Guidance Needed: Using Custom Object Tokens in Email Links

Hi Team,

We are running a nurturing campaign in Marketo that uses a custom object to send emails. In these emails, we have a link that needs to dynamically include a value from a custom object field, and we also want the link to be trackable in Marketo so that we can monitor activity and measure survey link performance.

Here’s what we’ve tried and observed so far:

1. Lead Token Approach:
   Previously, when using a lead token in an email link, it was suggested to reference the lead token directly in the link. This made the link work dynamically and remain trackable. We though similar approach might work with custom object tokens, but it does not seem to behave the same way.

2. Current Approach:
   Currently, we are storing the custom object field value in a My Token and referencing that token in the email link:

   https://www.google.com/client-evaluation?evaluationid={{my.testimonial-id:default=}}

   • This only works if we manually add mktonotrack functionality to the link, which is not ideal.

3. Direct Token Reference:
   We also tested referencing the custom object token directly in the link, e.g.:

   https://www.google.com/client-evaluation?evaluationid=${testimonial_cList.get(0).testimonialId} 

   • This works for one link, but when applied to all five links in the email where the tokens is used, the links stop working. It is unclear why this is happening.

What we want to achieve:

• Use a custom object field directly in the email link.

• Ensure the links work for all instances where the token is used.

• Make the links trackable in Marketo, so that we can capture activity in the activity logs and analyze survey performance.

Could you guide us on the best practice for using custom object fields in links in a trackable way? Are there any recommended approaches or limitations we should be aware of when using the same token in multiple links in an email?

Example for reference:

https://www.google.com/client-evaluation?evaluationid=${testimonial_cList.get(0).testimonialId}

We would greatly appreciate your guidance on the optimal approach.

Thank you,
Akshat