Getting Started with Marketo Velocity Scripting

In the world of email campaigns, personalization is the magic key that unlocks engagement and connection with your audience. After all, who doesn’t appreciate an email that speaks directly to their interests and needs? Marketo, our go-to email automation platform, offers two main ways to achieve this: dynamic content and Velocity Scripting. In this blog, we’ll dive into the world of Marketo Velocity Scripting, exploring its significance and how to harness its power.

Understanding Velocity Scripting in Marketo

Imagine sending out email campaigns tailored to the recipient’s state, ensuring that your communication resonates with their unique context. Marketo’s Velocity Scripting enables precisely this kind of dynamic personalization. It offers a robust solution for generating personalized and customized email content by leveraging data sources and conditions. Based on Apache Velocity, this scripting language empowers marketers to access and manipulate data, perform calculations, and create conditional logic within email templates.

Velocity scripting opens the door to a vast array of possibilities. You can dynamically populate email content based on lead attributes, behaviors, and even external data sources. The result? Emails that feel tailor-made for each recipient, enhancing engagement and conversion rates.

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Why Velocity Scripting Matters in the modern world?

Velocity Scripting isn’t just another tool in the marketer’s toolkit – it’s a game-changer. While Marketo’s Dynamic Content feature offers excellent personalization capabilities, Velocity Scripting takes personalization to the next level.

Why Velocity Scripting?

1. Scalability: Dynamic Content is great for straightforward personalization, but for recurring complex logic, Velocity Scripting shines. It’s scalable, making it ideal for automating repetitive tasks.
2. Data-driven Personalization: With Velocity Scripting, you can create personalized content based on a range of data, from lead attributes to external data sources. This means you can craft emails that are not only relevant but highly specific to each recipient’s circumstances.
3. Dynamic Content Generation: Velocity Scripting leverages the power of Apache Velocity to generate dynamic content on the fly. This means you’re not limited to static templates – your emails can adapt based on real-time data and conditions.

Implementing Velocity Scripting: Creating Script Tokens

The beauty of Velocity Scripting lies in its implementation simplicity. You can start harnessing its power through Email Scripting Tokens. Here’s a step-by-step guide on how to create and leverage these tokens:

1. Token Creation: Velocity script finds its way into emails through Email Scripting Tokens. These tokens can be crafted within Marketing Activities, either in a Marketing Folder or a Program.
2. Accessing the Editor: To create a token, navigate to your chosen folder or program and select the “My Tokens” tab. Drag the “Email Script” option from the right-hand menu into the token list.
3. Customization: Rename the token as needed and open the editor using the “Click to Edit” option. Inside the editor, you have the canvas to create your script, with access to variables within script-accessible objects.
4. Leveraging Variables: The intuitive interface allows you to seamlessly integrate variables into your script. Simply drag and drop variables from the right-hand tree into your script to reference fields from objects.

Embrace the Power of Personalization: Marketo Velocity Scripting

Velocity Scripting in Marketo opens a realm of possibilities for personalized email marketing. By dynamically generating content based on diverse data sources and conditions, you can deliver emails that resonate deeply with each recipient. Say goodbye to one-size-fits-all communication – with Velocity Scripting, your emails become tailored experiences that engage, convert, and drive success.

As you embark on your personalization journey with Marketo Velocity Scripting, remember that every script you create has the potential to elevate your email campaigns to new heights. Experiment, iterate, and craft emails that leave a lasting impact. The days of generic messages are over; it’s time to harness the power of personalization through Velocity Scripting.

Example of Marketo Velocity Scripting

Displaying a Greeting Based on Gender (Portuguese)

#if ( ${lead.gender} == “F” )
Cara Sra. Dra.
#else
Caro Sr. Dr.
#end

In this example, we show you how to display a gender-specific greeting in Portuguese. By checking the lead’s gender value stored in $lead.gender, we can tailor our greeting accordingly. If the gender is identified as female (“F”), the greeting becomes “Cara Sra. Dra.” (Dear Ms. Dr.). For male or unspecified genders, the greeting changes to “Caro Sr. Dr.” (Dear Mr. Dr.).

How has NextRow Leveraged Velocity Scripting in Marketo?

At NextRow, we have mastered integrating Marketo’s Velocity Scripting into our client’s marketing efforts, composing a symphony of success. Our strategy is centered on three characteristics that appeal to both clients and customers. Read about the Marketo Migration Phases for smart understanding.

1. Personalized Content: We make highly customized email campaigns by dynamically changing the content based on the demographics and interests of the recipients. This way, we can send messages that are relevant and interesting.
2. Advanced Transactional Emails: Using Velocity Scripting, we optimize transactional emails to give users a smooth and personalized experience. We do this by combining order details, product information, and personalized recommendations.
3. Dynamic Subject Lines: With the clever use of Velocity Scripting, we’ve mastered the art of writing dynamic subject lines that can adapt to each recipient’s unique characteristics and actions. This magic of personalization not only gets people’s attention but also gets people to open emails a lot more.

Velocity Scripting in Marketo is no rocket science if applied correctly. If you think you could use an extra set of hands to implement the Velocity Scripting functionality in your email assets. Then your extended Marketo team at NextRow will be happy to pitch in, thus making you see an elevated engagement in your email marketing campaigns. With NextRow’s deep expertise in Marketo MOPS, we have supported many enterprise customers with optimized processes.

Get started today to reach new heights! Let’s Talk.