What’s new for those who create Marketing assets in Pardot after the Summer ’18 release? Some of us are thinking finally!
Pardot has given us some fantastic features in the recent release in key areas that us marketers use on a regular basis. We have tested and found the benefits of these features, which we will share with you in this article.
What’s new in Email editing?
One of the main tasks that almost all of us do in Pardot, is creating and sending emails. We are therefore excited that Pardot has introduced the Preview Email As feature. It not only helps us to save time with testing, but also enables to streamline personalisation in our email sending, which is proven to be one of the most successful strategies for increasing email performance metrics. You can use and test variable tags and dynamic content in order to personalise your emails based on what you know about your prospect. The image below shows you an email draft in the Editor Tab with a variable tag and dynamic content.
So, instead of testing if your personalisation techniques work correctly by sending proofs to different users, you can now go to the Preview Tab and select directly the prospects that you want to preview the email for.
This feature can be used for creating emails and email templates as well. But always remember to check if everyone on your send list is populated with the criteria your variable tag and dynamic content are based on – and make sure your fields have a general value as a default option. You can set up a field so that for instance the %%first_name%% variable tag appears as “Colleague” if the prospects on your list does not have their first name populated. See below the navigation and settings you need to enable to create a default value for your variable tags. For dynamic content, you will need to define the default content when creating your dynamic content.
Emojis across Pardot
To increase your email performance even further, Pardot has introduced Emojis in Email. Plenty of statistics have shown that Emojis in subject lines actually increase the open rate. So, if you are looking for a new way of increasing your next emails open rate, try this…
Navigate to the Advanced Subject Composer above where you write in the Subject Line:
Click on the Emoji next to the subject line, choose your Emojis and press Save:
Emojis are also available when posting from Pardot to your Social Media accounts.
Using Emojis when posting on different social media platforms is something we take for granted. It has been available almost always, helping our posts to come alive and be more engaging for our followers.
Layout Templates for All Devices
Last but not least, Pardot has finally introduced Responsive Layout Templates. If you are currently redesigning your landing pages but haven’t tried these yet, we would recommend to take a look now. Research says users now browse around online more regularly on their mobile phone. It’s therefore very important to make sure that your landing pages are responsive to smaller devices as well as desktop. By using existing and tested responsive templates, you’ll save yourself a lot of time and keep your focus on aligning the template styling with your branding.
So, how do you import these responsive templates?
Navigate to Marketing -> Landing Page -> Layout Templates -> + Add Layout Template -> Import Layout:
Before choosing the most suitable template, it might be worth Previewing the template to make sure it fits with what you are looking for:
I hope you’re all caught up now and you are as excited about these features as we are! If you’d like to be kept up to date with the latest feature releases from Pardot, join our mailing list below and start receiving our monthly Pardot Insights newsletter.