Guidelines to clean Invalid Email Addresses in SFDC and/or Marketo

[Marina_MASSONET]

Dear all,

Do you know how to clean the contacts and leads who show an invalid email address?

We have been launching many emails these last weeks, including the 2015 annual report sent to more than 27.000 contacts.

Each time an email is hard bounced because of a wrong email address, the field ‘Email invalid’ is checked in salesforce for the leads and contacts.
Today, we observe almost 6,000 leads in Marketo with invalid email addresses, and 8% of your active contacts base, which is huge and of course decrease the performance of our marketing initiatives. 

So, if you want to have access to the list of the active contacts with invalid emails, please find below 2 reports:

 

• All Contacts’ invalid emails: https://lectra.my.salesforce.com/00Ob0000003zd9r
• My Contacts’ invalid emails: https://lectra.my.salesforce.com/00Ob0000003kAsu

In Marketo, the Smart list is available in Lead Database / Useful Smart lists

How to clean these invalid emails?

• If the Contact is still active (meaning the person is still working for the account), but their email address is not correct, modify the email address in SFDC and save. This will make the modification in SFDC and Marketo and will unselect automatically the field ‘Email Invalid’.
• If the Contact is not active anymore (meaning the person not working anymore for the account), please change the status of the Contact to ‘Inactive’. 

• If the Lead is still active, but their email address is not correct, modify the email address either in Marketo or in SFDC.
• If the Lead is not active anymore, change the lead status in Marketo to “Disqualified” and ask the Marketo team to delete the lead by sending an email.

Marina

P.S. This procedure was also published this day to Chatter to the Sales Support and Marketing Communities: https://lectra.my.salesforce.com/0D5b000003aYN9A

[Ulrike_Sachunsk]

Hi Marina, regarding the automatic tagging of email invalid in Salesforce for every hard bounce (= invalid email address, spam,  techn. issues), has there been a change recently? For spam bounces for example? We found some contacts with email bounced-remarks in the activity log of one of our mailings (EB.1607.DE.Automotive.Leather.edm3; List Bounced, see Petr Mach or Karel Rousek,...), but they are not tagged as email invalid - not in SF, nor in Marketo. But it seems they get email suspended for a certain time. Daniel Koegel​ Thanks for having a look!

[Marina_MASSONET]

Dear Ulli, I am not sure at all that Marketo didn't work correctly on spam and invalid emails. I can not find any history so I can not ensure it. For me, Email Invalid is really different from spam filters. I made some tests again few days ago and it worked correctly for Email Invalid so I published a new info on Chatter.  https://lectra.my.salesforce.com/0D5b000003aYN9A 

I now take advantage of your post to say to all of you, Marketo users, that the number of Email Invalid is increasing globally, which is bad.
Could you please all make sure that the sales people are working on that data cleansing? If not, could you please tell me why you/they don't.

Thanks

Marina

[Ulrike_Sachunsk]

Hi Marina, I read your chatter post yesterday before writing you to verify that spam bounces are treated as hard bounces in Marketo, which means that the contacts automatically get tagged with the email invalid tickmark. But this seams not to work! They only get suspended for some time. Which will possibly increase the number of bounces in general as we resend to all the spam bounces again and again. What do you think?

@all: Maybe other Lectra Marketo users have experienced the same thing? That spam bounces get not tagged with the email invalid tickmark in Salesforce, but were suspended for some time and then sent to again? Thanks!