License policy for Marketo

Given the limited number of licenses available for distribution to College of Engineering members, users must meet the following requirements to access and retain a license. The assessment of usage occurs at the end of each fiscal year. Users who do not qualify have the option to access a Jeto license instead.

• Each of the ten CoE departments is eligible for one Marketo license.
• Users must send or plan to send at least three emails per year to maintain a Marketo license.
• If an organization is part of another department, the organization should use Jeto and partner with their department’s Marketo collaborator for email approval processes. Any new groups seeking to join Marketo in the future must adhere to this policy.
  • If your group intends to email external audiences and does not have a Marketo collaborator within your department, please reach out to us marketo@engr.washington.edu.

Accessing Marketo and training

All Marketo users must participate in training provided by Central Marketo (about 2 hours) and the COE Marketo team (15 minutes) prior to being able to access Marketo.

This entire process, from requesting training to being able to log in, can take up to ten business days during busy periods. We strongly recommend taking this into consideration before planning to send emails.

To kick-start this process, reach out to us at marketo@engr.washington.edu.

Creating an audience

I need to access email lists to create an audience. Who should I reach out to?

• For departmental alumni lists: reach out to your department fundraiser who can make this request on your behalf.
• For faculty, alumni and student lists: contact your department’s IT group for guidance on where to access and download them.

Once you have your lists, read up on best practices for managing lists and audiences in Marketo, including information on subprefs.

Timelines to keep in mind when creating your emails

After you have gained access to Marketo, the email creation and approval process may look something like this:

Step	Action	Timeline to keep in mind
1	You create your email program in Marketo and request for UW central Marketo to load the audience to your email program.	Up to one business day
2	You complete your email program (including all assets) and check it using the Simple Marketo Checklist.	At your own time/ schedule
3	You reach out to marketo@engr.washington.edu for approval of your email program. By this point, all assets must be completed.	Up to two business days
4	Your email goes out to your audience at the scheduled time you selected.

Getting started

Jeto is a digital marketing tool that will allow you to harness the power of Marketo without the many hours of training and digital marketing expertise it takes to use the full platform. This allows you to focus on your content instead of the process.

In order to send mass emails, Jeto users will need to collaborate with an existing Marketo user. In short, once your credentials are established, you will create the email through Jeto, and once the email is submitted in Jeto, you would work with your Marketo partner to ensure they complete the steps necessary to send the email to your intended audience. (This is a simplified explanation—more on the specifics below). Once all parties have agreed to collaborate together,

For more information on your department or area Marketo partner, please reach out to marketo@engr.washington.edu

Accessing Jeto and training

The Jeto user and Marketo approver will both have to participate in a kick-off call and training session before gaining access to Jeto. Training is very simple and can be done at your own pace.

This entire process, from requesting training to being able to log in, can take up to ten business days during busy periods. We strongly recommend considering this before planning to send emails.

To kick-start this process, reach out to us at marketo@engr.washington.edu

A typical timeline before your email goes out to the world

After you have gained access to Jeto and discussed the approval workflow with your Marketo partner, the email creation and approval process may look something like this:

Step	Action	Timeline to keep in mind
1	You create and finalize your email program in Jeto (tip: Use the checklist to ensure it’s ready to go) and request for UW central Marketo to load the audience to your email program.	Up to two business days
2	You notify your Marketo partner that the email is ready to go; Marketo partner completes pre-flight check	May vary but typically could be up to
3	You reach out to marketo@engr.washington.edu for approval of your email program. By this point, all assets must be completed.	Up to two business days
4	Your email goes out to your audience at the scheduled time you selected.

We encourage you to refer back to the materials provided to you during your initial Marketo training as often as you need. These are available at any time through the UW Marketo Solutions Library (using the search bar, search for “Manuals”)

Always, before sending any Marketo email, use the simple checklist to review your work.

Would you benefit from a 15-minute Zoom call to help you troubleshoot an email campaign? Reach out to marketo@engr.washington.edu to schedule an appointment.

Most units typically only use Marketo for batch campaigns (an email campaign sent out once; a relatively simple and common set up). If your unit is ready to take email marketing to the next level, there are a few suggest looking into first:

Audience management
A deep dive into lists and audience management. Read up on definitions and processes that can help you assess your workflow and make adjustments to improve efficiency.

Marketo best practices
Make the most out of Marketo with these tips and tricks on organizing lists, audiences and setting up your programs.

We are working on creating manuals and training materials for users who want to make use of Marketo’s automation features, including processes for reviewing and approving smart campaigns.

We are working to provide Marketo users with benchmarks to help assess email performance as well as guidance on key metrics to track.