Identifying email addresses with recurring technical failures enables you to update these leads as Marketing Suspended is TRUE in your database.
If there are recurring failures over time, it is likely that email will never deliver to those addresses. Mailing to these can be risky because domains that have expired are sometimes turned into spamtraps. A send to a spamtrap can have different kinds of impacts from individual content being fingerprinted and blocked by filtering systems or the sending infrastructure being blocked.
We suggest creating a Folder in Lead Database to house your Deliverability SmartLists. From there, you can either import our Deliverability Program, or you can create your own SmartLists to monitor for recurring bounces.
You will need to create a field within your subscription called “marketingSuspendedReason” using the instructions here.
For “Type,” select “String” and for “Name,” enter “Marketing Suspended Reason.” This will automatically fill in the “API Name” field:
Once your custom field is created, you are ready to import our program. To do so, follow the instructions here. For “Subscription,” pick “Marketo Program Library,” and for “Import Program,” select “OP-Email Deliverability”:
For “Campaign Folder,” we recommend “Data Management,” but you can select any folder that makes the most sense for you and your business needs.
You’ll need to use Advanced filtering: 1 and 2
Identify chronic non-responders or those unengaged with your email marketing to:
You would first create Smartlists by Bounce Type, and then use these Smartlists as filters within the Email Performance Report in the Analytics section.
Create a SmartList for each of the major types of Bounces:
Example of hard bounce, spam block bounce type
Example of hard bounce, email invalid bounce type
In the Analytics section, you would add Filter this report by any of the four Smartlists above:
To troubleshoot a delivery situation where email addresses bounced for temporary reasons, create a Smart List that looks specifically at bounces. This will capture the addresses that are likely deliverable, but ran into temporary delivery issues. The Smart List will pull addresses that bounced due to being invalid, but those addresses will not be mailed to in a follow up campaign.
Query for leads with failed addresses
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