Planning Your First Pardot Marketing Campaign

A Pardot Consultant's Guide: 3 Things To Do After You Implement Pardot

You got Pardot Set up...Now What?

This is part 4 of 4 in our series on how to have a successful Pardot implementation. If you missed the first 3 posts you should read the 3 Things to do Before a Starting a Pardot Implementation, the First 4 Steps to Starting a Successful Pardot Implementation and the Final 5 Steps to Finish Your Pardot Implementation.

This also assumes that you were able to finish all the recommend steps in the 24 page Pardot implementation guide. If so, continue reading because you are ready to start using Pardot to automate your marketing!

Now that you are up and running it's time to rev up that marketing automation engine with this checklist of 3 things to do after you implement Pardot:

1. List Imports and Clean Up

Have you collected thousands of email addresses from various sources and added them to your mailing list without properly verifying if they actually want to be subscribed to your list? If you send out an email to bunch of people that have never heard of your company you run the risk of being blacklisted by ISPs and spam filter systems.

You need to verify those people are actually interested in receiving email.

How can you fix this problem?

Send a Permission Pass email to rid your list of addresses that should not be on there. A permission pass is a one-time email you send to prospects on an out-of-date list. Recipients who click an opt-in link are added back to your list. You can use a permission pass one time per list.

Please note that you should never use a permission pass on a purchased list. If you’re sure you’ve got some purchased lists, you’ll need to run an external calling or emailing campaign on that list (outside of Pardot) to obtain the necessary permission to send marketing email. Once they’ve told you it’s okay, you are clear to start emailing those prospects through Pardot.

An alternative to sending a permission pass email is to use an email verification service to cleanse your database and tell you which emails are good/bad/unverified/duplicate. Neverbounce has a Salesforce Pardot integration that allows you to easily import your lists and syncs the validation results back to Salesforce Pardot.

2. Make Your Email Templates Responsive...and Test Them!!!

It really bugs me when I open an email marketing campaign on my phone and have to pinch and expand to see the text.

It probably bugs your customers and prospects too. As a result, they might not care to do business with you.

With over half of all email now opened on a mobile device, looking good on mobile is essential to delivering a quality message to your customers and subscribers.

A lot of people rely on their phones to check email. It’s important to keep this in mind and adopt responsive email design so that your message gets across clearly regardless of device type and screen size.

Maybe you think your business is different. You suspect that your clients and contacts are more likely to open an email on their desktop making responsive email design a low priority for you... Maybe you are right, but to make sure let's check... You can easily see exactly how many people are opening your emails on mobile versus desktop within your Pardot Email Reports.

Whenever you are creating a new responsive email be sure to test your email before saving it as a template or sending the email to a list of people.

If you need help with assessing your current email template portfolio and designing responsive emails, Invado Solutions can help.

3. Gated Content and Autoresponders

Gated content requires visitors to submit a form to access resources like white papers. It’s a great way to convert visitors to prospects. You can gate Pardot-hosted content and content hosted elsewhere.

Upon successful completion of the form a prospect can be taken to a page to view/download the content. Or they can be shown a success/thank you message telling them to check their email with a link to download the content.

This extra step of having your prospect jump through another hoop to get your content might make them mad, but it will help you out in the long run.

Using gated content on forms, combined with autoresponders in the completion actions will help you increase your email open rates, reduce fake leads and prevent bad data from getting into your Pardot and Salesforce systems.

If someone fills out a form and gives you a fake email address, they will not be able to access the information.

If they really want the information they will give you a real email address, then immediately go to check their email, to download the content.

People that go through multiple steps to access your content indicates a higher level of engagement. Anyone that is that excited about reading your content is probably a good prospect that should either be passed on to sales or placed on a nurture campaign that continues to send them valuable content based on their previously indicated interest.

By now you have, hopefully, been able to do some of the steps we as Pardot Consultants recommend to our clients to get the up and running with Pardot.

If you tried to get thru the implementation guide but ended up skipping over a few, (or a lot), of the steps, don’t worry, we can help: Learn about our marketing automation and Pardot consulting services. If it looks like we are a good fit for what you need, you can contact us.

Prospect Opted Out Field and Sync Behavior

Prospect Opted Out Field and Sync Behavior for Pardot and Salesforce

It's finally here: Prospect Opt Out Sync between Pardot and Salesforce

A new Salesforce connector setting is now available that will allow an opted in status to overwrite an opted out status during a prospect sync.

This takes less than a minute to turn on and will save you countless hours of headaches in answering support requests from users who wonder why their prospects or customers aren't getting emails anymore.

Background Info

When the Prospect Opted Out field is selected on a prospect’s record, the prospect is suppressed from most Pardot list email sends. By default, when an opted-out prospect is syncing with a Salesforce record, both systems revert to an opted out status during sync.

If you are an Admin in Pardot, you can now override this default sync behavior.

How It Works

  • Enabling the Overwrite Prospect Opted Out field setting changes the sync behavior for the field.
  • The system in which the record was last updated sets the field value for a synced prospect, whether the value is opted out or opted in.
  • Users can opt in up to 100 prospects per day, per Pardot account.

How to Enable the Feature

Pardot admins can override the default sync behavior for this field by editing their Salesforce-Pardot connector settings.

Adjust your settings in the Pardot to Salesforce Connector

Do these 3 things before enabling Prospect Opted Out Field and Sync Behavior:

1. Make sure you are logged into both Salesforce and Pardot before doing this.

2. In Salesforce, check the field level security for the opt out field. It needs to be set to visible and editable for all the the Salesforce Users that you want to be able to use this. You will also need to make sure to add the opt out field to any page layout that your Salesforce users might be assigned, otherwise the field will not appear in their page layouts.

3. Make sure you want to enable your users to be able to do this. Some sales reps might be gung-ho about opting people back in. Be sure to refresh their memory on Pardot's permission based marketing policy by making them read this legal document and watching this video on CAN-SPAM compliance.

Remember: With great power comes great responsibility.

For more info on the various questions regarding what is, or is not "permission-based marketing" you can read through these 9 common scenarios outlined in this Email compliance FAQ article from Salesforce.

If you want to learn more about how other fields sync between Pardot and Salesforce check out our blog post about how Pardot and Salesforce Sync.

Finally, if you ever need help with getting your Pardot and Salesforce connected and playing nicely together you can contact us.

A Pardot Consultants Guide to the Last 5 steps in a Successful Implementation

A Pardot Consultants Guide to The Last 5 Steps in a Successful Pardot Implementation

This is the third in a four-part series about how to have a successful Pardot implementation. If you missed the first two posts you should read the 3 Things to do Before a Starting a Pardot Implementation and the First 4 Steps in a Successful Pardot Implementation.

By now you have, hopefully, finished all the recommend steps in the 24 page Pardot implementation guide.

If you tried to get thru the implementation guide but ended up skipping over a few, or a lot, of the steps, don’t worry, we can help: Learn about our marketing automation and Pardot consulting services. If it looks like we are a good fit for what you need, you can contact us.

If you were able to make it through the entire implementation guide, then congratulations! You are almost ready to start using Pardot to automate your marketing. The last few things that the Pardot Consultants at Invado Solutions recommend is a 5 step process to train your entire team on the benefits of marketing automation and how certain key stake holders in each department can learn the most important and valuable concept of Pardot: What’s in it for me?

The Final 5 Steps in Your Pardot Implementation

SPOILER ALERT: They all have to do with Pardot training and adoption 

1. Train marketing

Now it is time to set up your first Pardot email campaign. The first time you send out a real email to an actual list of subscribers is a great teaching moment. Gather your fellow marketing teammates and walk them through how to do all of this from beginning to end. Once you’re finished your team will have a basic understanding of how to create email templates, lists, campaigns, upload prospects, opt-out management, and send emails to a list of subscribers.

Is your new Pardot instance replacing another email marketing tool like MailChimp or Constant Contact? Do you already have a regular email newsletter with a list of subscribers? Great!

Start with something you already do:

  • Create a campaign, list and email template in Pardot
  • Go to your old email marketing tool and find the list of current newsletter subscribers
  • Download the list of current subscribers (make sure you remove people who have previously unsubscribed or opted out)
  • Save that list as a CSV, then import it and assign it to the campaign/list you already created in Pardot

Pardot Consultant Pro Tip: If this is your first list email and your Pardot account comes with a dedicated IP address don't just send one email out to all your subscribers at the same time. You will need to warm up your IP address. Here's a link to Pardot's recommendation on warming up a new dedicated IP address. how to do that.

2. Train sales

Marketing automation isn’t just about empowering your team in the marketing department – Pardot can help improve your entire organization. Getting aligned with the sales team is vital to your credibility as the Pardot administrator, and to ensure the marketing automation success.

Get key stakeholders from the sales team involved to make sure you’re setting up campaigns that will help the sales team win deals. Get aligned as soon as you start using Pardot as your marketing automation platform. Come to an agreement with the sales team about lead qualification and scoring, decide which buyer activities should be alerted to sales, and consider leveraging a Sales Development Team as an additional step as prospects go from MQL to SQL.

3. Train the Exec Team

Encouraging the C-suite to believe in the benefits of marketing automation is a pivotal part of implementing Pardot.

Assemble key executives and address any concerns they might have regarding implementation of new tools and technologies. Assure them that all the decisions you have made in choosing Pardot as your new marketing automation system have to be well-vetted. Focus on the big picture rather than the small details.

Be sure to highlight how marketing automation helps measure effectiveness of your marketing programs, enabling you to increase revenue by reducing waste and optimizing expenses. Show the executive team Pardot reports focusing on campaign ROI and other key indicators that marketing automation can help attribute to the financial growth of the business.

4. Train the CRM Admin and the IT team

Schedule some one-on-one time with your Salesforce CRM Admin.

Make sure they understand what Salesforce data can/cannot be seen in Pardot (and what Pardot data is/is not available in Salesforce). Typically a Pardot Consultant will walk them through the permission sets for the Pardot Connector User configuration. Be sure to cover the topics listed out in this article from the help and training section in the Salesforce community: Understanding What Salesforce Data Can Be Seen in Pardot.

Walk them through a quick demo of the Pardot marketing automation system by using the email newsletter campaign you sent out when you were training the marketing team. Its a lot easier to show them via cloning/copying an existing campaign rather than doing it all from scratch like you did with the marketing team.

A good Pardot Consultant should be able to work with your IT team as well. Before you enable your sales team to have access to Pardot, warn the IT team about some of the FAQ’s that will soon be coming from the less technology savvy people that might be using Pardot/Salesforce on a regular basis. People will come to them with email issues (kickbacks, spam complaints, etc.) issues that are not IT they are actually related to Pardot/Salesforce. Make sure that the Pardot Admin on the marketing team the IT team that manages the Email/Web Domains are aligned with each-other and understand the technical considerations for the email deliverability configuration with Pardot and tracker domains implemented on your websites which sync to Pardot.

5. Train Yourself!!!

According to Malcolm Gladwell 10,000 hours of "deliberate practice" are needed to become world-class in any field. Continuous learning is the key to a successful career as a marketing automation expert. There is a plethora of Pardot resources on the Salesforce Success Cloud.

Do not forget about the most powerful resource: The Salesforce Community

Whenever I google something related to “how do I do XXXXX in Pardot?” My search results often lead to a post in the community where a fellow Pardot user has asked a similar question, and more often than not, at least 2 or 3 people have offered answers to the question and other possible solutions or work-arounds. Here’s a link to the Pardot specific group in the trailblazer community: Pardot B2B Marketing Automation. Finally, if you are local to the Austin area, we would love to welcome you to the Austin Pardot User Group.

If you need help with your Pardot implementation reach out to our team of Salesforce and Pardot certified consultants at Invado Solutions.

Planning the First 4 Steps to a Pardot Implementation

A Pardot Consultants Guide to The First 4 Steps in a Successful Pardot Implementation

This is the second in a four part series about how to have a successful Pardot implementation. If you missed the first post you should read the 3 Things to do Before a Starting a Pardot Implementation.

Pardot's training hub will guide you through the steps to a Pardot implementation. But, it can quickly get overwhelming and you can end up clicking a link and going down a rabbit hole. Save yourself some time and review these 4 things to do first when implementing Pardot.

The First 4 Steps to a Successful Pardot Implementation

1. Gather the right people

Prior to buying a marketing automation tool like Pardot should have (hopefully) already received buy in from your Executive team. Before starting your Pardot implementation you should have a discussion with the head of your Sales department to make sure that they know changes are coming and that you will eventually be helping contribute more to the sales team with lead-generation and prospect nurturing. Soon you will want to come back to both the Executive and Sales teams to review Pardot once you have it up and running. But for right now these are the four groups of people you need to work with so that you can get Pardot set up:

Your IT Admin

  • They will be responsible for creation of vanity domain record, implementing email authentication (DKIM and SPF).

The Salesforce CRM admin

  • If you already have a Salesforce then you hopefully already have a dedicated CRM Admin. You will need their help in setting up the Pardot app in Salesforce, mapping fields to sync between the two systems and adjusting any permissions to allow the appropriate CRM users to access new fields relevant to Pardot.
  • If you have a CRM database other than Salesforce, you can still integrate Pardot through that systems native integration or a 3rd-party connection like Zapier.
  • Pardot Consultant Pro Tip: If you don’t have a dedicated Salesforce CRM admin doing these steps might be tricky. You can contact us if you need help with integrating Pardot and Salesforce

Your Webmaster

  • Responsible for placing JavaScript tracking code within the element of the webpage, implementing iframe code for Pardot forms.

The Marketing Team

  • Hopefully you are not the only one in the marketing department.
  • If you have a other people on your team get them to help out by gathering all the existing assets and content you have (white papers, case studies, emails, newsletters, infographics, etc.). These will eventually all be assets you want to host or link to in Pardot so that you can take advantage of Pardot marketing content reporting and campaign attribution.
  • Pardot Consultant Pro Tip: If you have someone on your team that knows HTML/CSS then get them to start designing email templates and landing pages in Pardot. Also remember that you will need need a lot of content for the lead flow process and nurturing programs that you will eventually design. If you have a copy writer/content editor on your team, get them to start drafting emails, auto-responders and other content such as the thank you pages and success messages that get displayed after a prospect completes a form.

2. Plan out what needs to get done (and in what order)

Before you start building/sending emails and uploading content (images, pdfs, downloadable assets) in Pardot, you are going to want to work with your IT Admin to set up and validate your Pardot vanity domain and to implement email authentication with DKIM and SPF.

Next you will want to work with your CRM admin to set up the connection between Pardot and Salesforce.

Set up a campaign in Pardot for each one of the website domains you want to track prospects on. Then you need to get your Webmaster to help you set up tracking codes on your websites. There are several ways to do this:

  • Copy and paste this Javascript code right before the close body tag on your HTML pages.
  • If you have a Wordpress website then you can install a plugin on each of your sites, then choose the campaign you want to associate that site with.
  •  Pardot Consultant Pro Tip: If you are looking to have more advanced control on what campaigns get associated with different parts of your website you can use Google Tag Manager to configure and set up a Tag based on whatever your needs are.

3. Set up all the connectors

There are more than a dozen connectors that allow you to hook Pardot up to other services like Google AdWords, GoToWebinar, Wistia and social media sites like Facebook, Twitter and LinkedIn. Connect any of these third-party applications to Pardot so that you can begin to sync data and start taking advantage of Pardot’s native reporting.

Pardot Consultant Pro Tip: Just because your app is not listed as an official connection with Pardot does not mean that it cannot be connected. Pardot has an API that you can use to connect to any other application for an endless amount of uses.  

4. Set yourself up as a test prospect

You’re almost ready to start using Pardot 😉. But first you will want to set up as a test form and set yourself up as a test prospect.

Creating a Pardot form to test on your website

  • Upload a PDF of a company white paper (or just a random PDF) to the content files section in Pardot.
  • Create an auto-responder email template in Pardot (have body content include a link to the URL of the PDF you uploaded as a Pardot content file).
  • Create a test page on your website (leave the content blank, and set it to 'no-index' to prevent google from crawling it and having it appear in search results).
  • Create a Pardot Form (set the ’Success Message’ to say ‘thanks check your email').
    • In the last step before saving your form add a completion action to 'send auto-responder email’ and then select the test email template you previously created.
  • Once your form is saved, it’s time to test everything out...

Create a new prospect using your personal email address.

Testing Your Pardot Emails, Forms, Files and Tracking Code

  • Go to your personal email account...
    • Open the email, click the link, go to your website site
    • Fill out the form (using your same personal email account) then wait for the auto-responder email to come
    • Open that email and download the PDF that you uploaded as a hosted Pardot file
  • Now navigate back to your test prospect record in Pardot and take a look at the results in the Prospect Activities section of your test record.

Pardot Test Prospect Activity

Doing all this allows you finally have an example prospect that you can show off to other members of your team so they can see how Pardot works. With this test record you were able to confirm that your website tracking code is installed, your emails are able to be sent and your vanity URL is working.

The Next Steps in Your Pardot Implementation

Now that you have a couple assets set up and tested in Pardot the next step is to circle back with the other people involved in your Pardot implementation.

  • Teach the other members of the marketing team how to get all the other email templates, forms and downloadable files set up Pardot
  • Coordinate with the Sales Team to schedule a training on how Pardot and Salesforce interact with each other to influence and update prospect records
  • Meet with your Executive Team to give them a high-level overview of what Pardot can do (use your test Prospect record as a demo), then ask them what kind of marketing influenced reports they want you to report on in the future.

If you need help with a Pardot implementation reach out to our team of Salesforce and Pardot certified consultants at Invado Solutions.

3 things to do before a Pardot Implementation

A Pardot Consultants Advice on 3 Things to Do Before a Successful Pardot Implementation

As a Salesforce Certified Pardot Consultant that has done over 30 Pardot implementations over the past 6 years I have amassed a list of website bookmarks to pdf's, videos and blogs to remind myself and provide my clients with resources and advice on what to do, and what not to do, to have a successful Pardot implementation.

Links to Pardot Training Resources

Flash forward to 2018 and I am happy to learn that Salesforce has taken the time to gather all these links together and put them all on one page. The Success Cloud has put together a great Pardot training hub on their site with links to resources, videos and pdfs that will guide you through the steps to a successful Pardot implementation.

Pardot Resource Hub on Success Cloud

But, it can quickly get overwhelming and you can end up clicking a link and going down a rabbit hole. To save you some time we've put together a couple of resources to review before you start the Pardot implementation process.

3 things to do BEFORE you read the Pardot Implementation Guide

1. There are 3 different editions of Pardot: Know what you bought

As you dive into the Pardot implementation guide, some of the set up instructions might be dealing with features that you do not have because they are only available in a more expensive edition.

Pardot Editions Compare Features

Nothing is more frustrating, than spending an hour reading about a new feature or watching a webinar on a new feature, then finding out that it only applies to a Pardot edition that you don't have. Save yourself some time by downloading this PDF from Salesforce that reviews the 3 Pardot editions and features. Note the features and you do not have, then mark those off your checklist whenever you start to dig into the implementation process.

2. Pardot Terms and Definitions: Review the Pardot Glossary

If you are brand new to the world of marketing automation, then I suggest you review these 15 basic marketing automation terms and definitions.

Even if you are familiar with marketing automation, Pardot terms and definitions of things like "layout template" and "campaign" can be deceiving. Brush up on all the terminology by reviewing the Pardot Glossary.

Pardot Glossary in the Salesforce Help Portal

Once you get up and running with Pardot you will regularly design and send emails. This Pardot Email WYSIWYG Editor Icon Glossary is a helpful resource to reference whenever you are getting started.

3. Download the Pardot Implementation Worksheet

This is actually a link from inside of the implementation guide, but it is often overlooked and is an easily forgotten step. As a seasoned Pardot consultant, take my advice: Download this form and fill it out. Doing so will make the entire implementation process a lot easier. Here's a link to a PDF of the Pardot Implementation Worksheet which will help you plan and stay organized throughout the entire Pardot implementation process.

Pardot Setup Implementation Worksheet

This will help you get an idea of all the different files your team will need to gather to begin designing landing pages, emails, and other assets in Pardot.

Start Your Pardot Implementation

Once you have gone through the 3 steps above, you can confidently begin to dive into the 24 page Pardot implementation guide.

Pardot Setup Implementation Content

After you read through the implementation guide you might be thinking to yourself: This is a lot of work, and I might need some help. If that is the case, we can help. Learn about our marketing automation and Pardot consulting services. If it looks like we are a good fit for what you need, you can contact us.


Pardot Features we are Excited about in the Salesforce Summer ’18 Release Notes

At Salesforce, innovation is key, and in the 2018 Summer Release, Pardot is finally getting some much deserved love and improvements.

Salesforce recently made some updates in their 554 page Summer ’18 Release Notes, and there are 15 updates/new features related to Pardot in this release. You can view all of the Pardot specific release features here.

Before I go into all the new Pardot features that I am excited about, I want to cover two things things that I am disappointed to learn about from the Summer ’18 release notes.

Twitter Changes Posting Policy

Of course, you can still post marketing content from Pardot to your social networks! But due to some changes in Twitter’s policies, similar content can’t be posted to multiple accounts simultaneously. When you make a social post, you’re now limited to using one Twitter account at a time.

In a previous role as the Pardot and Salesforce Administrator for a franchise with over 150 locations I loved to use the Pardot Social Connector to streamline the task of sending out a tweet on behalf of multiple people at the same time. In fact, I would do this for Twitter, LinkedIn and Facebook. It was great because it only took me a couple minutes to post to over 400 social media accounts on behalf of my franchise owners.

But back in early 2017 I began to notice some problems with Twitter. Sometimes my post would only go out to 30 or 40 accounts. Sometimes, the post would not go out at all. I reached out to Pardot/Salesforce support, but they didn’t really have an answer and simply told me to try again later. Fast forward to Summer 2018 and I finally have an answer: Twitter is trying to limit spam, hence the new limitations in Pardot of only being able to Tweet from one account per post. In this day of fake news and digital noise, I completely understand the reason behind Twitters decision to do this, I just wish they would have made up their mind and announced it earlier.

Use Responsive Layouts for Landing Pages

Pardot now (finally) offers 5 responsive prebuilt layouts that you can import, customize it, and then use to style your landing pages. You can also preview templates, so you can be confident about your design before publishing your template.

I was very excited when I first read about this. As a marketing automation consulting company offering training to new Pardot customers I interact with a lot of customers during the implementation phase, helping them to get up and running with Pardot and training them on how to use the different features in Pardot. Every time we talk about landing pages, the customer seems disappointed, confused and frustrated. They expect the out of the box functionality and access to landing page templates similar to the one’s they see on the Pardot and Salesforce websites that they frequented prior to purchasing Pardot.

Even though this is a new feature I am very underwhelmed. These new templates are okay, but implementing them and making them match the theme and brand of the rest of your company can be tricky without a through knowledge of HTML, CSS and JavaScript. But it can be done. If you need help making your landing pages or emails responsive or just want them to look good, contact us for help.

That’s it for the complaints, now lets get into the fun stuff...

Below is a rundown of what the top Pardot features we are excited about and how they can help you streamline your use of Pardot and enable you to do more with Salesforce.

New GDPR Compliance and Security Features in Pardot

Permanently Delete Prospects

Honor your customers’ requests to permanently remove their personal data from Pardot. Before, when you deleted prospects, Pardot archived them in the recycle bin without the option to permanently delete them.

Changes to How Pardot Treats Prospects in the Recycle Bin

Pardot changed how the recycle bin works to help you with your efforts around data protection and privacy regulations, such as the General Data Protection Regulation (GDPR). Pardot no longer tracks prospects that are archived in the recycle bin, and prospects are only automatically restored if they submit a form.

Check out the in-depth article our very own Lara Black wrote on both the Recycle Bin and Permanently Delete functionality in Pardot.

Encryption at Rest – Pardot is Certified with Financial Services Cloud

Pardot is now certified with Financial Services Cloud! With Salesforce Engage, users can send one-to-one emails from their chosen interface while automatically logging all interactions in Pardot and Financial Services Cloud.

New Pardot Engagement Studio and Email Features

Engagement Studio Offers Pointers

Editing engagement programs in a hurry? If Pardot notices certain issues, it will pop up a quick note to say “Hey, you might want to review that change.” These include scheduling on a date in the past or outside of business hours. Engagement Studio will also let you know if you’re reusing an email template and the account settings don’t allow it. If all is well, just ignore the message. Or review the step to ensure that prospects get the info they need.

Let Prospects Repeat Engagement Programs (Beta)

Sometimes a prospect doesn’t bite the first time around, or you need to resend recurring marketing content, such as renewals or seasonal offers. Now you can set up engagement programs that allow prospects to flow through the program as many times as you want.

Preview Emails as a Specific Prospect

It can be nerve-wracking to send highly personalized emails because they use dynamic merge tags instead of plain language. And personalization can get complex quickly. If you ever wondered exactly how an email looks after the dynamic information is rendered, try the Preview As tool. Each time you build an email, head over to the Preview tab and click Preview As to see how your content looks to specific people on your list.

Have Some Fun with Emoji in Emails

Sometimes you want to have a little fun in your email marketing content. A friendly smile or a shining star might be just the thing you need! Try the emoji picker for email subject lines and body copy to spice things up. Here are instructions from Pardot on how to use Emoji in your email subject lines and social postings.

If you are B2B marketer you might ask: Why should you care?

The good news is emojis aren’t just fun – research shows they actually work.

Research from Mailjet revealed that Americans are 43% more likely to open an email if there is an emoji in the subject line. Another survey from Return Path showed that including emojis in email marketing can not only improve email open rates, but also inbox placement. The company found that emails with the sunglasses-face emoji in the subject line improved open rates from 21% to 23%, and inbox placement jumped from 88% to 93%.

But marketers should use emojis cautiously and sparingly. Choosing the wrong emoji or oversaturating content with emojis has been shown to negatively impact engagement.

Improvements to how Salesforce and Pardot Function Together

Match Leads to Accounts Without a Website Value

If you use the Matched Leads component and your accounts have low coverage on the Website field, you now get better match rates. When an account has no value for Website, the standard matching rule for leads on accounts scans the account’s top contacts. The rule aggregates the email suffixes on those contacts to match the email suffix on the lead.

See Fewer False Positives for Leads Matched to Accounts

When you use the Matched Leads component, you no longer get matches based on personal email addresses. The standard matching rule for leads on accounts now ignores email addresses ending in widely used domains such as and

Align Sales and Marketing on a Single Platform with Pardot for Lightning (Beta)

This is  probably the most exciting thing I read about in the new release notes.  Although the improvements are merely UX focused, these features provide greater functionality to Salesforce customers that have already made the switch to Lightning Experience.

The Pardot for Lightning app helps your Pardot users be more productive by keeping them in Salesforce. The app is no longer a single tab, so gone are the days of using iFrames on page layouts or viewing Pardot in a separate window and duplicated menus with confusing navigation. The app has all-new navigation and layout tailored for Lightning Experience.

This feature is available to Salesforce users with the Allow access to all Pardot features permission who are mapped to a Pardot user. Salesforce admins must enable this feature. From Setup, enter Pardot in search, then click Get Started. Enable the app. Then, add the Allow access to all Pardot features app permission to a permission set that’s assigned to all users who need access to the app. After the app is enabled, it appears in the App Launcher for all users who have the app permission assigned.

For more info you can view these Salesforce Help Docs for Pardot for Lightning (Beta).

A note to remind your Salesforce Admin: Once you enable the new native Pardot lightning components be sure to add the new components to your Lead, Account and Contact page layouts, then remove the old iFrame sections, since they are old and no longer needed.

If you are curious to see some of the new features in action be sure to register for the upcoming webinar: Pardot Product Runway: Summer '18 Release.