Email templates can be a game-changer—when they’re done right. But nothing’s worse than a template that needs constant hand-holding because your users keep breaking things. The good news? It doesn’t have to be that way! Let’s dive into how to create Marketo email templates that allow your end users to tweak, personalize, and send emails without ever touching the template code (so you can spend less time fixing things and more time celebrating your genius).
1. Start with the End User in Mind
First things first: think about what your end user actually needs to edit. Is it just the text? Maybe an image or two? Font colors? Background colors? Font sizes? By knowing what they'll want to control, you can make sure the template gives them freedom without giving them a license to break everything.
Here’s the trick: Give them control over the important stuff, but lock down the parts that should never change. It’s all about balance.
2. Global Variables Are Your Best Friend
Global variables = control without chaos. These handy bits of code allow your users to easily update things like colors, fonts, and logos in one place, and boom, it’s updated everywhere. This way, if your brand team decides they want to switch to a hot pink header text across all emails (hey, it happens), your end user won’t be diving into the HTML to make those changes. They’ll just update one global variable, and it’s done.
Think of global variables like the universal remote for your email template—no more hunting for the right button!
3. Local Variables: The Fine-Tuning Tools
While global variables are great for overarching changes, local variables come in handy for more specific tweaks. Think spacing between modules, module background colors, or text alignment adjustments. With local variables, you can give your end users the power to make custom updates without letting them mess with your precious template structure.
Just be sure to define these variables clearly in the template so your users know what they can (and can’t) play with.
4. Modules: Mix and Match Magic
This is where things get fun! Modules allow you to build templates in pieces, like building blocks. Want a template with a hero image at the top, followed by some text, then a CTA button? Done. Want to switch that order? No problem. Modules allow your users to rearrange sections without breaking the entire template. Plus, you can design each module to be self-contained, so they work beautifully whether they’re on their own or paired with others.
When building these modules, make sure they work independently and in combination. Your end user can easily add or remove them, and they can focus on creating beautiful emails, not worrying about breaking the layout.
5. Don’t Give Them the Keys to Everything
As tempting as it is to let users edit everything, don’t do it. You’re not just handing over an email template; you’re handing over a delicate email structure. To keep things running smoothly, only give access to the things they need to change—like text, images, and CTAs. Keep the underlying structure, code, and design elements safely out of reach.
Your goal is to provide a foolproof framework that delivers flexibility without compromising the design or functionality of the email.
6. Think About the Future: Templates That Scale
A low-maintenance template isn’t just for today. Think about how it might evolve. Can you easily add or swap out modules? Can the global and local variables handle future brand changes? If your template is future-proof, it’ll need even less maintenance as your company or clients evolve.
Remember, a scalable template is a sustainable one.
7. Testing Is Non-Negotiable
Once you’ve set up your low-maintenance masterpiece, test it. No really—test everything. Test the variables, the modules, and any dynamic content. See how things behave when your users make changes. If something breaks, fix it before it gets to your end user’s hands. A well-tested template means fewer support requests for you later.
Final Thoughts: Less Maintenance, More Magic
Building low-maintenance email templates in Marketo isn’t just a time-saver; it’s a game-changer for you and your end users. By using global and local variables, modules, and a little strategic planning, you can hand over templates that give your users the freedom they need—without the risk of breaking anything.
Now, go forth and build those bulletproof, low-maintenance templates! Your future self will thank you.