0 Replies Latest reply on Sep 12, 2017 2:23 PM by ac0c216149a8ba6fc529f422b1687a004946de0d

    Using Marketo Tokens to Consolidate Email Subscriptions

      When users subscribe to your content, that’s a win—even better when they opt in to multiple subscription offerings (for example: Groupon Local, Groupon Goods, Groupon Getaways). However, despite the voluntary nature of email subscriptions, users can get turned off when their inbox is inundated with multiple emails from the same source. Subscription consolidation (i.e. getting all of your separate Groupon feeds in one convenient email) can be critical to avoiding the dreaded “unsubscribe.”

      At our agency, we work with dozens of Marketo clients to help them get the most from their investments in marketing automation. One of our clients was recently dealing with an email subscription issue; their existing workflow allowed for leads to subscribe to up to 40 monthly reports, receiving one email per month, per report. Which meant that if a user subscribed to all 40 reports … you see where this is going. His/her inbox would get 40 emails from our client once a month—all on the same day.

      Ideally, the client needed a solution that would consolidate any user’s subscriptions into one email, dynamically populated with the reports selected, regardless of the number of reports to which that user subscribed. Dynamic Content might seem like the right solution – however, instead we found the answer by using Marketo Tokens.

      We did this by using a combination of Program tokens (values that apply to all leads, but are the same across multiple program assets) and a single Lead token (a unique field value for that specific lead). By concentrating the Program tokens into a single Lead token, we were able to place that Lead token into a monthly email, with two fulfillment options for the client to choose from:

      1. Anyone who fills out the subscription form will get his or her report email immediately.
      2. Anyone who is already subscribed to any of the reports will get a monthly email on the fourth Monday of the month, including the most recent reports he or she has opted to receive.

      Here’s a more in-depth look at the way we implement Marketo tokens:In the “My Tokens” tab, we assigned one token to each report link. Every month, the client is able to simply update the link with a new report (swap December’s report for January’s report, for example).



      At the time someone fills out the subscription form, or the day before the monthly broadcast, every lead is automatically run through a workflow that populates a text area Lead field housing every link to which the user has subscribed. Taking all 40 links into account, the flow says:If the checkbox for this report is checked, add the link for this report. If the checkbox is NOT checked, do nothing.No matter which combination of reports a user has subscribed to, the email they receive will list the correct reports in a clean bulleted list. If and when someone changes which reports they want to receive, the system updates the links automatically.Marketo’s concatenation makes it easy to place all the correct links in one field. The formula looks like this:


      • Change “Links Text Area” to “Links Text Area” + next link


      This means that instead of replacing the entire entry for “Links Text Area,” the next link is simply added on to what’s already stored in that field.Here’s how this applied to this particular project. Our field was called “AFM Links,” and if a lead subscribed to the “Baseball” report, the flow step looked like this:


      • Change “AFM Links” to: {{lead.Report Links}} <Link to {{my.Technology Report}}>Baseball Report (US)</end link><line break>

      Which resulted in a bulleted list of reports in one single monthly email:

      Another potential hurdle was that the reports in this case fell into two categories. We created a Program token that contained the HTML code for the visual divider and second section header. Then, in the campaign workflow, if there were any reports from the second category, we could insert the divider token between the two categories of reports—but only if the lead was subscribed to at least one report in each category.

      So, why didn’t we use Dynamic Content? It could have achieved much of the functionality we needed to deliver the proper reports to each lead. However, Dynamic Content has a 20 segmentation limit; we needed to make 40 (one for each report). It would also be possible to combine some of the reports into less than 20 segmentations, but this would be a convoluted process to create and update over time. The token approach was easier to build and manage long term.

      Marketo Tokens serve as an ideal solution for any Marketo customer that offers multiple email subscription options. With this approach, you can allow subscribers to customize the information they receive from you—without stuffing their inbox with too many emails, and causing them to unsubscribe altogether.