EV-YYYY-MM-DD-Event Program

Last update: 2023-09-29

This is an example of an event program with a registration page, three invitation emails, and follow-up emails utilizing a Marketo Engage Event Program. Suitable for all events where you require registrations, including roadshows, lunches, dinners, or presentations at trade show events.

For further strategy assistance or help customizing a program, please contact the Adobe Account Team or visit the Adobe Professional Services page.

Channel Summary

Channel Membership Status Analytics Behavior Program Type
Event 01-Invited
04-No Show
Inclusive Event

Program Contains the Following Assets

Type Template Name Asset Name
Email Quick Start Email Template 01-Email-Thank You
Email Quick Start Email Template 02a- Email - Invitation
Email Quick Start Email Template 02b - Email - Invitation Reminder
Email Quick Start Email Template 02c- Email - Invitation Reminder Last Chance
Email Quick Start Email Template 03 - Email - Reminder to Attend
Email Quick Start Email Template 04a - Email - Follow-up - Attended
Email Quick Start Email Template 04b - Email - Follow-up - NoShow
Landing Page Quick Start LP Template 01a - LP - Registration
Landing Page Quick Start LP Template 01b - LP - Thank You
Form   FM-Event Registration
Local Report   Email Performance
Local Report   Landing Page Performance
Smart Campaign   00 - Capture Acquisition Program
Smart Campaign   01 - Process Registration
Smart Campaign   02a - Send Invitation
Smart Campaign   02b - Send Invitation Reminder
Smart Campaign   02c - Send Invitation Last Chance
Smart Campaign   03 - Send Reminder to Attend
Smart Campaign   04 - Attended (Program Success)
Smart Campaign   05 - Send Follow-up Emails
Folder   Assets - Houses all creative assets
(subfolders for Email & Landing Pages)
Folder   Campaigns - Houses all Smart Campaigns
Folder   Reports

My Tokens Included

Token Type Token Name Value
Calendar File {{my.AddToCalendar}} Double Click for Details
Text {{my.Email-FromAddress}} PlaceholderFrom.email@mydomain.com
Text {{my.Email-FromName}} <--My From Name Here-->
Text {{my.Email-ReplyToAddress}} reply-to.email@mydomain.com
Text {{my.Event-Date}} <--My Event Date-->
Rich Text {{my.Content-Description}} Double-Click for Details
<--My Content Description Here-->
Edit this content description at the program level, under the My Tokens tab.
You'll learn:
  • Bullet 1
  • Bullet 2
  • Bullet 3
  • Text {{my.Event-Location-Line1}} <--XYZ Hotel-->
    Text {{my.Event-Location-Line2}} <--ABC Room-->
    Text {{my.Event-Location-Line3}} <--1234 Anystreet-->
    Text {{my.Event-Location-Line4}} <--Anytown, ZZ 99999-->
    Text {{my.Event-Time}} <--My Event Time + TimeZone-->
    Text {{my.Event-Title}} <--My Event Title Here-->
    Text {{my.Event-Type}} Live Event
    Text {{my.PageURL-Download}} my.DownloadURL?without=http://
    Text {{my.PageURL-Registration}} my.RegistrationPageURL?without=http://
    Text {{my.PageURL-ThankYou}} my.ThankYouPageURL?without=http://
    Text {{my.Speaker1-Name}} <--Speaker Name Here-->
    Text {{my.Speaker1-Title}} <--Speaker Title Here-->
    Text {{my.Speaker2-Name}} <--Speaker Name Here-->
    Text {{my.Speaker2-Title}} <--Speaker Title Here-->
    Text {{my.Speaker3-Name}} <--Speaker Name Here-->
    Text {{my.Speaker3-Title}} <--Speaker Title Here-->

    Conflict Rules

    • Program Tags

      • Create tags in this subscription - Recommended
      • Ignore
    • Landing Page template with the same name

      • Copy original template
      • Use destination template - Recommended
    • Images with the same name

      • Keep both files
      • Replace item in this subscription - Recommended
    • Email templates with the same name

      • Keep both templates
      • Replace existing template - Recommended

    Best Practices

    • After import of the webinar program, move the form from a local asset to a global asset located in the Design Studio.

      • Decreasing the number of forms and utilizing more global assets from the Design Studio allows more scalability in your program design and administrative governance. It also provides flexibility in regular compliance updates for fields, opt-in language, etc.
    • Consider updating the templates in your imported program to utilize currently branded templates, or update the newly imported template to reflect your brand by adding in a snippet or your appropriate logo/footer information.

    • Consider updating the naming convention of this program example to align with your naming convention.


    Remember to update the My Token Values on the program template and each time you use the program, as needed.


    Don’t forget to activate the “06-Attended (Program Success)” Campaign for tracking success! Do this before your form is live and emails are sent.


    My Tokens that reference a URL cannot contain the http:// or https:// otherwise the link will not work appropriately within the asset.

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