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H
hermana
Level 2
March 30, 2021
Question

Personalized URLs

  • March 30, 2021
  • 3 replies
  • 6755 views

Hi All, 

My team would like to send an email to around 1400 with a personalized link to register for an event. The link is unique to each person. Does anyone have any insights on this topic? Is it best to import the list with their name, emails and link? Are there any custom tokens that worked for others? In there a character count for personalized URLs in custom tokens? I was reading other articles it was recommended to be around 225.

Thank you.

3 replies

SanfordWhiteman
SanfordWhiteman
Level 10
March 30, 2021

When you send emails using Marketo, by default every link is automatically personalized via the addition of the mkt_tok query param. Therefore, if the link is to a Marketo-hosted Landing Page, there's no need to do anything, as pages can use {{lead.tokens}} and {{company.tokens}} specific to that user.

 

If you're sending people to a non-Marketo LP, every Marketo lead has a unique value {{lead.Marketo Unique Code}} which is always safe to include in a URL (doesn't require URL-encoding, you can just do ?uq={{lead.Marketo Unique Code}}). Then if the remote website has a list of leads and their unique codes, it can display relevant content.

 

 

I was reading other articles it was recommended to be around 225.

There's no such limit.

    H
    hermanaAuthor
    Level 2
    April 5, 2021

    @sanfordwhiteman Following up, I see what you are saying each link by default is personalized, but the content on each landing page is personalized for the individual person. I need to make sure the correct link is sent to the person. Is there a token you recommended? Thank you. 

    SanfordWhiteman
    SanfordWhiteman
    Level 10
    April 5, 2021

    We don't have enough information about your environment yet to answer.

    What exact user data does the page use for personalization? That's the data you need to pass. And is it a Marketo LP (I'm guessing not)?

    Laura_Starkie
    Laura_Starkie
    Level 2
    April 1, 2021

    Hi @hermana 

     

    I'd say it depends on the structure of the personalised URL. Some I have seen simply append the users email address to the end of a standard link - i.e. www.eventplatform.com?lead_email_address, in this example you could simply build the link in your email templates and use person tokens to append the email address.

     

    If the personalised URL is more unique/complex than this, we have recently worked with our event partner to create a webhook so that when someone registers, the webhook is triggered and the event platform writes the personalised URL into a person field in the database which we can then use in emails by inserting the field as a token. It sounds like your links will be generated pre-registration so you could base the trigger on them being added to your program as a member pre-sending the invite rather than them having registered.

     

    Hope this makes sense/helps.

    SanfordWhiteman
    SanfordWhiteman
    Level 10
    April 1, 2021
    I'd say it depends on the structure of the personalised URL. Some I have seen simply append the users email address to the end of a standard link - i.e. www.eventplatform.com?lead_email_address...

    Note this can't be done safely unless you use a Velocity {{my.token}}.

     

    Using {{lead.Email Address}} directly in a URL will break on many email addresses, as they need to be URL-encoded.

    H
    hermanaAuthor
    Level 2
    April 5, 2021

    Thank you for your help. 

     

    To clarify, the links that I am adding to the email are personalized to each person. The links are contracts, so they need to go to the right person. Based on your reply, I need to use the following tokens: {{lead.tokens}} and {{company.tokens}} ? 

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