Peoplewoo Skills brings you a hands-on guide to diagnose and fix common Salesforce Marketing Cloud (SFMC) issues across Email Studio, Journey Builder, and Automation Studio. Use this playbook to move from symptoms ➜ root cause ➜ verified fix.
Quick Tip: Always capture screenshots and export logs before making changes. It helps with rollback and vendor support.
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Common Symptoms & Likely Causes
| Symptom | Likely Cause | First Checks |
|---|---|---|
| Triggered email not sending | Paused/invalid Triggered Send Definition, authentication error, data not meeting filter, publication list mismatch | Check Email Studio > Interactions > Triggered Sends, view Queue/Errors, validate API user & data extension |
| Journey not evaluating entries | Entry data mismatch, contact key conflicts, entry event not firing, contact already in journey | Open Journey Builder > Journey History and Event Contacts; confirm entry source & re-entry settings |
| Automation fails/intermittent | SQL errors, file not found, data retention purge, concurrency or lock | See Automation Studio > Activities > Run History; open log details; validate SQL syntax & DE schema |
| Low open/click rates suddenly | Deliverability issues, content/subject changes, sender reputation or blocklisting | Check Tracking for bounces, consult Deliverability tools; review IP/domain health |
| AMPscript personalization failing | Null field values, wrong DE/attribute reference, syntax error | Use RaiseError() in test sends; preview & test with subscribers; verify DE/field names |
A 6-Step Troubleshooting Framework
- Define the scope: Which BU, asset, list/DE, time window, audience size?
- Reproduce safely: Use a test BU or test DE; document each step.
- Collect evidence: Screenshots, Run History, Journey logs, Triggered Send errors, Tracking extracts.
- Isolate components: Content vs. audience vs. configuration vs. integration.
- Apply targeted fixes: One change at a time, with clear hypothesis.
- Validate & monitor: Test send ➜ limited audience ➜ full rollout, with post-fix tracking.
Where to Find Logs & Diagnostics
- Email Studio > Tracking: Bounces, unsubscribes, performance by job.
- Triggered Sends: Definition status, error queue, last error message.
- Automation Studio: Activity Run History, SQL error details, file activity logs.
- Journey Builder: Journey History, Activity logs, Event errors, Contact pathing.
- Contact Builder: Attribute Group relationships, Contact Key conflicts.
- Deliverability Tools: Inbox placement, blocklist checks, domain/IP reputation.
Quick Fix Playbooks
- Triggered Send 400/401: Regenerate API credentials, re-approve definition, validate scope.
- SQL Query Fails: Compare DE schema, add
TOPfor sampling, check data types, escape reserved words. - Journey Not Sending: Verify entry source query, re-entry rules, and wait activity schedules.
- Personalization Nulls: Use
DefaultValue(@var,''), ensure sendable DE has the field. - High Bounces: Pause sends, review bounce reasons, check sender authentication (SPF/DKIM/DMARC).
Preventive Checklist
- Maintain a naming convention for assets, DEs, automations, and journeys.
- Version control content and SQL with comments and dates.
- Set data retention on DEs; archive before purge jobs run.
- Create monitoring automations for critical KPIs and send alerts to Slack/Email.
- Warm up new IPs gradually; segment engaged audiences first.
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Frequently Asked Questions (FAQ)
1. How do I know if a contact is blocked from re-entering a Journey?
Open Journey Settings and check the re-entry mode. Then use Journey History to confirm whether the contact previously completed or exited the journey.
2. My automation runs but the target DE is empty—why?
Check your SQL FROM sources, WHERE filters, and target DE keys. Ensure the target DE is not set to Overwrite by another automation later.
3. What’s the fastest way to test AMPscript?
Use Preview and Test with a small test audience. Add
RaiseError() temporarily and log variables using Output() for visibility.4. How can I monitor deliverability health?
Track bounce categories in Tracking, monitor open/click trends, and review domain feedback. Configure SPF/DKIM/DMARC with your IT team.
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Remember: Reproduce, log, isolate, fix, validate—then document for the team.