How To Create and Use Custom Formula Fields as Tokens

April 17, 2015 Mallory May

In Admin, go to "Field Management" and click "New Custom Field." Choose "Formula" for "Type" and name the new field.

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Next, build the field formula by going back to the new field and selecting “edit rules.” In this example, we are creating a field whose value is an email address we would like to use as a token. We would like a distinct email address to show based on the lead’s geographic location. Using a formula field allows the field value to be dynamic, based on the criteria defined in the formula field’s rules. Once we have created the field we can simply insert it as a token in the "From Email" and "Reply-to" address sections of the email.

By using the "Add Choice" option we define the email address we want the token to display based on the lead’s country field. It is important to set a default value in the event a lead either does not fall within the country values included in the formula or a lead’s country field is empty.

*Note that if you do not include a default value either here or in the token used in the From Email field, some emails may not deliver.

Now we can use the field as a token.

In the email, insert a token into both the "From Name" and "Reply-to" sections choosing the new custom formula field.

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Now when the email is sent, the appropriate regional company email address will display based on leads’ country.

There are so many ways using formula fields and tokens can save you tons of time in Marketo. Check out our resources to learn more.

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