Lead tokens and my tokens in Marketo Engage emails

Why this matters

Personalisation fails when tokens don’t display correctly. A missing lead token without a default value leaves a blank space—especially harmful in subject lines, where it looks unprofessional and may cause deliverability issues. This undermines trust and reduces open rates.

My tokens, while useful for consistent branding across emails, can cause inconsistency if not reviewed. If a my token is updated but not reflected in all emails, the messaging becomes fragmented. Because changes to my tokens apply immediately to all content in the program, missing updates can lead to outdated or mismatched content. Previewing emails as a real person or sending a sample is essential to confirm all tokens, including lead tokens with default values, are correctly populated. Without this step, emails risk appearing incomplete or impersonal, hurting engagement and brand credibility.

The key ideas

A lead token pulls data from a lead’s record, like their first name, and inserts it into an email or landing page. If the field is empty, a default value ensures the content still looks complete—for example, {{lead.First Name:default=there}} shows "there" instead of a blank. Without a default value, a blank appears in the subject line, which can look unprofessional or confusing.

My tokens are custom values set at the program or folder level and are shared by all programs within that folder. Once you update a my token, the change applies to every email and landing page in that program. This means changes are consistent and efficient across content.

Always check your email in preview mode as a real person or by sending a sample to confirm every token has a value. This helps catch issues like missing lead tokens or blank fields. Using a default value for lead tokens prevents empty spaces, especially in critical areas like subject lines. Understanding the difference between lead tokens and my tokens helps maintain consistency and professionalism in your messaging.

How to apply it

To personalise emails safely, use lead tokens to insert data from a lead’s record, like their first name. Always include a default value—such as {{lead.First Name:default=there}}—so that if the field is empty, a readable placeholder appears. Without a default, a blank appears in the subject line, which can look unprofessional or confusing.

For reusable values across emails, define a my token at the program or folder level. My tokens are inherited by all programs within that folder, so you don’t need to repeat the same value in each email. When you update a my token, the change applies to all emails and landing pages in that program immediately.

Before sending, always preview the email as a real person or send a sample to verify that every token—especially lead tokens—has a valid value. This ensures that no blank fields appear, and that personalisation works smoothly across all recipients. Using default values and my tokens helps maintain consistency and professionalism while keeping personalisation safe and reliable.

Mistakes to avoid

• Avoid using lead tokens without a default value in subject lines. When a field is empty, such tokens show a blank, which looks unprofessional and can reduce open rates. Always set a default value, like {{lead.First Name:default=there}}, to ensure a readable and personalized message.

• Don’t rely on my tokens without testing. Since changing a my token updates all emails and landing pages in the program, ensure consistency across content. Always preview the email as a real person or send a sample to verify every token is filled in and displays correctly. This prevents gaps or missing data in the final output.

Quick checklist

• Confirm that all lead tokens have a default value set to avoid blank fields in subject lines.
• Check that any lead tokens with empty fields display a sensible default, such as {{lead.First Name:default=there}}.
• Verify that my tokens are correctly defined in the program or folder and are inherited by all child programs.
• Ensure that any changes to my tokens are fully reflected in all emails and landing pages using them.
• Preview the email as a real person or send a sample to confirm all tokens populate correctly.
• Review the email in a test environment to ensure no blank or missing tokens appear in subject lines or body text.