Understanding Newline Characters and Script Token in Marketo
When working with Marketo, leveraging tokens is essential for dynamic content and personalization. However, there are nuances regarding how tokens, particularly the email script tokens containing newline characters (\n or \r\n), behave under different conditions. Additionally, email script tokens have a combined length limit that users must consider to avoid campaign errors. Let’s delve into these details and explore best practices to make your campaigns more efficient and error-free.
How Marketo Handles Newline Characters in Tokens
Newline characters in tokens (\n or \r\n) are treated differently depending on how the email is sent:
Send Sample Email or Batch Campaign:
When emails are sent as samples or in bulk via a batch campaign, Marketo replaces newline characters in tokens with spaces. This means that formatting like line breaks in addresses, paragraphs, or other multiline content may be lost.Trigger Campaign:
In trigger campaigns, newline characters are left intact. This allows the token to retain its formatting and structure, ensuring proper line breaks in the final email output.
Why This Matters: If you’re testing your tokens using Send Sample, the output may not accurately represent how the token appears when sent via a trigger campaign. Always verify token behavior in both scenarios to ensure consistent formatting in production emails.
Email Script Token Length Limits: What You Need to Know
Another critical consideration is the 100,000-byte limit on the combined length of all email script tokens in a single email.
Key Points About the Limit:
Applies to Token Strings Themselves:
The limit pertains to the total length of all token strings before they are expanded, not the length of the final content after tokens are populated with data.What Contributes to the Token Size:
Length of the script within the token
Embedded variables and logic (e.g., Velocity script)
Any hardcoded or static text within the script
Impact on Campaigns:
Exceeding this limit can lead to errors or prevent the email from being sent. It’s especially important to monitor when using complex scripts or multiple tokens in a single email.
Tips to Optimize Tokens and Avoid Common Pitfalls
1. Test in Both Send Sample and Trigger Campaigns
Always test emails using the same method they will be sent in production. For example, if you plan to use a trigger campaign, test the email under trigger conditions to verify that newline characters are preserved as intended.
2. Keep Email Script Tokens Compact
When creating email script tokens, prioritize efficiency in your Velocity scripting:
Avoid overly verbose comments or redundant logic.
Use functions and variables wisely to keep the script concise.
Test the combined size of your tokens before finalizing the email.
3. Document Token Behavior for Your Team
Because newline character handling varies based on the sending method, document this behavior in your team’s workflow. This ensures consistency and avoids surprises when switching between testing and live campaigns.
Pro-Tip: Monitor Token Impact on Performance
Complex tokens and large scripts can impact email rendering performance, especially when processing dynamic content for large audiences. Keeping your tokens clean and streamlined not only ensures compliance with Marketo’s limits but also enhances the overall efficiency of your campaigns.
What challenges have you faced with tokens in Marketo? Share your experiences and tips in the comments below!