Emails

Partner Certification - Bronze

Importing a list

• Import a list in the application by going to Administration >> Import

• File must be in CSV format

• Reserve the first row for the header of the column

• The only required column in the CSV is email address

• If syncing with a CRM, an import will force a sync of the prospects imported

• During the import, you will have the ability to add the prospects to a “list” which is used for mailing

Email Templates

• Always a good idea to create an email template before sending an actual email

• Allows for email to be copied for future use

• Email templates are also used for auto-responders, drip programs, and automation rules

Layout Types

• Preformatted Layouts – Use one of Pardot’s 30+ layouts to easily create HTML emails without any coding knowledge

• Graphical Editor – Use the WYSIWYG editor to custom create your email or input your own HTML in the source tab

• Source Editor – Input your own source and go to the next step. No WYSIWYG editor here to make any changes; must change in HTML

• Text Only – Create non-HTML emails with no clickable links. All links and URLs are in plain sight

CSS and Emails

• All CSS must be inline and not referencing external style sheets

• CSS gives the email its look and feel

• For example:• Correct: <p style=“font-size:12px; color: #666; font-family:

arial;”>• Incorrect: <p id=“paragraph”>

• Google, among major email clients, does not reference external stylesheets

Variable Tags

• Allows the email to appear more personalized

• Commonly used tags include %%first_name%%, %%last_name%%, and %%company%%

• Any variable tags beginning in %%user… reference the sender of the email

• Use in drip programs and direct 1-to-1 emails to give the assumption of user actually sent the email

Best Practice Tips

• Keep HTML heavy emails to monthly newsletters and other marketing focused communication

• Use variable tags to give the thought that the user actually sent the email

• If you must use HTML heavy emails in drip programs, make the email look like a forward from the sales rep

• All emails must include the following:• Text Version – For those who can not receive HTML emails• Unsubscribe Link – To remain Can-Spam compliant and allow

users to opt-out of communication• Account Address – Can either be placed using %

%account_address%% or hard coded in the email

Testing Emails

• Test your emails to ensure they look as you wish in your recipients inbox

• One step of the email wizards gives the ability to send the email to an address(es)

• If you have the Gold Email Package, this step will allow you to send to the email testing service to check look, subject line, and spam reporting

• Note: When testing via the wizard, any variable tags will not be shown.• To test this, create a test list and send a live email to this list

Sending the Email

• You can send your template by going to Marketing >> Email >> Send New Email

• Select the email template that you wish to use. Once selected, next couple of steps will be completed from the template

• Have the ability to send the email from “assigned user”, which if assigned, the email will come from the rep and not the default sender

• Choose which list you wish to send the email to. If multiple list are selected, Pardot will de-dupe the list so prospects only get the email once

Sending the Email Cont…

• Suppress any list that you wish to not receive the email at all. • Use case of customers that may be still on marketing list

• Choose when you wish for the email to be sent:• Immediately: Email is sent when confirmation is hit on the

confirmation page• Schedule: Choose when you wish to send the email in the future.

• Based on your local time zone • Save as a draft: Save and decide later when to send the

email

• If you edit a scheduled email, it will cancel the send and you will need to reschedule the email send

Email Deliverability Tips

• Keep a good text to image ratio• If spam filters can not read any/much text, they are likely to

spam the message

• Avoid shouting language• NO ONE LIKES TO READ ALL CAPS

• Don’t buy and send to list• This is against Pardot’s Terms of Service and could blacklist your

IP• Only send to those you have had previous communication with

• Have a text version that matches the HTML version

• Have a clear defined way the prospect can unsubscribe if they wish

Is My Email/List too Spammy?

• Make sure the list has been mailed to within the last year

• Use these statistics to live by:• Have an unsubscribe rate <1%

• People do wish to stop receiving emails• Have a hard bounce rate <3%

• People are leaving companies for new jobs all the time, hard bounces happen

• Spam complaints <.1%• No one should think your email is spam

Reporting

• Access email reports in Reports >> Emails

• Reports available for Email Templates, Email Blast, Drip Programs

• Email Template reports will show the statistics for the template itself including auto-responders and drip programs

• Email Blast report will break down the report for the individual blast

• Drip Program report will break down the email in the different stages of the drip program

End of Emails

• You have reached the end of the email course

• You will now take a test of what you have learned. You must score greater than 85% to pass this portion of the test

• Good luck!