Ten Best Practices For Pardot Marketing Automation Results

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Published on: May 26, 2020 Updated on: April 17, 2024 views Icon 754 Views

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Sakshi Arora
Sakshi Arora LinkedIn

Assistant Manager- Content Marketing

Sakshi Arora is a seasoned content writer and marketer specializing in B2B topics such as marketing automation and website development. Leveraging her journalism background, she infuses her work with clarity and creativity, captivating audiences. Beyond her professional pursuits, Sakshi finds joy in writing about personal emotions, showcasing her introspective side and adding a unique touch to her portfolio.

Article Reviewed By: Rahul Saini LinkedIn

Table of Contents

In today's digital world, successful businesses are leveraging marketing automation to streamline their marketing efforts and drive remarkable results. Marketing automation refers to the use of software and technology to automate repetitive marketing tasks, allowing marketers to focus on strategy, creativity, and building valuable relationships with their audience.

One leading marketing automation platform that has gained immense popularity is Pardot. Pardot offers a comprehensive suite of tools designed to simplify, enhance, and optimize marketing processes. With its advanced features, Pardot enables businesses to generate and nurture leads, personalize customer experiences, and increase revenue.

However, to truly unlock the power of Pardot and achieve exceptional marketing automation results, it's essential to follow best practices. In this article, we will explore some top tips, strategies, and techniques to maximize your Pardot marketing automation efforts and drive exceptional ROI.

Why is following Pardot best practices important?

Following Pardot best practices is critical to maximizing the marketing automation experience. Implementing efficient practices can save time and increase productivity. In turn, this leads to achieving and surpassing marketing objectives.

At MarCloud Consulting, we have seen the benefits of following Pardot best practices firsthand. For example, setting up naming conventions for campaigns, lists, and custom fields allows for easier navigation and organization. Additionally, establishing a suppression list ensures compliance with anti-spam laws and reduces the risk of harming the email marketing reputation.

Ultimately, following Pardot best practices is about utilizing the platform to its fullest potential. This includes creating dynamic content and lists, using engagement studio for lead nurturing, and aligning sales and marketing efforts through the sales pipeline. By doing so, the marketing team can better understand the customer journey and create relevant content that resonates with potential and prospective customers.

In short, implementing Pardot best practices is crucial to maximize the marketing automation experience and surpass marketing objectives. It is a powerful tool to streamline marketing activities, generate leads, and ultimately drive revenue. By following these practices, businesses can differentiate themselves from competitors and create a better customer experience.

Pardot Email Marketing

Pardot is a powerful marketing automation tool that allows marketers to create and send a variety of email types to their audience. These different email types include Engagement Studio, Drip programs, one-to-one emails, list emails, and autoresponders.

Engagement Studio emails are generally used in campaigns that involve a series of events or actions that a prospective customer must complete. These emails can be triggered by an action taken on a website or by a form submission. The emails sent through Engagement Studio are often personalized, and can include content specific to the recipient's interests or behaviors.

Drip programs, on the other hand, are sent automatically over a predetermined period of time. Drip emails are ideal when a marketer wants to nurture their leads and move them through the sales funnel over time. These emails can be triggered, similar to Engagement Studio, by a specific action or behavior.

One-to-one emails are personalized emails that are sent to an individual recipient. These emails are often used to follow up on a specific request or inquiry, or to offer a solution to a specific problem. These emails are highly personalized and tailored to the individual recipient.

List emails are sent to a specific list of recipients. These emails can be useful for promoting a particular product or service, or for announcing a company update or promotion. List emails can be segmented based on different criteria, such as location, industry, or job title, to ensure the content is relevant to the recipient.

Finally, autoresponders are automated emails that are sent in response to a specific event or trigger. For example, when a user subscribes to a newsletter, an autoresponder can be set up to confirm their subscription and deliver a welcome message.

When creating emails in Pardot, there are a few key considerations that marketers should keep in mind. First, audience segmentation is critical to ensuring that the right message is delivered to the right person. It's essential to understand the audience's interests, needs, and behaviors to create the most effective emails. Additionally, having clear email objectives is critical to ensuring the message is effective.

In conclusion, Pardot offers marketers a variety of email types to reach their audience. Whether using Engagement Studio, Drip programs, one-to-one emails, list emails, or autoresponders, there are many opportunities to create highly personalized and effective email campaigns. By keeping audience segmentation and email objectives in mind, marketers can maximize the power of Pardot's email marketing capabilities.

Types of Pardot emails

Pardot offers a variety of email types that can be used in email campaigns. By understanding each type of email offered by Pardot, you can create effective email campaigns that engage your target audience and drive results.

1. List Emails: These are mass emails that are sent to a particular list of recipients. List emails are perfect for sending newsletters or promotional materials. You can select a list of prospects, customers, or any other audience you want to reach.

2. Autoresponder Emails: These emails are triggered automatically when a prospect takes a specific action, such as filling out a form. Autoresponders are perfect for sending confirmation or thank-you emails, and they help nurture relationships with prospects.

3. Engagement Program Emails: These emails are delivered over a period of time as part of an automated series. Engagement programs help you deliver the right message to the right prospect at the right time, increasing the chances of conversion. Engagement emails are perfect for creating a drip campaign that delivers value over time.

4. One-to-One Emails: These emails are personalized and sent manually by a user. One-to-one emails are perfect for sending personalized messages to prospects or customers, building relationships, and increasing engagement.

5. Email Templates: These are customizable, pre-built templates that can be used for any type of email campaign. You can choose from a wide variety of templates to create visually appealing and effective emails that drive engagement and results.

In conclusion, Pardot offers a variety of email types that can be used to create effective email campaigns. Whether you're looking to nurture relationships with prospects or customers, deliver value over time, or send personalized messages, Pardot has the right email type for your needs. By utilizing the different email types, you can create successful campaigns that drive engagement, increase conversions, and ultimately drive business growth.

Maximizing Email Marketing Results with Pardot

Email Design Best Practices for Increased Engagement

When it comes to email marketing, design plays a crucial role in capturing the attention of your audience. To maximize engagement with your emails in Pardot, consider the following best practices:

  • Use eye-catching visuals and a clean, mobile-responsive layout to ensure your emails look great on any device.
  • Include clear and compelling subject lines that entice recipients to open your emails.
  • Keep your email content concise and easily scannable, while also using formatting to emphasize key points.

Implementing Personalization and Segmentation Strategies

Personalization and segmentation are powerful strategies for improving the effectiveness of your email campaigns with Pardot. Here are some best practices to implement:

  • Collect relevant data from prospects and use it to personalize your emails with dynamic content.
  • Segment your email lists based on characteristics such as demographics, behavior, and engagement levels.
  • Craft tailored messages that resonate with each segment, addressing their specific needs and interests.

A/B Testing Tactics to Optimize Email Performance

A/B testing allows you to optimize your email marketing efforts by comparing different versions of the same email. Consider these tactics for effective A/B testing:

  • Test various elements such as subject lines, call-to-action buttons, images, and email copy to identify the most effective combination.
  • Make sure to test one element at a time to accurately measure its impact on your email’s performance.
  • Analyze the results of your A/B tests and iterate on your findings to continuously improve your email marketing strategy.

Enhancing Email Deliverability through Proper Setup and Targeting

Email deliverability is crucial for the success of your marketing campaigns. To improve deliverability in Pardot, follow these best practices:

  • Ensure your sender reputation is strong by using a recognized sender domain and avoiding spam trigger words and phrases.
  • Regularly monitor and maintain your email lists to remove inactive or unsubscribed contacts.
  • Segment your lists to send relevant and targeted emails, reducing the likelihood of being marked as spam.

He is stating the obvious, yet underlining the essence of marketing automation when Ramsay Leimenstoll says of email marketing, “A small list that wants exactly what you’re offering is better than a bigger list that isn’t committed.”  Likewise, Pardot, makes the marketer make the most of the email marketing with the help of personalization, availability of reusable templates, and the opportunity of sending communications as and when apt. Pardot marketing automation also provides assets that help with conversion optimization. 

Now the question arises on how to get optimized results from Pardot marketing automation

Here are a few tips:

1) Conduct A/B Testing

Simply put A/B Testing in Pardot shows what shall work the best for a particular marketing campaign. We can send different versions of an email to a part of the target audience. Working backward thereon, we can find out the winning mail that created the most engagement. We can also test names, images, body copy, etc. But the rule of the game is testing often and testing at scale. Improve conversions by leveraging the A/B testing functionality available in Pardot marketing automation.

2) Use dynamic content to personalize the emails

It is a thrice-told fact that personalized emails work with customers like nothing else.  Variable tags can be used from the records of a probable customer database to personalize emails.  Standard information about companies can be used to create a personalized experience in your Pardot emails. 

3) Send Non-marketing emails

One of the best methods to sell is by approaching a customer and not trying to sell!   Make sure your email marketing has a healthy mix of knowledge, industry trends, customer stories that engage your prospects without you being pushy on sales. Leverage Pardot to send knowledgeable communications to your audience.

4) Use custom redirects on banners and buttons

The feature enables to track clicks while triggering automated completed actions in Pardot. It helps in getting a sound idea of what the customer is engaging with and enriches their profile with this information. This information comes in handy for the sales team to better understand the history of the prospect’s engagement.

5) Align emails with the right campaign

An improved return on investment (ROI) is always high on the wish list of every marketer. Investment in Pardot is fully justified when the marketer can correlate signups/purchases to particular content or tactic. Likewise all lead generation emails, blog roundups, newsletters, should be assigned to carefully crafted personas and segments. Use segmentation in Pardot to create targeted campaigns and enjoy a higher yield.

6) Track engagements and trends over time

This, by far, can be called the most important yardstick to measure an email campaign’s success. Email tracking is managed by an invisible single-pixel image that Pardot inserts into emails. All emails should have associated UTM parameters so all engagement and resulting actions can be tracked and improvised over time.

7) Set up progressive profiling on forms

It’s no secret that the fewer form fields, the more likely the form will get filled. Pardot system offers strong progressive profiling capabilities. For visitors to your website engaging for the first time, make sure that the forms only ask for information that is really required. However, when they return, having progressive profiling on forms means we get answers to fields that the prospect hasn’t answered before. Over time without being too invasive you can build a clearer picture of the persona in your marketing database. This collected data would enable you to personalize their experience further in future communications through Pardot. 

8) Craft engaging autoresponder emails

A mail that is sent automatically when a customer takes an action is called autoresponder mail. These emails can be a great way to send your prospects relevant information right at the moment when they have engaged with your brand. Autoresponder emails can be set in Pardot as a result of action like clicking a button or filling a form. The autoresponder emails provide a tracked touch with the customer and lead them to interact more deeply with your brand.

9) Enable lead scoring

Basically, the feature tracks the engagement of the prospective customer with your brand. It shows how they are related to the marketing campaign and generates scores based on the actions they take. The score helps to position the customer in the funnel and they are flagged for follow up as sales-qualified leads as soon as they have reached your scoring threshold. Score your leads in Pardot and route them to the appropriate level as they move from the top of the funnel to the bottom of the funnel.

10) Schedule sends at the most appropriate time of day and week

There is a feature in the Pardot marketing automation system wherein a marketer can designate the time and day to send email campaigns. Research the best times that work for your specific audience. It could depend on the persona you are targeting. Example - Mothers with school-going children are most likely to open emails between 9 AM and 12 PM. If research is not available, test different day of week and time combinations to determine when you get the most engagements. 

Hope you enjoy using the tips as you scale your lead generation and engagement using Pardot as your marketing automation platform. We at Growth Natives have certified Pardot consultants that have helped many companies implement and scale demand generation using Pardot and would love to partner with you. Drop us a line anytime info@growthnatives.com 

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