By Jennifer Shore

In the current coronavirus pandemic, the information people need is changing by the hour.

For many marketers, this means we're sending and re-sending updates to our entire database. For others, features like snippets will play a role in the background, ensuring that everyone has the details they need. 

In one sense, sudden changes that impact everyone are exactly why Marketo snippets exist. 

What Are Marketo Snippets?

Anyone evaluating marketing automation tools knows that Marketo has a wide range of options for personalizing content: Tokens pull in fields from specific records. Dynamic content allows people to receive different versions of the same email.

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Snippets are helpful for information that needs to be consistent, but that may change dramatically. Quick updates to store or school hours in email footers are one example. Snippets are also great for:

  • Regional office addresses and phone numbers 
  • Names and contact information for sales reps
  • Social media page links
  • Email preference details that change when states or countries update privacy laws

Snippets are blocks of HTML that can easily accommodate logos, social media icons, text, and even tokens. Snippets are linked to Marketo’s segmentation functionality, so each audience segment can see a different version. They are available for use in email templates and on landing pages, but can only be edited by authorized users in Marketo’s Design Studio.

When Should I Use Snippets?

The benefit of snippets in Marketo is that they are universal. Change the information once, in one place, and it will update instantly on all of the email templates and landing pages where that snippet is being used. 

Snippets offer control and flexibility when standard content needs to change. They can prevent editing errors and help you roll out changes quickly.

Their “update once, update everywhere” nature makes snippets a great option for email headers and footers. You might use snippets to create logo lockups in a header. You might use them to make sure a footer contains all required legal information. Here’s one great example of how snippets can help ensure brand consistency. 

Learn how SmartBug generated a 6,800% increase in email marketing traffic using  Marketo and inbound marketing tactics.


Get Started: First, Set Up Segmentations, Then Snippets

Your snippets will often be different based on audience segment.

Regional office information is a great example. In that case, before you set up your snippets, you need to set up your segments and segmentations. 

Segmentation is a category, like region or sales territory. You can have (up to) 20 segmentations across your Marketo account. So, choose wisely. Geographic segmentations are often a good place to start.

Within each segmentation, segments must be exclusive. Someone can belong in California or Texas, but not in both. This means you may need to start by confirming clean data or adding a process to keep data up to date. Note that there is a limit of 100 segments per segmentation. 

Once you have your segments set up, you’ll create your snippets in the Marketo Design Studio and then add them to your email templates. These Marketo knowledge-base articles can walk you through:

Of course, during this historic time in our lives, many of us have other things on our minds. To all the marketers working hard to make sure people have the information they need today about COVID-19, we thank you.

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Jennifer Shore

About the author

Jennifer Shore was formerly the Director of Marketing and a Seattle-based writer who has received numerous awards for her work. In her role at SmartBug, she is responsible for the development, execution, and optimization of the high-growth lead funnel, nurturing, and customer acquisition. Read more articles by Jennifer Shore.

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