What is a token in the context of email marketing?

In the context of email marketing, a token refers to a variable that dynamically pulls in data from a recipient's record. This capability allows marketers to personalize emails with specific information, such as the recipient's name, company, or preferences. By using tokens, emails become more relevant to individual recipients, thereby increasing engagement and improving the overall effectiveness of marketing campaigns.

When an email is sent, the token is replaced with the actual data from the recipient's profile. For example, a token for a recipient's first name may be defined in the email content as {{firstName}}, and when the email is sent, all instances of that token will be substituted with the actual first name of the recipient. This level of personalization contributes to a better user experience and helps enhance conversion rates. The ability to use tokens is a crucial aspect of modern email marketing strategies.