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Pardot Email Marketing Best Practices

When Ramsay Leimenstoll says of email marketing, “A small list that wants exactly what you’re delivering is better than a bigger list that isn’t committed,” he is stating the obvious while also emphasizing the basis of marketing automation. Similar to this, Pardot enables marketers to get the most out of email marketing through personalisation, the availability of reusable templates, and the option to deliver messages as and when appropriate. Additionally, Pardot marketing automation offers resources that support conversion optimization.

Here are some pointers on Pardot Email Marketing Best Practices, how to send an email template in pardot, best pardot email templates and pardot email marketing benchmarks.

Pardot Email Marketing Best Practices

1) Execute an A/B test

Simply said, Pardot’s A/B testing reveals what will perform best for a specific marketing campaign. We can send various email iterations to a subset of the target market. We can determine the winning message that generated the most engagement by working backward from there. Additionally, we can test words, pictures, body copy, etc. But frequent and extensive testing is the name of the game. Utilize the A/B testing capability offered by Pardot marketing automation to increase conversions.

2) Personalize emails with dynamic content

It has been said three times: personalized emails are the best way to connect with customers. Emails can be personalized by using variable tags taken from the records of a potential customer database. You may tailor the experience in your Pardot emails by using general company information.

3) Send non-commercial emails

Approaching a consumer without trying to sell to them is one of the best ways to sell. A balanced combination of expertise, market trends, and customer tales should be included in your email marketing to interest your prospects without being salesy. Utilize Pardot to offer your audience informed communications.

4) Apply unique redirects to buttons and banners

The function allows for click tracking while invoking automated finished actions in Pardot. By adding this information to the customer’s profile, it helps to obtain a clear picture of what they are interested in. The sales team can use this information to better understand the prospect’s engagement history.

5) Match emails to the appropriate campaign

Every marketer always has an improved return on investment (ROI) at the top of their list of priorities. When the marketer can link signups or purchases to a specific piece of content or strategy, their investment in Pardot is completely justified. Similar to how personas and segments should be properly created, all lead generating emails, blog roundups, and newsletters should be assigned to them. To generate tailored ads and gain a greater yield, use Pardot segmentation.

6) Monitor interactions and trends throughout time

This is unquestionably the most significant metric to use in determining how successful an email campaign was. An unnoticeable one-pixel graphic that Pardot adds into emails is used to handle email tracking. All emails ought to contain corresponding UTM parameters so that interactions and subsequent actions may be monitored and improved over time.

7) Configure forms with progressive profiling

It goes without saying that fewer form fields increase the likelihood that the form will be filled out. Strong progressive profiling capabilities are provided by the Pardot system. Make sure the forms on your website only request information that is actually necessary in order to encourage first-time users to engage. Progressive profiling on forms, however, ensures that when they come back, we receive responses to fields that the prospect hasn’t previously filled out. You can gradually create a clearer image of the persona in your marketing database without being overly intrusive. You might further customise their experience in subsequent communications via Pardot with the help of the obtained data.

8) Compose captivating autoresponder emails

Autoresponder mail is a type of email that is automatically sent after a consumer acts. These emails can be an excellent approach to provide your prospects with pertinent information just after they have shown interest in your brand. In Pardot, autoresponder emails can be configured in response to actions like button clicks or form fills. The autoresponder emails give the customer a tracked touch and encourage further engagement with your brand.

9) Allow for lead scoring

In essence, the feature monitors a potential customer’s interaction with your brand. The scoring system is based on the actions individuals perform and demonstrates how they relate to the marketing effort. As soon as a consumer reaches your scoring criteria, they are alerted for follow-up as sales-qualified prospects and assist place the customer in the funnel. As leads flow from the top of the funnel to the bottom of the funnel, Pardot scores them and routes them to the proper level.

10) Plan your mails at the best time of day and week.

The Pardot marketing automation system has a function that allows a marketer to specify the time and day that email messages will be sent. Find out what times are most effective for your particular audience. Possibly, depending on the desired persona you are aiming for. Example: Between the hours of 9 AM and 12 PM, mothers of school-age children are most likely to open emails. Test various day of the week and time combinations to see when you get the most engagements if research is not available.

Best Pardot Email Templates

1. The Marketing Content Newsletter Email (Hubspot)

The client: Although Hubspot and Pardot are direct rivals, that doesn’t mean that their emapl templates can’t cross over.

Hubspot provides CRM and marketing systems that are intended to improve lead generation, support sales enablement, and align sales and marketing teams to increase ROI. Companies can sell and market more successfully because to its strong and efficient solutions.

Why the email template works: HubSpot uses a daily email strategy that concentrates on a single blog post rather than disseminating numerous blog posts or marketing advice over the course of a week or several weeks.

2. Personalized B2B Email (Segment)

The customer: Leading customer data platform Segment (CDP). It provides companies with the information they need to put their customers at the center of every choice they make. In order to better understand their customers and provide seamless, engaging experiences, businesses may use Segment to collect, unify, and route their customer data into any system where it is required in real-time.

Why the email template is effective: Personalization is essential for effective B2B email marketing campaigns. Because it contains information about the recipient, the email is immediately relevant to them. It demonstrates how much time was saved by using Segment and how this has helped to alleviate the frequent issue of lack of time or inefficiencies.

3. 1-To-1 Email (Elegran)

The customer: Elegran is a small-scale New York real estate agency with a cutting-edge strategy and a toolkit that includes a unique marketing platform.

Elegran combines a straightforward text email with the recipient’s name and a tailored thought-leadership newsletter in its email design, which is why it works. Along with the unique combination of template styles, personalization distinguishes this template. It guarantees that customers get a service that is precisely tailored to their requirements. This template avoids delivering irrelevant content and makes use of minimalism to make sure users aren’t bombarded with a ton of CTAs. To add this level of customization to your own templates, utilize variable tags. To connect with your consumer one-on-one, it’s a good idea to create a collection of templates. This makes sure that your voice and tone are always appropriate.

4. The Customer Referral Email (G Suite)

The customer: The software and product package known as Google Workspace (formerly known as G Suite) consists of collaboration, cloud computing, productivity, and email capabilities for businesses.

Referral programs are very efficient for boosting word-of-mouth business growth, which is why the email template works. This is particularly true when referral systems, like the one Google advertises in this email, give advantages to both the referrer and the referee. The template does a great job of clearly outlining how the program operates and what each side receives. It is neat and well-organized. To advertise affiliate and referral networks for your business, utilize a similar concept.

5. Re-engagement Email (Grammarly)

The customer: Professionals working in B2B marketing, especially copywriters and content creators, must have Grammarly on hand. It assists them in proofreading their work for consistency, clarity, and spelling errors. Additionally, it suggests different word options and checks for plagiarism.

Why the email template is effective: The email starts out by reminding the recipient and following up with them. The “Wrinkle in time” label serves as a gentle reminder that they haven’t interacted with the product in a while. The word “now” is then used to offer an incentive and establish urgency. The CTA is a big red button that tempts users to use the service by saying “GO.” It’s a straightforward but powerful strategy to encourage people to use or buy your product again.

6. The Event Invitation Email (Intercom)

The client: Intercom is a platform for customer communication that enables organizations to improve customer relationships through bots, apps, product tours, email, messaging, and messaging.

Why the email template is effective: Live events are the most efficient method of obtaining quality leads, according to 68% of B2B marketers. B2B salespeople can inform audiences on what they do and how they can assist solve problems by using a variety of typical event components, including as panels, live demos, and Q&A sessions.

How To Send An Email Template In Pardot

These fundamental actions are needed to create and send a single email in Pardot:

  • Making email template files
  • generating a list of recipients for the email
  • distributing the email to specific recipients

Each step consists of a number of different elements, which are briefly covered in the following sections.

The best way to make email templates

The creation of a new email template is the initial stage in composing and sending emails:

  • Follow this direction from the Pardot interface: New email template under “Marketing” in the menu.
  • To add an email template, click the button. A screen with the Basic Template Information will appear.
  • Give this template the name you choose. Adding tags is optional.
  • Select the Folder, then pick a Campaign to specify where to tag the template.
  • Choose from two email formats: HTML and Text or Text Only.
  • The Available For option should be found. Set options for those you want to be able to use the new template.
  • Hit Save.

You’ve now created the fundamental data. Creating the actual email template’s contents is what you’ll do next. Select a layout first, then enter the needed contents. Check out how your finished email template appears when it is sent to potential customers. Once finished, configure your email sending preferences and publish the template. In this section, you’ll primarily use the Building and Testing Tabs.

How to Make a List of People You Can Email

Depending on your company’s objectives, marketing emails are frequently addressed to a wide range of potential customers. Making a list of the people who will receive the email template will therefore be the second Pardot stage.

  • Select the Marketing tab first, then segmentation.
  • Then select Lists.
  • choosing the Add list button
  • Now, you have the option of adding a static or dynamic list.

In order to decide which potential email receivers will be periodically added or removed, dynamic lists use list criteria. To reflect changes in prospects, the list is frequently updated. On the other hand, static lists employ automated procedures to add fixed prospects to the list.

How to Send an Email to a New List

After compiling your list of prospects, it’s time to edit the email one last time before sending it to your clients.

  • Take this route: Emails under the Marketing tab, Drafts.
  • To send a new list email, click the icon.
  • Select the box that says “Start Email from Template.”
  • Give your list email a name, and edit the email copy as necessary.
  • When finished, select the Sending tab.
  • Decide which list you want to send the email to.
  • Publish your email. Select whether to transmit right away or at a predetermined time.

These methods will enable you to easily create new emails and distribute them to your consumers. You only need three simple processes with clear steps to complete the email sending task.

Pardot Email Marketing Benchmarks

A huge dataset of email sends is used in email benchmarks reports to compare prominent email performance measures. I don’t think twice a second to look at one when it’s released.

To compare the success of their initiatives to those of their rivals in the same industry, marketers are eager to establish a benchmark.

Fresh off the press, the Campaign Monitor “Ultimate Email Marketing Benchmarks” study offers findings from “millions” of datapoints – to be precise, 30 billion emails sent across 4.2 million campaigns.


Email marketing can be a great way to reach a larger audience and boost sales. However, it’s important to take some time to prepare your listing and promotional strategy before you get started. By optimizing your product listing for SEO, creating attractive photos, and pricing your products competitively, you can give yourself the best chance for success. Promoting your products through social media, influencers, and other marketing channels can also help you reach more potential customers. By monitoring your sales and making necessary adjustments, you can ensure that your business is successful in the long run.

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