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  1. 1. Partner Certification - Bronze Emails
  2. 2. Importing a list• Import a list in the application by going to Administration >> Import• File must be in CSV format• Reserve the first row for the header of the column• The only required column in the CSV is email address• If syncing with a CRM, an import will force a sync of the prospects imported• During the import, you will have the ability to add the prospects to a “list” which is used for mailing
  3. 3. Email Templates• Always a good idea to create an email template before sending an actual email• Allows for email to be copied for future use• Email templates are also used for auto- responders, drip programs, and automation rules
  4. 4. Layout Types• Preformatted Layouts – Use one of Pardot’s 30+ layouts to easily create HTML emails without any coding knowledge• Graphical Editor – Use the WYSIWYG editor to custom create your email or input your own HTML in the source tab• Source Editor – Input your own source and go to the next step. No WYSIWYG editor here to make any changes; must change in HTML• Text Only – Create non-HTML emails with no clickable links. All links and URLs are in plain sight
  5. 5. CSS and Emails• All CSS must be inline and not referencing external style sheets• CSS gives the email its look and feel• For example: • Correct: <p style=“font-size:12px; color: #666; font-family: arial;”> • Incorrect: <p id=“paragraph”>• Google, among major email clients, does not reference external stylesheets
  6. 6. Variable Tags• Allows the email to appear more personalized• Commonly used tags include %%first_name%%, % %last_name%%, and %%company%%• Any variable tags beginning in %%user… reference the sender of the email• Use in drip programs and direct 1-to-1 emails to give the assumption of user actually sent the email
  7. 7. Best Practice Tips• Keep HTML heavy emails to monthly newsletters and other marketing focused communication• Use variable tags to give the thought that the user actually sent the email• If you must use HTML heavy emails in drip programs, make the email look like a forward from the sales rep• All emails must include the following: • Text Version – For those who can not receive HTML emails • Unsubscribe Link – To remain Can-Spam compliant and allow users to opt-out of communication • Account Address – Can either be placed using % %account_address%% or hard coded in the email
  8. 8. Testing Emails• Test your emails to ensure they look as you wish in your recipients inbox• One step of the email wizards gives the ability to send the email to an address(es)• If you have the Gold Email Package, this step will allow you to send to the email testing service to check look, subject line, and spam reporting• Note: When testing via the wizard, any variable tags will not be shown. • To test this, create a test list and send a live email to this list
  9. 9. Sending the Email• You can send your template by going to Marketing >> Email >> Send New Email• Select the email template that you wish to use. Once selected, next couple of steps will be completed from the template• Have the ability to send the email from “assigned user”, which if assigned, the email will come from the rep and not the default sender• Choose which list you wish to send the email to. If multiple list are selected, Pardot will de-dupe the list so prospects only get the email once
  10. 10. Sending the Email Cont…• Suppress any list that you wish to not receive the email at all. • Use case of customers that may be still on marketing list• Choose when you wish for the email to be sent: • Immediately: Email is sent when confirmation is hit on the confirmation page • Schedule: Choose when you wish to send the email in the future. • Based on your local time zone • Save as a draft: Save and decide later when to send the email• If you edit a scheduled email, it will cancel the send and you will need to reschedule the email send
  11. 11. Email Deliverability Tips• Keep a good text to image ratio • If spam filters can not read any/much text, they are likely to spam the message• Avoid shouting language • NO ONE LIKES TO READ ALL CAPS• Don’t buy and send to list • This is against Pardot’s Terms of Service and could blacklist your IP • Only send to those you have had previous communication with• Have a text version that matches the HTML version• Have a clear defined way the prospect can unsubscribe
  12. 12. Is My Email/List too Spammy?• Make sure the list has been mailed to within the last year• Use these statistics to live by: • Have an unsubscribe rate <1% • People do wish to stop receiving emails • Have a hard bounce rate <3% • People are leaving companies for new jobs all the time, hard bounces happen • Spam complaints <.1% • No one should think your email is spam
  13. 13. Reporting• Access email reports in Reports >> Emails• Reports available for Email Templates, Email Blast, Drip Programs• Email Template reports will show the statistics for the template itself including auto-responders and drip programs• Email Blast report will break down the report for the individual blast• Drip Program report will break down the email in the different stages of the drip program
  14. 14. End of Emails• You have reached the end of the email course• You will now take a test of what you have learned. You must score greater than 85% to pass this portion of the test• Good luck!