About Erin Duncan

CRM and Marketing Automation Strategist. Erin Duncan is 3x Salesforce certified and has 9+ years of experience as a Salesforce and Pardot Admin. Erin is the leader of the Atlanta B2B Marketers User Group, a Salesforce Marketing Champion, and a former Dreamforce, SE Dreamin, and NE Dreamin speaker.

Everything to Know About the Pardot Lightning Email Builder

Marketers love drag-and-drop tools like fish love water. With recent releases, Salesforce is opening the doors for more drag-and-drop design functionality in Pardot through a few enhancements.

Pardot Lightning users can now build emails faster in Pardot with a user-friendly Lightning Email Builder. The Pardot Lightning Email Builder allows you to create emails and templates with ease. 

Here’s an overview of the Pardot Lightning Email Builder and limitations you should know about.

Pardot Lightning Email Builder Overview

The Pardot Lightning Email Builder consists of two navigation tabs:

  1. Email Templates

You can use Templates as a starting point when building Email Content in the Lightning Email Builder. Lightning Builder Email Templates cannot be used in templates or list emails created within the classic Pardot WYSIWYG builder.

  1. Email Content

These are emails built with the new Lightning Email Builder. Once created, you can send Email Content as a list email or in an Engagement Studio Program (ESP) if you select ‘Activated for Automation.’

Email Content cannot be used as:

  • Autoresponders within Completion Actions (confirmed coming in Salesforce Spring ’22 release).
  • True templates in the WYSIWYG builder. Email Content is not available as a “starting” place to build other list emails and templates within Pardot.
  • Engage templates (confirmed coming in the Salesforce Spring ’22 release).
Pardot Email Template vs email content

Pardot Lightning Email Builder Features

The Pardot Lightning Email Builder includes the following features:

  1. Drag-and-drop builder
  2. Easy to add and customize buttons
  3. Share content across Pardot Business Units
  4. Utilizes Salesforce CMS
  5. Pre-built columns and rows
  6. Responsive templates
  7. Easily resend list emails
  8. Add Salesforce AppExchange components
  9. Handlebars Merge Language

How to Build an Email Template in Pardot Lightning Email Builder

  1. Navigate to the Email Templates tab.
  2. Select New Email Template.
  1. Give your email template a unique name using naming conventions and complete the optional Email Template fields.

Note 1: If this template is going to be used with Pardot emails, leave Related Entity blank. Related Entity is the object from which your email template can retrieve field-level information to insert into the email template. This information is displayed in the merge fields you add to the template. If you select a Related Entity other than Lead or Contact on the Email Template, then this template will not be available when building Email Content.

Note 2: Enhanced Letterhead is not currently supported by Pardot emails. Leave this field blank. 

  1. Select Save.
  2. Select Edit in Builder.
Email Template Builder

Features you’ll use while editing in the builder

Once you create the template and save it, you can start editing. Here are features to look out for while editing.

  1. Preview Mode – Use this to preview the email template so you can adjust for desktop or mobile.
  2. Components Panel – Available components for the email template. This section will include standard components, pre-designed layouts, and any custom components installed in the org.
  3. Row – All Components are placed in rows. These are the editable sections of your email template.
  4. Canvas – Add drag-and-drop Components to the canvas to build your email template.
  5. Property Panel – Displays what can be changed in the email template or currently selected row. When no row is selected, use this panel to set your email preheader. 

Remember to select Save when you are finished editing your email template.

How to Build Email Content in Pardot Lightning Email Builder

  1. Navigate to the Email Content tab.
  2. Select New.
  1. Give your email template a unique name using naming conventions. 
  2. (Optional) Select an existing template to start from.
  3. Select Save.
  4. Select Edit in Builder.
  5. Select Save when you are finished editing your email template
  6. To edit the text version of you email, select Edit.
  7. Select Sync from HTML.
  8. Select  Confirm.
  9. Edit your Text version as needed then select Save.

Other Pardot Lightning Email Builder Features to Know

Merge Tags

The Merge Picker within the Pardot Lightning Email Builder is slightly different from the WYSIWYG builder. By default, the Lightning Email Builder displays Recipient, Sender, Organization, and Other fields. The Lightning builder merge picker also displays whether the recipient field is on the Lead object, Contact object, or both.

Fields that only exist in Pardot are not shown in the Lightning Email Builder merge picker, but can be manually entered. 

When using multiple Pardot Business Units
When your email content is ready to “Send” or “Activate for Automation”, ensure you are logged into the correct Business Unit. When the lightning email builder checks your email, it will look at the Business Unit you are currently logged into to verify any merge tags are correct. You will receive an error message if the merge tags are unavailable in the current Business Unit.

Dynamic Content

Dynamic Content is not currently supported by the Lightning Email Builder. However, you can manually enter the Dynamic Content tag into your email. 

When using multiple Pardot Business Units
When your email content is ready to “Send” or “Activate for Automation”, ensure you are logged into the correct Business Unit. When the lightning email builder checks your email, it will look at the Business Unit you are currently logged into to verify any merge tags are correct. You will receive an error message if the merge tags are unavailable in the current Business Unit and/or if you have Dynamic Content merge tags from multiple Business Units present in your email. 

Snippets

Snippets are also not currently supported by the Lightning Email Builder. However, you can also manually enter the Snippet tag into your email.

When using multiple Pardot Business Units
Unlike Dynamic Content, the Lightning Email Builder will not check that the Snippet referenced in your email template is available in the correct Business Unit. If you send an email from the Lightning Email Builder and the Snippet is incorrect, Prospects will see a blank space where the Snippet is referenced. 

Designing Emails in Pardot Lightning Email Builder

Unlike the classic builder, Email Templates and Email Content in the Lightning Email Builder can have the exact same name as other templates/content. Ensure you use naming conventions to avoid having templates/content with the same name, which can cause confusion or errors for your users.

Getting started

To start building an email, drag a component from the left side menu to a row. If you want your row to have a pre-set background color, I’d recommend doing this first. It’s a little tricky to select the row behind a component once added. 

Adding a background color

Select a row within your email or drag and drop one from the Layout components. Once the row is selected, click the Style tab from the Property Panel to set your background color. 

Adding Content

To start adding content to your email, drag a component from the left side menu and drop it within the row. The right side Property panel will change depending on what type of component you selected. Below is what you will see for a Rich Text component.

Similar to the classic WYSIWYG builder, you can enter content directly into the editor or switch to the Source code if you prefer editing the HTML. The WYSIWYG builder will allow you to set the font face, but it is currently limited to the font available in this dropdown list. Custom fonts are not yet supported (as of December 2021), but this should be coming in a future release. 

Testing Email Content

If you have multiple Pardot Business Units, first ensure you are logged into the business unit the email belongs to. 

Here’s how you can test email content that was built in Pardot Lightning Email Builder:

  1. While viewing your Email Content outside of the Email Builder, select Test.
  1. Select whether you would like to test your email as Marketing or Operational.

Note: This option will not appear if you do not have access to send Operational emails.

  1. Enter a Pardot List to send a Live Email Test or enter an Individual Email to send a one off test email. 

The difference between these two testing options is outlined here 

  1. Select Done.

Note: Litmus testing is not currently available in the Lightning Email Builder.

Activate for Automation

If you would like to use your Email Content in Engagement Studio Programs, the Email Content must be activated for automation. 

If you have multiple Pardot Business Units, first ensure you are logged into the business unit the email belongs to. 

  1. While viewing your Email Content outside of the Email Builder, select Activate for Automation.
  1. The Lightning Email Builder will then check your email for any issues. If your email does have issues, a red banner will appear and you will be unable to proceed until the issue is resolved.
  1. After resolving any issues, select the Campaign to which your Email Content should be associated.

Note: You cannot change the Campaign the Email Content is associated with after you have activated your Email Content for automations. You will need to clone the Email Content to change the campaign. 

When using multiple Pardot Business Units – When selecting a campaign, only campaigns that sync to the business unit you are logged into or campaigns that don’t have a Record Type will be able to be selected. If you select a campaign without a Record Type that is not currently syncing to the Business Unit, your Email Content will still appear.

  1. Select your Primary Sender(s) and (optional) Reply-To User. 
  1. Select Activate.

When building Engagement Studio Programs, your Email Content will now be available to insert for Send Email actions.

If you later update the Email Content, you must re-activate it for automation. When doing so, Salesforce will list anywhere the template is in use and confirm you would like to overwrite the current template.

Sending Email Builder Emails

If you have multiple Pardot Business Units, first ensure you are logged into the business unit where you would like to send the Email Content from.

  1. While viewing your Email Content outside of the Email Builder, select Send.
  1. Select whether you would like to send your email as Marketing or Operational.

Note: If you do not have access to send Operational emails, this option will not appear.

  1. Select Next.
  2. The Lightning Email Builder will then check your email for any issues. If your email does have issues, a red banner will appear and you will be unable to proceed until the issue is resolved.
  1. Select the Campaign to which your Email Content should be associated.

When using multiple Pardot Business Units – When selecting a campaign, only campaigns that sync to the business unit you are logged into or campaigns that don’t have a Record Type will be able to be selected. If you select a campaign without a Record Type that is not currently syncing to the business unit, your Email Content will still send.

  1. The tracker domain for your Pardot instance should automatically fill. If you have multiple tracker domains, update this field to the correct domain.
  2. Select your Recipient List(s) and (optional) Suppression List(s).

Note: Select Calculate Mailable Prospects to get a count of how many prospects match your Email Recipient selections.

  1. Select your Primary Sender(s) and (optional) Reply-To User. 
  1. (Optional) Configure Completion Actions for your email send.
  1. Select your Send Time.

Note: If Einstein Send Time Optimization is enabled, this feature can be employed here. Otherwise, choose to send your email now or at a later date/time. 

  1. Select Send.

If you later update the Email Content, you must re-activate it for automation. When doing so, Salesforce will list anywhere the template is in use and confirm you would like to overwrite the current template.

Pardot Lightning Email Builder Limitations

Here are the gotchas to look out for as you begin to navigate through the Pardot Lightning Email Builder. Keep in mind, these gotchas may change in the future with enhancements from Salesforce seasonal releases beyond the Salesforce Spring ‘22 release.

  • Email Content can only be used to send List Emails or as emailed within Engagement Studio Programs.
    • Using Email Content as “true” templates, as autoresponders, or as Salesforce Engage templates is not currently supported. 
    • Use of Email Content as Completion Actions, Autoresponders, and Engage templates is confirmed in the Salesforce Spring ‘22 release.
  • Existing Pardot email templates cannot be accessed in the Lightning Email Builder.
  • A/B testing is not currently available.
  • There is no direct access to the HTML of the Email Content. 
  • Active and Rich Text components are not supported. 
  • Internet Explorer 11 isn’t supported.
  • Enhanced letterheads aren’t supported.
  • Litmus testing is not currently available
  • Custom fonts or the ability to lockdown fonts and other styles is not currently available.
  • Snippets and Dynamic Content are not currently supported by the Lightning Builder. However, you can manually enter these tags. Take extra caution if you are working with multiple Pardot Business Units (more info in the respective sections).
  • Merge Tags
    • Fields that only exist in Pardot are not shown in the Lightning Email Builder merge picker, but they can be manually entered. Take extra caution if you are working with multiple Pardot Business Units (more info in the respective sections).

Things to know: old versus new builder

  • The CMS used by the new Lightning Builder only supports images whereas the classic Pardot file repository allows all file types.
    • Files stored in the CMS count toward Salesforce org file storage limits.
  • Pardot users with Salesforce Identity Licenses cannot access the Pardot Lightning Email Builder.
  • Email templates are available in Pardot Sandboxes and can be promoted/pushed to production, but Email Content cannot (at least as of Dec 2021).

Pardot Lightning Email Builder Deployment Considerations

As you get ready to deploy the tool, consider if a slow roll-out to power users is needed first. Rolling out to power users first is a great step for companies with large teams or who use unsupported features, such as dynamic content.

Additionally, consider what type of emails are a good fit for the builder with the current available features and limitations. Evergreen content or templates that will absolutely be used in the future are a good place to start seeing how they will be needed in the builder eventually.

And finally, don’t migrate historical content that is unlikely to be used going forward. You won’t lose access to the classic builder, so that content is not going anywhere.

Additional Resources

Tell us about your experience with the new Lightning Email Builder in the comments. Or, reach out to Sercante for a free consultation if this is completely outside of your comfort zone.

The post Everything to Know About the Pardot Lightning Email Builder appeared first on The Spot For Pardot.

New Pardot Feature: Custom Components for Email Content

The Pardot Winter’ 22 release includes a new way to add content to emails you create using the email content builder in Pardot Lightning. Custom components allow marketers to easily build a library of standardized components users can drag-and-drop into email content builder emails without needing to edit HTML or CSS. 

With this new feature, you can create components for standard areas of emails, such as footers or headers. Or, use it for more complex items, such as displaying upcoming events or gathering prospect feedback. 

You can create your own custom components, or search for components built by third parties in the Salesforce AppExchange. 

Pardot Email Custom Components Available Now

pardot email content builder

Salesforce Labs already has three custom components available:

  1. Embedded Feedback within Pardot Emails

Add a feedback form component to emails and gather instant feedback from prospects.

  1. Video for Email

Easily embed video thumbnails.

  1. Newsletter Lightning Email Template with Google API 

Create newsletter emails with components for Youtube Webinar and Google Calendar.

Once installed, the component will appear in the email content builder in Pardot Lightning under Custom

Note: You must be a Salesforce administrator or your Salesforce user must have the Download AppExchange Packages permission to install a custom component from the Salesforce AppExchange. 

Configure the Custom Component

Once you drag and drop a custom component into a Pardot email, you can use the right-hand side to configure the component. 

This new feature is available in the email content builder for Pardot Lightning (a.k.a the drag-and-drop email builder). You can use it in list emails and Pardot Engagement Studio programs

pardot custom component example

Custom Component Availability

It is not yet available in the email template builder, but that should be coming in future releases. This feature is available for Growth, Plus, Advanced, and Premium Pardot editions.

Updating Pardot Email Content Custom Components

If a custom component is applied to email content and then that component is updated, the email content will not automatically reflect the changes. To update the email content, you must click Edit in Builder and re-apply the custom component. 

Considerations for Multiple Pardot Business Units

If you have multiple Pardot Business Units, be mindful of creating custom components that reference fields, content, or assets that only exist in one business unit. Custom components are a platform asset and are not tied or restricted to a specific business unit. 

Share Your Experiences

How are you planning on using this new feature in your org? Tell us in the comments!

The post New Pardot Feature: Custom Components for Email Content appeared first on The Spot For Pardot.

By |2021-12-10T12:53:35+00:00December 10th, 2021|Categories: Content Marketing, Design, Email Marketing, Engagement Studio, Release Notes, Salesforce|

How to be Successful with the Pardot Drag-and-Drop Landing Page Builder

In the Salesforce Winter ’22 release, Pardot launched the new drag-and-drop Landing Page builder, which allows users to create nativey responsive landing pages and control when pages are published and/or removed. This builder uses the same integration as the drag-and-drop email content builder, so if you are already using that feature there is nothing new to set up!

This post will cover a few things you can do to ensure your users are successful with this new builder. For a great demo of this new feature, check out the Pardot Release Readiness Winter ’22 Webinar (The landing page builder demo starts around the 14-minute mark).

Requirements and System Usage

Before you get started with the landing page builder, you’ll need to ensure:

You’ll also want to take a look at your landing page usage and limit. Landing pages published with the new drag-and-drop experience plus landing pages published with the classic experience will both count toward your account’s limit. 

To check your usage and limit, navigate to Pardot Settings > Usage and Limits

pardot landing page builder

Ensure consistent use of naming conventions

Good naming conventions are going to be especially helpful when using this new builder. Naming conventions will allow users to quickly and easily locate the correct campaign, images, and form while building a new landing page. 

If you are using multiple Pardot Business Units (PBU) it will be even more important to have good naming conventions. When you create a new landing page, you will need to associate it with a connected campaign. The campaign you select determines which PBU the landing page belongs to as well as which forms can be used on this landing page (the landing page can only use Pardot forms that exist in the same PBU as the page). To make sure your users can determine which PBU a campaign or asset belongs to at a glance, I highly recommend adding your PBU name to the naming convention. 

To ensure naming conventions are used correctly on Salesforce Campaigns, check out our previous blog post on how to automate Salesforce Campaign Naming Conventions.

Vanity URLs

You’ll also want to make sure you have a good policy around using vanity URLs and ensure your users know how to check if a vanity URL is already in use before attempting to publish their new landing page. Vanity URLs are not validated until the landing page is published, meaning a team may center their marketing materials around the URL being www.sercante.com/really-cool-awesome-stuff only to find out upon publishing that this URL is already in use for another marketing initiative. More considerations for vanity URLs can be found here

Salesforce Navigation and Page Layout Edits

Make sure your users know where to find this new feature by adding the Landing Page tab to the Pardot Lightning App navigation.

  1. Navigate to Setup >  App Manager
  2. Locate the Pardot app (ensure the App Type says “Lightning”)
lightning experience app manager
  1. Select the dropdown arrow and click Edit
  2. Select Navigation Items
  3. Move Landing Pages over to the Selected Items pane, click Save
navigation items - landing pages

Also edit your Landing Page layouts to include the new Publication Details section:

example landing page

You can edit this page layout by navigating to Setup > Object Manager > Landing Page > Page Layouts

Create New Landing Page List Views

With more granular control over when Pardot Landing Pages are published and unpublished, as well as additional tracking of changes, creating a few list views will help you easily audit your pages. 

You can create new landing page list views by navigating to Landing Pages, clicking the Action wheel, and then New.

all landing pages

Configure a “Published Landing Page” view to keep an eye on metrics

  • This view is filtered to only show “Status equals Published”
published landing pages

Configure a “In Progress Landing Pages” view to monitor which pages are unpublished but in progress:

in progress landing pages
  • The “Content Last Saved” fields are updated anytime the landing page name, campaign, content, search engine indexing, and/or vanity URL are changed. Publishing and unpublishing a landing page does not update these fields.
  • This view is filtered to only show “Status equals Draft”

Finally, configure a list view of landing pages that have a status of “Published (Changes Pending).” Unlike the classic landing page builder, new and updated pages will need to be pushed to “published” when they are complete. Landing pages will not auto-publish upon saving. This new change in functionality may cause some users to leave their page in the “Published (Changes Pending)” state and a list view can help you keep on eye out for these. 

For this list view, clone your “In Progress Landing Pages” view but change the filter to only show “Status equals Published (Changes Pending)”

published pending landing pages

Automate Reminders to Publish

Since users will need to publish landing pages when changes are made, you can set up a flow to remind landing page owners that their pages are not published. I set this up with a flow. My flow looks for landing pages with a status of “Published (Changes Pending)” and a Content Last Saved date of three days ago or less. My Flow will send an email reminder to the user who last updated the landing page for up to three days after their edits were made (unless the page is published). 

automate reminders to publish landing pages

What excites you about the new Pardot Landing Page builder? Tell us in the comments!

The post How to be Successful with the Pardot Drag-and-Drop Landing Page Builder appeared first on The Spot For Pardot.

By |2021-10-22T11:01:21+00:00October 22nd, 2021|Categories: Content Marketing, Design, Release Notes, Salesforce|

Preserving Prospect Email Preferences After the New Pardot Mailability Upgrade

The Salesforce Winter ‘22 release made the Pardot Prospect Mailability upgrade permanent for all orgs. And it also introduced four new user abilities that allow for more control over which Pardot user roles can edit the new Prospect Mailability fields.

New Fields

  1. Update Opted Out Field
    • Allows the user to edit the “Opted Out” field from the Prospect Overview page
    • Replaces “Toggle Opt-In Status” 
  2. Update Do Not Email Field
    • Allows the user to edit the “Do Not Email” field from the Prospect Overview page
  3. Reset soft bounce count
    • Allows the user to reset the soft bounce count for a prospect. When soft bounces are detected, a “reset” option will appear.
  4. Reset hard bounce count
    • Allows the user to reset a hard bounce for a prospect. 

“Update Opted Out Field” will be enabled for the Pardot Administrator role by default. The other three abilities will be enabled for the Administrator role and the Marketing role by default. Users will only be able to manually toggle these abilities on and off within a Custom User Role

When should you reset soft and hard bounces?

You should reset a prospect’s soft or hard bounce if the bounce(s) only resulted from a system issue, such as:

  1. The mailbox is temporarily unavailable or busy
  2. The mailbox is full
  3. An issue similar to when Barracuda incorrectly blocked vendor IPs including Pardot 

If the bounce(s) resulted from the email address not existing, the email or sender being blocked, or due to a bad sending reputation, you should not reset the bounce(s). Continuing to email prospects who have received a hard bounce for these reasons can have a severe impact on your send reputation! You can learn more about bounce codes and meanings here

What to watch out for

Removing a user role’s permission to “Update Do Not Email Field” and/or “Update Opted Out Field” only removes the ability to update these fields on the Prospect Overview page. Users will still be able to edit these fields via Automation Rules, Completion Actions, and Engagement Studio Programs. Due to this, I would highly recommend you read the “Ensure these new features are used correctly” section of our first Mailability Upgrade post as well as Lindsey Mark’s post about how to align your data after the upgrade.

What questions do you have about the new Mailability Upgrade? Tell us in the comments!

The post Preserving Prospect Email Preferences After the New Pardot Mailability Upgrade appeared first on The Spot For Pardot.

By |2021-10-20T18:40:08+00:00October 20th, 2021|Categories: Compliance, Content Marketing, Email Marketing, Pardot Business Units, Release Notes, Salesforce|

Pardot External Activity: What it is and how to use it

Pardot is delivering a whole new way to leverage your prospect data in the Salesforce Winter ‘22 release. Similar to webhooks, the new Pardot External Activities feature allows users to receive data from third-party systems and use the data in automations and Engagement Studio Programs. For instance, you could record when a prospect registers for a webinar, completes a survey, or watches a video, and then trigger automations from those actions.

Pardot external activities

There are 3 main steps we will be guiding you through in this post. 

  1. Register the Pardot External Activity types in Salesforce
  2. Integrate third-party systems with Pardot External Activity (we use the API here)
  3. Leverage the new External Activities inside Pardot

To use External Activities, you must have a Plus, Advanced, or Premium Pardot Account and be using the Pardot Lightning App (remember, the Pardot Classic app is being retired).

Register the External Activity types in Salesforce

Similar to how a Salesforce Custom Object needs to be defined before you can start creating records, we need to set up an Extension and the Extension’s Types before we can record External Activity on Prospect records. A Salesforce Administrator or a Marketing Setup Administrator will need to perform these steps. 

  1. Create a Marketing App Extension.
    1. Navigate to Setup > Marketing App Extensions.
    2. Select “New.”
marketing app extensions
  1. Name your new Extension.
  2. Select “Active in Automations.” This is what allows the extension to show up within Pardot.
  3. Select “Save.”
new marketing app extension
  1. Create an associated Activity.
    1. Select the “Related” tab.
    2. Select “New” next to Activity Types.
      • This will be an action your prospects perform, such as registering, attending, or being absent from a webinar.
      • Activity types cannot be shared across extensions, so make sure you create these activities for each extension!
      • Choose activity type names that make sense to your users.
new activity type
  1. Select “Active in Automations.”
  2. Select “Save.”
  3. Assign the extension to your Pardot Business Unit(s). 

You’ll need to perform this step even if you only have one Business Unit. Extensions can be assigned to multiple Business Units. 

  1. Within the Related tab, select “New” next to Business unit Assignments.
  2. Select the first Business Unit.
  3. Select “Save.”
  4. Repeat if you’re using multiple Business Units.
new business unit assignment

Before you build/set up this external activity, check to make sure the solution you are looking to integrate doesn’t have an existing solution built. They may handle this whole side of the process for you, or you may only need to assign the extension to your Pardot Business Unit(s).

Integrate third-party systems with Pardot External Activity

This step is where we’ll connect the third-party system that is collecting the prospect’s activities and extension we built above. This step will use the Pardot API and should be included in any vendor’s solution that supports External Activity. Given this is a brand new feature, odds are External Activity is not yet supported by existing integrations.

If it is not included, you should be able to glue things together yourself. Below are three guides that will help: 

Leveraging the new External Activities inside Pardot

Now that you’ve created an External Activity and have a solution to send the prospect’s activities to Pardot, “Prospect External Activity” will be available within Automations:

rules prospect external activity

And “External Activity” will be an available Trigger in Engagement Studio:

trigger external activity

The value for the External Activity refers to the individual event, webinar, etc. These values will change for each activity and will NOT be pre-populated, so you’ll want to ensure your users know the exact values to look for when using the External Activities in Pardot. You can use the semicolon operator for a list of values.

rule match all

Keep in mind

External Activities do not update the prospect’s last activity time stamp. That means external activities will not trigger a sync between SFDC and Pardot, and they should not be used to indicate the last time the prospect took an action.

rules match all

Finally, Automations will process External Activity data even if the external activity is inactive within Salesforce. So, if you deactivate an extension, you’ll want to review the Automations and Engagement Studio Programs that are using the External Activity. Consider using tags on your Pardot Automations to help you easily find and administer them.

Requirements

  • Plus, Advanced, or Premium editions of Pardot
  • Requires the Pardot Lightning App
  • Work with your Salesforce Admin or Marketing Setup Admin to configure this. 

External Activity helps Pardot customers send information to Pardot from external systems. While many things are possible with the Pardot API, this feature does not send information from Pardot to other systems. If this is a critical capability for your org, you can help impact the Pardot Roadmap by sharing your Product and feature ideas on the  Salesforce Idea Exchange

Want to keep learning about External Activity? Check out these two additional blog posts:

The post Pardot External Activity: What it is and how to use it appeared first on The Spot For Pardot.

By |2021-10-15T17:38:10+00:00October 15th, 2021|Categories: Campaigns, Data Management, Email Marketing, Integration, Pardot Business Units, Salesforce|

How To Automate Salesforce Campaign Naming Conventions

Campaign naming conventions are a must have. They keep your campaigns organized, improve reporting, and provide key information about the campaign at a glance. However, campaign naming conventions can only be helpful if they are used — and used consistently. 

Enforcing naming conventions is tricky because it typically relies on the users to remember the order, abbreviations, variations by type etc. Without good governance, your campaigns will end up having disparities.

Here’s an example of possible disparities: 

Instead of continuing to rely on your users remembering your naming conventions, we can automate this process with APEX.

But First

Before you start automating your campaign names, ensure the data that goes into your naming conventions is on the campaign object. For instance, my naming convention is YYYY_MM_Campaign Type_Description/Name, so I’ll need to make sure the following fields are required:

  1. Start Date 

Year and Month will be pulled from this field

  1. Campaign Type 

Create a picklist field on the campaign object for your different campaign types such as webinar, email, trade show, etc.

  1. Short Name 

Create a text field on the campaign object for the user specified description/name. The user will only enter data into the “Short Name” field, the default field “Campaign Name” will be completed by our APEX trigger.

You’ll need to do a quick calculation to see how long your new Campaign “Short Name” field can be. The default “Campaign Name” field can only be 80 characters, so you’ll need to calculate:

calculating character count for naming convention

X=58

The Campaign “Short Name” field can be up to 58 characters.

To ensure this is clear to your users, add Help Text to both the “Short Name” and “Campaign Name” fields.

new campaign

Automating the Salesforce Campaign Name

Next, we’ve created a little Salesforce DX project that you can take a look at to see an example of how this can be done: https://github.com/sercante-llc/campaign-name-enforcer

The project includes the Custom Field, Trigger code and the APEX Test code as well.

The CampaignNameTrigger is how we can enforce the Name of the Campaign. In this code, we see that we are using the date format “YYYY_MM_” to get us started, which will write out the 4 digit year and 2 digit month. Other formats are available.

trigger CampaignNameTrigger on Campaign (before insert, before update) {
    if(Trigger.isBefore && Trigger.isInsert) {
        //we will set the Name of the Campaign based on other fields,
        //overwriting whatever was placed there before
        for(Campaign campaign : Trigger.new) {
            campaign.Name = 
                Datetime.newInstanceGmt(campaign.StartDate, 
                    Time.newInstance(0,0,0,0)).formatGmt('YYYY_MM_')
                + campaign.Type + '_' + campaign.Short_Name__c;
            if(campaign.Name.length() > 80) //make sure length is good
                //if it isn't, trim it down to size
                campaign.Name = campaign.Name.substring(0, 80); 
        }
    }
    else if(Trigger.isBefore && Trigger.isUpdate) {
        for(Campaign campaign : Trigger.new) {
            Campaign oldCampaign = Trigger.oldMap.get(campaign.Id);
            //first lets see if anyone else tried changing the name
            if(campaign.Name != oldCampaign.Name) {
                //we want to prevent that
                campaign.addError('You can\'t change the Name directly.');
                continue;
            }
            //ok, we are safe to set the correct value now
            campaign.Name = 
            Datetime.newInstanceGmt(campaign.StartDate, 
                Time.newInstance(0,0,0,0)).formatGmt('YYYY_MM_')
            + campaign.Type + '_' + campaign.Short_Name__c;
            if(campaign.Name.length() > 80) //make sure length is good
                //if it isn't, trim it down to size
                campaign.Name = campaign.Name.substring(0, 80); 
        }
    }
}

This trigger will also trim the final campaign name down to 80 characters, if needed. 

Once implemented, the above APEX Trigger will fire whenever a Campaign is created and/or edited. 

final view

This is a subtle reminder that this year’s ParDreamin virtual conference starts on October 27th! Register here.

Want to automate your campaigns even further? Check out how you can auto-generate and enforce campaign member statuses by campaign type.

Thanks to Adam Erstelle for contributing to this post.

The post How To Automate Salesforce Campaign Naming Conventions appeared first on The Spot For Pardot.

By |2021-09-21T15:09:57+00:00September 21st, 2021|Categories: Campaigns, Data Management, Salesforce|

Are you Ready for the Pardot Prospect Mailability Upgrade?

Pardot announced some big prospect mailability changes in their Summer ‘21 release, and those changes are becoming permanent for everyone with the Winter ‘22 release

So, let’s break down exactly what’s changing, what your Pardot users need to know, and how to protect your prospects’ email preferences after this change. 

What’s changing?

Currently Pardot has two fields that control a prospect’s mailability:

Opted Out: Indicates the prospect has unsubscribed from marketing emails. Prospects who have opted out can still receive operational emails (a.k.a transactional emails) and autoresponders.

Do Not Email: Indicates the prospect cannot receive any email communications at all.

Things are about to get a lot more granular with the new prospect mailability changes. Pardot is adding a “Mailbility Insights” section to the prospect page with six fields:

mailability fields
  1. Status: Outlines which kinds of emails prospects can receive and their overall mailable status.
  2. Email Uniqueness: Records if the prospect’s email address has any duplicates in Pardot.
  3. Opted Out: Indicates the prospect has unsubscribed from marketing emails. These prospects can still receive operational emails and autoresponders. 
  4. Do Not Email: Indicates an internal user has suppressed this prospect from marketing emails. These prospects can still receive operational emails and autoresponders.
  5. Soft Bounce Detected: Indicates the prospect’s email address has returned soft bounce(s) from an email send. A soft bounce occurs when an email is recognized by the recipient’s mail server but is returned to the sender because the recipient’s mailbox is full or the mail server is temporarily unavailable. Prospects with a soft bounce may be able to receive emails at a later time.
  6. Hard Bounce Detected: Indicates the prospect’s email address has returned hard bounces from an email send. A hard bounce occurs when the prospect’s email address is invalid, the domain name does not exist, or the sender is suspected as spam and/or has been blocked. Prospects with a hard bounce are no longer mailable. 
undeliverable prospects

Previously when a prospect was marked as Opted Out, the Do Not Email field would also change to “TRUE.” This is no longer the case with the new update. 

This change also enables a new filter to view Undeliverable Prospects (a.k.a prospects who  have received a hard bounce or 5 soft bounces).

More changes to note

  • All Pardot users will have access to update prospect Opted Out and Do Not Email fields. The Pardot user role permission “Toggle Opt-In Status” will no longer restrict access to the Opted Out field. However, this may change with future releases (Pretty please Pardot product managers 🤞🤞🤞).
  • Overwrite Prospect Opt Out Field is enabled by default.
  • A prospect’s number of soft bounces can be reset (remember 5 soft bounces equal a hard bounce).
    soft bounce detected
  • Pardot will mark a prospect with a hard bounce as “Undeliverable.” But, it will no longer automatically change their Do Not Email field to TRUE.
  • The only way to resolve a prospect’s hard bounce status is to change their email address to an address that does not have a hard bounce.

New prospect mailability capabilities

The prospect mailability upgrade also includes new ways to edit, update, and use the prospect mailability fields. You can edit or manually query these fields on the prospect page through an import or via automation rules, dynamic lists, completion actions, and Engagement Studio programs.

prospect mailability automation rules
prospect email status

Ensure these new features are used correctly

With great power comes great responsibility. So, work with your users to ensure everyone understands the new mailability updates and when or when not to change a prospect’s status. 

I recommend that you:

  • Review your Pardot user roles to determine which user roles have access to change the Opted Out and Do Not Email fields. You’ll want to look for the access to create/edit:
    1. Automation Rules
    2. Page Actions
    3. Custom Redirects
    4. Files
    5. Emails
    6. Forms 
    7. Form Handlers
    8. Engagement Studio Programs
    9. Prospects

      You can learn about the permissions for the four default user roles here.

  • Train your users on bounce codes and outline which codes can be resolved and which cannot. Make sure you avoid re-contacting email addresses that will never be successful. Contacting those addresses can have a severe impact on your send reputation!
  • Read Lindsey Mark’s post about how to align your data after the upgrade

How should you use these new fields?

Here are a few tips that should help you navigate through the new features.

  • Mark incoming prospects as “Do Not Email” until they have explicitly subscribed to your marketing materials. This will allow you to track, score, and grade the prospect while still respecting their email preferences. 
  • Regularly review your soft and hard bounce error codes by creating dynamic lists of prospects with errors.
  • Edit (or create) your double opt-in process to ensure prospects who subscribed but have not yet confirmed their email address are marked only as Do Not Email. 

How do you plan on using Pardot’s new Mailability upgrade? Let us know in the comments!

The post Are you Ready for the Pardot Prospect Mailability Upgrade? appeared first on The Spot For Pardot.

By |2021-09-02T19:09:16+00:00September 2nd, 2021|Categories: Compliance, Email Marketing, New Pardot Features, Pardot Release Notes, Release Notes|

Creating a Pardot Spam Identification Process with Prospect Updater

Spam and junk data is the bane of my Pardot Admin existence. Nothing irks me more than seeing sales was notified of a form fill from [email protected], or that [email protected] was added to an engagement program. However, spam is an inevitable part of any marketing automation platform and there is only so much we can do to prevent it from entering, or remaining within, the system.

Kick Out the Spams

Song references aside, there are a number of things we can do to give junk data the boot from Pardot. I typically recommend creating dynamic lists that look for spam keywords in the most common Pardot Prospect fields (more info here). Then, use these lists to review and delete junk data on a regular basis. This process works great for small and mid-sized Pardot instances. But dynamic lists alone leave something to be desired for Pardot instances that intake thousands of new prospects a day.

When using Pardot native functionalities to identify junk, I found myself wanting to know why a prospect matched my junk lists:

  • Which field on the prospect’s record was raising the spam flag? 
  • Is this legit junk or do my junk lists need to be tweaked? 

Unable to solve this issue with native Pardot functionality alone, I turned to our Prospect Updater tool to see if I could turn this into a spam identification tool. With some tweaking and a lot of input from the Sercante Labs team, I was able to create a process that not only tells me why a prospect matched my spam criteria, but also allows me to easily manage spam clean up through the use of tags and automations rules. 

Prospect Updater to the Rescue

With Prospect Updater, we moved the criteria from our junk catcher dynamic lists over to  Google Sheets and created two new Pardot fields for the updater to use; “Spam Status” and “Spam Rules Matched.” Prospect Updater then compares all prospects in Pardot to the rules in the Google Sheet and updates their “Spam Status” field with one of the following values:

  • Suspected Spam: Prospect Updater has determined this prospect matches one of the spam rules.
  • Confirmed Spam: The Prospect has been reviewed and deemed to be spam
  • Not Spam: The Prospect matches one or more of the spam rules but has been reviewed and is deemed not to be spam. The Prospect will be excluded from future Prospect Updater spam reviews. 
  • Reset: The Prospect’s junk data has been corrected. Prospect Updater will include this Prospect in future spam reviews. 

The “Spam Rule Matched” field is also stamped with which spam criteria the Prospect matched. 

Once the Prospect Updater Spam Identification process was up and running, I created new dynamic lists that collected Prospects marked as “Suspected Spam” and grouped them by the field that was spammy. This allows me to easily review and clean up these prospects on a regular basis. 

Spam Identification Process with Prospect Updater

Automate All the Things

To make the spam review process even easier, I put automation rules in place that would allow me to update prospects by tagging them or changing their “Spam Status” value. That way, I could use whichever update method was easiest at the moment. 

For instance: 

  • If a Prospect is indeed spam
Spam Identification Process with Prospect Updater
  • If a Prospect will always match spam but is not actually spam (i.e. Pamela Smith with email SPam[email protected])
Spam Identification Process with Prospect Updater - not spam
  • If a Prospect has been edited to no longer match spam rules
Spam Identification Process with Prospect Updater  - reset spam

Having the “Spam Status” fields also allows me to create a suppression or “holding” dynamic list where new prospects will not be emailed until their “Spam Status” field is updated.

Spam Identification Process with Prospect Updater - dynamic list rules

This process now runs like a well-oiled machine. It allows us to easily identify and kick out junk data and prevent said data from causing any damage in the short time it exists in Pardot. 

Implementing the Prospect Updater Spam Identification Process

Set up and implementation of Prospect Updater is pretty painless. The first thing we need to do is set up a connected app: 

  • Complete the form on this page to get the package from us
  • Install our Salesforce Package
  • Set up a user and pre-authorize them to use the Connected App

The team will give you all the details and support you need to get this set up properly.

While the cogs are starting to move on that process, you can schedule a meeting with the Sercante Labs team to talk through your spam use case and any other challenges you might have for Prospect Updater. It can do a lot, and your wish is its command. The Sercante Labs team will then go back and do what developers do, and push buttons and stuff. 

Once your Prospect Updater configuration is complete, the only thing left is a final training session to make sure you and your team are equipped to create, modify and maintain your new Super Spam Spotting System plus any other cool things you want to do with it (data clean up and normalization, maybe?). 

Interested? Give the Labs team a shout through the form on the bottom of the Prospect Updater for Pardot page.

Thanks to Mike Fazio & Adam Erstelle for contributing to this solution.

The post Creating a Pardot Spam Identification Process with Prospect Updater appeared first on The Spot For Pardot.

By |2021-08-30T18:41:57+00:00August 30th, 2021|Categories: Data Management, Email Marketing, prospect updater, Sercante Labs|

How to Audit Dynamic Content and Variable Tag Usage with the Pardot API

By Erin Duncan & Mike Cruezer

Incorporating dynamic content and variable tags is an excellent way to personalize your emails, forms, and landing pages. But viewing where dynamic content and variable tags are in use is a proverbial black hole. 

Not knowing where these items are used makes updating or deleting dynamic content and fields risky. You don’t want to leave a big blank space in an email template or send a prospect an email that says “We would like to offer you              for a limited time.”

Completing an audit can reveal all the places Pardot Variable Tags and Dynamic Content are in use. So, where do you start?

How we completed the Pardot Dynamic Content and Variable Tag audit

To solve this issue, I teamed up with the Pardot API Wizard Mike Creuzer to see what information we can pull via the API. With the API, Creuzer pulled the asset IDs and the full HTML (and TEXT for email templates) from the assets. We then took the raw data and looked for anything containing “%%” (or “{{“ if you are using HML). The end result being a giant Excel sheet like this:

Pardot Dynamic Content and Variable Tag audit

Using skills from the Excel for Pardot Admins mini-series, we then split this list out into one master list of all Pardot Dynamic Content and Variable Tags present in any assets. This allowed us to not only view which dynamic content assets are more frequently used, but also ensure we would not break any personalization in our assets while altering or deleting fields and content.

Getting Technical with Ad Hoc Reporting in Pardot

To get the data in the format above, we used the typical computer science ETL (Extract, Transform, Load) pattern at a smaller scale.

Extract

In this scenario, we had to go beyond what a typical Pardot export would get us, so we turned to the Pardot API. Using the API we pulled the full HTML and TEXT from all unarchived email templates in the Pardot instance. 

If you are new to using the Pardot API, you can shorten your ramp-up time with the Postman Collection for the Pardot API from Sercante Labs.

Transform

We used a regular expression to pull only the HML, PML, and dynamic content merge fields. This allows us to quickly skim the HTML and TEXT of our email templates and identify where dynamic content and/or variable tags are in use. We effectively tossed away all the other ‘stuff’ in the emails to focus on just the needed bits.


Load

“Load” means getting the data to its final destination. In our case, the destination is a shareable and usable spreadsheet. 

We included useful fields within our spreadsheet for people who are doing the dynamic content and variable tag review (i.e. template name, Pardot business unit, etc.). And there are seemingly useless bits like the template ID, which anyone can easily use to create a direct link to the template for editing. 

We also built in additional features, such as flagging when a TEXT version of an email is blank or where an @ symbol was used before %%current_year)yyyy% instead of ©. Finally, we pulled this process together in a programmed script to allow us to easily re-pull the data after dynamic content and fields were deleted, thus ensuring no tags were missed.

Audit your Pardot Dynamic Content and Variable Tags, and tell us how you did

With toolsets like this at your disposal, you can quickly and accurately get more work done. It’s easy to expand this process into other use cases after you’ve completed the process once or twice. For example, you can look for variable tags within dynamic content. 

What Pardot data would you like to audit with a process like this? Tell us in the comments!And remember to reach out to the Sercante team when the challenge calls for Pardot experts.

The post How to Audit Dynamic Content and Variable Tag Usage with the Pardot API appeared first on The Spot For Pardot.

By |2021-08-24T19:39:41+00:00August 24th, 2021|Categories: Content Marketing, Design, Email Marketing, Experiments, Integration|

Planning for your Pardot Business Unit Implementation

Implementing Pardot Business Units (PBUs) is like putting together a very intricate puzzle where you have to analyze each piece before putting it into place. There are a lot of moving pieces in a PBU implementation, so understanding how PBUs work and planning each step of the implementation is vital to success. This post will give you an overview of how PBUs work and point you in the right direction for your PBU planning. It is highly recommended that anyone considering implementing PBUs work with a Partner with experience in this area.

What are Pardot Business Units?

Pardot Business Units are multiple Pardot instances that connect to the same Salesforce instance. Essentially it is a way to partition your Pardot databases say for different Regions, Products, Brands, Industry Verticals, etc. Pardot Advanced comes with 2 PBUs and Pardot Premium comes with 5, however users can purchase access to additional PBUs as an add-on. 

How do they work?

Each PBU has its own Prospects, Marketing Assets, Segmentations, Automations, Settings and Configuration. Each PBU also has its own Salesforce Connector, but the integration user can be the same across your Business Units. 

Syncing

Typically, Leads, Contacts, Opportunities, and Custom Objects can only sync to one PBU at a time. You can control which PBU these objects sync to by either configuring SFDC Sharing Settings for your connector user, or by implementing Marketing Data Sharing. If a Pardot Prospects moves from one PBU to another, the Prospect’s activity history does not come with them. In fact, the only Prospect data that will move from one PBU to another is fields that are synced to SFDC.

With the typical setup, If you need a Lead or Contact to be in multiple PBUs at the same time, you will need to have duplicate records in SFDC. However, in Spring ‘21 Salesforce added a path to allow Lead and Contacts to sync to multiple business units without the need for duplicates in SFDC. This option prevents Pardot from syncing typical managed package fields (last activity, score, grade, etc.) and requires you to create a custom object that would pull these managed package fields back in. This is a sophisticated configuration with it’s own set of considerations, so I would not attempt this without someone who has a thorough understanding of the Pardot API. 

Finally, Campaign PBU syncing is controlled by Campaign Record Types. Each Record Type can only sync to one PBU.

Users

Before implementing PBUs, I highly recommend implementing Salesforce User Sync. User Sync aligns your SFDC Profiles and Pardot Roles so it’s easier to manage who gets access to Pardot, which BU do they get access to, and which Pardot Role are they assigned.

The users for each PBU needs to be defined in the Pardot Account Setup (Setup > Pardot Account Setup > Manage Users). Here you can assign users to your PBU by User, Role, Role and Subordinates, or Public Groups.

Any users who have access to multiple PBUs will be able to switch between them by using the Business Unit Switcher. 

The Business Unit Switcher is only available in Pardot Lightning. 

No matter how you prefer to manage Pardot users, make sure this is something you think through and discuss with you SFDC Admins before PBU implementation because this can get tricky!

Considerations

  • If you are consolidating SFDC orgs, do this BEFORE moving to BUs
    • Once created, a PBU cannot be deleted, it cannot be pointed at another SFDC instance, and its name cannot be changed in SFDC
  • Tracker domains cannot be shared. The Root domain can be the same, but the sub-domain must be different. 
    • For example, PBU #1 could use the tracker domain www1.sercante.com while PBU #2 can use www2.sercante.com
  • Dedicated IP addresses cannot be shared, and if you are using a shared IP address, Pardot cannot guarantee your PBUs will be on the same shared IP. 
  • PBUs can share the same sending domain, but Pardot Support will need to enable this for you
  • Pardot Assets cannot be shared between PBUs but Platform assets can be 
    • I.e. Emails built in the old email builder cannot be shared, but emails built in the new Lightning email experience can
    • Sharing Platform Assets between PBUs adds complexity as to who can see/share the assets and should be included in the PBU implementation strategy

Implementation Recommendations

Here are some of the things I’ve learned to ensure Pardot Business Units implementations go smoothly. These of course are completely optional, but may help you avoid some roadblocks while you’re setting up your new PBUs. 

Standardize your Pardot orgs first

Standardizing your Pardot orgs before you implement PBUs is not only going to make it easier for new users to switch back and forth between BUs, but it will also make things easier to manage for your Admins. Areas I recommend standardizing are: 

  • Custom User Roles
  • Fields, field values, and fields syncing to SFDC
    • Mapping this out will also help users understand which data travels with Prospects from one PBU to the next
  • Connector version and settings
  • Naming Conventions and folder structure
    • Consider adding your PBU name in the conventions so it is always clear which PBU the asset belongs to
  • Connected Campaigns

I’d also recommend doing a general feature adoption audit to ensure the Pardot teams for each PBU are using all the available Pardot features.

Enable Pardot Lightning for all Pardot users

The Pardot Business Unit Switcher is only available in Pardot Lightning, so I like to ensure all Pardot users have access to Pardot Lightning before PBUs are implemented.

Clear/Review your Sync Errors

Once PBUs are set up, Prospects will be able to move to their correct PBU. However, if the Prospect has a sync error, SFDC cannot re-sort them. So, try to resolve as many sync errors as possible before PBUs go live to avoid any issues. 

What are your plans for implementing Pardot Business Units? Or, if you have already gone through this process, what other tips or learnings would you share? We’d love to hear it in the comments!

The post Planning for your Pardot Business Unit Implementation appeared first on The Spot For Pardot.

By |2021-04-01T18:42:36+00:00April 1st, 2021|Categories: Pardot Business Units|