The Truth Behind "Email Delivered" Activity

The term "Email Delivered" holds significant weight. It signifies a crucial milestone in the journey of an email sent– the moment when Marketo Engage successfully transmits an email to the recipient's first-hop mail server (MX), and receives a positive acknowledgment in return.

But here's the catch: "Email Delivered" doesn't necessarily mean what you might think it does.

Let's unpack this.

Firstly, it's essential to understand that the MX server, where the email is initially delivered, might not even host any mailboxes. These are typically housed on a second hop. Therefore, the concept of "Email Delivered" is limited to the confirmation that Marketo successfully handed off the email to the first server it encountered.

Now, here's the kicker – "Email Delivered" doesn't guarantee what we commonly refer to as "inboxing." In other words, it doesn't ensure that the email lands in the recipient's primary inbox. In fact, it doesn't even assure that the email arrives in a visible folder at all.

However, before you start to worry, let's clarify: the likelihood of your email making it to a visible folder is far higher when it's marked as "Email Delivered" compared to when it bounces. But the point remains – "Email Delivered" is not synonymous with "inbox placement."

So, what about "Email Opened"?

When this activity is logged, it indicates that the email has indeed made it to a visible folder. But hold on – that doesn't necessarily mean it's nestled comfortably in the recipient's inbox. It could just as likely be languishing in the dreaded spam folder.

Moreover, it's essential to note that not all mail clients support the tracking of "Email Opened" activity. Why? Well, privacy concerns often drive this decision. Mail clients prioritize their users' privacy, which means they may not always relay information back to Marketo about when an email has been opened.

In summary, while "Email Delivered" and "Email Opened" are valuable metrics in assessing the performance of your email campaigns, they don't paint the full picture. Remember, the journey from transmission to engagement is nuanced, and understanding these nuances is key to maximizing the effectiveness of your email marketing efforts.

Stay informed. Stay engaged. And keep evolving with Marketo. 💜