Data cleaning could be one of the most important things that your business does right now. Not just because of GDPR compliance but also to make sure that your email performance metrics are optimised by targeting a high-quality audience.
There are many tips and tricks that you can implement into your Pardot processes when handling your prospect data.
1) Firstly, start thinking about how you are handling your database in order to be able to import your data into Pardot easily and personalise communications in the future. For instance, what type of data are you looking for and how do you want to use it? You should think about asking your new prospects for an email address from a corporate email domain (e.g. not firstname.lastname@example.org). Enabling additional security measures in your form’s email validation will make your database cleaner and prevent any spam data being entered.
2) Secondly, think about how to keep your Pardot database clean in the long-term as it’s important for nurturing your prospects and making sure you are only keeping prospects with interest in your company’s service or products. Pardot includes more than just one tool to clean your data but with this first secret weapon, you will be able to save time and organise your data on an ongoing basis.
3) Gain consent to email with new prospects or re-connect with old prospects through a one-time email in the form of a permission pass. Permission pass emails are an opportunity to communicate with the most engaged prospects and helps your business to focus on the ones that matter. Make sure that you explain why you are sending out this email and that you have a call-to-action button to confirm their consent. Don’t forget that this is also an opportunity for you to promote your emails, which means that you should try to remind them why they should want to receive your communications and personalise their experience with the prospect information you already have. You could either create a form or a custom redirect to help you track and manage who’s opted-in after the pass. Follow this link to find out steps you need to take.
4) Review your lead qualification threshold if your business is generating a lot of new prospects. You can use different tools in Pardot, such as Scoring & Grading or Completion Actions on key forms to pass the hottest leads onto sales and give them more insights on why and when the prospect become a hot lead. Follow this link if you would like to find out more about lead scoring and its benefit.
5) Over time your data will grow and you might start to reach your database limit. Find out what your Pardot data limit is to determine if you need to purchase more additional blocks or adapt your data cleaning strategies in the future. Pardot accounts start with a limit of 10k mailable prospects. Log into your Pardot account and find your limits by navigating to the top right and the Cog Wheel > Settings > Usage & Limits and then scroll down to Mailable Database.
6) Remember that quality is better than quantity. You might want to reassess if you should keep any prospects with a low grade or score in your Pardot account. Or if prospects are inactive and have not responded to your permission pass, don’t be afraid to delete them from your database.
We hope our top tips and tricks inspire you to get started on having a clean database ready for GDPR. If you have any questions let our team know.