If you’re a Pardot user, then you’ve already figured out the basics: how to build forms and landing pages, how to deploy emails, and how to track activities. For the casual Pardot user, that may be enough. But if you’re a power user like we are, you are always asking, “What’s next? What other ways can I simplify and automate my processes?”
The Cheshire Impact team keeps a running list of new discoveries, and we’re always amazed that though we’ve collectively been using Pardot for more than 20 years, there’s always something to learn. Check out some of our favorite discoveries (or rediscoveries) and let us know if you’ve learned something, too!
What do files, tags, and styrofoam have in common?
Pardot admins have always been able to dig into the recycle bin and retrieve whatever they find, because “nothing” is ever truly removed Pardot. If you accidentally delete a prospect or an email template, don’t worry, because you can always pull it out of the recycle bin.
Did you know that’s not true for content files? Any images or PDFs that are deleted are gone for good. Deleted tags are also irretrievable. So, like lunch trays and greasy pizza boxes, remember that not everything is recyclable, so handle with care.
Their inboxes runneth over
The larger your database, the more email lists accrue. This is especially true for Pardot accounts where multiple marketing teams are active within the same instance, or when marketing initiatives include a steady of stream of list emails and drip programs.
The challenge then becomes ensuring that you aren’t over-communicating, risking that one prospect may be a member of several eblast lists and several drip programs and may thus be on email overload.
To keep from flooding your prospects’ inboxes, set up what Pardot calls an Email Recency and Frequency (ERF) dynamic suppression list that will collect people who may have heard from you too often lately. All you do is set the rules for the dynamic list so that at least one of the rules says that “Prospect has been emailed” at least “[X]” days in the last “[X] days/weeks.”
Pardot will then add anyone who fits the criteria to the list, and just like in hockey, those prospects will be kept in the penalty box until the time period has expired. Any list email sends that include this dynamic suppression list will just not deliver emails to its members. Anyone temporarily on the ERF list who is also on a drip or Engagement Studio program will still receive emails unless the ERF list is added to the program logic. In that case, if someone proceeding through the Engagement Studio drip program lands on the ERF list, they’ll be paused and resume the program as soon as they’ve cycled off the suppression list.
It’s important to note that if your Pardot account allows multiple prospects with the same email address, when one prospect who shares an email with other prospects meets the criteria for the suppression list, all versions are treated as if they, too, are in the penalty box.
Signed, Sealed and Delivered
Many marketers take advantage of the option to send 1-1 style email blasts that appear to come from the recipient’s assigned account executives. Because these emails are designed to look as if they were written in Outlook or Gmail, it’s appropriate that they also feature the standard signature that ordinarily appears when one of those sales reps sends an actual email from his or her email account.
A trick we recommend is to grab that signature from a rep’s actual email and put it in the HTML signature area of his or her Pardot user profile. If the signature includes an image, it’s a good idea to import that image into Pardot and then re-link it within the user record so the recipient doesn’t see a broken image. Then, place the same signature in the Text Signature area, which should naturally strip out the images and hyperlinks.
That way, the next time a marketer is preparing a 1-1 email blast to come from “Assigned User,” he or she can use the %%user_html_signature%% variable tag in the body of the email (and sub in %%user_text_signature%% in the text version), and when the email is received, it won’t look any different from emails the reps usually send.
We’d love to hear about your experiences with any of these discoveries, or any questions you have about them. Share your thoughts in the comments, or shoot us an email at firstname.lastname@example.org.