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Included in this article Overview Data you’ll get from Email Bounces Bounce Categories Hard Bounces Soft Bounces Bounce Details Building the Directory 1. Create 6 custom fields 2. Create a Program to house everything 3. Create a Static List 4. Create two Smart Campaigns Smart Campaign One - Logging Email Bounces with Bounce Details Smart Campaign Two - Remove Leads From the List After Successful Deliveries 5. Create Custom List View Showing Bounce Details Overview Bounce activities carry details for why the email was bounced, but it’s housed within the activity log entry, not in a field on the lead record, so it’s difficult to export that data. This article will show you how to extract that information to create a directory of leads bouncing emails and how to make the list automatically update. This will also create counters for bounces and successful re-deliveries after bounces happen. Data you’ll get from Email Bounces Bounce Categories Email bounces come in different types depending on why the email was bounced; Hard Bounces or Soft Bounces. Hard Bounces Hard Bounces come in two types, Category 1 and Category 2. Category 1 bounces are emails that have been marked as spam by the recipient mail server. Many email servers monitor blacklists or spam traps, so after de-listing with them, leads that have had a Category 1 bounce previously may be able to receive emails again. Category 2 bounces occur due to an email address that is invalid or doesn’t exist. Soft Bounces Soft Bounces come in three different types, Categories 3, 4 or 9. Category 3 bounces are usually temporary, caused by full mailboxes, timeouts, or throttling. Any email with this designation has been retried for up to 24 hours (36 for AOL). Category 4 bounces are caused by technical problems, Transient Failures, Admin Failures, DNS Failures. Any email with this designation has been retried for up to 24 hours (36 for AOL). Category 9 bounces are unknown, undetermined or gibberish details. Any email with this designation has been retried for up to 24 hours (36 for AOL). Bounce Details When an email is bounced, the recipient mail server includes details of why it was bounced. These are created by the admin of the recipient mail server and vary greatly, but most will give some explanation that can give valuable information. Email Bounce Codes Building the Directory 1. Create 6 custom fields You’ll need 6 custom fields, two DateTime fields, two Score fields, and two String fields Name the DateTime fields “Bounce Date” and “Email Delivered After Bounce”. Name the Score fields “Email Bounces” and “Deliveries After Bounces” Name the String fields “Email Bounce Details” and “Email Bounce Category” Directions for creating Custom Fields can be found here: Create a Custom Field in Marketo 2. Create a Program to house everything Use a default program type and name it "Directory of Leads Bouncing Emails". Info on creating programs can be found here: Create a Program 3. Create a Static List This static list will be your actual directory that contains all of the leads that are currently bouncing emails. Name it "Active Bounce List". Info on creating a static list can be found here: Create a Static List 4. Create two Smart Campaigns These two Smart Campaigns are what will be used to add and remove leads from your active bounce list. Info on creating Smart Campaigns can be found here: Create a New Smart Campaign Smart Campaign One - Logging Email Bounces with Bounce Details Your first Smart Campaign will be used to listen for any email bounces that occur. The campaign will populate the “Bounce Date”, “Email Bounce Category” and “Email Bounce Details” fields. It will then add one point to the “Email Bounces” score field which can be used to count how many bounces have occurred per lead. Lastly, the campaign will add the lead to the static list which will be an active directory of leads who are bouncing emails. Campaign Smart List Use the two triggers of “Email Bounces” and “Email Bounces Soft” in the Smart List. Set both triggers to “is any” so that they will fire whenever any email bounces for any reason. Campaign Flow The Flow of the campaign will have 5 flow steps. The flow will use a System Token and some Trigger Tokens, which can be used to pull details out of the action that activated the trigger. In this case, the Trigger Tokens will be pulling out the details on why the emails were bounced. That info is in the bounce message and is logged in the lead's activity log. Normally you'd have to comb through the activity log one at a time to find these details for each individual lead. This method, however, will pull the details out automatically for all leads. Flow Step 1: Change Data Value Attribute: “Bounce Date” New Value: {{system.dateTime}} Flow Step 2: Change Data Value. Attribute: “Email Bounce Category” New Value: {{trigger.category}} Flow Step 3: Change Data Value Attribute: “Email Bounce Details” New Value: {{trigger.details}} Flow Step 4: Change Score Score Name: “Email Bounces” Change: +1 Flow Step 5: Add to List List Name: “Active Bounce List” Smart Campaign Two - Remove Leads From the List After Successful Deliveries Campaign Smart List The Smart List of the campaign will need a trigger for “Email is Delivered” set to “is any” and also a filter of “Member of List” looking just for leads that belong to your Static List. This way, the campaign will only apply to leads who have had an email bounce but have then had an email successfully delivered afterwards. Campaign Flow The Flow of the campaign will have 3 flow steps to do the following; log when the email was delivered, add a point to the "Deliveries After Bounce" Score Field, and remove the lead from the "Active Bounce List". Flow Step 1: Change Data Value Attribute: “Email Delivered After Bounce” New Value: {{system.dateTime}} Flow Step 2: Change Score Score Name: “Deliveries After Bounces” Change: +1 Flow Step 3: Remove from List List Name: Operational.Active Bounce List 5. Create Custom List View Showing Bounce Details The custom fields you’ve created for email bounce information won’t show automatically in the view of your list. You can create a new view of the list to show just this information so that when it is exported it will give you only the email bounce information you need. Once the list has the necessary details, it can be exported with those columns included so that you can work with it. You can identify emerging trends and issues with your deliverability by looking for common themes among the bounce details. Directions for creating Custom Views can be found here

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(Article Updated - August 2024) Overview A blocklist is a database of IP addresses or domains that have been associated with the sending of unsolicited commercial email or spam. Internet Service Providers (ISPs) and business email networks use information from blocklists to filter out unwanted email. As a result there can be a drop to inbox delivery rates if the IPs or domains involved with sending email are listed on a blocklist. Marketo’s Email Delivery and Compliance team monitors blocklist activity on our IPs and domains daily. When an impactful listing occurs, we reach out to the blocklist, attempt to identify the sender that triggered it, and work with the blocklist organization to get the listing resolved. There are thousands of blocklists, most will not have a significant impact on your delivery rates. Below, we have compiled a list of the blocklists that commonly appear across our sender ecosystem. Each blocklist has been grouped into a top tier (Tier I) by most impactful, to the bottom least impactful tier (Tier III). These may have little to no impact across our sender network. Tier I Blocklist Spamhaus (SBL) Impact: Spamhaus is the only blocklist that we categorize as a Tier I for a reason: it has by far the greatest impact on delivery. It is the most well-respected and widely used blocklist in the world. A listing at Spamhaus will have a negative effect on your ability to deliver emails to your customer’s inbox and can cause bounce rates of over 50%. Evidence suggests that most of the top North American ISPs use Spamhaus to inform blocking decisions. How it works: Unlike many blocklists, Spamhaus lists senders manually. This means they are proactively watching sender activity, collecting data, and base listings on a number of variables. Most commonly senders are listed for mailing to spam trap addresses that Spamhaus owns. Sometimes Spamhaus will list senders based on recipient feedback as well. Next Steps: Please note that every Spamhaus email can be quite different depending on the information provided and the nature of the listing . Because Spamhaus has multiple types of listings, the remediation steps are based on which type of blocklisting has occurred. We have listed the most common types to affect Marketo customers, from most to least impactful. Impact can range from a full block of top severity, to a partial block that is less severe (CSS Data, DBL). If remediation isn’t performed and the problem not addressed, these listings can increase in severity and turn into a full blocklisting. Spamhaus Blocklistings Types SBL (full blocklisting) Considered the most impactful. Remediation steps: Our team monitors closely for Spamhaus listings. Once alerted to the listing, we send an email notifying the customer, and reach out to the Spamhaus contact to start the remediation process. Only a Marketo delivery team member should be in direct correspondence with the Spamhaus contact, to speak on behalf of the customer, and to relay their questions and instructions, ensuring quick resolution and reduced impact. Senders that trigger this listing on a shared IP range will be moved to a more isolated, penalty range (IPB), so as not to impact the other shared senders. Those affected on a Dedicated IP, only impact their own sending and will not be moved. However, depending on the severity of the issue, our team may need to revoke a customer’s ability to send any emails until full resolution. The listing will last until Spamhaus is satisfied that the offending sender has taken the appropriate steps to mitigate the problem. SBL CSS Customers are alerted of the listing with an email containing all the information needed to immediately begin the remediation process. This is part of an automated trigger listing, that allows for a customer to delist directly on the Spamhaus website, after they’ve completed remediation. Remediation steps: Customers will go to the Spamhaus IP lookup website, at https://check.spamhaus.org, where they can check on the status of their IP and continue to monitor it in real time, until it is no longer listed there. Follow the remediation and delisting instructions provided, and check for specific details in the blocklist notification email. DBL (Domain blocklisting) Customers will receive an email notification alerting of the company domain being listed. The email will contain specific information to help narrow down and identify which email source likely triggered it within Marketo. It’s important to note that any email sent from outside of Marketo, that contained the company domain, is suspect. This means, if the sender uses multiple IPs and/multiple email platforms, then any of those could be the source. Remediation steps: Follow the detailed instructions in the email, which will also provide a link to the Spamhaus Domain reputation checker webpage, to check the real time listing status of the affected domain. Once the email source is identified and cause addressed, this customer will follow the online instructions to request to be delisted. Tier II Blocklist SpamCop Impact: SpamCop is not used by any of the major North American ISPs to inform blocking decisions, but it makes it to the Tier II list because it can have a significant impact on B2B email campaigns. SpamCop is considered a Tier I one blocklist for B2B marketers but a Tier II for B2C marketers. SpamCop is a dynamic IP blocklist, that can affect a single IP or a subset of IPs Typically, the block will automatically lift within one business day, but can take longer for relisted IPs. To have triggered a SpamCop listing likely means the sender has a list management problem that should be addressed. How it works: SpamCop lists IPs for one of two reasons: Either the email hit SpamCop spam trap addresses OR A SpamCop user has reported the email unwanted. Most of SpamCop’s spam traps are previously valid addresses that have not been active for 12 months or longer. Remediation steps: If you are seeing a significant number of bouncing emails caused by a SpamCop blocked IP but aren’t sure if your email activity triggered the listing, first identify whether you are sending on a shared sender network or not. If sending from a shared IP range when this occurs, you or any other customer sending from the same network may have contributed to the IP block. This IP block will automatically get dropped within a business day. For those on a Dedicated IP that trigger a listing, refer to the above remediation steps and resources, to address the list management issue. Tier III Blocklist (Low/ No impact ) These are considered the lowest tier and therefore cause the least impact across the Marketo sender ecosystem. Some of these blocklists were more impactful at one time, while others are only impactful based on the sender region (Manitu). Others still can suddenly flare up (Lashback). There are also many blocklists that are ignored (0spam), and are not taken seriously because they do not provide any means to delist once on the list (NoSolicitado) or that they charge money to have the listing removed ( UCEPROTECT ). The pay-to-delist model is not well respected in the email industry. When using blocklist tool checkers, such as MXToolBox, many blocklists will appear, but very few are relevant. Here is our selection of Blocklists you may come across that are least impactful: Project Honey Pot SpamAssassin URIBL/SURBL DrMX PSBL 0spam HostKarma Ascams ZapBL Barracuda Trendmicro Inc. Cloudmark Proofpoint Invaluement ISP Blocklists Some ISPs use internal blocklists to make blocking decisions. Examples include AOL, Yahoo, Gmail, Outlook and Hotmail. If your IP is being blocked by one of these networks, and those networks have a large presence in your lists, a block of this kind could have a noticeable negative impact on delivery. Marketo monitors for significant ISP blocks. Those experiencing deliverability issues with emails not making it to the Inbox and bulking in the spam folder may benefit from additional services with our Email Delivery Consultants. Remediation Steps: Email Delivery Compliance Team works to resolve any ISP blocks. ISP blocks are are usually resolved or lifted within less than 24 hours of a delisting request. Customers experiencing significant blocks for Microsoft domains (outlook.com, live.com, microsoft.com), can submit a request to the delivery team to seek mitigation on their behalf. Additional Resources: Blocklist Deep Dive Abuse Report Deep Dive What is a spamtrap, or spam trap, and why does it matter? Blocklist remediation Blocklist resolution flowchart Successful lead reconfirmation What is a blocklist?

Issue Issue Description Under Web Services > IP Restrictions, you would like to add a lot of IP addresses to whitelist for IP-based API access. The steps are described here: docs.marketo.com/display/public/DOCS/Create+a+Whitelist+for+IP-Based+API+Access Solution Issue Resolution Even though this is not mentioned in the doc, there is a character limit for the string value. The limit is 2,000. However, the way it is stored in the backend is a bit different from UI. Therefore, it is possible that you have exceeded the limit even though it doesn't look like so.

Issue Description Upon reviewing the activity log of a record you've noticed their activity log seems to be missing data. Usually the activity type is a "Change Data Value" and the details show "Missing history details". If you double click on the activity nothing happens, there is no Activity Details popup window. Issue Resolution This message appears in the activity log when the characters in a field exceed the maximum number of characters allowed in that field. Basically you've hit the character limit for the field. The character limit is 60,500 character. The resolution is to reduce the number of characters in the field. Also evaluate if you need all the information in that field and optimize so that the character limit is not met.

Issue Description What is meant by the socially acquired member of a program such as a webinar program? Issue Resolution Leads acquired by the following Social Apps are part of the "Socially Acquired" count - Social Button Youtube video Poll Referrals Sweepstakes If you want to track the number of registrations through social shares, you should consider using the referrals or sweeps app. These apps allow the users to share and also help you track how many registrations each of your referrers bring in.

Issue Description Why is the number of records shown in the Opportunity Analysis report in Revenue Explorer different from the number of records shown in a smart list with the same filters? (e.g. 100 records in Opportunity Analysis vs. 200 records in smart list) Why are some records in the smart list do not appear in the Opportunity Analysis report? Issue Resolution The attribution settings is set up to report on "Explicit: Only contacts with roles (default)" This means, the records in a smart list that do not appear in the Opportunity Analysis Report in RCA, are contacts without roles. Who This Solution Applies To Customers using Revenue Cycle Analytics

Issue When adding 'Acquisition Program' attribute as part of 'change data value' flow step, ‘New Value’ will not get saved if it is added as a token. As an example, let's say there is a smart campaign within a program and the program has multiple tokens. One of the token is {{program.Name}} whose value is 'Sales Acquisition Campaign'. In the smart campaign, there is a 'change data value' flow step that updates the value of 'Acquisition Program' attribute to a new value. If this new value is added as '{{program.Name}}' in the flow step, and when navigating away from the campaign flow edit page and navigating back again to the same page, the 'Acquisition Program' attribute's new value will be blank. Environment Marketing Activities Change Data Value Acquisition Program Token Solution Use text instead of token to update 'Acquisition Program' value. In the above example, use 'Sales Acquisition Campaign' as the new value in the flow step instead of using token '{{program.Name}}'. Root Cause Marketo does not support use of tokens to update 'Acquisition Program' attribute.

Our sync employs a field level conflict resolution mechanism. For a particular record, if field X is updated in Microsoft Dynamics CRM and field Y is updated in Marketo, then we will update Marketo with the new value for field X and Microsoft Dynamics CRM with the new value for field Y. In the case where the same field is updated on both systems for a particular record with a short period of time, we will choose the Marketo value as the winner for Leads and the Microsoft Dynamics CRM value as the winner for Contacts.

Issue You have the Munchkin tracking code on your non-Marketo web page but visits to the page are not being tracked. Solution If you have customized the Munchkin tracking code, it may not work. Marketo only supports the Munchkin code as it is provided in your instance. If you need to alter the code, you would need to work with your web developer to determine why the customized code is not working. To find the supported Munchkin tracking code: Go to Admin > Munchkin. Select the version of Munchkin you intend to use. Place the Munchkin code on your page as outlined in our document on adding Munchkin tracking to your site.

This is working as expected. The Parent Company Name field gets its value set from a different process and not via the SFDC Synch. SFDC and Marketo Engage both have a Parent Account ID field in the Account Object (Company Object in Marketo). If there is a parent account ID in that field, then the value of that field is automatically populated via a reference to the other Account Record. Since Company in Marketo is mapped to Name (SFDC Account) whenever that value is updated it will be reflected in Marketo. Example: Account ID 1 has a Parent Account ID of 2. They both have records in the same Account table. If the Name is changed of the Parent Account it is automatically reflected in any child accounts as the Parent Account Name is just a reference.

Issue You want to delete an Email Template but that template was used to create existing emails in your instance. Solution It is not possible to delete an Email Template that is in use by emails in your Marketo instance, even if those emails are not approved. If you wish to delete the template, you will need to first delete the emails that use it. You can find these in the Used By tab in the template's information. Alternately, you can break the connection between the email and the template, which would allow you to keep the email but delete the template.

By default – when sending an email via Sales Insight, the “From Email Address” that will be used to send the email will be the user’s email address on their User Profile. As it turns out, there is actually a way to use an alternative email address for Sales Insight! DISCLAIMER: This doesn’t mean that users can select an email address to be used upon send (best to create an idea in the community!). However, it does allow emails to be sent out with a different From Address if users don’t want to use their default email address. Go to Marketo > Admin > Sales Insight. If you scroll down to the bottom of the module, you will find a Settings section with an ‘Email From Field’ field. By default, the initial and only value will be Salesforce/MSD User Email Address (depending on the native CRM integration used by the customer). This is a article attached imageThis is a article attached image In order to select an alternative email, a custom Email Address field should be placed on the User object in the CRM. To do this in SFDC: 1) Go to SFDC > Setup > Build > Customize > Users > Fields 2) Create a custom field of type Email – refer to the SFDC docs if necessary. (help.salesforce.com/HTViewHelpDoc?id=adding_fields.htm) Have the new field be visible to the Marketo Sync user. In the below example, the custom field is labelled Alternative Email: This is a article attached imageThis is a article attached image In Marketo: 1) Wait a sync cycle (or two) for the field to sync over to Marketo 2) Go to Admin > Sales Insight > Edit Settings and the custom field is now available This is a article attached imageThis is a article attached image Changing this will affect following email sends from Sales Insight. Remember, this is not a method to select email addresses on send – this will affect all sends from all users after the From Address Field is updated.

Help Us Help Worthy Non-Profits with the Gift of Marketo! Marketo is pleased to support selected non-profit organizations by providing no-cost usage of our Marketo Lead Management product. We will provide Marketo Lead Management to up to 12 non-profits each year. We will make a selection from qualified applicants who meet our eligibility guidelines, and we encourage our current customers and partners to make nominations. Specifically, we are asking you to nominate an organization that meets the following criteria: Must be a recognized 501(c)(3) organization Must be nominated by a Marketo customer, and the nominated nonprofit must have an existing relationship with the Marketo customer– a vendor, board member, employee volunteer, etc Would use Marketo's integration with Salesforce.com or use Marketo as a standalone application Must not receive any goods or services from the nominating company, employees or family members of employees in exchange for the nomination and/or the donation Additionally, to be eligible for the product donation, you as the Sponsor must assume primary responsibility for the training, usage and adoption of Marketo product by nominated non-profit. For more information regarding the responsibilities of a Sponsor, please refer to the Donation Application attached. Once an organization is accepted, we plan to renew the donation each year unless circumstances on either side necessitate termination. Download the attached application and nominate a worthy non-profit today! Download Attachments: Marketo PD Application.pdf

Issue LinkedIn leads generated through LinkedIn Lead Gen form does not populate Inferred State/City/Country values. Solution Use field mapping between Marketo and LinkedIn to make sure inferred State/City/Country fields are mapped to respective LinkedIn fields so that they are captured in Marketo. Root Cause The inferred State/City/Country is populated via the person tokens and that information is normally captured when a lead fills out a Marketo form. If instead, the form used is a LinkedIn form, then that information is not passed over to the Marketo lead fields. Environment Marketing Activities LinkedIn Lead Gen

Issue An email link performance report is configured to find people who have clicked in a link in these emails that does not contain 'unsubscribe', however, it still shows links within the email that contains 'unsubscribe'. Solution To exclude certain links from reporting, export the results and remove the links in excel. Root Cause This would be expected as the smart list does not exclude unsubscribe links or specific links from displaying in the report, the unsubscribe links will still appear if any of the people clicked on other links in the emails. Example 1 An email is sent to two leads named Bob and Mary Bob clicks on the unsubscribe link Mary clicks on the unsubscribe link and another link The email link performance report is configured to report on the email and filter people who have clicked on a link in the email that does not contain 'unsubscribe' The email link performance report will show all the links that Mary clicked on as Mary qualified for the smart list. The links that will be displayed include the unsubscribe link as well as the other link. Example 2 An email is sent to two leads named Bob and Mary Bob clicks on the unsubscribe link Mary clicks on another link The email link performance report is configured to report on the email and filter people who have clicked on a link in the email that does not contain 'unsubscribe' The email link performance report will show the link that Mary clicked on as Mary qualified for the smart list. There will be no unsubscribe link displayed in the report as Mary did not click on the unsubscribe link. Environment Email Link Performance Report Analytics Smart List

Issue Issue Description You receive notification that Campaign Failed in trying to update Segmentation for leads. Solution To troubleshoot this issue review the Segmentations for the following: Click on the Segmentation to pop up in a dialog box with the failed Segment(s) If a Segment failed to approve, review the Smart List filters for missing values or errors in the smart list logic of the Segment. When errors have been fixed, approve the Segment, review again if the notification occurs again.

Issue Description The activity log is not recording the number of opens for an email send. Issue Resolution Email opens are linked to an individual asset. If a record is sent the same email more than once, only the first open activity will be recorded. If you are not seeing opens record for a record, search the activity history to confirm whether or not the asset has been opened previously. Who This Solution Applies To All customers Is this article helpful ? YesNo

Can Marketo make updates to the Account object in Salesforce? Out of the box when you get your new Marketo instance and go through connecting it with Salesforce we restrict ourselves from making any changes to the Account object in Salesforce. You are probably use to seeing two way data sync for all objects such as Leads and Contacts, however Account works in a single direction: We have made this design decision in part due to the following scenario: John Doh works for Marketo but also runs a small business on the side Marketo currently has about 200 employees He has filled out a form with "Marketo" as his company The next time he fills out a form he does it on behalf of his own business and changes the company name in the form to "John's Small Business" but fails to change the Email Address If Account Write permissions are enabled, everyone in SFDC associated to Marketo (all 200 people) will now be associated to John's Small Business! As such we have decided to stop Marketo from making any updates to the Account object out of the box. If you want to enable Marketo to make Account level updates in Salesforce we can definitely enable this for you however you must make considerations and move forwardcautiously so that you do not run into any unwanted behavior. If you want Marketo to update all Account fields except for Account Name, you can accomplish this by making use of the "Block Field Updates" feature. This can help stop any updates from happening in the Marketo database from sources such as Form Fill-Out, List Import... Once you have given this topic enough thought and planned out which fields you will be blocking from updates and from which sources, you can: Ask your enablement manager for this change if you are in the enablement process Submit a support ticket if you are out of enablement and flying solo

Knowledgebase

Maintaining a Directory of Leads Bouncing Emails

Top Blocklists - What You Need to Know

The max number of the IP addresses to add to API whitelist

Customizing Forward to a Friend Emails

"Missing History Details" in Activity Log

Socially acquired member of a program

Why did all my Emails Bounce?

Opportunity Analysis report vs. Smart List with same filters

'Acquisition Program' attribute reverts to blank value in change data value flow step

What Are the Conflict Resolution Rules Used by Marketo When Synching with Microsoft Dynamics CRM?

Munchkin Not Tracking Page Visits to Non-Marketo Page

Parent Company Name display SFDC data when not mapped

Deleting an Email Template That Is Used by Emails in Your Instance

Obscure Functionality: Using an alternative email address for Sales Insight emails

Application for Donated Use of Marketo Services

Linkedin Leads have no Inferred Country/State/City values

Links not excluded in Email Link Performance Report

Campaign Failure: Update Segmentation

Email Opens not recording

Marketo Program Salesforce Campaign Status Mismatch

Can Marketo Make Updates to the Account Object in Salesforce?

Lead Partitions and Workspaces in RCE