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November 14, 2016
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Smart List - Did not open any emails in the past year

  • November 14, 2016
  • 2 replies
  • 3036 views

Hello,

I'm trying to build a smart list showing all leads who never opened any of the emails that they were sent in the past year. Would this be the best way to go?

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Best answer by Josh_Hill13

it would look like

Was Sent Any Email in Past 1 Year

AND

(Not Was Opened OR Not Was Clicked)

assuming you want the set of people who definitely at least were sent an email.

2 replies

Grégoire_Miche2
New Participant
November 14, 2016

Hi Todd,

This will result in lots of people who have in fact opened emails but are not seen as such in Marketo because the "email open" event is detected when images are downloaded, which is not always the case... And also, you will exclude people who did not open emails but who are using an anti-virus product that did so...

-Greg

November 14, 2016

Thanks, Grégoire. So given this information, what would you recommend for a smart list?

Grégoire_Miche2
New Participant
November 14, 2016

The smart list proposed by Josh is perfectly correct, but the raw information it relies on is not... reliable.

I usually recommend not to base campaign targets on opens / not opens, period, the risk of mis-targeting is too high.

-Greg

Devraj_Grewal
New Participant
November 14, 2016

I would also bring in the "not clicked link in email" as well. This is because it is possible to click a link in an email without "opening it".

The resulting list of leads will then show anyone who was sent at least one email in the last year but did not open or click in them.

Josh_Hill13
Josh_Hill13Accepted solution
New Participant
November 14, 2016

it would look like

Was Sent Any Email in Past 1 Year

AND

(Not Was Opened OR Not Was Clicked)

assuming you want the set of people who definitely at least were sent an email.