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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?

Enable people to fill in forms using their social network profile. Social form fill also captures social profile data about your leads. Not all customers have purchased this functionality. Contact your sales rep for details. 1. In Marketing Activities, select the form, and click Edit Form. 2. Under Form properties, click the Social Form Fill link to enable it. 3. Select the social networks leads can use to prefill the form. 4. Buttons for the selected networks appear at the top of your form. Enabling social form fill might affect the layout of the landing page that contains your form. What's Next: See Manage Social Profile Data for the fields that are available from each social network.

Summary Disable Require PKCE for syncing with SFDC via OAuth 2.0 Issue If attempting to connect Marketo to Salesforce via OAuth 2.0, no authentication window is presented by Salesforce allowing for credentials to be entered, only showing "Redirect Failure" Environment Marketo is not compatible with the "Proof Key for Code Exchange" authentication with Salesforce, "Require PKCE" in Salesforce Configurations Solution Disable the "Require PKCE" checkbox in the Connected App during configuration of OAuth 2.0, prior to connecting Marketo via the Native SFDC Integration. Root Cause PKCE not supported by Marketo's sync solution with Salesforce. This is documented in Adobe Experience League: Log in Using OAuth 2.0 | Adobe Marketo Engage

Summary Admin unsubscribe HTML is overriding unsubscribe language hard-coded into an email template Issue You are trying to add unique unsubscribe text to a specific email asset template's code (for example: unsubscribe text in another language), but the Admin Unsubscribe HTML found in Admin > Email > Settings is overriding it. Environment Design Studio/Admin Solution To implement dynamic unsubscribe text by language into an email asset, we recommend using the Segmentations and snippets, placing the {{system.unsubscribeLink}} directly into the email asset via the snippet as the presence of this system token in the email asset should override the Admin unsubscribe HTML. Make Your Unsubscribe Message Dynamic for Languages | Adobe Marketo Engage

Top Searched Term Product Docs (Click on graphic) Community Support (Click on graphic) Token or Tokens Engagement or Engagement Programs Lead Scoring Sales Insight Progressive Profiling Calendar RCM or Revenue Cycle Modeler Form or Forms Salesforce Sync Snippet Landing Page or Landing Page Template Webhooks A/B Testing Email Templates Import List Munchkin Is this article helpful ? YesNo

Marketo allows you to edit the unsubscribe text globally in the Admin section. If desired, you can create an email template for a specific language and create your unbsubscribe text manually. 1. Create new email templates. See Working with Marketo Email Templates for details. Using this technique will affect your email performance reports. They will no longer include "unsubscribed from email" stats. Rather they will track "clicks link in email" when the lead clicks on the unsubscribe link. Is this article helpful ? YesNo

Issue You receive the following notification: The user you have authorized for you Facebook Lead Ads Launchpoint Service may have Insufficient Permissions. Solution Visit the Facebook help center to validate that the authorized user has all administrative permissions to both your company page and advertising account. If authorized user has all administrative permissions, please contact Marketo Support for further investigation

Issue The Source Campaign field in Microsoft Dynamics is not getting updated when the field is updated in Marketo. The sync from Microsoft Dynamics to Marketo will be working fine. Environment Native integration with Microsoft Dynamics Campaign Sync not Enabled Solution To sync Campaign Source from Marketo to Dynamics, the option 'Campaign Sync' needs to be enabled as per this documentation: Enable Campaign Sync | Adobe Marketo Root Cause If the Campaign Sync is not enabled we will not be syncing over the value of the field to Microsoft Dynamics as it is part of the Campaign Sync.

Issue: When creating an event the WebEx connector may throw the message: Error registering with webinar provider. exception="WebEx API call error; Self registration is not supported by this service type or current meeting. [WebEx exception ID = '110051'] " Solution: Please make sure the event in WebEx is set up to receive registrations. To do this you need to go to the event in WebEx and check the registration required checkbox. References Create an Event with WebEx - Marketo Docs - Product Docs WebEx Event Center guide

I'm trying to find out who had a lead score change from a specific smart campaign - would I use data value changed with a reason or some other filter? The Data Value Change trigger/filter with the Reason constraint is appropriate for finding leads that had their Lead Score changed by something such as a manual edit or Smart Campaign. This is a article attached image This is a article attached image This screen shot shows examples of how you might set this up. The list below shows a few of the values you may see in the Reason field. If you know the exact phrase you are looking for, use the "is" operator. For example, "Changed by Smart Campaign Contact Us." If you don't know the exact value, try using the operator "starts with" or "contains." Synched from salesforce.com Changed by Smart Campaign System flow action System action reset Form fill-out SOAP API Manual lead edit Munchkin API Import/merge into list The Reason filter constraint is available in these filters: Data Value Changed Lead Partition Changed Progression Status was Changed Revenue Stage was Changed Not Data Value Changed Not Lead Partition Changed Not Progression Status was Changed Not Revenue Stage was Changed

Issue Issue Description Changes made to an email template are not reflected on the email assets (that are using the template in question) after approving the draft for those emails. Solution Issue Resolution To find out why the changes are not reflected, follow the steps below: Go to the email template in question. Check if the HTML elements that have changed have the class of mktoModule, mktoEditable, mktoContainer, or any other mkto related class name. Disassociate the HTML element(s) in questions from the class above. Note: These steps will require an complete overhaul on the email template's code base, because the relationships between elements would change. This type of change will require assistance from a developer/engineer who is experienced with HTML and CSS.

Issue The image URL of an email contains an email scripting token (example: domain.com/{{my.image}}-file.png, and when it is processed and sent via email, the image is not rendering. Solution 1.) It is possible that the email scripting token is outputting a value with a line break at the end. To confirm this, it would be best to consult with your developer(s) as custom coding is out of the scope of Marketo Support. You may consider using variables before outputting the values so that in the variables, you can ensure that there are no line breaks. For more information, you can refer to developers.marketo.com/email-scripting/ 2.) If the image is rendering but only for certain browsers and/or email clients, review the coding of the email with your developer(s) as this may be due to the coding of the email itself that may contain code that does not comply with certain browsers and/or email clients.

Issue Description When using a Change Data Value flow step for a datetime field type and manually entering in a date and time, the time is displayed, but removed from flow step upon refresh. Issue Resolution The reason that the time is removed is because the display field in the flow step is a calendar picker (the drop-down). Calendar pickers do not support displaying the time. It is meant to select a date on the calendar and display that date. It appears to store the value to the record when manually entered in the field, but it will not remain upon campaign refresh.

Issue You sent an email using a Smart Campaign and the email performance report for the email shows more Sent than there are members in the Smart Campaign Solution The email may have been sent by more than one campaign. You can determine this by looking at the "Used By" info on the email's summary page, to see which campaigns sent the email. In this case, you can use the Campaign Email Performance Report to view the email's performance within the specific campaign.

Issue You click on a link in a sample email to test form pre-fill, but when you do, the form is not pre-filled. Solution When sending sample emails, the send sample feature does not generate links which are captured by the web browser, so the form pre-fill information is not passed. The test needs to be performed by sending an email using one the features below: Single Flow Action "Send Email" in a Smart List A Smart Campaign An Email Program Once a live email has been sent and not a sample email, the tracked link which contains the mkt_tok passes the lead info and the form will now pre-fill with that lead's information until the cookies are cleared, a new browser is used or an incognito browser is used.

Issue You've been using Marketo for a while and have started noticing that Smart Lists take longer to process than before. There are multiple filters in your Smart List ranging from really specific attributes about a person to really broad geographical information. Solution The best performance will come when you order the smart list filters from most restrictive to least restrictive. Since your entire database is checked against the first filter, if we can narrow down the number of leads which move on to the next, there are fewer and fewer leads who qualify for each of the subsequent filters. Many times, the processing difference will be minimal. However, as your database grows, the penalty on efficiency can grow over time. If you haven't checked it out already, take a peek over at our product documentation for smart list best practices: https://docs.marketo.com/display/public/DOCS/Best+Practices+for+Smart+Lists

Issue Issue Description Links in Interesting Moments viewed in Salesforce Sales Insight section are not clickable. Trying alternative methods of inserting links, such as in <a> tags, still results in being unable to click these links within Salesforce. Solution Issue Resolution There are no current methods for inserting links into Interesting Moments so the link is clickable within Salesforce record's Sales Insight section. Who This Solution Applies To Customers using Sales Insight for Salesforce

Issue You have a tracked link in an email. When the email is received, the link breaks and doesn't redirect to the desired page. The link works perfectly when the tracking is disabled. Solution The server hosting the link might not accept parameters, or might limit the number of characters in the parameter, etc. When tracking is enabled, Marketo adds mkt_tok=manymanycharacters. The issue could be either the page does not accept parameters at all, or does not accept such long parameters. You might need to reach out to the developers of that page and investigate this. Our suggestion is to have “track link” checked but not the “Include mkt_tok”. Unchecking just Include mkt_tok will still allow the link to be tracked, but after redirect, the destination URL will not include the mkt_tok query string parameter.

Issue Would a requested campaign via API show in activity log if filtered? Ex: You request a campaign, and the lead does not qualify due to a filter. Will the activity log show the request occurring? Solution Yes, the request will show no matter if the lead runs through the flow or not. The request campaign action will be recorded, but the lead will not go through the flow steps if they do not meet the requested campaign's Smart List requirements.

Knowledgebase

Maintaining a Directory of Leads Bouncing Emails

Top Blocklists - What You Need to Know

FORMS 1.0 - Social Form Fill

SFDC OAuth Redirect Failure Error

Admin Unsubscribe HTML is Overriding Unsubscribe Language Hard-Coded into an Email Template

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Top Searched Terms

I have leads in multiple countries and need multi-lingual unsubscribe

Facebook Lead Ad Error: Insufficient Permissions

Source Campaign field is not updating in Dynamics from Marketo

WebEx Registration Fails with “Self Registration Is Not Supported by This Service Type”

Using the Reason Constraint on the Data Value Changed Filter

How to Roll Out Changes from Email Template Edits

Image In Email Not Rendering When URL Contains Script Token

ToutApp: How to Customize Call Outcomes in Salesforce

Time is removed from flow step for a datetime field

Email Performance Report Shows More Emails Sent than There Are Members in the Smart Campaign

Form Pre-fill Is Not Working on When Tested from Sample Emails

Does the Order of Smart List Filters Matter?

Links in Interesting Moments Are Not Clickable in Sales Insight

Email Link Breaks When Tracking Is Enabled

Lead Shows Requested Campaign in Activity History But Did Not Go Through Campaign