics and Marketo. The lead will exist in Marketo (in the backend, it will keep the MS Dynamics GUID) but it will NOT sync data between the systems. If the lead is synced down from Microsoft Dynamics then it will create a duplicate lead which cannot be merged. Who This Solution Applies To Dynamics Users

Issue Issue Description When creating a My Token for a SFDC Campaign, you aren't able to find the name of the SFDC Campaign. You are able to see the SFDC Campaign in the Smart List filter "Member of SFDC Campaign," but there's a red squiggly line under the name when it's selected. Solution Issue Resolution Activate the SFDC Campaign. This will allow the campaign to be selected in My Tokens and will remove the red line underscoring the name in your Smart List Who This Solution Applies To Customers with an SFDC Integration

Issue An email you previously had in Marketo under a program in Marketing Activities no longer exists and you believe it was deleted. However, you do not see that deletion in the Audit trail. Solution If an email was deleted directly, by un-approving the asset and then deleting it from the program, this activity will be seen in the Audit Trail. However, if the program containing the email is deleted, the individual email's deletion will not show in the audit trail. Only the program deletion will be displayed.

Issue Running a Revenue Cycle Explorer report on Opportunities shows programs from long ago are being credited for those Opportunities through Multi-Touch (MT) Attribution measures. Solution When using Multi-Touch measures, past programs will also be credited if a contact on the Opportunity achieved success in the program. A possible workaround could be to utilize Filters in the RCE report to try to narrow the results.

Issue Description How to identify in which campaign the "Delete Person" flow step is used Issue Resolution You can identify it by going to "Campaign Inspector" in Marketing Activities. From there you can filter down by type of Smart Campaign and search "Delete Person" and the resulting list will be Smart Campaigns containing that flow step. If you do not see the Campaign Inspector, navigate to Admin > Treasure Chest to activate it. Is this article helpful ? YesNo

Issue Description Your phone calls are not logging to Salesforce Issue Resolution Tout Phone is a great way to get your call information logged to Salesforce, but there are a couple things you will want to be aware of when using the log a call feature. 1. The Contact must have a Salesforce ID attached to them. 2. We currently do not log calls to Opportunities. Who This Solution Applies To ToutApp customers Is this article helpful ? YesNo

Sometimes you may see a link in your email that isn't decorated when you mouse over it. That same link isn't tracked when you click it. Check that there is a link The most common solution is to add a link to the email. Many email clients will automatically add links to when the text looks like a URL. For example, here's a link as it was typed in an email: But Outlook renders that text as a link: To fix this, edit the email and add a link to the URL by highlighting the text and clicking the link icon in the HTML editor: Check the <a> tag If you edited the HTML, check to make sure it's correct. Check if the: href is enclosed with quotes <a> is opened and closed correctly Check for class="mktNoTrack" If you edited the link with class="mktNoTrack", the link will not be decorated by Marketo. You'll have to remove that class from the email template or email body, depending on where it is. Validate your email HTML As an additional check, you might want to run the HTML through a validator; HTML errors can cause links to break among other problems. Download the HTML for your email with the Download HTML button in the HTML Tools menu. Then run the HTML through HTML Tidy. You should address the issues it discovers as they may be responsible for the bad link.

Issue The issue appears when a custom view is created in MSI that contains dependant fields. The error message: "The dependent picklist '<dependant field name>' requires its controlling field '<parent field>' to be present on the page." will be displayed when you are trying to add the dependant field. For example: "The dependent picklist 'Sub-Classification' requires its controlling field 'Classification' to be present on the page." Environment Salesforce MSI Solution Need to omit the dependant field in the custom view. Root Cause We curently do not support creating a view in SFDC MSI with a dependant field.

Issue Description A lead qualified for a Smart Campaign even though they do not meet the Smart Campaign filter requirements Issue Resolution At the time the campaign ran, the smart list was configured differently, which made the lead qualify at that time. The smart list of the campaign was then changed after it ran. Users with admin permission can check this using the Audit trail https://docs.marketo.com/display/public/DOCS/Change+Details+in+Audit+Trail#ChangeDetailsinAuditTrail-AssetAuditTrail

Issue A recent email send resulted in a number of leads specifically blocked by Communication Limits, as seen within the Results or Lead Activity Log. What are the re-sending options? Solution The Marketo Application does not offer any automatic re-sending/rescheduling functions within the campaign. If communication limits are low, and records are blocked from being sent emails, you may need to adjust the limits or set the necessary programs or campaigns to ignore communication limits. Enable/Disable Communication Limits in an Email Program Apply Communication Limits to Smart Campaign - you would need to undo this process in this case. Even if the records were not sent the email because of Communication Limits, they would still be made members of the campaign or program. If you were going to try to re-send these records that were blocked due to communication limits you could try this Filter combination: Member of Smart Campaign/Member of Program and Not Was Sent Email Those 2 filters will show you the members that were not sent the email, and then you could re-send them at a later time.

Article Text Included in this Article: Enabling or Checking if the Tag is Enabled Validating the Tracking Code Checking if the Tag Executes the Tracking and Personalization Code Enabling or Checking if the Tag is Enabled Log in to RTP and enable the tag within the Account Settings page. Confirm the Tag toggle is set to On Validating the Tracking Code Check if the RTP tracking code is injected into your website's pages. In a web browser, open the developers console. Go to Network, Search for rtp. Locate the rtp.js. Checking if the Tag Executes the Tracking and Personalization Code You should see four RTP calls: rtp.js trw msg, appearing twice If you only see the first rtp.js call but not all other calls, check the following: Validate the tag's account ID In RTP, go to Account Settings, click Generate Tag, and confirm the correct Account ID Confirm the Account ID is the same in the code installed on this page (it's case sensitive) Validate there are no javascript errors. In Developers Tools, go to the Console tab and check if there are any error messages related to RTP or to jQuery Validate the tag is injected properly Check if the tag is not cutting code lines or any remark elements are not there. The RTP tag is between remark elements. Some of the RTP code lines are commented In the Developers Tools, go to Sources and add break points in the RTP tag. Refresh the page and see if there are any errors.

Issue New leads created through form submissions in Marketo are not being registered by the "Fills Out Form" trigger in associated campaigns. Solution To address this issue: Verify Referrer Value: You'll see a referrer value in the Fills Out Form. Confirm that the referrer value in the Fill Out Form activity aligns with the campaign trigger criteria. Check Configuration Changes: Inspect any recent changes to URLs that may affect form submissions. Communicate these changes to the Marketing Operations team for proper adjustments. Review Campaign Setup: Ensure the campaign is set up to include the specific form and that no filters exclude new leads. By following these steps, you should be able to resolve the issue and have new leads correctly trigger the Fills Out Form activity in Marketo campaigns.

Issue You would like to use the 'SFDC Oppty Campaign ID' as a constraint for the Smart List filters ' Has Opportunity' and 'Opportunity was Updated', however, it does not appear as an option. Solution By system design, there are some opportunity fields such as 'SFDC Oppty Campaign ID' that are restricted and cannot be made visible in Marketo as a constraint or filter. One workaround is to create a custom field in Salesforce on the Opportunity object that holds the same value as the 'SFDC Optty Campaign ID' field. As a result, this field will appear in Field Management and become visible as a smart list constraint or filter in Marketo. If you would like to implement this, reach out to your SFDC admin.

Knowledgebase

Maintaining a Directory of Leads Bouncing Emails

Top Blocklists - What You Need to Know

Non-Campaign Activities Shown in Campaign Results

Replay Trigger Campaigns That Failed Due To Munchkin Activities Recording Issues

Champion/Challenger Test Email Notification Shows Unexpected Results

Restored Leads not syncing back up with Dynamics

My Tokens Not Displaying SFDC Campaign as an Option

Cannot See Deleted Email in Audit Trail

Past Programs Credited With Current Opportunities

Smart list that shows leads created in Marketo

How to identify where the "delete person" flow step is used

Can we choose which fields sync from Microsoft Dynamics CRM to Marketo?

Tout phone calls are not logging to Salesforce

An Email Link Is Missing Decoration

Standard Landing Page Template: Veeam

Unable to create custom view in SFDC MSI with dependant field

Lead qualified for the Smart Campaign unexpectedly

Re-Sending Emails 'Blocked By Communication Limits'

DMARC Policy Bounce in ToutApp

Troubleshooting Web Personalization (RTP) - RTP Tag

"Fills Out Form" for campaigns not triggered when new person created during form fill

“Opportunity Campaign ID” Field Not Available in Smart List Filter Constraint Options