Email Bounce CRM Best Practices

[Paul_Johnson]

I'd love to get some input on best practices of actions you should make take place in your CRM after emails start bouncing. Any ideas? Should I remove the email address? notate on the email field something like "this email address is invalid"? Create a new field in salesforce stating the email is invalid?

[Anonymous · Accepted solution]

Hi Paul - we've put together a new "Email Cadence" section on all leads and contacts that detail if they've opted out, if they have expressed explicit consent (especially if they're in Canada, EMEA, or other "opt-in" countries) and finally we are discussing an email status field. I recommend creating a separate pick-list field to do something similar. I'd use 3 options - "Net-New, Confirmed Delivery, Bounced" and sales is not able to email a contact until it moves to "confirmed delivery"

[Darrell_Alfons2]

Tabitha makes great points.

Yes, important to have a hard bounce field. And then create a data management trigger campaign that always listens for bounces, and then checks the hard bounce field.

[Anonymous]

Hi Paul,

Here is a great resource from Kiersti Esparza about hard and soft bounce management for your Marketo instance. How to Manage Your Marketo Database for Deliverability

[Anonymous]

It's good to create a list of email invalid/email invalid reasons or hard bounce 2x or 3x to be marketing suspended and a trigger to take them out of marketing suspended once they open an email or click a link in an email. You can also change a lead status field to be triggered off or a checkbox field to let the sales team know it's an invalid email.