Those are the all-too-certain signs of a deliverability fiasco. If you are yet to see these signs, good for you. But you don\u2019t want to play fast and loose with email deliverability. Poor deliverability may translate into a major revenue drain. <\/p>\n\n\n\n
Consequently, your goal as a marketer should be to improve email deliverability. One of the best tools out there to help you do it is Marketo. Let\u2019s explore how Marketo can help you improve deliverability. (You can also contact our Marketo-certified specialists<\/a> and enhance your email campaigns.)<\/p>\n\n\n\n Marketo\u2019s advanced deliverability features allow you to:<\/p>\n\n\n\n Marketo offers three IP options: dedicated, shared, and trusted. Let\u2019s take a look at each of these in brief. <\/p>\n\n\n\n If a user marks your email as spam, the sender will be automatically notified. That\u2019s what a feedback loop, in a nutshell, is. In their documentation, Marketo has specified that Mail.ru and QQ.com (Russian and Chinese IPs, respectively) cannot be set up for a customer on Trusted IPs and Shared IPs. <\/p>\n\n\n\n Being an advanced email system, Marketo is equipped to distinguish between a hard bounce and a soft bounce in accordance with a wide range of bounce codes. <\/p>\n\n\n\n Typically, 400 error codes signify soft bounces (temporary failures), whereas 500 error codes signify hard bounces (permanent failures). You can view the list of bounce codes that Marketo manages right here<\/a>. <\/p>\n\n\n\n Marketo uses the following fields to categorize bounces:<\/p>\n\n\n\n Note that you will not be able to view bounce data without first creating an Email Performance Report<\/a> on Marketo. <\/p>\n\n\n\n Marketo recommends creating a directory of leads bouncing emails in order to better understand different bounce scenarios and accordingly take preventive measures. You can build the directory following these four steps:<\/p>\n\n\n\n A good return-path address will boost your email deliverability<\/a>. Since return-path is an SMTP address, it is used by email servers to determine how best to filter your messages. <\/p>\n\n\n\n Now, some email networks look for branded return-paths. In other words, when the From domain is associated with your brand, rather than with the email system you are using, it can improve deliverability. <\/p>\n\n\n\n1. Advanced Email Deliverability Features<\/h2>\n\n\n\n
2. Dedicated, Trusted, And Shared IPs<\/h2>\n\n\n\n
Now, if the users follow the best sending practices, a shared IP is not problematic. In addition, to be eligible for Shared IPs, you need not have a minimum mailing frequency. However, you are sacrificing a fair amount of control over your sender reputation<\/a>. Equally, troubleshooting can be complicated with Shared IPs.
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In complete contrast to shared IPs, you have total control over sender reputation and deliverability. Troubleshooting is straightforward and quick. However, IP addresses that have a zero traffic history are sometimes throttled by some ISPs. During the early weeks, you may have to warm up your IP address and build a reputation.
In Marketo, the minimum send volume for a dedicated IP is 100k per month.<\/li><\/ul>\n\n\n\n![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/Marketo-services_V1.jpg\")
<\/a><\/div><\/div>\n\n\n\n3. Marketo Feedback Loops<\/h2>\n\n\n\n
When a recipient marks one of your emails as spam, the Internet Service Provider (ISP) notifies Marketo instantly, following which Marketo unsubscribes the recipient under \u201cCustomer Complaint Received from ISP.\u201d The complaint is then taken up by Marketo\u2019s Email Compliance System. Marketo has dedicated feedback loops with the following email providers:<\/p>\n\n\n\n4. Marketo\u2019s Bounce Handling<\/h2>\n\n\n\n
<\/li><\/ul>\n\n\n\n5. Branded Return Paths<\/h2>\n\n\n\n
![\"\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2020\/06\/Dedicated-marketo_V1.jpg\")
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