Marketo Tip #31 - Keeping your reputation intact with the global exclusion list

Hi guys, in this Marketo tip we will talk about the Marketo global exclusion list that will help you keep your reputation intact vis-à-vis Marketo and improve your email statistics. I'm Sylvain Davril, founder of Merlin/Leonard, and this is a new Marketo tip. So the global exclusion list is a very useful list you can create in Marketo and I will use that list in all my campaigns. Here it's called 'LDSL Contacts exclue', 'contacts to be excluded' in French. I will use that in all my campaigns to make sure I never send to Marketo any troublesome contact or contact I don't want to write to. If we have a look at this smart list, it's located in the database part because it's a global smart list. On my case it's here and I will use all those filters to make sure the correct contacts are excluded. The first one is blacklisted and it's a system field just like marketing that's suspended. With Marketo we make sure that it will never write to anyone who is blacklisted or where marketing is suspended. So it's a good practice to not send those contacts to Marketo because, in any case, they will not be sent any email. So blacklisted is kind of a negative context. It's often used to exclude people with whom you have a troubled relationship because, for instance, those are prospective customers who didn't pay their invoices, things like that, whereas 'marketing suspended' is a more positive connotation. It's often used, for instance, to exclude people who have currently a sales relationship, so as soon as we detect that there's an opportunity in the CRM, we switch 'marketing suspended' to 'true' so that the person who is currently discussing with the sales doesn't receive any marketing communication that could jeopardise the relationship. Then once the opportunity is won or lost, we switch back the 'marketing suspended' to 'false'. 'Email invalid' would again be a system checkbox used when Marketo receives a notification that an email could not be delivered because, for instance, the domain you're writing to does not exist or the email you're writing to does not exist or you are considered as a spammer and you have to take action, usually to be removed from that, but the Marketo team are very thorough regarding this audit. 'Subscribe', that's the standard field for Marketo to exclude the global opt-out and you know that regarding the GDPR you're obligated to have one global opt-out. So I strongly suggest using the standard field from Marketo which will be connected with your standard field in your CRM, Salesforce, Dynamics and others. You may use other custom unsubscribe fields, for instance, if you want to manage global opt-out for different BUs or different countries. It's more complicated in this way and you would have to include those 'unsubscribe customer' fields here. So here, I'm using the standard one. I just have to include the 'unsubscribe' to 'true'. I then exclude all my competitors so I have a dedicated smart list here with the domain of my competitors, the company name and the infrared company name of my competitors so that I don't send them my marketing campaigns. I don't want to write to people who don't have any email addresses obviously, and here I have two CRM fields that reflect people or companies who are blocked in the CRM for various reasons. It could be known people who are out of SCARP or, again, companies I don't want to do business with. Here is the last field, my 'global opt-in' on my preference centre, so that's this field here - that's the only one that's mandatory and if someone says I'm not supposed to keep this person in my Marketo, so obviously I need to exclude this person from all my campaigns until I remove this person from my Marketo. So here I will exclude this person here. I will include this list in all my campaigns. If you are at the group level and you're doing that for your marketing ops you can prepare that at the group level and then train your teams to use this list in all their campaigns - that's a lot of time gained in all the targeting because you just have this list to think of and it will take care of everything. I will not include in this global exclusion list the local opt-out or opt-in here in my preference centre; I manage opt-in, opt-out for events, training, marketing office hours, authority leadership and newsletters. So if I'm preparing a webinar, for instance, I will add this local opt-in in my webinar targeting just like that. Here, for instance, if I take this one, on top of the global exclusion list I will use here my field dedicated for the events and I will exclude here the people who said 'no' on this opt-in, because in B2B I'm allowed to write to people who have said nothing or who have said 'yes', but I certainly must not write to people who said 'no' to this consent. So that's all for this tip. Don't hesitate to call us if you need any help; we're here to help and I hope you will use this global exclusion list. Talk to you soon for the next Marketo tip.