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You can usually select in the Schedule tab that leads can only run though once, or add in as a filter in the Smart List that they have not already fulfilled the criteria (this depends on what the campaign does).
But, I'm assuming those won't help if you have actual duplicate records. The only thing I can think of is cleaning up the database like you said - Marketo has a pre-populated "Possible Duplicates" smartlist in the Lead Database that could be very helpful for indentifying duplicates.
Thanks, Laura. Yes, it looks the only way is merging and cleaning up. I already tested using different smartlists/filters - did not help.
Just wanted to make sure I did not miss anything.
Hey Helen, sometimes we will exclude people from a triggered campaign if they are on the possible dupes list... Not ideal because it excludes some people unnecessarily, but it does prevent people from receiving duplicate emails.
Just thought I'd recommend a tool (assuming your CRM is SFDC) which has been the best and most cost effective mass merging tool I've come across: http://cloudingo.com/
This can definitely help you get a pile of duplicates merged in a hurry!