Using Tokens in Marketo Engage to Increase Messaging Relevancy

Here’s how to leverage tokens in Marketo Engage to boost the relevancy of your messaging and engage your audience more effectively.

What Are Tokens?

Tokens in Marketo are placeholders that get replaced with specific data when an email or landing page is sent. They can pull information from a lead’s profile, campaign details, or custom fields, making each message feel personalized and timely. Personalized emails can lead to a 29% increase in unique open rates and a 41% increase in unique click rates, as reported by Aberdeen. Marketo experts effectively implement and manage these tokens, ensuring the marketing campaigns achieve maximum relevance and impact.

Types of Tokens

1. Lead Tokens: These pull data from a lead’s record, such as their name, company, or email address. For example, using {{lead.FirstName}} in an email will insert the recipient’s first name.
2. System Tokens: These include system-generated information like the current date or the name of the email sender. For example, {{system.date}} can insert today’s date.
3. My Tokens: Custom tokens created within a program, such as event details or promotional codes. These tokens can be reused across multiple assets within that program.
4. Program Tokens: Used for program-specific information like event dates or discount percentages, ensuring consistency across all related communications.

Implementing Tokens for Maximum Impact

1. Personalize Greetings and Subject Lines:

Using lead tokens in subject lines and greetings can significantly increase open rates. For example, “Hi {{lead.FirstName}}, check out our latest offers!” feels more personal than a generic greeting. Personalized subject lines can boost open rates by up to 26%, according to Campaign Monitor.

2. Dynamic Content:

Create content blocks within an email or landing page that change based on the recipient’s attributes or behavior. For example, you might have a block of content that shows a special offer only to leads in a specific region.

3. Event and Webinar Details:

Use program tokens to populate event-specific details like dates, times, and locations. This ensures that every piece of communication related to the event is consistent and accurate.

4. Behavior-Driven Messaging

Customize messages based on a lead’s past interactions with your brand. If a lead has downloaded a particular whitepaper, use tokens to reference that download in follow-up emails, making your communication more relevant to their interests.

5. Triggered Emails

Set up automated emails that use tokens to pull in relevant information at the moment the email is sent. For example, after a lead attends a webinar, an automated follow-up email can use tokens to reference key points from the webinar and provide next steps.

Benefits of Using Tokens

Improved Engagement: Personalization through tokens leads to higher engagement rates. According to Experian, personalized emails deliver six times higher transaction rates than non-personalized emails.

Efficiency: Tokens streamline your campaign production, and save time by reducing the need to manually update individual emails or landing pages. Once set up, they automatically populate with the correct information, ensuring accuracy and consistency.

Scalability: Tokens make it easier to scale your marketing efforts. You can create one template and use it across multiple campaigns, with each instance being dynamically personalized for the recipient.

Conclusion

By leveraging tokens in Marketo Engage, you can significantly enhance the relevance and personalization of your marketing messages. This leads to higher engagement rates, improved efficiency, and better scalability for your campaigns. Embrace tokens to make your marketing more targeted and impactful, ensuring each recipient feels uniquely valued and understood.