We're analyzing our deliverability and came up with a list of questions to help us understand how Marketo manages various groups of people (i.e. invalids, hard bounces, soft bounces, etc.). Please see below:
1.) When a lead is chronically bouncing over and over again or multiple times in the same month, is this due to the fact that we keep re-importing the same person with various list uploads?
2.) After the initial bounce, how many times will Marketo attempt to send to someone within 1st 24 hour(s) after it was sent? This question applies to Hard and Soft bounces.
3.) How many times can a person experience a spam-related, or category 1, hard bounce until Marketo decides to mark them as invalid and not send anything to them anymore and why? How many times can a person experience a soft bounce until Marketo decides to mark them as invalid and not send anything to them anymore and why?
4.) We scheduled an email to go out to a list of nearly 83K people, yet only 63K people were even sent email (58K were delivered). Obviously 20K people were blocked - who would be blocked and why?
5.) How would you define invalid leads?
6.) Is it advisable to have an operational smart campaign actively change leads to invalid when following details are listed for any hard bounce?
(invalid recipient, recipient invalid, recipient not, recipient unknown, unknown recipient, recipient rejected, Recipient address rejected, user invalid, invalid user, user unknown, unknown user, invalid address, Unknown address, Unable to verify destination address, Mailbox unavailable, no such, no longer, Non-existent, Bad email, email bad)
7.) Once we identify the email addresses that should be receiving emails from us but are not, how do we approach resolving so that they can receive emails from us in the future?
You might find a few answers here: My email was not sent: a troubleshooting guide
Also, there a few posts on how to handle bounces: Data Management Best Practices – Resources for Managing Bounces
Note, amongst other things, that Marketo does not mark automatically as invalid all bounces.
Brian Law also created these articles this week that you might find helpful as well