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You are opening a support case and you need to set a priority level, but which one do you choose?  Here is my personal take on what the priority levels mean.

 

Let's imagine your Marketo is a person who isn't feeling well, so you have decided they need medical attention.  Here are your priority levels.

  • P3 - We need to go to the doctor.
  • P2 - We need to go to the emergency room.
  • P1 - Oh god, someone call an ambulance!

 

So when you are opening a case, ask yourself "Do I really need an ambulance for this Marketo issue?  Do I need to go to the emergency room or will a regular doctor's visit do?"

 

Now if someone called an ambulance for a bad stomach ache, you might think they are over-reacting.  Surely a visit to the emergency room would do just fine, right?  And if someone is routinely going to the emergency room, you would think they are either a hypochondriac, or they have some underlying serious health issues that need to be addressed. With this in mind, if you are routinely opening P2 cases, you may want to consider whether your issue warrants a trip to the ER, or you may want to look into addressing the root cause of the Marketo health issues that keep arising.  And just like a doctor would rather get you healthy in the long run, I would be happy to help you, in my capacity as Marketo Support, resolve the base issue rather than treat the symptoms.


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Making changes to your subscriber-facing brand or domain is a great time to rethink your subscriber experience!  Avoid the surprise of unsubscribes and complaints by communicating your brand change early and often.  Here are some considerations.

  • Change the “friendly from,” sending address or domain to a name that resonates with subscribers
  • Make sure the new address is not too long so that it renders as expected in the inbox.
  • Think about using subdomains to denote different mailstreams if appropriate.
  • Let your subscribers know in advance that a change is on the horizon.
  • Monitor closely your open, click, unsubscribe and complaint rates throughout the transition.  It is common to see a drop in responsiveness or an increase in complaints or unsubscribes during the transition as members may not recognize your new brand immediately.  They may complain, but if you let them know in advanc, you will mitigate the risk.
    • Tell your subscribers early and often about the change leveraging your friendly from, subject line, website, message headers and pre-header text, footers, email preference center, etc.  Provide a link in the content to explain the reasons for the change.
    • Encourage your subscribers to add your new address to their address book.
    • Leverage both brands simultaneously for a period of time to familiarize your subscribers (example subject line:  NewDomain.com, formerly OldDomain.com.)
    • If you’re presently using a ‘no-reply’ address, reconsider!  Invite replies, which drive positive engagement and will improve your sender reputation and inbox placement rates.
    • If you are announcing the change via an email to your entire lead database:
    • Consider a warming strategy and deploy the message over an extended period of time rather than in one batch.  This will allow you to put your best foot forward (most engaged/active subscribers first followed by your lesser engaged, higher risk segments.)  It will also allow you to manage your complaint rates and react to user feedback.
    • If you’re mailing to unengaged subscribers, actively review your bounces to ensure you are removing the unknown users swiftly.  Work with Marketo’s deliverability team to ensure the Soft Bounce logic supports you well through this process.
    • Don’t forget the landing page!  Create a compelling call to action encouraging your subscribers to click and leverage the landing page to reinforce the new brand messaging.  This is another way to drive engagement and build positive reputation for your new domain.
  • Finally…the technical specs.  Don’t forget to update your authentication records to include the new brand/domain: SPF, DKIM, CNAMEs, tracking links and landing pages and to update your feedback loop with Yahoo as it is domain-based.

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bart.gif

 

Why you should have a valid working from and reply to rather than a non-functional or "no-reply":

 

1) Encouraging engagement is key to maintaining a positive reputation. It demonstrates credibility to ISPs when recipients engage with your email and replying to your email and adding your address to an address book are both ways to get some positive reputation points. It is not likely that a subscriber will add "no-reply" to an address book.

tweet-noreply-email-address.png

 

2) Some subscribers will reply to unsubscribe. If that fails, they are likely to complain, which decreases your sender reputation.

 

3) You'll be able to capture out of office notifications that can help you clean up your database by identifying invalid addresses, like employees who no longer work for a company.

 

4) Imagine talking all the time to someone but not allowing them to reply. That's a bad relationship. That's the same message a no-reply sends to a subscriber.

 

5) It is important that the From Address be a valid email address, some filtering systems are validating that this is a real address that will accept mail.  If the address is not a real email address this can cause mail to be blocked or undelivered.


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Carmi Lopez-Jones, an AMAZING Deliverability Consultant at Marketo, and I presented on Marketo's University Day at Summit.  I promised to share the content we presented in this blog because our PPTs were updated from the copies you received as attendees.  And if you did not attend you get a view of what was presented at this valuable session! 

 

The PPT has been stripped of the branded template, but the content is intact!  Yesterday I posted the first session, "Improving Email Deliverability by Design: Best Practices and Strategies."  This session covered

  • Developing an envelope strategy using best practice recommendations
  • Understanding the email delivery landscape to prevent email delivery issues
  • Designing content and images for optimal deliverability success

 

Today I have the second session ready to post, "Optimizing Email Deliverability" which covered

  • Deliverability and how it’s measured
  • Important metrics to monitor
  • How to monitor your deliverability metrics using Marketo reporting
  • And how to leverage best practices to increase engagement

 

But I have to say, if you missed the session, the discussion in the Q&A is almost more valuable than the presentation itself - there were so many great questions asked by the audience!  See you at next year's Summit!


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Carmi Lopez-Jones, an AMAZING Deliverability Consultant at Marketo, and I presented on Marketo's University Day at Summit.  I promised to share the content we presented in this blog because our PPTs were updated from the copies you received as attendees.  And if you did not attend you get a view of what was presented at this valuable session! 

 

The PPT has been stripped of the branded template, but the content is intact!  Today I am posting the first session, "Improving Email Deliverability by Design: Best Practices and Strategies."  This session covered

  • Developing an envelope strategy using best practice recommendations
  • Understanding the email delivery landscape to prevent email delivery issues
  • Designing content and images for optimal deliverability success

 

Tomorrow I'll have the second session ready to post, "Optimizing Email Deliverability" which covered

  • Deliverability and how it’s measured
  • Important metrics to monitor
  • How to monitor your deliverability metrics using Marketo reporting
  • And how to leverage best practices to increase engagement

 

But I have to say, if you missed the session, the discussion in the Q&A is almost more valuable than the presentation itself - there were so many great questions asked by the audience!  See you at next year's Summit!


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2016-05-06_AOL to Verizon.png

 

Earlier this month Laura Atkins over at Word to the Wise (great blog!) talked about the AOL/Verizon merger.

 

"Last year Verizon bought AOL. As part of that merger some @verizon.net email is being migrated to the AOL backend. FAQs published by Verizon say this change is only affecting users in FL, TX and CA."

 

AOL Mail for Verizon Customers - AOL Help

https://www.verizon.com/support/consumer/email

 

We are viewing this as a good thing on the Email Deliverability Team.  At AOL, the postmaster team is solid, and the sending guidelines and remediation processes are pretty clear and easy. Historically, this has not always so much been the case with Verizon. In context, it probably makes sense to keep AOL as the surviving email platform, even though Verizon was the acquiring company. From this outsider's perspective, AOL seems to have the more evolved email platform.

 

No need to change email addresses or take an action with this change.  Users will still have @verizon.net addresses but the backend and filtering will be managed by AOL.

 

NOTE:  Some sub-accounts may not be moved, either because the user forgot about them or because they decided they didn’t want to move them. This may result in a slight increase in “user unknown” bounces from @verizon.net addresses temporarily.


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What is it?

The List-Unsubscribe header is in the unseen header portion of email messages. Recipients don't see the header itself but if the receiving email network leverages the List Unsubscribe Header recipients will see an Unsubscribe button they can trust to unsubscribe from future messages. 

The header can look like this to receiving networks:

From: kiersti@marketo.com

Subject: We need to implement this list-unsubscribe thing

Date: February 22, 2016 12:16:59 PM MST

To: sloan@somedomain.com

List-Unsubscribe: <mailto:unsubscribe@marketodomain.com>

What is it important?

"The list-unsubscribe has been a very valuable tool for the email ecosystem, from consumers to businesses to mailbox providers. Over the past 20 years, consumers have slowly been trained to mistrust unsubscribe links located in the footers of email and spam, as some spammers would use the unsubscribe link to verify that the email address was a valid, active user. Once the spammers knew that, they would send them even more email rather than opting them out. In some cases, spammers would use the link as a way to install malware on an unsuspecting users’ machine."  Microsoft Changes List-Unsubscribe Requirements Melinda Plemel, 1/23/15

 

Does Marketo implement the List Unsubscribe Header?

Yes, for every email sent from our system Marketo leverages the mailto: List Unsubscribe Header function.

 

What networks are paying attention to the List Unsubscribe Header?

ISPs and spam filters view it favorably when making filtering decisions because having the List Unsubscribe header can indicate that the sender is actively working to avoid spam complaints. In fact, most major providers like AOL, Hotmail, Gmail, and Yahoo! support List-Unsubscribe functionality.

Looking specifically to Gmail, Gmail's Bulk Sender Guidelines recommend that the List Unsubscribe header be implemented.

gmail.png

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

How the List-Unsubscribe header works at Gmail

Gmail supports the List-Unsubscribe functionality and calls it “auto-unsubscribe.” When an email recipient clicks on “Report Spam,” a dialog box will appear that asks if they want to unsubscribe or report the email as spam. If they click unsubscribe, a notification will be delivered to the email address in the List Unsubscribe Header to stop mailing you.

List Unsubscribe Example 2.png


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Barracuda Spam Firewall

 

Advanced Inbound Email Filtering Policy

The Barracuda Email Security Service includes a rich set of inbound and outbound email filtering policy options, including anti-spam, antivirus, rate control, IP policies, sender reputation and more. In addition, you can opt to subscribe to the Barracuda Advanced Threat Detection (ATD) service. ATD is a cloud-based virus scanning service that applies to inbound messages, analyzing email attachments in a separate, secured cloud environment to detect new threats and determine whether to block such messages. See Advanced Threat Detection Configuration for details.

 

Intent Analysis - Inbound Mail

All spam messages have an "intent" - to get a user to reply to an email, to visit a web site or to call a phone number. Intent analysis involves researching email addresses, web links (URLs) and phone numbers embedded in email messages to determine whether they are associated with legitimate entities.  Phishing emails are examples of Intent.

Frequently, Intent Analysis is the defense layer that catches phishing attacks. The Barracuda Email Security Service applies the following forms of Intent Analysis to inbound mail, including real-time and multi-level intent analysis.

  • Intent Analysis – Markers of intent, such as URLs, are extracted and compared against a database maintained by Barracuda Central. 
  • Real-Time Intent Analysis – For new domain names that may come into use, Real-Time Intent Analysis involves performing DNS lookups against known URL blocklists.
  • Multilevel intent analysis – Use of free websites to redirect to known spammer websites is a growing practice used by spammers to hide or obfuscate their identity from mail scanning techniques such as Intent Analysis. Multilevel Intent Analysis involves inspecting the results of Web queries to URLs of well-known free websites for redirections to known spammer sites.

 

Intent Analysis can be enabled or disabled on the INBOUND SETTINGS > Anti-Phishing page. Domains found in the body of email messages can also be blocked based on or exempt from Intent Analysis on that page. See also Anti-Fraud and Anti-Phishing Protection.

 

Additional Resources

Barracuda SMTP+Error+Codes.pdf

Original online resource - https://techlib.barracuda.com/BSF/SMTPErrorCodes

How Spam Scoring Works - https://techlib.barracuda.com/BSF/SpamScoring


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Navigate to your Domain Management page and chose the domain you are setting up the subdomain for to begin.

Once you are in the management page for the domain you chose Add Record, see image below.

 

Add record.png

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Addzonerecord.png

 

 

 

At this point you start to build your subdomain.  You will be adding a record in three sections: A Record, MX Record and TXT Record.

 

 

 

 

 

 

 

 

 

 

Below is an example of adding the MX record for the subdomain. 

 

Addzonerecord2.png

 

The section titled HOST: is the section that is designating your subdomain.

In the example below I am setting up a subdomain for KIERSTIESPARZA.COM.  I am setting up example.kierstiesparza.com.

 

In the HOST: section I enter “example” for the subdomain. The Points To: record will be provided by Marketo Privacy/Delivery Team.  Priority can be set to 5. 

 

MX Record Type

HOST: example

POINTS TO: example.kierstiesparza.com

PRIORITY: 5

 

 

 

 

 

 

 

 

 

 

 

Once you have the MX Set up follow the same process for the TXT

 

Addzonerecord3.png

 

TXT Record Type

HOST: example

POINTS TO: "v=spf1 include:mktomail.com ~all"

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The final record to set up is the A record.

 

Addzonerecord4.png

 

A Record Type

HOST: example

POINTS TO: (this will be the dedicated IP that you have been assigned)

 

 

 

 

 

 

 

 

 


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Are you frustrated by an SPF record that is not valid?

man-woman-upset.jpg

 

One of the most common reason an SPF record will break is because it is including too many mechanisms.

Are you looking for a quick win to make sure your SPF record is valid? 

 

Don't use the include:salesforce.com mechanism but instead use the include:_spf.salesforce.com mechanism.

This reduces the number of look up mechanisms being included from 8 to 2! 

 

And using include:salesforce.com approves Gmail IP's which does open your domain up for spoofing across the Gmail network.

overshare1.png

 

The Salesforce Help article also makes this recommendation:

https://help.salesforce.com/apex/HTViewSolution?urlname=Sender-Policy-Framework-SPF-Salesforce-com-SPF-Record-1327365203011&language=en_US

 

Reach out to Marketo Support if this doesn't solve your SPF anguish.  There are SPF experts at Marketo at Marketo who can get you on a path of Validation.

 

Summer-happiness-photo.jpg


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Proofpoint Spam Detection performs two analyses:

Connection Level Analysis Connection management features in Proofpoint Enterprise Protection test multiple connection-level data points including DNS, MX record verification, SPF, recipient verification, and reputation data. Proofpoint constantly monitors SMTP connections at the IP address level, looking for suspect or malicious activity. Based on this analysis, SMTP rate control is used to automatically block or throttle malicious connections.

 

Proofpoint performs Contextual, Lexical and Image-based Analysis of content and context of messages using structural tests, English and foreign language content inspection, malicious (spyware/phishing/pharming) URL detection, phishing attacks, image analysis, reputation analysis and any custom policies administrators have defined.

 

An add-on enhancement to ProofPoint's filtering is their URL Defense program.  If an email admin has enabled this program Proofpoint will re-write all URLs in an email with their own unique link.   [URL Defense FAQ's - Powered by Proofpoint Essentials]

 

How can you confirm if a URL has been re-written?

 

What happens when a user clicks on a re-written URL?

The user is redirected to the Proofpoint URL Defense service where the URL and website is analyzed.

    • If the URL is considered bad: The user will be shown a page informing them "The website has Been Blocked!".
    • If the URL is considered good: The user will be re-directed to the website.

 

Is there a noticeable delay when a user clicks on a defended URL?

    • No. Defended URLs are checked real-time to ensure that the latest status determines it to be safe.

 

How long will defended URLs continue to work?

    • Defended URLs will not expire. They will continue to function indefinitely.
    • If the redirection services is not available (i.e., we cannot verify the links reputation) we will redirect to the original link.

 

Will URL Defense protect a URL that is safe at one-time but becomes comprimised later?

    • Yes. Each time a URL is clicked the status of that URL is verified before the redirect is allowed.

 

 

Additional Troubleshooting:

As a sender, if you have the Email Deliverability PowerPack, you can refer to the headers to confirm if Proofpoint has flagged your mail as spam. Each mailbox provider can customize their own scoring rules but the following is the default.

0-49 is clean

50-94 is quarantined

95+ is discarded

 

Market share:

Proofpoint's secure email gateway is used by 4,000+ customers and 53% of the F100 and ~30% of the Fortune 1000.


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When you add the Email Invalid Cause to display as a Column to any of your Deliverability Smartlists, you will see a code value*, and potentially a suffix as well, to help you understand the reason for a Hard Bounce.  Soft Bounce reasons can't be viewed through a Smart List report, only one at a time in a lead's activity log.

 

  • Codes in the 400 range are generally Soft Bounces
  • Codes in the 500 range are generally Hard Bounces

 

*Mail server administrators can create custom messages that accompany bounce codes

Traditional Bounce Codes

Code

Explanation

250

Mail accepted by receiving network

421

<domain> Service not available, closing transmission channel

450

Requested mail action not taken: mailbox unavailable (e.g., mailbox busy)

451

Requested action aborted: error in processing

452

Requested action not taken: insufficient system storage

500

The server could not recognize the command due to a syntax error.

501

A syntax error was encountered in command arguments.

502

This command is not implemented.

503

The server has encountered a bad sequence of commands.

504

A command parameter is not implemented.

550

User’s mailbox was unavailable (such as not found)

551

The recipient is not local to the server.

552

The action was aborted due to exceeded storage allocation.

553

The command was aborted because the mailbox name is invalid.

554

The transaction failed for some unstated reason.


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Enhanced Bounce Codes

If a suffix appears after one of the codes above, it is an enhanced Bounce code

*Mail server administrators can crate custom messages that accompany bounce codes

Code

Explanation

5.0.0

Address does not exist

5.1.0

Other address status

5.1.1

Bad destination mailbox address

5.1.2

Bad destination system address

5.1.3

Bad destination mailbox address syntax

5.1.4

Destination mailbox address ambiguous

5.1.5

Destination mailbox address valid

5.1.6

Mailbox has moved

5.1.7

Bad sender’s mailbox address syntax

5.1.8

Bad sender’s system address

5.2.0

Other or undefined mailbox status

5.2.1

Mailbox disabled, not accepting messages

5.2.2

Mailbox full

5.2.3

Message length exceeds administrative limit.

5.2.4

Mailing list expansion problem

5.3.0

Other or undefined mail system status

5.3.1

Mail system full

5.3.2

System not accepting network messages

5.3.3

System not capable of selected features

5.3.4

Message too big for system

5.4.0

Other or undefined network or routing status

5.4.1

No answer from host

5.4.2

Bad connection

5.4.3

Routing server failure

5.4.4

Unable to route

5.4.5

Network congestion

5.4.6

Routing loop detected

5.4.7

Delivery time expired

5.5.0

Other or undefined protocol status

5.5.1

Invalid command

5.5.2

Syntax error

5.5.3

Too many recipients

5.5.4

Invalid command arguments

5.5.5

Wrong protocol version

5.6.0

Other or undefined media error

5.6.1

Media not supported

5.6.2

Conversion required and prohibited

5.6.3

Conversion required but not supported

5.6.4

Conversion with loss performed

5.6.5

Conversion failed

5.7.0

Other or undefined security status

5.7.1

Delivery not authorized, message refused

5.7.2

Mailing list expansion prohibited

5.7.3

Security conversion required but not possible

5.7.4

Security features not supported

5.7.5

Cryptographic failure

5.7.6

Cryptographic algorithm not supported

5.7.7

Message integrity failure

lockgmail.jpg

Gmail has started labeling mail that is sent without encryption with a broken lock icon lock.png.

 

 

Email encryption in transit (TLS)

Gmail supports encryption in transit using Transport Layer Security (TLS), and will automatically encrypt your incoming and outgoing emails if it can. Some other email services don't support TLS, and therefore messages exchanged with these services will not be TLS encrypted.

In Gmail on your computer, you can check that a message you’ve received was sent over TLS by clicking the small down arrow at the top-left of the email and reading the message details.

If you see a red open padlock iconlock.pngon a message you’ve received, or on one you're about to send, it means that the message may not be encrypted.

https://support.google.com/mail/answer/6330403?p=tls&hl=en&rd=1

 

It is understood that Google is likely giving some preferential deliverability scoring to emails sent through encryption.

 

Good News.  Marketo implemented Opportunistic TLS in the middle of 2015 so we are ahead of the ball!

 

 

Example of mail sent without encryption

2016-04-20_1640.png    

 

Example of mail sent with encryption

2016-04-20_1625.png


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Cloudmark is a secure email gateway that uses fingerprinting technology to block spam.  Cloudmark has a broad footprint of networks who leverage their technology including:  small and international ISPs, mobile operators, hosting providers and registrars in 165 countries. Customers include EarthLink, Comcast, Cablevision, Time Warner, AT&T, Virgin Mobile, Sprint, British Telecom, Swisscom, Antel, QQ, Sohu.com, WebCentral and many others.  There are more than 1.5 billion mailboxes that may be impacted by Cloudmark filtering globally.

 

All messages seen by Cloudmark are fingerprinted, and then are deemed 'spammy' or 'legit' based on feedback from the network.  There are three main components of the filtering technology:

  1. Global Threat Network a reputation network made up of ISP abuse teams, system administrators, webmail end-users, desktop users and honeypot spam trap networks.
  2. Advanced Message Fingerprinting real-time algorithms that create fingerprints, or hashes, of various components of an email header, body and other characteristics.
  3. Cloudmark Services and Trust Evaluation System – a complex and highly dynamic system that collects, analyzes and classifies fingerprints received through its Global Threat Network.

 

The primary drivers of spammy fingerprinting include hitting spam traps or generating spam complaints withing the network.  Practices that are likely contributors to spammy fingerprint dispositions include:

  • Mailing to third-party sourced leads (acquired through list rental/purchase/append)
  • Mailing to inactive users
  • Distributing content across large numbers of IPs and providers
  • Affilliate programs that abuse your content or domain

 

If you feel that you are being impacted by the Cloudmark blacklist please reach out to Support or follow some of our standard recommendations:

 

Blacklist Remediation (comprehensive)

Simple Blacklist Remediation

Successful Reconfirmation

A Creative Re-Engagement Email Campaign

 

Thank you Carmi Lopez-Jones for helping craft this post!


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Identifying Unsuccessful Email Addresses

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 impact 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.

 

 

Option 1: Import Marketo’s Deliverability Program

 

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:

Picture1.png

 

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”:

Picture2.png

 

For “Campaign Folder”, we recommend “Data Management” but you can select any folder that makes the most sense for you and your business needs.

Picture3.png

 

Option 2: Creating your own SmartLists

 

Smartlist: Chronically Bouncing Addresses

You’ll need to use Advanced filtering: 1 and 2

  1. Email Bounced Soft filter (I don't recommend setting Hard Bounces invalid manually, Marketo already sets Invalid Addresses invalid and they are not mailed again.  Other Hard Bounces include Spam Blocks and I encourage you to retry mailing to those addresses in subsequent campaigns.)
    1. Constraint – Time:
      1. Set time constraint to reflect the SAME range of time depending on your email frequency.
      2. You will have wanted to have sent more than two or three emails to the leads you are reviewing to determine if the technical bounce issues are chronic.
      3. A three month window is a good standard window of time to review in this situation if you are sending at least monthly
    2. Constraint – Minimum number of times: Three (variable depending on your campaign frequency)
  2. Was Not Delivered Email Smart List filter
    1. Constraint – Time:
      1. Set time constraint to reflect the SAME range of time depending on your email frequency.
      2. You will have wanted to have sent more than two or three emails to the leads you are reviewing to determine if the technical bounce issues are chronic.
      3. A three-month window is a good standard window of time to review in this situation if you are sending at least monthly

Screen Shot 2016-08-24 at 4.35.41 PM.png

Identifying Chronic Non-Responders/Unengaged

Identify chronic non-responders or those unengaged with your email marketing to:

  • Target for a re-engagement program
  • Changes status to Marketing Suspended to remove them from active campaigns

nonresponders.png

Identify Chronic Non-Responders

  1. Email Delivered:
    1. Constraint – Time:
      1. Choose the emails in the series you are querying or set time constraint to reflect a set range of time depending on your email frequency, 6 and 12 months are common windows of time people use for this.

 

  1. Not Opened Email inactivity filter is any.
    1. Constraint – Time:
      1. Choose the emails in the series you are querying or set time constraint to reflect a set range of time depending on your email frequency, 6 and 12 months are common windows of time people use for this.
    2. Constraint – Min. Number of Time:
      1. Choose the number of emails sent in that time period you are evaluating to account for multiple delivered emails with no opens/clicks.  This can be a predetermined threshold, ie:  5 emails in 6 months for a monthly sender, or 8 emails in 2 weeks for a daily sender, or the actual number of emails sent within that time period.  (You may need to review an Email Performance report ahead of time to get that number of emails sent in the specified time period in advance.)
  2. Not Clicked Link inactivity filter is any.
    1. Constraint – Time:
      1. Choose the emails in the series you are querying or set time constraint to reflect a set range of time depending on your email frequency, 6 and 12 months are common windows of time people use for this.
    2. Constraint – Min. Number of Time:
      1. Choose the number of emails sent in that time period you are evaluating to account for multiple delivered emails with no opens/clicks.  This can be a predetermined threshold, ie:  5 emails in 6 months for a monthly sender, or 8 emails in 2 weeks for a daily sender, or the actual number of emails sent within that time period.  (You may need to review an Email Performance report ahead of time to get that number of emails sent in the specified time period in advance.)
  3. Add any other brand engagement if desired: Are you tracking other engagement with your business such as webinar attendance, whitepaper downloads, etc.
    1. Constraint – Time:
      1. Choose the emails in the series you are querying or set time constraint to reflect a set range of time depending on your email frequency, 6 and 12 months are common windows of time people use for this.
    2. Constraint – Min. Number of Time:
      1. Choose the number of emails sent in that time period you are evaluating to account for multiple delivered emails with no opens/clicks.  This can be a predetermined threshold, ie:  5 emails in 6 months for a monthly sender, or 8 emails in 2 weeks for a daily sender, or the actual number of emails sent within that time period.   (You may need to review an Email Performance report ahead of time to get that number of emails sent in the specified time period in advance.)

 

Reviewing Specific Bounce Types

You would first create Smartlists by Bounce Type, and then use these Smartlists as filters within the Email Performance Report in the Analytics section.

  • Hard Bounces
    • Category 1 – spam block (Email Suspended=true (for 24 hours))
    • Category 2 –email invalid (Email Invalid=true)

 

  • Soft Bounces
    • Category 3 – Soft Bounce (Mailbox Full, Timeout, Soft Bounce, Generic Bounce)
    • Category 4 – Technical Soft Bounce (Transient Failure, Admin Failure, DNS Failure, Too Large)
    • Category 9 – Unknown (Undetermined)

 

Smart Lists: Bounce Types

Create a SmartList for each of the major types of Bounces:

  • Hard Bounces – Spam Block
    • Filter: Email Bounced (set constraints as needed, by time range or by email)
    • Constraint: Category is 1

Screen Shot 2017-02-09 at 12.29.50 PM.png

Example of hard bounce, spam block bounce type

  • Hard Bounces – Email Invalid
    • Filter: Email Bounced (set constraints as needed, by time range or by email)
    • Constraint: Category is 2

Screen Shot 2017-02-09 at 12.29.58 PM.png

Example of hard bounce, email invalid bounce type

  • Soft Bounces – Mailbox full, other technical issues
    • Filter: Email Bounced Soft (set constraints as needed, by time range or by email)
    • Constraint: Category is 3

Screen Shot 2017-02-09 at 12.27.53 PM.png

  • Soft Bounces – Technical
    • Filter: Email Bounced Soft (set constraints as needed, by time range or by email)
    • Constraint: Category is 4

Screen Shot 2017-02-09 at 12.28.04 PM.png

Email Performance Report

In the Analytics section, you would add Filter this report by any of the four Smartlists above:

emailperformance.png

 

Retargeting Failed Addresses

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.

 

Retargeting Failed Addresses

  1. Email Bounced (set constraints as needed, by time range or by email)
  2. Email Soft Bounced (set constraints as needed, by time range or by email)

retargeting.png

Query for leads with failed addresses