If you’re a Marketo user, the Design Studio’s email function is a good way to create emails in the platform. There are quite a few snazzy templates to start with, they’re fairly easy to edit and there’s always the handy function of adding in tokens to personalise your emails – but a few downfalls come with it. Yes, Marketo Editor 2.0 is a convenient way of creating emails, however, like any other software, it has its own sets of limitations. Depending on your business needs, these limitations may or may not matter to you. Here are some of the most common challenges faced when using the Marketo Editor 2.0:
There’s no easy way to add custom branding
The templates look great but does it reflect your branding? Branding, after all, is what people will associate with your business. You can try to adapt the existing templates to your brand, but the fonts available can be quite limiting.
The workaround solution to this would be to create a template from scratch, which requires specific HTML knowledge. Outsourcing the job if you don’t have HTML skills may lessen the burden, but it will still require you to invest more time and money to fully customize the template to your needs.
Templates may break
Beware the dotted loading circle of doom. One of the most important things for any kind of editor is the stability, especially for longer documents. Marketo Editor 2.0 is great for creating small to medium sized emails, but I’ve found that when editing longer ones, images sometimes stops loading and there are even some occurrences where the entire template breaks. But worry not as the actual email still works and looks fine, only the editing is affected.
No reset option
Although there is an undo button, be wary that it has a limited amount it can undo – and there is no reset option in Marketo 2.0 Editor. Hopefully, this could be implemented very soon as it is a vital function for any kind of editors.
Too little or too much flexibility
The pre-made email templates can only go so far. Issues like not being able to delete buttons within a module with other text or images can be a problem, and clearing content within a module won’t get rid of the empty space it leaves behind. It reiterates the fact that these templates are extremely general and will need a lot of work to make it relevant to your branding. On the other hand, sometimes the level of customisation available can be overwhelming and unnecessary.
Who’s got the time?
Creating email templates is usually a time consuming process, and the Editor 2.0 can be very slow to load, update images and reflect changes, especially with longer templates.
There are certainly pros to working with the Marketo Editor. They’re great for simple emails (a good idea is to make an email and use it as a template for future emails, make several for different types of email campaigns), the templates are already optimized to Marketo – making less work for you, and mobile view is already optimised, hassle free.
But despite the number of ways the Editor is geared to help make email creation easy and as customisable as possible, it still lacks core functions for companies that create high volume of emails and need to guarantee all communication stays on-brand. An alternative could be to use an external platform to create your email templates, such as the Email Template Builder. It’s fast, user-friendly and the master template is designed with the company’s branding. There’s also the neat added feature of saving several templates and integrating it into your Marketo. You essentially become the designer with an email template that’s fully flexible and customised to your business and your branding.