Marketo tokens will help you personalise your emails, whether it's in the Subject here, in the From, in the text, or even in the images, so that you get more engagement in your email. Hey guys, I hope you are marvellously well. Today, in this Marketo Tip, we will see how to personalise your emails thanks to the Marketo tokens and get more engagement in this email. I'm Sylvain Davril, founder of Merlin & Leonard, and this is a new Marketo Tip. Having a good engagement in an email is alchemy, and personalisation is one of the key elements of a better engagement in your emails. Marketo allows you to do that, thanks to the tokens. Tokens are those variables you see here that are in the braces. I'm not sure of the English word here. Is it brackets? Is it braces? I think it's braces. And you can personalise your email, whether it's the From. So here I've put a default text. But I could use, for instance, the owner, the lead owner email address instead. Or the lead owner first name and last name. This would be more here. I could use the company token, for instance, in the Subject, and I can use a token here in the text. So here in the list of tokens, let's have a look at what we have. We have all the fields of the database, whether it's on the company or on the person. We have some campaign fields. We don't use those really often. What's really interesting are the company tokens, whether it's the name, the industry, the turnover. We have all the database fields here, and we have all the person fields, which is the lead. The technical name of the person in Marketo is the lead. So we have obviously the email, first name, last name, telephone, whatever, the owner of this person in the CRM. So we can add all those fields in the email. And we have a number of system tokens. I will talk about that in a future Marketo Tip. We saw this one in a previous Marketo Tip. That's the token that is really helpful for the sales alerts because it will send the personal information plus the link to Marketo or the CRM. And we have also those "my" tokens. Those are the variables, the tokens that you create specifically for this campaign or for a group of campaigns. We'll see that right away. We also have the possibility to insert a default value when the value in the field is empty. So we can put something special here. Marketo by default puts Edit me. So it will not appear if the value is empty, but you have to enter something here. You can insert those tokens here. Here in the text, I have decided to put the lead owner first name, because this is an internal email I send to one of my sales. And I want to alert him that this person must be contacted, must be reached. So this is why, here, I used the lead owner first name because I'm talking to this guy actually. And here, I've got the first name of the lead, the last name, and the last interesting moments, meaning that's the last action the person has done. I've also added here a token in the image I decided to get. So I use a "my" token here. And let's see how I did that. So, I inserted my Header. And if I look at how this my Header is done, so this token is created in the token part of the programme. I'm in this programme currently. And this is the header I've just looked at. I've put here a URL of one of the images in my design studio. And I can insert this token in the image. Why would I do that? You could ask me. If, for instance, I decided to put this header in a number of emails and landing pages, for instance, 20, and I want to centralise the management of this image, I put here a token. So if I want to change the header, I will only do that here only once, not in my 20 emails, because all the emails point to this token. But that's very convenient to maintain whatever you need to maintain in your email and landing page, whether it's an image, whether it's a date, a number, rich text, or a text. You can do that here. You can put also tokens in high-level folders. So, for instance, those three tokens are inherited from somewhere above. I have created those tokens for a promotion. Certainly in this folder here. And they are available for all the campaigns that are below this folder. So it's very useful. For instance, here, if I want to trigger a promotion for a specific time, I can fill up those tokens here at this level, and they will be available for all the campaigns below. I can put that in my emails. And if, at the end of the promotion, I empty those, all the tokens will be empty everywhere. So it will disappear from the email. That's something very useful. Let's go back to my test. Let's see what it looks like. If I preview this email, I will try to reach Vincent Mauduit. So let's imagine Vincent is a colleague of mine, but let's imagine he's the lead who has done something on the website. And I push this lead Vincent to myself as the sales. So, we see that the company name has been replaced by Merlin Leonard, which is correct. And Sylvain appears here. So I'm the sales allocated to Vincent. That's great. Vincent Mauduit here; we have the first name, the last name and the last action from Vincent was to watch this video at 93%. So that's working great. And the image here appears. So we see in the preview mode that Marketo got the image from the token and it appears correctly. So everything's great. And I can then go on with my email. So, let's recap. Tokens in Marketo allow you to personalise your email whether with database fields from the company or the person. Or Marketo allows you to create your own tokens that you can use in a specific campaign or a group of campaigns. You can also use tokens that are related to custom objects. For instance, let's imagine you're Bénéteau, who is selling boats, and you have a custom object Boats in your Marketo. We saw that in a previous Marketo Tip. You can get the boat of the person you are sending an email to. For instance, the name of the boat, the length of the boat and the maintenance date so that you can alert the person that he should come back to the workshop for the maintenance. I hope you will do great personalisation in your emails and your landing pages. And I will talk to you soon. Bye-bye.