Email is the core of Marketing Automation, the real ‘bread and butter’ of B2B and B2C marketing. It’s no surprise that sending an email is often the first thing that you will try with your new Pardot account. How do you send a Pardot email? Whether you’re completely new to Marketing Automation, or just new to Pardot, this 10 stage recipe will take you through step by step to cook up the perfect email.
Before You Begin
You must prepare a few items in advance before starting the recipe. These are:
- Email Authentication (Technical Setup)
- Folder Structure
- Pardot Campaign
Contact your Pardot Specialist/Consultant if you are unsure about the above.
Preparation Time: depends on whether you have the email content ready, and whether your Technical Setup has been completed.
Step 1: Get to the Kitchen
Navigate to ‘New List Email’ (Marketing ? Emails ? New List Email)
Step 2: Add Details
Add a name (always follow your naming convention), and your pre-prepared Folder and Pardot Campaign. Choose whether you want an HTML email (left image), or just text (right image):
Step 3: Select Layout Template
Step 4: Stir in the Ingredients
Once you have your base, you can add in the ingredients for this particular email. Click on a content block to edit text:
Double-click on an image to adjust, replace or upload new.
Step 5: Add in a pinch of Personalisation
Personalisation adds an extra something to your emails. Be sure you don’t forget these, or your email will be bland.
Variable tags in Pardot act as mail merge fields. They are easily identified by %% at the start and finish. In between is the field name that this data is being pulled from; you can choose from Prospect fields, Prospect Account, User and others.
A pop-up menu of these items appears when you click on ‘Variable Tags’.
Step 6: Hyperlinks – making the individual dishes into meals.
Hyperlinks will link other marketing content you have, such as files, landing pages, and website pages. Remember, you can’t just serve the starter and forget the main course and dessert! Add hyperlinks by selecting the text you want linked, and clicking the link button:
Step 7: Whisk up the Text Version
Don’t forget to generate your text version by clicking ‘Sync form HTML’. You’ll find this button under the ‘Text’ tab. It will look a bit whisked up, so neaten this up by deleting the spaces.
Step 8: Sample your Dish
Moving on to the Testing tab. Under the Testing tab you can send test emails to your inbox, or create a Rendering Test* which will show how the email will look in different email clients and devices. No good chef would serve up food without tasting the dish.
*This will only be available for Pro or Ultimate Edition customers.
Step 9: Add the Guest List
Moving on to the Sending tab. Add your send list that you prepared earlier. You can also exclude people by using the Suppression List box (if this is an exclusive invitation). Note that if someone is on both lists, they won’t be dining with you.
Step 10: Plate up (your Subject Line)
Scroll down to find the Subject Line section. How can you make your emails mouth-wateringly appealing? Crafting a good subject line will increase the open rate of your emails dramatically – so do not forget this vital part!
If you want to make irresistible emails, use the ‘Advanced Subject Line Composer’ to add in personalisation (just like in Step 5).
That’s a wrap!
Pressing the big green ‘Send Now’ button is satisfying, and well-deserved after all the preparation! I hope that you found this recipe useful and that you can continue serving up more excellent meals in the future.
Make sure you do these 10 checks before pressing send…