Considerations before switching to HML
Hopefully, everybody in the ecosystem is as excited by this update as I am!
I mean, improved consistency between our two favorite systems is a dream, and the better Salesforce and Pardot play together, the better our marketing efforts can be.
However, there are some considerations we should definitely address prior to taking the plunge and switching to HML… Let’s check them out!
What is done cannot be undone!
It’s not often I get to quote Shakespeare whilst writing about Pardot!
In this case, there’s no better way to say it though because once we update our account to HML, we cannot revert back to our comfort zone of PML.
For this reason, I encourage any decision-maker to review the next two points and involve any key players who are involved in your Pardot instance before making any decisions.
HML is unavailable for variable tags within some dynamic content
The key thing to note is that you are not advised to update from PML to HML if you use variable tags within your dynamic content on forms or landing pages.
For this reason, I would suggest spending a decent amount of time looking through your landing pages and forms to make sure there are no variable tags present, that way we can make sure upgrading won’t break anything!
Updates for PML won’t be coming!
Salesforce has kept no secrets by announcing that there will be no more updates for PML and all the newest bells and whistles will be added to HML.
So, if you are thinking of holding on to PML for any reason, this is worth considering before making that decision.
After all, we already pay for Pardot and Salesforce, so we may as well get the newest releases and updates when they’re available!
Where can you use HML in Pardot?
You might be wondering where we can actually use this awesome new feature.
For now, I have listed all of the places HML is possible below – but I have a feeling this will grow significantly in the near future!
- Email templates
- List emails
- 1:1 emails
- Dynamic content (except in the case of forms or landing pages)
- User signatures
Where you can’t use HML… Yet!
- Pardot forms
- Landing pages
5 Key benefits of using HML
- Salesforce is already using them! This, of course, means better and simpler workflows once you switch over from PML to HML.
- HML’s new and improved merge field picker makes it easier to find what you’re looking for. Use the search box, or browse and navigate by category.
- The ability to render default content when a prospect record doesn’t contain a certain value. e can now use HML’s simple conditional logic statements in emails and email templates.
- An overall stronger platform than the old PML. This means that we can expect to see bigger and greater personalization features in the future.
- Salesforce investment. With the statement being that we should expect to see all future updates on HML rather than PML, this is telling enough of the direction that we are going.
Current limitations of using HML in Pardot
- HML is not supported in Pardot forms or landing pages yet, although my understanding is that this is fast approaching!
- There is a limit of 200 HML merge fields and 10 pieces of dynamic content in an email or email template. If you’re upgrading an asset that exceeds these limits, you will be asked to remove some PML tags prior to the changeover.
- In order to align with merge field availability in Salesforce, these variable tags don’t have HML equivalents:
How to start using HML in your account
This is actually a very simple one, get your Pardot Admin to click on the ‘Get Started’ button on the banner that says ‘Streamline your tailored marketing content across Salesforce’, which is located on the dashboard in your account.
They will then need to click on ‘Upgrade to HML’. (this, of course, sounds simple, but please plan appropriately first!).
My verdict of using HML over PML
For me, this is an easy one!
If you have read this feeling hesitant, you are happy in your ways, or you are using variable tags in your dynamic content on forms or landing pages, then I suggest making necessary plans to get to HML soon, in order to future proof yourself and the business, more than anything!
If you are excited by the idea of moving to HML or feel this will make your life easier right now… GO FOR IT!
The benefits certainly outweigh the challenges, in my opinion.
Ultimately there is little to lose by upgrading to HML, but I would definitely recommend taking not only this article into consideration but doing some research of your own on the key differences between PML and HML, to make sure you and your business are ready to make your move.
Good luck and if you have questions or would like to work with a team of Pardot experts to prepare for, upgrade to, or use HML, you can contact us here.