Email bot activity can artificially inflate email opens and click data, leading to inaccurate metrics and misleading performance analysis. Similarly, mastering email deliverability can help ensure that your marketing campaigns are reaching their intended audience. Learn how to optimize your email marketing campaigns by filtering out email bot activity and improving your email deliverability rate with Marketo Engage Champions and Experts Beth Massura and Ajay Sarpal in our upcoming Coffee Break on July 25th.
You’ll have the opportunity to ask these two pros about their best and most effective techniques to identify and eliminate false opens and clicks, automate email deliverability management tasks, validate sources for hard and soft bounces, and so much more!
For some guidance, here are some sample questions you can ask about:
REQUIREMENTS TO PARTICIPATE
Ajay Sarpal is a 4x Adobe Marketo Engage Champion and Co-Leader of Virtual Marketo Measure User Group and India Virtual Marketo Engage User Group. He has 9 advanced specializations on Marketing Automation and is ambidextrous in fixing broken Martech processes and bringing transparency/accountability on multi-channel Marketing revenue influence reports. Ajay is also a 3x Subject Matter Expert and a Marketo Certified Solution Architect who can design and implement complex marketing automation solutions. Ajay helps build Adobe Marketo Engage Certification exams (Professional, Expert, and Architect levels) and now runs his own consulting practice assisting clients in accelerating the demand generation and ROI tracking.
Beth is deeply involved with the Adobe community as a 4x Marketo Engage Champion, Certified Master and Subject Matter Expert for the credential program. She has a passion for identifying opportunities to increase efficiency and effectiveness within the marketing environment. As a Senior Marketing Operations Consultant, she works with a variety of clients to troubleshoot and proactively address critical areas such as deliverability and database health.
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UPDATE: Register for the Learn from Your Peers Webinar on Deliverability happening September 7, 2023!
The Q&A coffee break went by so fast! Thank you so much for your questions. While we didn't get to all of them during the hour, we will do our best to follow up. Hope to see you on the Community in the future!
Awesome! We're in for a productive and informative session.
Looking forward to this! I have so many questions 😂
Hey @Max_Francisco1, super glad to hear it! I do want to mention that you're more than welcome to start queueing your questions now by simply replying to the thread. Be sure to mention the two experts, Beth and Ajay, so that they are notified via their email and Community notifications. Any questions you ask before the start of the Coffee Break session will be answered in the order that is received! Let me know if you have any questions.
One of my questions is exactly like others here, we get clicks on our preheader logo, on our social media links, etc... and other links that are less likely to be people clicking. These click numbers never match though, so it's hard to identify what was a bot from a human click.
@Beth_Massura and @Ajay_Sarpal5 can I configure email performance reports to better reflect human click activity and not destination servers checking links immediately upon delivery? If not, is there a good ratio to apply to the performance report click/open counts to manually calculate a more realistic click/open rate?
This is a great question, and truly a challenge. Out of the box, the email performance reports offer general open/click activity and there isn't a specific setting you could use to immediately filter the reports as described. I haven't come across any general/industry ratios to use to help calculate a "realistic" open/click rate.
Here are a couple ideas to look into and develop further:
This is an issue we've had with server clicks and been a big issue pushing engaged users to Salesforce campaigns when they hadn't actually clicked. Will try something like the pixel and time delay and see what results that gives us
Thank you @Beth_Massura for the options. We haven't tried the hidden 1-pixel link yet. We've tried working with the timing, but the order of delivery/click isn't consistent so we missed excluding some server clicks. It's worth trying again.