[UPDATE] Email Activity & Marketo’s retention policy

[UPDATE] Email Activity & Marketo’s retention policy


TL;DR  programs and smart lists relying on filters that target email deliverability and engagement will not operate outside of 90 days’ worth of lookback data.

What do I need to do? If you have any programs or smart lists that use this sort of filer/data in the logic, isolate these and audit whether ongoing/future programs will be affected by the changes detailed below.

Last week you might have received a notification from Marketo concerning a change which will come in place at the end of August 2020. This relates to how much history is stored against the person record concerning email asset history and specifically “sent” & “delivered”, and by extension “was not sent” and “was not delivered” filters.

Have you relied on using the above filters (or their “was not” versions”) in the past? Perhaps you’ve used them to to include or exclude people in your marketing campaigns based on previous send/delivery success.

Sorry to drop this on you, but things are changing in Marketo concerning long term storage of email based activities (specifically send and delivery data). Smart lists and automations based on filters such as the above won’t work once the activity is older than 90 days.

Fear not…while this means you will have to utilise program statuses (remember that stuff about channels and tags?) more effectively and consistently to maintain a track record of where the program members “got up to” in their journey, this same usage of program statuses is going to help you optimise your programs many ways but here are two big benefits:

Status Based Journey Building & Reporting

Firstly you’ll be able to automate customer journeys rather than retroactively building target audiences. This means that if a reminder email for an event should go out to those who were invited but not registered, you can pre-schedule this to run! Marketo will pick those people up with respect to their status instead of you having to build a micro-audience. This same logic can be applied in many types of programs of course!

Success Markers and Reportability

Secondly, program statuses with success markers can be used in an elegant manner to compare campaigns against each other. This is a quick but accurate way to make insight based decisions about which marketing efforts to invest in or move away from.

Example: a series of programs all using the “Lead Generation” channel can be compared as above. We can see that the most successful program was the red campaign however the campaign with the lowest cost per net new name was the orange campaign. The pink campaign was second best when it came to new lead generation however its success was barely over half way – and it had an exceptionally high cost to the business.

As the August deadline approaches, we anticipate Marketo will update its documentation surrounding data retention policy.

Need help reviewing those channels, success markers and appropriate tagging? Are they even still in-line with your business practice and goals? We’re here to help, feel free to contact us or reach out to your consultant.

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