Introduction
Email is at the heart of marketing automation—consider it the ‘bread and butter’ of your marketing efforts. When starting with Pardot, sending an email often tops the list of tasks. Whether you’re new to Pardot or looking to refine your email strategy, this unique guide will help you harness Pardot’s email capabilities and craft your first email campaign seamlessly.
Discover the power of Pardot’s listing emails—a game-changer in modern marketing. Dive into expert strategies and practical tips to elevate your email campaigns and drive unparalleled engagement and conversions.
What Are List Emails in Pardot?
Pardot email templates are reusable email designs that you can base new emails on. After you design and build a template, you can personalize an email for each recipient. You can also modify a template and limit what kind of changes your users can make.
List Emails are created for one-time sends. An example of a one-time send would be a newsletter or an operational email—content that will not need to be repurposed in the future. Once a list email has been sent, it can be copied and edited, however, it cannot be reused like a template. Engagement History in Salesforce facilitates the generation of list email reports. Before sending, you can apply completion actions to enhance the effectiveness of your list emails.
When to Use a List Email
List Emails are your go-to choice for singular email dispatches. They shine when you need to reach a specific audience at a precise moment for a particular purpose. Whether it’s for holiday greetings, product updates, or monthly newsletters, List Emails offer flexibility and immediacy.
What sets List Emails apart from Email Templates is their ability to schedule and send directly from the email editor. Unlike Email Templates, which are prepared for reuse across Pardot, List Emails allow you to tailor recipients, manage suppression lists, and set exact sending times—all within the email creation process.
Understanding List Email Reporting
For a detailed analysis of individual email performance, turn to List Email reports. Instead of aggregating data across multiple sends using a single Email Template, List Email reports provide insights specific to each unique send. This granularity helps identify factors like design variations, content effectiveness, optimal send times, and recipient list success.
To access List Email reports, simply click into the desired email and select “View Report” from the top-right corner, enabling a deeper understanding of each email’s impact.
Email Templates: Reusability and Automation
An Email Template in Pardot can be used for automated emails such as auto-responders, one-to-one emails, or engagement studios. You can leverage Email Templates when creating List Emails or individual one-to-one emails by applying a pre-designed template before customizing the content. This approach streamlines the process while maintaining consistency across your email communications.
When to Use an Email Template
Before committing to an Email Template, ask yourself the crucial question: Is this email intended for repetitive or automated use? When creating an email design that you anticipate using repeatedly, it’s best to establish an Email Template. This template can then be applied seamlessly to List Emails, ensuring consistency and efficiency in your email campaigns.
If you’re building out an email design you’ll want to use again and again – set up an Email Template to then apply to List Emails.
If you’re setting up an email to be applied to some sort of Pardot automation like Engagement Studio, Automation Rule, or an auto-responder, use an Email Template.
Email Usage or Supporting Functionality
If you’re still not sure whether to use a List Email or an Email Template, here’s a sheet to guide your decision. Simply outline your email’s intended purpose and desired functionalities, then refer to the list below to determine which email type can best fulfill those needs.
Step-by-Step Email Creation
Email Builder
Lightning Builder: Navigate to Email Templates → New Email Template.
Classic Builder: Navigate to Pardot Email → Templates → Add Email Template.
1. Add Details
Lightning Builder: Name your email, select a template, and add a description if needed.
Classic Builder: Name your email, select a folder and campaign, and choose between HTML or text format.
2. Build Your Email Content
Lightning Builder: Use components like buttons, images, and HTML blocks. Drag and drop layouts to customize the structure.
Classic Builder: Edit content blocks and images directly within the builder.
3. Add Personalization
Lightning Builder: Use merge fields for personalization, such as inserting the recipient’s first name.
Classic Builder: Enable HML(Handlebars Merge Language) for advanced personalization options.
4. Create Hyperlinks
Highlight the text to hyperlink and use the link icon in the editor.
5. Generate Text Version and Subject Line
Sync the HTML version to create a text version and add a personalized subject line.
6. Test Your Email
Lightning Builder: Preview in desktop and mobile views, send test emails, and use a test list for thorough testing.
Classic Builder: Send test emails and create rendering tests to see how the email appears in different clients and devices.
7. Send Your Email
Lightning Builder: Add recipient and suppression lists, set sender options, and configure completion actions.
Classic Builder: Select your send and suppression lists, set sender options, and configure completion actions.
8. Schedule or Send
Preview your email and choose to send immediately, schedule for later, or use Einstein optimization for advanced editions.
Comparison Guide: List Email vs. Email Template
If you’re grappling with whether to use a List Email or an Email Template, this cheat sheet will simplify your decision-making process. Consider how you intend to use the email and which functionalities are crucial to your campaign. Review the table below to determine which type of email best suits your needs:
*Note: Email Templates must be applied to a List Email to be used for single send emails.
Summary
With this detailed guide, you can confidently navigate the Pardot email builder, ensuring your email campaigns are effective and engaging. By understanding the differences between List Emails and Email Templates, you’ll be better equipped to choose the right tool for your specific needs. Harness the full power of Pardot to create compelling email campaigns that resonate with your audience. Bon appétit! Your email is ready to be served.
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