5 actionable tips to boost Marketo email deliverability

marketo email deliverability
James T Fletcher
CEO, Principal Consultant

9/11/2021

Email deliverability. The stat in the email performance report is always there, but rarely understood or focused on. 

Unless you’re an email marketing pro or a data nerd… in that case, you already know the huge importance of this little stat. 

Email deliverability is not just for nerds

It can be the make or break of a campaign. It can be the reason for capturing or not capturing leads. 

Did you know? Almost 50% of emails that try to get into our inboxes are spam.

We’ve written this blog to prevent you from ending up in the dreaded spam folder or make sure you succeed in getting your email content in front of your audience.

Here are 5 tips to help Marketo users boost email deliverability:

1. Validate, validate and validate some more

To stop your emails from bouncing left, right and centre, clean up your lists by doing email validation on entries from ALL sources, not just Marketo forms.

Extra tip: Make sure to revalidate with frequency – after all, people change jobs and leave companies all the time!

2. Deduplicate your database

Having duplicate contacts in your lists can bloat your license fee and throw off your reporting but removing duplicates in Marketo Engage from a list is a painstaking manual process. That’s where Aromerge Dedupe™ comes in; this powerful tool automatically merges duplicate contacts – you can even set it to always-on, so you never get caught out.

3. Get a Marketo Engage email template audit

Sometimes it’s something as simple as the words or phrases used in the legal text can be the gotcha. An expert review can help streamline and avoid spam traps. Get easy to use, flexible customised email templates from our experts.

4. Review your domain and send IP reputation

IP, and more recently domain reputation plays a significant role in deliverability. It’s not common knowledge but your domain is constantly monitored, including message content, and how the message performs in the inbox – resulting in a “score” – this score can affect deliverability. The better your domain or sending IP reputation – the less likely future emails will end up being rejected or sent to the spam folder. 

5. Manage marketable lists

The bigger the lists, the higher the chance of bounce backs. Plus highly personalised marketing isn’t about mass mailings right? By excluding audiences that aren’t relevant, or previously invalid and re-visiting standard smart lists you can often clean up your data and improve your Marketo email deliverability stats. 

As well as offering you a free data hygiene audit, our experts can help you with email validation, data merging and deduplication as mentioned above and more.