2. 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
3. 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
4. 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
5. 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
6. 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
7. 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
8. 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
9. 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
10. 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
11. 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
12. 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
13. 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
14. 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!
