June London MUG - Deep-dive on Deliverability & How-to Audit an Instance

1. Adobe Marketo
Engage
London User
Group
June 2022

2. Adobe Marketo Engage
User Group House Rules
In order to ensure our MUGs stay user-focused and a safe space for members of
the Marketing Nation to learn, network, and problem solve, we ask that all MUG
attendees follow these rules:
• No self-promotion or pitching of any kind is permitted at MUG events
• Don’t contact people outside of the User Group without their consent
• If MUG members share their use case at the User Group, please don’t share
that information without their consent

3. This MUG Meeting is being Recorded.
To ensure that we are abiding by the MUG Code of Conduct,
we are informing all user group attendees at X MUG meeting
on X date X time that this meeting will be recorded and posted
on the MUG YouTube Channel to promote training, education,
and future learning.
If you do not wish to participate in a LIVE recorded session,
please feel free to watch the recording at a later time, which
will be linked after the meeting concludes, and send us any
questions you may have to Advocacy@adobe.com.

4. Sign up for Bevy – the new tool for Adobe
Marketo Engage User Groups!
• Step 1: Navigate to
https://mugs.marketo.com/accounts/signup/
• Step 2: Create an account using the email associated
with your Adobe Marketo Engage Account
• Step 3: Search for our chapter - London MUG - and
click “Join Chapter”
Stay Connected with Our Chapter

5. Upcoming Opportunities
for Chapter Members

6. Need to Update your Marketo Engage Certification?
Adobe now has 3 certifications for Marketo Engage
•AD0-E555 Adobe Certified Professional - Adobe Marketo Engage: This new exam is ideal for marketers who have about 3 - 6
months of Marketo Engage training and hands-on experience. The exam is aligned to the Marketo Core Concepts I, Marketo
Core Concepts II, and Marketo Reporting and Insights courses. (Update to the former Marketo Certified Associate)
•AD0-E558 Adobe Certified Expert - Adobe Marketo Engage Business Practitioner: This exam is ideal for marketers and
marketing consultants who have at least 18 months of Marketo Engage hands-on or field experience. (Update to the former
Marketo Certified Expert)
•AD0-E556 Adobe Certified Master - Adobe Marketo Engage Architect: This certification defines a new standard and process at
the highest level. This certification is ideal for current Adobe Certified Experts who have at least 5 years of experience
designing marketing automation using Marketo Engage
Visit https://express.adobe.com/page/8OCuJK38uQWuT/ for more information & exam guides!

7. Join us on July 14th at 16:00 BST
where the 2022 Marketo Champs
will discuss best practices, share
tips, and engage in a live Q&A.
RSVP HERE
Champion Office Hours: July Edition
Britney Young
McKesson
Marketing Operations Manager
Joy Martinez
CS2 Marketing
Senior Director, Marketing
Operations
Melissa Day
The Chemours Company
Global Digital Marketing Leader
Ajay Sarpal
Unicorn Martech DBA
Founder and CEO

8. Unicorn Martech DBA
Founder and CEO
Meet Today’s Speakers
Ajay Sarpal
Deloitte Digital
Consultant
Darshil Shah

9. 7 Tips to Improve
Your Email
Deliverability &
Inbox Placement
June 2022

10. Journey of an Email
Set-up the target audience and email
Email Sent
Skipped
Emails
Email Delivered
Hard
Bounces
Soft
Bounces
Inbox
Junk
Folder
Spam
Traps
Blocked
by ISPs
Email Opened Email Not Opened
Email
Clicke
d
Unsubscr
ibed
Spam Trap
/ Spam
Complaints
Email
Clicke
d
Unsubscr
ibed
Spam
Trap
1
2
3
4
5
6

11. 2 - Email Sent
IT
Settings
Set up SPF and DKIM
Advanced
IT
Set-up DMARC Policy
Smart Network Data
Services (SNDS) for
Outlook.com
Blacklisting Alert - IP or
Domain
Best
Practices
Clean Email List
Unsubscribe option
Text Version
GDPR and Local Laws
Subject Line
Personalization

12. DMARC Record
• How to set-up a DMARC Record:
• https://dmarcian.com/dmarc-record-wizard/
• https://mxtoolbox.com/dmarc/dmarc-
setup?lm=NAV-PD
• DMARC Check Tool:
• https://mxtoolbox.com/dmarc.aspx?referrer=d
marcsetupno6
Improved Email Delivery
Sending email that is DMARC
compliant can improve email
delivery to your customers
Email Visibility
DMARC provides report visibility
into ALL outbound mail sent
"from" you and 3rd party
providers you use (think
Marketo, Survey platform,
Salesforce etc.).
Identify Delivery Problems
DMARC also gives you insight
into email authentication
problems with SPF & DKIM that
impact email delivery.
Prevents
Spoofing/Phishing attacks
Once properly implemented
DMARC can prevent fraudsters
from targeting your customers.
Benefits

13. 4 – Smart Network Data Services (SNDS)
for Outlook.com
• Outlook.com Smart Network Data Services
• The Outlook.com Smart Network Data Services (SNDS) gives you the data you need to
understand and improve your reputation at Outlook.com.
• You should use this data to keep your mailing lists clean and to monitor the IPs you
control for unusual behavior
• SNDS gives senders access to detailed data about individual IPs, and it also includes
our Junk Email Reporting Program, which lets you receive reports when users junk your
messages.
• How to set-up a SNDS:
• https://nation.marketo.com/t5/support-blogs/microsoft-snds-instructions/ba-p/304014

14. 4 – Blacklisting Alert – IP or Domain
• Benefits:
• The blacklist check will test a
mail server IP address against
over 100 DNS based email
blacklists
• If your mail server has been
blacklisted, some email you
send may not be delivered..
• Set-up the alerts
• How to set-up a Blacklisting
Alert:
• https://mxtoolbox.com/blacklists
.aspx

15. 4 – Inbox Management
(Email Deliverability Package - Marketo)
Seed-list Inbox Monitoring
Delivery Monitor
ISP Alert
Dashboard
Email Rendering
and Link, Image,
and HTML
validation
Delivery
Reporting
Spam Content
Check

16. 4 – Inbox Management
(Email Deliverability Package - Marketo)

17. 4 – Inbox Management
(Email Deliverability Package - Marketo)

18. 4 – Inbox Management
(Email Deliverability Package - Marketo)

19. 4 – Inbox Management
(Email Deliverability Package - Marketo)

20. 4 – Inbox Management
(Email Deliverability Package - Marketo)

21. 6 – Spam Complaints
Use Revenue Cycle Explorer to get the list of Spam
Complaints broken down by email address / Program name
/ Email name.
FBL – Feedback Loop
There is an arrangement between an email
sender and an Internet Service Providers
(ISPs) called a feedback loop.
When the lead marks your email as spam,
this loop allows the email sender to notify
the email sender (Marketo) that they have
marked it as spam. Marketo automatically
changes the value of the field

22. Auditing a
Marketo Instance
June 2022

23. About the Presenter
Darshil Shah
Marketo Consultant @ Deloitte Digital
Marketo Champion, MCSA, 2x MCE, & Community Advisor
Bengaluru, KA, IN
Exploring cars, tech-gadgets, and binge-watching Netflix

24. • Marketo Audit, but, Why? When?
• Auditing a Marketo Instance
• Marketo Administration
• Marketing Activities
• Database
• Design Studio
• Analytics
• Documenting the Audit Results
Agenda

25. • Auditing provides an opportunity in examining the Marketo instance against the best
practices.
• Auditing helps in diagnosing any present issues and planning the future optimization
activities.
• Identify what is working, what is broken, what needs to be improved, etc.
• Check if current processes are scalable and driving results.
• Align the Marketo programming with the Sales.
• Ensure the data in your marketing DB is accurate.
• Email Deliverability, engagements over time, conversion ratio, etc.
• When should you audit?
• Ideally you should do a through audit when you inherit a Marketo instance.
• Do a periodic audit to ensure you find those tiny gaps/leaks as they emerge over time.
Marketo Audit, but, Why? When?

26. • Users & Roles
• LP CNAME, fallback URL, etc.
• Email domain settings SPF, DKIM, branded
tracking link CNAME
• Email Communication limits
• Workspace & Partitions
• WS – Partition Mapping
• Lead Assignment Rules/Campaigns
• Launchpoint Services
• API usage over time
Auditing a Marketo Instance
• External Integrations
• Custom Objects and Activities
• Webhooks and SSFS
• CRM Configuration
• Sync backlog
• Sync errors,
• Field mapping
• Custom Object sync
• Marketo Sales Insights
Marketo Administration

27. Auditing a Marketo Instance
• Folder structure
• Workspace Organization
• Naming convention
• Archiving Best Practices
• Cloneable program templates
• Process Centralization
• Campaign Queue
• Priority Overridden Campaigns
• Obsolete active trigger campaigns
Marketing Activities
• Engagement Programs
• Smart List Subscriptions
• Operational setup
• RCM Setup (campaigns, assets, etc.)
• Scoring Setup
• Interesting Moments Setup
• Data Management Setup
• Preference Center & Email Compliance
• Other Operational Programming

28. Auditing a Marketo Instance
Database
• Standard system SLs
• Active and In-active records
• Bounce Analysis
• Obsolete/Junk Records
• Segmentations
• Custom dedupe logic?
• People with illegal field values
• Missing demographic/essential field value
• Email Deliverability, Reputation Score,
Spam traps, etc.

29. Design Studio
• Global Forms
• Images & Files
• Workspace and Folder Organization
• Email, Snippet, Landing Page templates
• Responsiveness
• Clean Coding standards
Auditing a Marketo Instance
Analytics
• Reports and Subscriptions
• Revenue Cost Explorer
• Workspace and Folder Organization
• RCM Modeler
• Stages
• Transitions trigger and filter logic

30. • Create a spreadsheet documenting all the items you audit, so that you’ll have everything in one
place.
• Organize the areas audited in different tabs:
• Admin Configurations
• Data Management Setup
• RCM Campaigns
• Scoring Setup
• SFDC Sync Errors
• Email Preference Center
• DB Checks, etc.
• Create a document with overall audit feedback and remarks.
• Additionally, I also prefer creating a SWOT analyses document with executive summary of items
that are good, need update, etc.
Documenting the Audit Results

31. • https://nation.marketo.com/t5/champion-program-blogs/inherited-
a-marketo-instance-or-prepping-up-for-an-audit-check/ba-p/325260
Resources