How to Build Marketo Email Program Templates

Our Marketo Email Program Templates Guide

How to Create the Most Valuable Marketo Email Program Templates You’ll Ever Build:

#Adobe #Marketo Engage program templates help you scale your marketing efforts. Still, surprisingly enough, most companies overlook the most valuable template: the Email Program Template.?

This happens because even without a fully tokenized template, getting an email out the door doesn’t take much time. For those who think a tokenized Email Program isn’t worth creating, think again. This template will save you time with every send and reduce the errors that can come from rushing a one-off email.

If you want to know how to build the right email program template to become your most cloned marketing program, then continue reading.

Before You Begin: Consider the Two Marketo Email Program Types

Marketo has two options for standalone #emailcampaign programs, the Email Batch Program (mailbox icon) and the Default #Marketing Program (briefcase icon). Each program type has its advantages and drawbacks. Generally, we use the Email Batch Program for one-off, timely email sends. We use the Default Program for complex, or recurring email sends. We recommend building both out as program templates to serve different needs.

The?Email Batch Program?(also referred to as “Email Campaign” and abbreviated as “EC”) is more intuitive but more limited than the Default Program. It is excellent for sending a one-time scheduled batch and allows you to leverage advanced functionality such as A/B testing, head start scheduling, and recipient time zone. Another bonus is that you can clone this program type into Event Programs if you need to add a tokenized email quickly.?

In the Email Campaign program template, we set a variety of statuses to show the progression of someone’s email engagement. Tracking these statuses at the program level makes it easier to create target audiences based on engagement on future emails or resends.?

The more complex and versatile?Default Program?is the ideal program type for sending the same email repeatedly; this includes resending nurture emails in engagement programs. At Etumos, we refer to email programs nested in engagement streams as “ Nurture Email Cast Programs” (abbreviated to “NE” and shown below).

The Nurture Email Cast program template is designed to be nested in an Engagement Program stream. Each time the Engagement Program stream casts a send, the “Send Email” Smart Campaign is requested within the nested Email Cast program template.

Marketo’s Engagement Programs natively skips a send to any lead who is already a nested program member. This is the program equivalent of skipping a send to a lead that has already received an individual email. If a lead is a member of a program in an Engagement Program stream, they will be skipped to the next program that they are not yet a member of during the same cast.

For this reason, our Nurture Email Cast program contains an “Exclusion” program status that can be set for people who should not receive the email within the program. The exclusion should be run as a batch to target your exclusion audience, and the triggered exclusion smart campaign can also be activated if necessary.

For example, suppose your nurture email is promoting a product demo. In that case, you can exclude leads that have already requested a product demo using the scheduled batch campaign and can then set up a triggered batch to exclude leads that request a demo in the future.??

One last added benefit of the Default Program is testing. With this program type, you have access to the Smart Campaign flow. You can nest multiple emails (testing variants) in the same program. You may also use Random Sample for controlled testing to achieve a statistically significant sample size. Additionally, you can use #MarketoChampion/Challenger testing. This allows you to improve your nurture emails constantly.

Let’s Get Started!

??You can pick up the rest of this blog directly on our website. So click here to continue reading! We will also be giving you access to our master template guide and additional resources at the end, so be sure you leave your chances of #FOMO here on #linkedin!