New Advanced Variable Tags for Assigned User: overview and use cases


After all the anticipation, Assigned User Variable Tags are now available for use, filling a previously frustrating gap in functionality. Pardot unveiled new Variable Tags in November and then promoted as part of the Spring ‘17 Release.

Prior to this, only Variable Tags for ‘User’ field values were available, which made sending email templates on behalf of others a headache-inducing problem. Now, Pardot users are celebrating. As I will go on to demonstrate, this additional feature will fill a key functionality gap, especially in the age of intense personalisation.

Quick Recap: Variable Tags

Variable Tags have the purpose of personalising emails to the masses by inserting a string of code that represents a value in a Pardot field, comparable to the functionality of something like Mail Merge.

These strings of code follow the structure of:

%%fieldname%%
For example: %%city%%

Or (if you want to reference other objects outside of the Prospect record)

%%objectname.fieldname%%
For example, for the Prospect Account: %%prospect_account.annual_revenue%%

…luckily, learning these off by heart isn’t necessary.

From within the Email Template Wizard, you can click on this button:

and a menu will appear, displaying the options available to you in plain English. Just click to insert.

Now there’s very little excuses for you not to make your email content dynamic!

 

User & Assigned User: which one when?

Now we have the basics straight, we can start to look at the differences between User & Assigned User.

Here’s a diagram to get things straight:

As I’ve put in the diagram –

  • User Variable Tag: pulls in the field values for who sends the email. This could be a specific user (eg. the Marketing Manager who is logged into Pardot), or a ‘General user’ (eg. [email protected]).
  • Assigned User Variable Tag: pulls in the field values for owns the Prospect. In the majority of cases, this will correlate with the Salesforce Lead/Contact owner too.

It was all very well personalising the email based on the sender, but what if you were building out a template on behalf of others? And what happened if there’s several different users assigned to the Prospects on your target list?

Example 1: Email using User Variable Tag

The Marketing Manager wants to make an email template available to the rest of the Marketing team to send to whoever they see fit (compiled in a list).

They will be sending themselves 

The screenshots below show the Email Template Wizard when selecting the Variable Tags (1st Image) and viewing the draft template (2nd Image).

Note that text signature is a nice touch

(but it’s only available for User Variable Tags)

Example 2: Email using Assigned User Variable Tag

In this example, the Marketing Manager is building out a template to send on behalf of the Sales Team.

Again, the screenshots below show the Email Template Wizard when selecting the Variable Tags (1st Image) and viewing the draft template (2nd Image).

What’s important is that the email can appear to be sent from a General user (eg. [email protected]), but contain other people’s details (eg. the Account Manager).

Summary

This post has run through what Assigned User Variable Tags are, how they are different to ‘User’ variable tags, and how they can be applied. You can now see why Pardot users are celebrating, this filling a key functionality gap, especially in the age of intense personalisation.