When you think of personalized email marketing, the first things that probably come to mind are dynamic fields like a contact’s name or company. But what if you want to take that personalization to a whole new level? That’s where Velocity Scripting in Marketo comes in.
Velocity Scripting is a powerful tool that allows you to go beyond basic token replacements, giving you the ability to customize your emails with complex logic and dynamic content. The best part? It’s more accessible than you might think, and once you understand the basics, you can start using it to supercharge your campaigns.
Let’s walk through some simple use cases to get started with Velocity Scripting, and I’ll share the code you can use to implement these right away.
Personalizing Emails Based on Product Purchase
A common use case for Velocity Scripting is personalizing emails based on which product or service a lead has purchased. Imagine you want to send different product tips or recommendations depending on what the lead has bought. Instead of manually creating separate emails for each product, you can use Velocity to dynamically populate the content.
Here’s how you can use Velocity Scripting to show different content based on the lead’s product purchase:
With this simple script, you can tailor the content of your email based on which product the lead purchased. This not only saves time but ensures that every recipient receives relevant content.
Displaying Dynamic Content Based on Date
Let’s say you want to add a personal touch by referencing how long a lead has been a customer. Instead of relying on static content, you can use Velocity Scripting to dynamically calculate the time since the lead’s purchase and include that in your emails.
Here’s an example script that calculates how many days have passed since a lead’s purchase date:
In this example, the $lead.purchaseDate field contains the date of purchase. The script calculates the difference between the current date and the purchase date, then inserts the number of days into the email. This is a simple but effective way to create a sense of time and progression with your customers
Recommending Products Based on Past Purchases
Another great use case for Velocity Scripting is recommending additional products based on a lead’s previous purchases. For example, if someone has bought a particular item, you might want to suggest a complementary product in the email. This upselling tactic can be easily implemented with Velocity.
Here’s a script that suggests related products based on the lead’s last purchase:
In this case, the script checks the last product the lead purchased and then inserts a set of product recommendations into the email. This dynamic approach lets you offer tailored upsell opportunities without needing to create multiple email versions.
Showing Custom Content Based on a Lead’s Industry
If your leads come from various industries, Velocity Scripting can help you tailor your messaging accordingly. Instead of sending out a generic email that may not resonate with everyone, you can display specific content or offers based on the recipient’s industry.
Here’s how to implement that:
This script identifies the lead’s industry and customizes the email content accordingly, ensuring that each recipient feels like the message was written specifically for them. It’s a great way to keep your messaging relevant and engaging.
Final Thoughts
Velocity Scripting is one of the most powerful tools in Marketo’s arsenal for creating deeply personalized, dynamic content at scale. Whether you’re tailoring content based on product purchases, industry, or time-based triggers, Velocity allows you to deliver experiences that feel personal and relevant to each recipient.
The key to getting started with Velocity Scripting is to start small—test out simple use cases like those outlined above and gradually build your way toward more complex logic. Once you’ve mastered these foundational scripts, you’ll be able to craft highly customized emails that significantly boost engagement and conversions.
And as always, if you need help implementing or optimizing your Velocity Scripting strategies, Brainiac Consulting is here to guide you through the process.
