Prioritize Your Marketo Email Deliverability: Strategies for Landing in the Inbox

EDITOR’S NOTE: This Marketo email deliverability webinar originally appeared as session 7 at Digital Pi’s Marketo Top Tips Event October 28-29 2020.

When it comes to Marketo email deliverability, we have found that there are more unknowns than knowns. So we sat down with Ricardo Rego, Beckmak Coulter Life Sciences Marketing Automation Manager, and Claudia Kulaga, Digital Pi Senior Manager of Client Services, to discuss the email deliverability issues that plague marketers.

It’s a common story. You have worked hard to build your email in Marketo. Your content is solid. You used a beautiful template. Your list is targeted, triple checked, and ready to go. But, do you know what happens to your email after you hit “send?” 

In this session, we review how to capture and improve your sender score, discuss options for shared vs. dedicated IP, review the do’s and don’ts of IP warming, and, most importantly, strategize how to increase your odds of landing in the priority inbox.

Get to Know Your Marketo Email Deliverability Metrics

Do you know how to improve your Sender Score? Do you even know your score or how to find it? This session can help!

Similar to a financial credit score for gauging credit worthiness, a Sender Score measures the health of your IP address. To create your Sender Score, mailbox providers take a variety of metrics into consideration. This score will determine if your email lands in the priority inbox, SPAM, or somewhere in-between. Metrics considered include:

  • Sending volume
  • Spam trap hits
  • Complaint rate
  • Unknown user rate

In addition to covering how to find your score, this session will provide best practices to improve your sender score.

Shared IP vs Trusted IP vs Dedicated IP

After discussing Sender Score, this session will compare and contrast your options for IP addresses. Marketo offers several IP options for customers, ranging from shared to dedicated IP addresses. Join this session to learn more about how to move from a Shared to a Trusted Marketo IP or Dedicated IP address. We weigh the pros and cons of each to help you determine your best course of action.

Warm Your Dedicated IP for Better Email Deliverability

Once you’ve decided you want to use a dedicated IP address, you’ll want prepare your IP address for sending emails. If you ignore precautions, you can ruin your sender reputation and tank your email deliverability. Fortunately, presenters Ricardo Rego and Claudia Kulaga have hands-on experience with setting up a dedicated IP address to send Marketo emails for Beckman Coulter Life Sciences. This session will walk you through all the do’s, don’ts and considerations for preparing and warming your dedicated IP address for the best deliverability rate possible.

In short, if you already have Marketo and a list of emails, it’s time to talk deliverability. Whether you’re just getting started or have already selected a dedicated IP, this webinar will help you boost your Marketo email deliverability.

Additional Email Resources

Marketo ebook: email deliverability

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At Digital Pi, we use technology to connect revenue to marketing efforts. We fuse marketing strategies, processes, data and applications to make marketing technology solutions work for clients' businesses.

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