💊 Discrepancies in Email Deliverability – Email Performance vs. Smart List

If you've ever noticed discrepancies when analyzing who received an email in Marketo, the issue may be related to renaming the email while the campaign was active.

🔹 𝐄𝐦𝐚𝐢𝐥 𝐏𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞 𝐑𝐞𝐩𝐨𝐫𝐭: Logs the full history of email sends, including recipients before and after the name change.

🔹 𝐒𝐦𝐚𝐫𝐭 𝐋𝐢𝐬𝐭: Only displays recipients who received the email under its current name.

𝐖𝐡𝐲 𝐝𝐨𝐞𝐬 𝐭𝐡𝐢𝐬 𝐡𝐚𝐩𝐩𝐞𝐧?

Marketo’s Smart Lists filter data based on the current email name, so if you rename an email after it has been sent, previous recipients under the old name won't appear in the Smart List. However, the Email Performance Report maintains a full record of all sends, ensuring a complete deliverability history.

𝐇𝐨𝐰 𝐭𝐨 𝐈𝐝𝐞𝐧𝐭𝐢𝐟𝐲 𝐚𝐧𝐝 𝐏𝐫𝐞𝐯𝐞𝐧𝐭 𝐃𝐞𝐥𝐢𝐯𝐞𝐫𝐚𝐛𝐢𝐥𝐢𝐭𝐲 𝐃𝐚𝐭𝐚 𝐆𝐚𝐩𝐬?

✅ 𝐂𝐡𝐞𝐜𝐤 𝐭𝐡𝐞 𝐀𝐮𝐝𝐢𝐭 𝐓𝐫𝐚𝐢𝐥 🕵️‍♂️ – You can use the Audit Trail section to review all changes made to email assets and confirm if a name change is causing the discrepancy.

✅ 𝐌𝐚𝐢𝐧𝐭𝐚𝐢𝐧 𝐚 𝐬𝐭𝐫𝐢𝐜𝐭 𝐍𝐚𝐦𝐢𝐧𝐠 𝐂𝐨𝐧𝐯𝐞𝐧𝐭𝐢𝐨𝐧 – Avoid renaming emails mid-campaign to prevent inconsistencies.

✅ 𝐂𝐫𝐨𝐬𝐬-𝐜𝐡𝐞𝐜𝐤 𝐝𝐞𝐥𝐢𝐯𝐞𝐫𝐚𝐛𝐢𝐥𝐢𝐭𝐲 – Compare the Smart List with the Email Performance Report to detect discrepancies.

✅ 𝐃𝐨𝐜𝐮𝐦𝐞𝐧𝐭 𝐧𝐚𝐦𝐞 𝐜𝐡𝐚𝐧𝐠𝐞𝐬 – If renaming is necessary, keep a log of the old and new names for accurate tracking.

By proactively managing your email naming strategy and leveraging Audit Trail, you can ensure reliable deliverability tracking and accurate reporting in Marketo. 🚀