Getting the most out of Marketo’s new Email Editor

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Marketo has finally upgraded their Email Editor. Aside from loading times being a little slow, Marketo listened to many Community suggestions and has really upped the user experience.

Some of the new features include:

  • drag-and-drop functionality
  • variables for easy customization
  • moveable and removeable modules
  • the ability to customize your CTAs without needing to create a separate template

The new editor also comes with Starter Templates created by Marketo to give quick start email templates – these look great but may still have some issues in terms of compatibility with all email clients, for now. They are a great resource for getting a general gist of how customizable and user-friendly your templates can be made.

As with manual updates it is safe to have answers to some vital questions, I have listed some questions we had as well as our clients have asked us:

 

Will upgrading affect my current templates?

Your current templates have predefined “mktEditable” sections which are also compatible with the new editor – these will work fine once upgrading the editor and your email template will show in an email asset’s view as Version 1.0 or 2.0 depending on the template you use.

Before upgrading it is recommended to make sure all of your current templates are in an approved state and not in draft mode, so you don’t need to make any changes. Approved Emails and Email Templates will not change to a new version but setting them in draft mode with the new editor enabled will.

You should mark your templates with “v1.0” suffix and clone them with a “v2.0” suffix in the name to distinguish them and keep a backup of your previous template before going wild in your code.

 

How do I upgrade to Marketo’s new Email Editor?

This can be done by an user with access to the Admin section, more details can be found here.

 

How do I create modules in my templates?

Your template should use maximum one <table>, <tbody>, <thead>, <tfoot> or <td> tag defined with class “mktoContainer” which is the part of your template that holds your modules and lets them be added to or moved within. In most cases, the optimal choice is to define a <td> tag as the container and using tables with class “mktoModule” – in the other cases, you will need to define the modules with <tr> tags. The optimal choice of course depends on how the code in your templates is structured.

Another important thing to note is that your container can only have modules defined inside it otherwise they will be considered invalid.

 

How to powerfully structure your Marketo templates in v2.0

The update can be compared to guided landing pages in Marketo – depending on how they are coded they can be very limited or very powerful.

  • Variables: Similarly to Guided Landing Pages, you can use variables in your email template to allow for e.g. changing colors of buttons directly, editing links/CTAs in buttons without worrying about formatting and increasing/decreasing spacing of certain sections.
  • Images: Defining images in your template in a new way allows to easily edit the image URL and image link including a default placeholder without the need of e.g. placehold.it.
  • Videos: Another good feature allows you to define a div with class “mktoVideo” to paste a link to a YouTube or Vimeo video and creates a thumbnail picture with a link to the video taking away manual work of creating that separately.

Marketo has a well structured page in the product docs detailing the possible syntax here.

All-in-all this new update works pretty smoothly, but needs time setting up. In order to do this you will of course need knowledge in HTML/CSS to set it up. So far we have noticed many possibilities of cutting down email production time and increasing capabilities of customizing your email to the purpose of its main message.

Need help upgrading to the new editor? Shoot me an email on erik.heldebro@avaus.se