AUG 2022 India VMUG Email Deliverability Deck.pptx

1. India Virtual
Marketo User
Group Meeting
August 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. To ensure that we are abiding by the MUG Code of
Conduct, we are informing all user group attendees
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.
This MUG Meeting is being Recorded

4. • Chapter Members get invites to all Office Hours!
• Go to https://mugs.marketo.com/india-virtual-mug/ and click “Join
Us”
Join Our MUG Chapter!

5. Upcoming Opportunities

6. • 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!
Marketo Engage Certifications

7. Join us on August 11th, where the 2022 Marketo Champs will discuss best
practices, share tips, and engage in a live Q&A.
RSVP HERE
Champion Office Hours: August Edition

8. • Why Email Deliverability is Important?
• Why Email Deliverability is Difficult?
• Email Deliverability Best Practices
• IP Warming
• Leverage Marketo for Email Deliverability
• DMARC
• SNDS
• Inbox Management
• Spam Complaints
• Q & A / Closing Notes
Agenda

9. About the Presenters
Darshil Shah
Marketo Consultant @ Deloitte Digital
Marketo Champion, MCSA, 2x MCE, & Community Advisor
Bengaluru, KA, IN
Ajay Sarpal
CEO @ Unicorn MarTech
Marketo 4x Champion, MCSA, Fearless 50, & 6x MCE
Bengaluru, KA, IN

10. Why Email Deliverability is Important?
Email delivery is when an email is successfully
delivered to the receiving server. Deliverability is
when the person receives email successfully.
For your Marketing strategy to work, people
should receive communications from you!
Deliverability is THE foundation for email
marketing. If your emails are not getting delivered,
you don’t have an email marketing program.
Per a B2B Email Marketing statistics report, 16% of
all emails never make it into the inbox.

11. Why Email Deliverability is Important?
Bad Email Deliverability = Poor ROI = Wasted
Marketing $$$
On an average Email generates $36 for every $1
spent which is an astounding 3,600% ROI.
Every undelivered email is a lost lead, and the
money you spent to acquire that lead gets
wasted.

12. What makes the Email a Complex Channel?
•You need a valid email address.
•Your email must get to past the ISP, webmail provider or
corporate email filter.
•Then you must get it past the recipient’s spam filter.
•Then your email should avoid the junk/promotion e-mail folders.
•Once it gets into the recipient’s inbox, the recipient needs to
engage with the email.

13. Email Deliverability Best Practices
Incorporate SPF and DKIM into your DNS settings.
Authenticate Marketo IPs to send emails on your behalf.
Keep your marketable people list clean. Stop sending regular
Marketing emails to people who’ve been inactive since a
while.
Keep a tab on the email engagements. Strive for improving
the opens ,click through rate and conversions down the
funnel.
Religiously follow the practice of IP/Domain warming when
required.

14. Email Deliverability Best Practices
Don’t change your IP to resolve the existing email
deliverability issues. Instead, take measures to gradually
improve the deliverability.
Ensure that you use the correct type of IP based on your
needs, send volumes, and reputation.
Ensure that your content is relevant and personalized to
the audience.
Be consistent with your email sending volumes. Sudden
spikes/drop in the email volumes can affect the
deliverability

15. Email Deliverability Best Practices – IP Warming

16. Leverage Marketo for Email Deliverability
Create segmentations to isolate junk data from the Marketable
records.
Create campaigns to add bounced email addresses/disqualified
people to a suppression list.
Create monitoring SLs to identify inactive records. Plan wake-
up/re-engage nurture tracks/programs.
Avoid sending marketing emails that are way too old that are
deliverable, but do not have activity, they could be spam traps.

17. 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
Clicked
Unsubscr
ibed
Spam Trap
/ Spam
Complaints
Email
Clicked
Unsubscr
ibed
Spam
Trap
1
2
3
4
5
6

18. 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

19. 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=dmarcsetupno6
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

20. 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

21. 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

22. 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

23. 4 – Inbox Management
(Email Deliverability Package - Marketo)

24. 4 – Inbox Management
(Email Deliverability Package - Marketo)

25. 4 – Inbox Management
(Email Deliverability Package - Marketo)

26. 4 – Inbox Management
(Email Deliverability Package - Marketo)

27. 4 – Inbox Management
(Email Deliverability Package - Marketo)

28. 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
“unsubscribed” to “True” and the unsubscribed cause as
"Customer complaint received from ISP" for the lead.

29. Email Deliverability