A token is a variable that you can use in emailslanding pages, and smart campaigns to make your life easier.

In addition to My Tokens, you can also use any of the built-in tokens in your programs. Check out the Tokens Overview

My Tokens 

My Tokens are custom variables that anyone can create. They are created in either campaign folders or programs. 

My Tokens are displayed like this: {{my.Name Of Token}}

Examples:

 

Token TypeDescription
Calendar File --Use this token to add a calendar event file (.ics) to your emails and landing pages.

Date --

This token holds a date value. The date displays as year-month-day (e.g., 2016-05-23).
Email Script --Use this token to execute a Velocity script in your emails. Learn more here
Number --Any integer. It can even be negative.
Rich Text --This is HTML. Use it in emails and landing pages.
Score --Use this token in the change score flow step
SFDC Campaign --Use this token to allow leads that become part of a Marketo Program to also be added to whatever SFDC Campaign is added.
Text --Just some text. Use it when HTML is overkill. The size limit for Text tokens is 524,288 characters (UTF-8), or 2 MB.

Nesting Tokens

When you make a new token, it can be referenced by other objects in the tree. There's a naming structure for where the token was created for easy management.

You can make global variables and then override them at lower levels in the tree.

Moving programs and folders affects tokens too. Always check to make sure that references aren't broken during the move.

When you send an email from an engagement program that's a child email of a default program (not local to your engagement program), the My Tokens used in the email are resolved from the default program My Token sheet.