Using Distribution Lists for Email Sends in Marketo: Feasibility and Considerations

One of the common questions that Marketo users encounter is whether it's feasible to use distribution lists for email sends. This query is especially relevant for organizations leveraging Marketo for internal communications, where email aliases like team-marketing@my-company.com might be in use. While technically possible, there are several important factors to consider before opting for this approach. In this blog post, we’ll explore how distribution lists work in Marketo, potential challenges, and alternatives that may better suit your needs.

How to Use Distribution Lists in Marketo

To use a distribution list in Marketo, your IT team first needs to create the list containing all relevant internal email addresses. For example, let's say you have an email alias like internal-seedlist@company.com. After setting up this alias, the IT team would include all the necessary email addresses on the list. Then, in Marketo, you create a single person record using the distribution list email address.

When sending emails to this address, the message will reach everyone included in the distribution list. This approach is particularly useful when you want to send communications like internal newsletters, announcements, or updates to specific departments or teams.

Considerations When Using Distribution Lists

Although it’s possible to use distribution lists for email sends in Marketo, it comes with some caveats that may impact your email strategy:

1. Limited Metrics Tracking
   Marketo treats the distribution list as a single recipient. This means that individual-level metrics, such as open rates, clicks, and engagement, are not tracked. You lose visibility into how each person on the list interacts with the email, making it difficult to measure the effectiveness of your internal communications.

2. Unsubscribe Behavior
   One significant challenge is the way unsubscribes are handled. If one person on the distribution list chooses to unsubscribe, the entire list is unsubscribed. While you can technically bypass this by marking emails as “operational,” this introduces a risk of manual error. For organizations with stringent compliance requirements, such as those governed by GDPR or CAN-SPAM, this workaround may not be legally permissible.

3. Manual Management Required
   Managing distribution lists within Marketo can be cumbersome since any changes to the list (such as adding or removing individuals) must be done manually by your IT team. Marketo does not allow you to directly manage or view the members of a distribution list. This lack of visibility can be problematic for maintaining accurate and up-to-date lists, especially in large organizations with frequent personnel changes.

4. External Email Acceptance
   For the distribution list to work properly, it must be set up to accept emails from external sources. This is especially crucial if your Marketo instance is hosted outside of your organization’s internal email domain. Ensure that your IT team enables the distribution list to receive both internal and external emails to prevent any delivery issues.

Recommended Alternative: Using Static Lists

Given the above limitations, we typically recommend using static lists in Marketo as an alternative to distribution lists. Static lists offer more control and flexibility:

• Individual Tracking: Static lists allow you to track engagement metrics on an individual level, giving you better insights into how each person interacts with your emails.

• Unsubscribe Management: Since each contact in a static list is treated individually, unsubscribes only apply to the specific recipient, rather than the entire list. This ensures compliance with legal requirements and preserves the integrity of your email list.

• Easier Management: You can directly add or remove contacts in a static list within Marketo, streamlining the process and reducing the dependency on IT.

Final Thoughts

While using distribution lists for email sends in Marketo is possible, it’s a special use case that requires careful consideration. Factors like limited tracking, blanket unsubscribes, and manual management can make it less than ideal for many organizations. Using static lists, on the other hand, gives you greater control over your email strategy, making it the preferred approach for most customers.