Smart List - Records No longer Needed in Marketo

[Deeps]

Hi Team,

I am working on task to remove records which are no longer needed in database (Marketo)

These are the criteria's identified to delete no longer needed records.Anthing missing please assist:
1. Invalid email address
2. Has been hard bounced before 
3. Duplicate

Thanks,

Deepthi.

[Darshil_Shah1]

If these filters are added in ANY condition, then instead of straight away deleting the possible duplicate records, why not try merging them if they have recent activities and have in fact a valid email address? Additionally, you could also add activity filters to see people who haven't engaged with your marketing assets for a significant time. I know opens/clicks are not reliable engagements, but if you have the email bot filter turned on, you can use it as one of the constraints in the filter. One caveat to be aware of while using the activity filters is the retention period for the different activities.

[Vinay_Kumar · Accepted solution]

Hi @Deeps, 

Here are a few criteria:

1. Invalid Email Addresses or Incorrect Email addresses (not containing @ or .)
2. Junk or Test Email Addresses (Like abc@. Test@test.com, abc@test, etc)
3. Empty Email Addresses, however, you need to be a little careful here and check for any opportunity associated with the lead.
4. Competitor Email Addresses
5. Blacklisted
6. Email hard bounced
7. Inactive Leads: Identify leads and find out why aren’t those leads participating in our marketing campaigns? Once you have the reason, it will be easy to decide whether to keep or delete a particular lead.
8. Duplicate Leads: before proceeding to delete the lead, check for the possibility to merge the duplicates.
9. Spam Traps lead