Meet Your New Best Friend: Templates
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The document provides a comprehensive overview of using email templates in Marketo Engage, covering syntax, best practices, and the role of snippets and tokens in enhancing efficiency and consistency. It emphasizes the importance of understanding technical possibilities, template strategies, and user needs in creating effective email campaigns. Additionally, the document highlights key considerations for template setup, testing, and documentation.
![Custom Burger Template Rules
EMAIL SYNTAX
33
• “I’d like a burger with cranberry sauce.” “I’m sorry, we don’t have
cranberry sauce.” “Can’t you make it just this one time?” “Unfortunately
not. Maybe if enough customers request it we’ll add it to the options.” ---
You can insert modules only that already exist in the template. The
template would have to be modified to include a new type of module.
• “I want 5 patties, 10 slices of cheese, 3 layers of lettuce and tomato, every
kind of sauce…” [Comes back 2 min later] “My kid said it was too big to
eat, then it toppled over onto the floor.” --- Just because you can add as
many modules as you want in a single email asset doesn’t mean it’s a good
idea. Recipients may not digest it.](https://image.slidesharecdn.com/etumosmopscon-templates-200402204142/85/Meet-Your-New-Best-Friend-Templates-33-320.jpg)
Meet Your New Best Friend: Templates
- 1. Meet Your New Best Friend: Templates Beth Massura, Sr. Project Manager, UCLA
- 2. What I’ll Cover in this Session Email template recap The basics of email template syntax How to use snippets and tokens in templates Email template best practices
- 3. About Me 3 • Using Marketo Engage since 2015 • 2x Marketo Certified Expert • 2x Marketo Champion (2020 & 2019) • Led project to clean up and better leverage options within custom Marketo Engage templates I am participating in this event in my individual capacity without any endorsement or consent from the University of California.
- 5. Ways to Make Email Assets TEMPLATE RECAP 5 • Coding every email asset from scratch • Cloning an old email asset and editing the HTML • Using a pre-“Editor 2.0” (non-modular) template • Using a free Marketo Engage starter template • Using a hand-me-down custom module-based template from another organization • Using a program tokens to populate the whole email asset • Using a custom Marketo module-based template customized for your organization
- 6. Templates Are Your Best Friend TEMPLATE RECAP Allow you to focus on strategy more than execution Use human resources efficiently Facilitate a strong brand
- 7. Marketo Engage Templates TEMPLATE RECAP 7 • HTML-based file saved in Design Studio* • Marketo Engage-specific tags (aka email syntax) create editable areas • Allows non-developer users to add and edit text and images within email assets without touching the HTML code * In Classic interface – not yet in Sky
- 8. Marketo Engage Templates TEMPLATE RECAP 8 • Template is selected from Template Picker when creating a new email asset • “My Templates” is where you’ll access the custom templates saved in Design Studio • Admin can hide “Starter Templates”
- 9. Why to Learn Template Setup TEMPLATE RECAP Understand what technical possibilities there are Help you plan your scalable template strategy Be able to communicate template needs to and vet potential developers Feel more confident navigating and using templates
- 10. 02 Email Syntax
- 11. Syntax Is Everything EMAIL SYNTAX 11 • Some developers are knowledgeable about HTML tricks to help emails render well across clients, browsers, devices, etc. • Super-important - the developer creating your email templates MUST ALSO understand Marketo Engage-specific syntax! • Otherwise you will have a beautiful email that renders well in different clients but that you can’t actually edit - defeats the purpose of a “template”.
- 12. Key Pieces of Email Syntax EMAIL SYNTAX 12 • Elements • Variables • Modules • Container • Marketo Engage syntax works only in templates and email assets; not in snippets or tokens
- 13. Syntax in the Email Editor EMAIL SYNTAX 13
- 14. Elements EMAIL SYNTAX 14 • Areas in your email template that you define as editable content • Four types: rich text, images, snippets, videos • Can use on their own or inside a module • Marketo Engage syntax works only in templates and email assets
- 15. Rich Text Elements EMAIL SYNTAX 15 • Uses rich text editor - text box with toolbar similar to Word • Probably the one you’re most familiar with • Highly flexible • Includes ability to format text (font, colors, size), insert image, edit HTML • Snippets can be placed in a rich text element • Use policies/procedures to guide users to proper usage. • Could be overwhelming to a user who isn't comfortable with designing/styling and wants more structure
- 16. Image Elements EMAIL SYNTAX 16 • Allows simple insertion of an image from the design studio, upload a new image to the design studio or reference via URL • Often better than just using “insert image” in the rich text element • Can upload new image without having to navigate away to Design Studio • Clearly work out where in the layout the image should be • Use for: hero images, any layouts where an image is an integral part
- 17. Video Elements EMAIL SYNTAX 17 • Insert YouTube or Vimeo video via URL • No “insert video” toolbar button in rich text element • Automatically generates thumbnail image with play button that links to video • Doesn’t play video within the email client
- 18. Snippet Elements EMAIL SYNTAX 18 • Allow users to select a snippet from Design Studio (and only a snippet)
- 19. Variables EMAIL SYNTAX 19 • Inserts a value selected by the user into the code wherever it is placed • Can be used for an HTML attribute or for the actual text itself which is formatted in the HTML • Reduce risk of stray styles/code being pasted in • Types of variables: • String • List • Number • Color • Boolean • HTML block • Image
- 20. Variables vs. Tokens EMAIL SYNTAX 20 • Like tokens, inserts a value into the code wherever it is referenced • Unlike tokens, can be independent (e.g. more than one value within same email asset) • Variables can be global (applies to all modules in email asset) or local (applies to single module) • Keeps user within email editor
- 21. String Variables EMAIL SYNTAX 21 • Allows user to type in plain text in a single line • Similar to a Text token type • Use for: button text, button link URLs, headline
- 22. List Variables EMAIL SYNTAX 22 • Allows user to pick from a defined set of options • Use for: limited set of color options, limited set of font sizes
- 23. Number Variables EMAIL SYNTAX 23 • Allows user to enter a number • Use for: open-ended font size, open-ended spacing • If you want limited options, use list variable instead
- 24. Color Variables EMAIL SYNTAX 24 • Allows color selection via visual color picker or enter hex or RGB values • Use for: background color, border color, text color • Caveat: can’t lock down color options
- 25. Boolean Variables EMAIL SYNTAX 25 • Allows option to toggle on/off • Use for: switching between two options in the email • Not recommended for “hiding” items as results may be inconsistent
- 26. HTML Block Variables EMAIL SYNTAX 26 • Allows user to enter HTML from the editor view without touching the HTML for the whole email asset • Use for: tracking pixels
- 27. Image Variables EMAIL SYNTAX 27 • Allows user to select an image from the image library • Use for: background images
- 28. Modules EMAIL SYNTAX 28 • Modules are prebuilt template sections • Drag and drop modules to create your email layout • Modules stack vertically - can move above/below each other but not side to side • Modules contain elements, variables and/or other code
- 29. Modules vs. Rich Text Elements EMAIL SYNTAX 29 • Modules can include rich text elements • Easier to achieve precision and consistency with modules • Modules can be built to be responsive (to different screen sizes) within themselves, letting them reliably flow and stack as needed • Having some constraints can help with users’ confidence - some may be uncomfortable with making design decisions
- 30. Container EMAIL SYNTAX 30 • There can be only one container in a template • Modules must be inside the container and nowhere else • Only modules inside the container and nothing else
- 31. Custom Burgers with Your Friend EMAIL SYNTAX 31 • You get one bun = the container • The patty and all the fixings go inside = the modules
- 32. Custom Burger Template Rules EMAIL SYNTAX 32 • “I’d like it with lettuce and pickles and mustard between the patty and the lettuce so it doesn’t get the bun soggy. No onions this time, please.” --- You can select whichever modules you want to insert in your email asset and arrange them in the order you choose. • “I’m feeling ravenous. I’d like two patties, two slices of cheese and 2 layers of pickles.” --- The same modules can be used multiple times within an email asset • “I’d like a bun between two patties and ketchup poured all over it. Actually, put the plate between the pieces of bun too.” ??? --- Modules can be inserted only within the container, and only modules can be inside the container
- 33. Custom Burger Template Rules EMAIL SYNTAX 33 • “I’d like a burger with cranberry sauce.” “I’m sorry, we don’t have cranberry sauce.” “Can’t you make it just this one time?” “Unfortunately not. Maybe if enough customers request it we’ll add it to the options.” --- You can insert modules only that already exist in the template. The template would have to be modified to include a new type of module. • “I want 5 patties, 10 slices of cheese, 3 layers of lettuce and tomato, every kind of sauce…” [Comes back 2 min later] “My kid said it was too big to eat, then it toppled over onto the floor.” --- Just because you can add as many modules as you want in a single email asset doesn’t mean it’s a good idea. Recipients may not digest it.
- 34. Outside the Container EMAIL SYNTAX 34 • Can’t force the order of modules • Branded header, footer to avoid them being moved or removed
- 35. 03 Snippets & Tokens
- 36. Snippets and Tokens SNIPPETS & TOKENS 36 • Not formally Marketo Engage email template syntax • Use to enhance your template strategy • Increase efficiency and consistency
- 37. Snippets SNIPPETS & TOKENS 37 • Snippets are blocks of pre-coded content saved in Design Studio • Can be inserted in a snippet element or rich text element • Can reference tokens, but otherwise you don’t edit on the spot (snippet edit & approve permissions required)
- 38. Snippet Benefits SNIPPETS & TOKENS 38 • Low-to-no risk of stray styles/code being inserted • No risk of approved content being modified • Branded header • Standardized footer • Legalese • CEO’s bio • Make changes once and the updates will appear across all email assets using the snippet • Corporate address • Social media icons/links
- 39. Snippet Tips SNIPPETS & TOKENS 39 • If user has permissions to view a snippet, they can use it in any snippet or rich text element • Use naming conventions and documentation to guide users to proper snippet usage • Prefixes in snippet names can keep similarly used snippets together as they appear in the snippet picker in alphanumeric order - e.g. “header-abc” and “header-acme” • Cannot “change that one little thing just this time” - will impact everywhere the snippet has been/will be used. Would need to make new snippet for each exception • Don’t forget to edit the plain text tab too when making changes - not copied over automatically like email assets
- 40. Tokens SNIPPETS & TOKENS 40 • Similar to variables but live outside of the email editor • Person tokens: from database values (e.g. person’s first name in salutation) • System tokens: cannot be modified (e.g. program ID) • Custom tokens: inherited from folder or program level • Any of these can be incorporated into a template strategy • Use in default content in editable areas of templates • Build into content outside of editable areas • Reference in a snippet • Consistency and efficiency • Enter value in custom token once and it populates everywhere you reference it • Easy to update for the same reason
- 41. Token Tips SNIPPETS & TOKENS 41 • Folder-level tokens: • Copyright year • Program-level tokens: • Event registration URL • Program/campaign reference number (though program ID is also available as a system token) • Make sure the tokens are given a default value
- 43. Template Setup Considerations BEST PRACTICES 43 • Do users need more flexibility or more guidance? • How frequently do the organization’s needs and brand shift? • What kind of content does the organization send via email?
- 44. More Open/Flexible Approach BEST PRACTICES 44 • If organization’s needs are not yet pinned down or are shifting and/or users are savvy with Marketo Engage • Rich text elements • Color and number variables vs. list and Boolean variables
- 45. More Controlled Approach BEST PRACTICES 45 • If organization is more strict about its image and/or users need more guidance • String variables vs. rich text elements • List variables vs. color and number variables • Snippets and Boolean variables • Separate templates for specific purposes • Starter Templates are hidden
- 46. All-in-One Modular Template BEST PRACTICES 46 • If you plan it well, a single template can support all your emails • The module-based format allows you to create infinite layout options • Less guesswork as to what template you need to start with if there’s only one! • Makes it easier to update
- 47. Set Helpful Defaults BEST PRACTICES 47 • Use logical naming conventions for templates, modules, variables, snippets and tokens • Use https://placeholder.com/ to create placeholders in image elements with the correct dimensions written out right on them • Leverage default variable attributes that will be useful to users, such as unit labels and sample placeholder text • Choose which modules will appear in the email asset by default • Make it an easy starting point • What’s the most commonly used combo? • All modules will be available on the right sidebar • Users can remove the default modules
- 48. Token-Based Templates BEST PRACTICES 48 • Enter all text, images, colors, links, etc. on the program’s My Tokens • Never need to go into the email editor on the asset itself • For highly templated email assets like event registration confirmation • Any deviations would require going into the email editor • May not be as intuitive to users who are used to a WYSIWYG editor
- 49. Testing Templates BEST PRACTICES 49 • Thoroughly test and debug template before using • Make sure modules are responsive on different screen sizes e.g. side by side layout stacks on mobile • Account for your audience’s email clients, browsers and devices • Still test individual email assets created from the template • Enter content that can cause rendering issues, especially in the rich text editor • Email client and browser updates or new devices can result in new rendering issues.
- 50. Making Template Updates BEST PRACTICES 50 • A draft will be made on each email asset created from the template • Changes within editable areas of a template (i.e. default content) will NOT appear in the existing email assets, only in new email assets created going forward • Turning off editability of a section will remove any of the content you had entered in that section on any email • Check the “Used By” tab to see what email assets will be affected by changing a template • Editing and approving templates requires template-specific permissions
- 51. Template Documentation BEST PRACTICES 51 • Important for any template strategy • Include: • What is available • How to use it • What to avoid • Don’t forget admin and developer documentation
- 52. Key Takeaways Marketo Engage email syntax offers different options for the email editing experience Template strategy is more than just an email template Do what makes sense for your organization and users
- 53. Thank You
- 54. What’s next 54 ● Follow-up email with recording ● Save the date, September 8, 2020 for MOPsCON ● Discount code for MOPsCON 2020 for all attendees ● Join the MOPsPROs Slack group ● Feel feel to contact us at Mopscon@etumos.com with any other questions