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.
Pardot released their ‘Automated Resubscribe’ feature back in August 2019, and in an ideal world, you will have eagerly set this feature up straight away. Since then, perhaps all you’ve really wanted is the ability to customise the prompt that appears on your Pardot resubscribe forms.
No… this feature slipped under the radar for you?
No problem, this post has you covered!
I’ll explain how to use the Pardot resubscribe feature and how this further enhancement has given us even more control over the resubscribe experience.
The Pardot Automated Resubscribe prompt gives prospects who’ve previously opted out of receiving your marketing emails the opportunity to opt back in.
For example, let’s say one of your prospects, Daniel, previously unsubscribed, yet today he views a form on your Pardot landing page.
He inputs his opted-out email address just before submitting the form. With Pardot’s Automatic Resubscribe feature, a prompt appears on his screen. He now has the choice to send himself your resubscribe autoresponder email with one click of a button.
Within the email there is a link to resubscribe. By clicking this link, Daniel has opts back in and can receive your marketing emails once again!
This functionality in Pardot really simplifies workflows for marketers, as it makes it super easy for unsubscribed prospects to opt back in – themselves!
How to set up Automated Resubscribe
The Automated Resubscribe feature is fairly straightforward to set up, but in order to have this functionality available you must first have Pardot’s Handlebars Merge Language (HML) enabled on your account.
The first step is to configure a resubscribe email template.
Pardot provides a ready-made resubscribe layout or you can add the resubscribe merge field to any email template.
If you decide to use your own email template, remember this email will be similar to an autoresponder email. Within this email, we need to include the resubscribe link and ask if the prospect is happy to resubscribe.
For example ‘If you are happy to receive emails from us, click here (link) to opt back in’.
The simplest way to add the resubscribe link is via the ‘Merge Field Picker’.
This innovative feature makes it easier to find what we’re looking for. Click the Merge Field button within the Editor tab of the email template, and thanks to HML, the merge field picker appears. Navigate and browse by category or simply use the search box.
Once you’ve created your email template, navigate to your AccountSettings > Edit.
Towards the bottom of the page you’ll see the ‘Prospect Resubscribe’ tab.
Note: this section can only be viewed in settings once you’ve opened the edit tab.
Simply tick the checkbox ‘Set an email template to use to resubscribe’. This will allow unsubscribed prospects the chance to resubscribe when they complete any of your forms.
Next, choose the email template you created from the dropdown.
When setting this up, be sure to write some engaging copy to replace the form re-opt in message. The default is ‘It looks like you previously unsubscribed from our emails. If you want to resubscribe, let us know and we’ll send an email with info.’ but this should be amended to be more on-brand.
There’s a lot to be excited about for the MCAE product roadmap launched as part of the Summer ’22 release! Keep your finger on the pulse with these exciting new updates and what they mean for your Marketing Cloud experience.
No longer do you need coding or developer experience to create effective Marketing Cloud Account Engagement landing pages and emails. Using Account Engagement’s designated Builder feature, we’ll explain some best practice tips and tricks to make the most of your landing pages and emails.