Improved Deliverability:
Reduced bounce rates by 30%.
Inconsistent reporting metrics, particularly with bounce and unsubscribe data.
A Quick Email Performance Optimization in Marketo Improves Deliverability by 30% and Click-Through Rates by 25% for a B2B Client
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Enhanced Engagement
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%
Improved Deliverability
Client Objective
Challenges
1
2
Difficulty isolating activities from deleted contacts, leading to inaccurate performance analysis.
3
Limited tracking of link clicks, making it challenging to assess true engagement levels.
4
Lack of a clear framework for prioritizing bounce categories and email activity tracking.
Objectives
1
Establish a structured and accurate email performance reporting system in Marketo.
2
Improve email deliverability by identifying and addressing bounce-related issues.
3
Enhance engagement tracking through refined link click monitoring.
4
Ensure data accuracy by filtering out irrelevant activities, such as deleted contacts.
5
Provide actionable insights for optimizing future email campaigns.
Solution
1
Inconsistent reporting metrics, particularly concerning bounces and unsubscribes.
2
Difficulty isolating activities from deleted contacts, affecting data accuracy.
3
Limited tracking of link clicks, leading to skewed engagement reports.
Step-by-Step Process:
1
Select Email Performance Report Type:
Select Email Performance Report Type:
Guided the client to navigate to a Program and choose the Email Performance Report type.
2
Set the Time Frame:
Configured the report to capture relevant data based on the initial send date.
3
Explore the Report:
Helped the client analyze key performance indicators such as Delivered, Opened, Clicked, and Unsubscribed.
Key Actions:
1
Filter for Active People:
Applied an Email Address filter to exclude deleted contacts.
2
Examine Email Activity Metrics:
Focused on essential columns like:
- Hard Bounced: Emails rejected due to permanent conditions.
- Soft Bounced: Emails rejected due to temporary conditions.
- Clicked Link: Tracked engagement through link clicks.
- Unsubscribed: Evaluated issues with email content or frequency.
- Aborted: Captured emails that failed delivery after three days.
Rules Implemented:
1
Activity Record Rule:
Each email activity was categorized as Delivered, Hard Bounced, Soft Bounced, or Pending.
2
Open Rule:
Opened emails were automatically counted as Delivered.
3
Click/Unsubscribe Rule:
Clicks and unsubscribes were counted as both Delivered and Opened.
4
Bounce Prioritization Rule:
Prioritized Hard Bounced over Soft Bounced and Delivered if the email wasn’t opened.
5
Aborted Rule:
Marked emails as Aborted if no activity was recorded within three days.
Best Practices:
1
Regular Report Reviews:
Encouraged ongoing reviews of bounce and unsubscribe metrics to optimize email lists and content strategies.
2
Link Click Tracking:
Provided insights into top-clicked links for more targeted content.
3
Setting Up Alerts:
Recommended alerts for key metrics like Hard Bounces and Unsubscribes for proactive issue resolution.
Results Delivered
1
2
Enhanced Engagement:
Increased click-through rates by 25%.
3
Accurate Insights:
Comprehensive reports provided actionable data for future campaigns.
4
Proactive Monitoring:
Alerts enabled swift identification and resolution of performance issues.
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