Email marketing is a necessity for lead generation, traffic back to your website and ROI; but, too many marketing emails to the same potential leads can turn people away from your content. Marketo understands this concept and created communication limits for their emails to prevent sending too many emails. Along with communication limits, Marketo also created the Marketo Operational Email for those campaigns that need to be sent to your audience.
There’s always some marketing emails that need to be sent regardless of the communication limit such as automated blog emails or podcast emails to your subscribers expecting that content. As great as Marketo’s communication limits are, using the Marketo operational email allows you to send content emails that subscribers want in their inbox no matter how many marketing emails were sent that week.
Let’s dive in to how you can utilize this tool for your FeedOtter emails.
Marketo Operational Email with FeedOtter
Watch this video tutorial above or follow our step-by-step guide here.
1. Choose your FeedOtter Email Campaign in Marketo
Have a specific blog or podcast automated email in mind for the Marketo operational email feature? You’ll need to ensure your FeedOtter // Marketo automated email campaign is fully setup and created in Marketo. Once you’ve found the email campaign you want to use, go to your Marketo account.
Find ### – FeedOtter Setup Email
In Marketo, click Marketing Activities > FeedOtter Programs. Under this folder will be all of your FeedOtter email campaigns you’ve previously setup. We’ll be focusing specifically on the ### – FeedOtter Setup Email underneath your specific campaign.
Find your FeedOtter email campaign and expand it. Expand ### – FeedOtter Setup underneath your email campaign and click the email underneath your setup program.
2. Bypass Communication Limits in Marketo
Here’s where we can edit the setup email to bypass communication limits in Marketo for all your following email campaign sends.
NOTE: Please be careful when editing emails in your Marketo workspace. To ensure this works successfully with your FeedOtter integration, only edit the email from Marketing Activities rather than other areas in Marketo. Editing the email template in other areas can mess with your FeedOtter integration and cause your emails to fail in sending.
Edit Email Draft
While on the email underneath your setup program, click Edit Draft.
Here, click Email Settings.
When you see this popup, check Operational email to bypass communication limits for this email campaign. Click Save.
Approve & Close
Next under Email Actions, click Approve & Close.
This will finish setting up your email and will take you back to Marketing Activities to see your email campaign there.
3. Ensure Marketo Operational Email is Working
Once you’ve Approved and closed your email, you’ll need to ensure everything is running and working the way you want in Marketo. To check this, find your setup email we just edited and look for two things: Green dot and Operational Email Alert.
This green mark ensures your email is still working and nothing is broken in your email campaign.
Marketo Operational Email Alert
This shows that you were successful in making this email an operational email and can now bypass communication limits in Marketo for this email campaign.
4. Test Email from FeedOtter
Finally, we test in FeedOtter to make sure everything is working accordingly. The best way to test your email campaign is to use FeedOtter’s SendNow function. This will allow you to immediately test your campaign through Marketo.
Before sending, make sure you are using a test list in your setup program so that you won’t send this test to actual subscribers. You can update the audience in Marketo or edit the email campaign in FeedOtter.
In your FeedOtter account, edit the campaign and go to the Integration tab. Here, ensure your campaign is set to only create email in Marketo rather than send emails.
Now that you’ve ensured your email will not send to subscribers for this test, go back out to your campaign block and click SendNow.
Next, it will take you to a preview of your email. At the top of the page click Run this Email. Then the app will take you directly to the email created in Marketo.
In Marketo, check the email underneath the setup program and ensure everything is working properly. You’ll also see the operational email settings carried over to your email campaign sends.
You’re all set! The Marketo operational email will allow you to bypass communication limits and provide your blog subscribers with the content they want each week, no matter how many marketing emails were sent in that time period.