What Deliverability Programs have worked for you?

[Anonymous]

Hi Community - We're always trying to improve our email deliverability, and I am wondering what programs/processes are working for you? How are you handling email bounces and maintaining a clean database? Thanks!

[Josh_Hill13 · Accepted solution]

Michelle,

Definitely use Marketo to manage these automatically. See a few of my posts on this topic:
http://www.slideshare.net/jdavidhill/marketo-email-reputation-management
http://www.slideshare.net/jdavidhill/data-management-in-marketo
http://www.marketingrockstarguides.com/six-principles-data-cleanliness-1566/

• Invalid to Valid
• Hard Bounced Management
• Multiple soft bounce suspension
• invalid and suspended issues

[Anonymous]

Thanks Josh! Great info!

[Matt_Stone2]

A few things we do currently:

1. Make sure you have an email preference center if you don't already
2. We marketing suspend any lead who has 3 or more soft bounces within 90 days (there's more detail to this, such as bounce reasons, but this is the gist of it)
3. Delete hard bounced leads after 3 months if no emails have been delivered successfully within that period
4. Utilize suppression lists
5. Create an unsubscribe nurture for inactive prospects (e.g. if a lead has done no activity in X amount of time, they get added to an engagement program with X amount of emails to try and get them to interact. One of the last emails is a very blunt "do you want to continue receiving emails, yes or no?" and the final one lets them know they're being removed) -- this one also has some extra conditions, but it's a good way to churn out people who aren't doing anything