Create an Email Program
Learn how to use an Email Program to quickly and easily send an email to multiple recipients and track its results.
Adobe Marketo Engage helps marketers build, manage, and analyze personalized marketing campaigns. Today, we’ll walk through how to create a basic email program. The email program type is ideal for sending standalone, non-recurring emails like newsletters, announcements, promotions, or invitations that provide easy audience creation, content selection, and scheduling.
They provide metrics at a glance, A, B testing functionality, and are easily cloneable for future use. In this video, you will learn how to create an email program, configure and view the program’s setup, create folders to organize marketing assets, discover settings that drive tracking and reporting. In this example, we’ll create an email program to send an email to customers announcing a new product launch. The email will direct audience members to a Marketo Engage landing page and form to request more info.
To start, navigate to the folder where you want to create your new program. Click New Program.
In the dialog box, enter a program name. Use best practice naming conventions for standardization and scalability. Now let’s make sure our program is categorized correctly for this type of initiative. Select Program Type Email Channel, Email Send. This channel is geared towards one-time announcements like the one we’re sending. Click Create.
Once the program is created, the Setup panel allows you to review and adjust key attributes like the channel, tags, period costs, analytics behavior, and if applicable, CRM sync settings.
Tags and period costs help categorize your programs for performance reporting and calculate the ROI of your initiatives. For example, we’ll tag this program with Product A so that we can compare how this product announcement performs compared to others.
We can add in our monthly spend on this initiative to compare program membership and success to how much it cost us to deploy. You can add one or monthly costs. Now, create folders in your program to house your marketing assets and smart campaigns.
Organizing program components into folders makes it easier to manage and clone your programs.
Click to create one folder to house assets. In this case, it will hold an email, landing page, thank you landing page, and form. And click to create another folder to house smart campaigns that track program membership. We’ll build our assets and smart campaigns in another video. Now, review the Control Panel and Summary screen. After creating assets and smart campaigns, you will deploy your email through the Control Panel.
The Summary screen will give you a quick view of program details including member counts and successes after your program has run.
Email programs can be cloned to efficiently recreate and update programs with similar goals. Click on the program to clone, name, and choose the destination where you can update for future initiatives. Your email program is now ready for marketing asset creation, smart campaign enablement, and Control Panel configuration for deployment. In this video, you learned how to create an email program, configured and viewed the program’s setup, created folders to organize marketing assets, discovered settings that drive tracking and reporting.