Enhancing Email Deliverability and Performance with Marketo’s Tools

In this article, we explore how Marketo’s tools were used to manage email deliverability, handle bounce management, and maintain a clean email database for optimal performance.

Managing Email Deliverability

“When your emails aren’t getting delivered, all your other efforts are wasted,” the Director of Marketing and Revenue Operations said. One of the first steps the team took was to implement email deliverability best practices in Marketo, including managing bounce rates and monitoring sender reputation.

Marketo’s email deliverability tools allowed the team to track deliverability metrics in real time, giving them insights into potential issues with specific campaigns or segments. 

“We could see right away if there was an issue with a particular domain or if our bounce rates were too high,” they explained.

Handling Bounce Management in Marketo

Bounce management was another key focus area for improving deliverability. The Director of Marketing and Revenue Operations used Marketo’s bounce management tools to automatically remove hard bounces from the system and flag soft bounces for further investigation. 

“Marketo makes it easy to clean up your list by automatically removing bad email addresses, which helps keep your sender reputation intact,” they noted.

By staying on top of bounce rates and maintaining a clean email list, the team was able to improve their overall deliverability and ensure that their messages were reaching the intended audience.

The Impact of a Clean Database on Performance

Maintaining a clean email database also played a significant role in improving campaign performance. 

“A clean list not only improves deliverability but also boosts your engagement metrics because you’re focusing on people who actually want to hear from you,” the Director of Marketing and Revenue Operations explained.

Marketo’s tools for managing unsubscribes, preference centers, and list hygiene ensured that only active and engaged leads were being targeted with email campaigns. 

“We’ve seen higher open rates and better click-through rates since we started prioritizing list cleanliness,” they said.

Conclusion

For the Director of Marketing and Revenue Operations, ensuring strong email deliverability and maintaining a clean database were critical to the success of their email marketing efforts. By leveraging Marketo’s deliverability and bounce management tools, the team was able to improve performance across their email campaigns, reaching more leads and driving higher engagement.