Tokens allow you to add elements to your email or content that are personalized based on information you already know about constituents. For example, you could address email recipients by name, or reference past purchases or other content unique to each recipient. Tokens allow you to compose and send a single email, while each individual recipient of the email receives different text, links, or images, which are automatically pulled from the constituent's record.
Personalization is all about making your content even more relevant to individuals, and first name personalization is only a first step—be sure to experiment beyond that.
- Creating a Token
- Using Tokens
Creating a Token
Several System Tokens have already been created and can be used in Email Marketing and/or Content Management. You can also create tokens from other fields when you Add or Edit a Field:
- Click the box to Show Advanced Options.
- Token Name: Just enter a short, easy-to-remember, unique name for the token into the textbox. For example: ##Email##
Use tokens to display content that you want to vary by recipient/viewer. Tokens function just like content, so place punctuation and spacing around tokens as if they were the substituted content.
For example, notice the spacing and punctuation in the following entry:
Dear ##First Name##,
Legacy Email Marketing
When you are creating content in Legacy Email Marketing, you can add tokens by selecting them from the Token List dropdown in the content editor:
Events, Donations, Membership and Forms
Tokens can also be added in the following areas:
- Confirm Page, Finish Page
- Member Confirmation Email
- Admin Confirmation Email
- Step Settings - Instruction Text
- Category Settings - Category Instructions
- Rich Text Boxes
For event registrations, our Professional Services team recommends that clients tokenize the last name of the registrant in the subject line of the admin confirmation email so that you have an easy way to search through confirmations when a constituent calls. For example Goldman – Homecoming 2015 Registration.
The constituent must be logged in to view customized token data in the Content Management system. In CMS, there is no Token List dropdown, so tokens can be typed directly into the content editor.
NOTE: Tokens must be entered accurately or the data will not display.
What if I use a token and the constituent's field does not contain data?
If you use a token for a field that does not contain data for a particular contact, a space will display in place of the token, so it is best to use tokens when every recipient/viewer has a value for the field.