How to Create Personalized Emails with Adobe Marketo Engage: Tokens, Scripts, Segments and Testing
Frequently Asked Questions
How do I personalize emails in Adobe Marketo Engage?
Use tokens for simple fields such as name and company, email scripts written in Velocity for conditional content from lead and custom object data, and segmentations with dynamic content for audience-specific sections. Set default values, test with sample leads and choose the simplest method that meets your goal.
What are tokens in Marketo?
Tokens insert values into an email at send time, such as a lead's first name, a company name or a program-level value like an event date. You can use them in the subject, sender fields and body. Always set a default value so the email reads well when data is missing.
What is a Marketo email script?
An email script is a token that runs Velocity template language (VTL) inside an email. It can combine fields, apply if-else logic and loop through custom object records. It can read data from Marketo objects but cannot update the database. Test it with leads that have complete, partial and missing data.
What is the difference between segmentation and an email script?
Segmentation with dynamic content shows a variant for each audience segment and needs little code, but a lead sits in only one segment per segmentation. An email script uses logic and data to build content for individuals, handles overlapping interests, and needs more skill and testing.
How do I test a personalized Marketo email?
Create test leads covering each segment, missing data and edge cases, preview the email as each lead, send tests to a seed list and check devices, confirm defaults for every token and script branch, check links and tracking, and review results by segment after sending.
Does Appic provide Marketo consulting?
No. Appic Softwares builds custom software and integrations, such as web development and data connections around a marketing stack, but we are not an Adobe Marketo consultancy. For platform configuration and campaign setup, work with an Adobe partner or your Marketo administrator.
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