10 Replies Latest reply on Mar 20, 2018 1:00 AM by Grégoire Michel

    Email Invalid Flag & Creating a Smart Campaign to Update It

    Eric Podewell

      In Marketo when an email is flagged as invalid, the value does not automatically change from True to False if that email is manually corrected in Marketo or when it is corrected in SFDC and synced back to Marketo. To try to account for this, I have set up a smart campaign to identify when the data value changes in the Email Address field and have the flow change the data value in the Email Invalid field to False.

       

      Has anyone else found a better solution to this? Or is this the standard process others have set-up to change the Email Invalid value when an email has been corrected?

        • Re: Email Invalid Flag & Creating a Smart Campaign to Update It
          Devraj Grewal

          Eric,

           

          Correct, there is no out-of-the-box smart campaign to uncheck email invalid if the email address is updated. So what you have here will work. I would make sure you adjust the qualification rules to make sure that leads can flow through every time and in the smart list, make sure you only include leads that are currently email invalid, so not all leads run through unnecessarily.

          3 of 3 people found this helpful
          • Re: Email Invalid Flag & Creating a Smart Campaign to Update It
            Grégoire Michel

            Here is the way to set it up as a trigger:

             

            smart list:

             

            Flow:

             

            -Greg

            6 of 6 people found this helpful
            • Re: Email Invalid Flag & Creating a Smart Campaign to Update It
              Eric Podewell

              As a follow up to this discussion, I am finding that even if an email address changes from lower case to upper case or vice versa, this flow is being triggered. Nothing else in the email address has changed and is most likely coming into Marketo from a .csv list import. As a result of this, the email is changing from invalid to valid and then back to invalid again soon after I send an email campaign to it again. Are there any tips on how to address this? Should I de-dupe my list before importing to make sure I'm not importing any leads that already exist? Or always ensure that my email addresses are in lower case?

               

              Thanks!

                • Re: Email Invalid Flag & Creating a Smart Campaign to Update It
                  Grégoire Michel

                  Hi Eric,

                   

                  Better create a new question than reopening an old one to get a quicker answer.

                   

                  One way to homogenize all email addresses in lowercase is to use a webhook.

                   

                  -Greg

                  • Re: Email Invalid Flag & Creating a Smart Campaign to Update It
                    Sanford Whiteman

                    Should I de-dupe my list before importing to make sure I'm not importing any leads that already exist?

                    That's not going to be a solution because it means you can't merge new data in (other than the email address).

                    Or always ensure that my email addresses are in lower case?

                    If you can "canonicalize" your email addresses everywhere they come in, sure.  This means you have to enhance your forms in the same way:

                     

                    MktoForms2.whenReady(function(form)
                      form.onSubmit(function(form){
                        form.setValues({ Email : form.getValues().Email.toLowerCase() });
                      });
                    });
                    

                     

                    Like Greg says, you can use a webhook to canonicalize any of your Marketo fields, though it's actually more complex to do this with Email Address in particular than with any other field (it does work, though).

                     

                    In this scenario, you'd trigger your Smart Campaign on Webhook Is Called, and if the webhook says, "I cosmetically fixed up the Email Address to make it lowercase, but the fixed-up version is functionally identical to the last value" you don't change the Email Invalid status, otherwise it's a real change and you flip Invalid.

                     

                    Interesting factoid about email address case-sensitivity: the local part of an address (the part on the left of the "@", or the mailbox) is explicitly defined as case-sensitive in the SMTP standard (the domain part, on the right, is separately defined as case-insensitive under the DNS standard). RFC 5321 (the current standard) is unequivocal on the matter:

                    The  local-part of a mailbox MUST BE treated as case sensitive.  Therefore, SMTP implementations MUST take care to preserve the case of mailbox local-parts. In particular, for some hosts, the user  "smith" is different from the user "Smith".

                     

                    Nevertheless, this doesn't stop people from lowercasing (or, in certain banking settings, uppercasing) email addresses. It's technically wrong, but the risk is low enough that few people ever see an issue. Unfortunately, it's impossible to be case-preserving and to merge/search case-insensitively.at the same time. Only one of these can be true, so 99.999% of people decide to treat addresses as case-insensitive. It's interesting (to me, at least, as a longtime mail admin) that they're actually not!

                     

                    Finally (also like Greg said!) please open a new thread in Products to discuss this stuff further. It's better for later Community searches, and also enables you to mark an answer Correct.