MCAE (Pardot) Training

The Expert’s Guide to Pardot Email Marketing [EBOOK]

August 3, 2021

The Expert’s Guide to Pardot Email Marketing [EBOOK]

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Training • Pardot Email Marketing

This blog was written before Pardot was renamed to Marketing Cloud Account Engagement. You can read more about the name change and what it means here.

When it comes to Pardot email marketing, there’s a list of things you need to consider before you even begin to create an email – what type of email are you sending? Who are you sending it to? How does it fit into your email marketing strategy? These are just a few of the many important questions to think about.

Only once you’re clear on the type of email you’re sending and whether it’s a transactional (also known as operational in Pardot terminology) or marketing communication; who your audience is and your segmentation approach; the objective of your email and so on, can you then work on your email builds and the technical side of email marketing.

Then, when it comes to the actual setup, you’ll need to consider things like the components of your email, what to include in the email body copy, design best practice, GDPR compliance, automation settings, and email testing.

Cover of the Expert's Guide to Great Pardot Email Marketing

Download the Expert’s Guide to Great Pardot Email Marketing

When it’s all good to go and you’ve sent your email campaign out, it’s time to report on performance, analytics, and ensure you’re correctly managing your prospects.

In short, great Pardot email marketing takes a lot of thought, effort, and strategy.

So, to make life just that little bit easier for marketers using Pardot, we’ve put together an entire ebook that outlines the process to follow for great email marketing. Written by our own in-house Pardot experts, it’s full of tips and tricks that will save you time and help get better results.

The Expert’s Guide to Pardot Email Marketing

Understanding everything you need to know and do to ensure successful and effective email marketing activity is no easy feat. That’s why we’ve created this ebook.

We’ll get you up to speed on everything from planning your email marketing activity, to setting up email campaigns, and what to do once you hit send, including:

  • Transactional vs. marketing emails & GDPR
  • Single send vs. Engagement Studios
  • Where to begin
    • Have an email marketing strategy
      • Automate lead nurture
      • Segmentation
    • Understanding reputation and deliverability
  • Getting set up
    • Components of an email send
    • Original vs. drag and drop builder
    • Why have email templates?
    • An overview of HML
    • Email design best practices
    • Dynamic content and personalisation
    • Custom redirects
    • A/B testing
    • Why you need a preferences page
    • Email testing
    • MarCloud tips and tricks
  • Managing email
    • Bounces vs opting out
    • Opting prospects back in
    • Analysing and reporting

We’ll even run you through a few examples of our favourite email use cases and nurture programs that work, so you can understand everything in context. Hopefully, it will spark some ideas and inspiration for your future email marketing in Pardot!

Ready to go? Download the eBook here and get started.

We’re always happy to help if you need us! Email the team at [email protected] and we’ll answer any questions you may have.

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Chloe Prowse

Having worked with Salesforce products for 10+ years, Chloe is a certified consultant and marketing automation enthusiast with a varied background across martech, operations, and enterprise consulting. She loves meeting new people and sharing her knowledge to set them up for success, including matching MarCloud customers with the right service solutions. Passionate about ethical marketing, she'll find any excuse to talk about GDPR and compliance on the Salesforce platform.

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