Check for leads with no email activity (no email sends)

[RaulEr]

Hi!

I tried using Not Was Send Email = any, but when reviewing the log, all of them have Email Send activities. 

We want to get rid of all old non-marketable leads because we reached our leads limit and want to check if we really need another 100k or just remove records.

Regards,

Raul

[Jo_Pitts1]

@RaulEr ,

if they are non-marketable, then why not use THAT as the basis to remove them.  Why use a proxy measure of email sends?

Given that many of them became NON marketable because you've emailed them, and they have unsubscribed, they'll have email sends activity.

If you are looking for an engagement proxy for lead removal (e.g. remove all leads who've not engaged in the past 6 months), then I'd consider using 'visited webpage'.  Email opens and clicks are poor measures of engagement as they are triggered by email scanners (although Marketo does provide an option to try and filter these, I'm not sure how robust it is).  However, you also need to be mindful of data retention issues here.  

Regards

Jo

[RaulEr]

Hi, thanks for your reply.

I don’t really know how many of them are non-marketable. I'm not looking for folks who have unsubscribed to opted-out of any of our emails. I'm trying to find those records that live in our database and haven’t been in any campaign and we haven't sent them any email at all.

So I'm filtering now for records with no email and who are not members of any program. Hopefully, that will cover what I'm looking for.

[Katja_Keesom]

Just a silly question: If you are looking for people who unsubscribed from your communications, why don't you simply search for people with Unsubscribed = true?

[Jo_Pitts1]

@Katja_Keesom , I think I asked that already.. transpires, that isn't what OP is after.  They are after any person they've never engaged with.

[Katja_Keesom]

Hey @Jo_Pitts1 , I thought I would double check as Raul's next reply contained this literal text "I'm not looking for folks who have unsubscribed to opted-out of any of our emails." So I'm still a bit fuzzy on which of the two actually is the purpose of the exercise.

[Jo_Pitts1]

Ahh.. fuzziness... that I can relate to 🙂

I think the text was supposed to be "I'm not looking for folks who have unsubscribed toor opted-out of any of our emails."

[Katja_Keesom]

Still, that's quite different from people who did not receive anything.

[Jo_Pitts1]

@Katja_Keesom,

True enough.. however, if you take the full paragraph, with my one correction, it begins to make sense

I don’t really know how many of them are non-marketable. I'm not looking for folks who have unsubscribed or opted-out of any of our emails. I'm trying to find those records that live in our database and haven’t been in any campaign and we haven't sent them any email at all.

So I think @RaulEr is wanting to find all the people who have never been emailed.  The obvious problem with this approach is data retention of activities, which probably makes this someone challenging.

@RaulEr - are you exporting activities into an external database for long term reporting?  If so, you could use that as a starting point for analysis

Cheers

Jo

Cheers

Jo

[Darshil_Shah1]

Well, If you're using:

"Not was sent Email" is any AND

"Member of Program" false Program is any

AFAIK, I don't see any reason as to why you're seeing people with send email activity qualify for the SL with above filter config.

Also, as highlighted by @Katja_Keesom, please be aware of the fact that Email Send activities are retained for a period of 90 days in Marketo - so even if you see a person in this list chances are there that this person was sent an email in the past before 90 days.

[Katja_Keesom · Accepted solution]

In addition to Jo's considerations, I would be very careful with the Not was Sent any email selection, as these activities are typically only stored for 90 days. So it is well possible these people were actually sent emails in the last year or so, but you simply don't see it any longer.

[Darshil_Shah1]

Well, do you have any other filter (say visited webpage, Marketable fields etc.) in the smart list in the OR condition that might be letting people sent an email in?