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• How many people exist in the database?

• If your database is close to full, does your company policy recommend that you expand your database size or clean out historical data?

• Is your overall database at least 85% marketable?
       If yours falls under this threshold, look at the other system smart lists (Blocklist, Marketing Suspended, Duplicates, Unsubscribe) with greater scrutiny.

• What are your criteria for unsubscribed people? Are there too many unsubscribed people?

• Do your unsubscribe methods align with your data privacy requirements?

• Is your unsubscribe preference up to date? How long have records remained in your database as unmarketable?

• What are your criteria for Marketing Suspended? Are there too many people who are Marketing Suspended?

• How long have records remained in the Marketing Suspended status?

Marketing Suspended use case example: people records who are actively involved with sales in late-stage opportunities that you want to suppress marketing communications for.

• What are your criteria for blocklisting records? Are there too many people who are blocklisted?

• Do you have a lot of people who bounced in your Database?
       If so, consider investigating why.

• How many potentially duplicate records are there?
       Consider deleting or merging them.

• How many people don't have an acquisition program?
       If there are a lot, consider investigating why.

• How many Smart Lists are there? How are they used in this instance?

NOTE: In the Database section, Group Smart Lists are user-generated and System Smart Lists are default lists created by Marketo Engage.

• Are the lists organized in a cohesive folder structure?
       If you have orphan lists, consider organizing your tree so assets are easy to find.

TIP: Archiving Smart Lists that are no longer needed will help with organization and performance.

• How many Static Lists are there? How are they used in this instance?

NOTE: In the Database section, Group Lists are Static Lists.

• Which segmentations are there? How are they being used?

• Are too many people in default segments?

• Is there a segmentation for the marketable audience?
       If not, consider creating one.