Marketing Hocus Pocus: 6 Pardot Horror Stories to Avoid

The life of a marketing and sales consultant is never boring at Sercante, working with companies of all shapes and sizes on tasks both large and small.

The days flow along in a sensible cadence … until …

Are you a Halloween horror story fan?

Marketing has its own kind of terror — not in the chainsaw/demonic way, but on the topics of spam, user roles, missing form follow-up, sync mishaps — you get the picture.

Read on — if you dare! (But really, you should — you’ll learn a few tricks.)

Avoid these 6 Pardot horror stories

marketing horror story 1

Soothsayer Sales Team?

Picture this: You’ve placed a clean and crisp “contact us” form on your website. It’s nice and trim (not too many fields) and has prominent placement on a main page. The sales team is rubbing their hands together in anticipation of ALL of the leads.

Your worst fears come true: The sales team gets nothing, zilch, nada, zero — NO leads.  😱

You frantically look around for the culprit. Finally, the ugly truth bubbles to the surface: The beautiful “contact us” form is missing a critical step. (Are you hearing the “Psycho” sound? I am.)

Pardot Horror Story 1: An inspection reveals that form completions aren’t being assigned or sending notifications to the sales team.

🤦 Of course. The sales team doesn’t have a crystal ball and can’t “see” the leads without a little form-based action.

It’s time for you to optimize your form setup so leads make it to the right people.

Read this post for more details »

marketing horror story 2

Ghostly Links

Your day starts with an urgent note from your boss: “An email must be sent asap on ProductX because sales numbers aren’t as expected.”

Between back-to-back calls and a multitude of Slack messages, you prep the email, to get it ready for the final copy you are not-so-patiently awaiting. The copy arrives,and you review it while on yet another call, then drop it into the email you already started. Cool. Looks good 👍.

You send a test to the boss, copywriter and your own inbox, and review the test email while still on a call (you are crushing the multi-tasking game 💪).

You wait for approvals, then wait some more, and finally message your boss (“Please respond so I can get the email out!”). He comes back with a not-so-convincing “Yeah, it’s fine — send it” (and you never hear back from the copywriter).

You hit the “send” button — “asap” as requested — unaware of the horror to come.

Ding! The email hits your inbox. Ding! Ding! Emails from coworkers: “The button doesn’t work.” Uh-oh.

While distractedly rushing to get the email done, the link in the CTA button was forgotten.

Pardot Horror Story 2: Everyone’s messaging you to say your CTA button leads nowhere because it’s a dead link 😱.

Anyone in charge of sending emails has been there — I feel you. It’s easy to miss test-clicking a link. And, as we all know, a rushed task is an invitation for errors.

Implementing a better quality assurance process can help you feel confident the next time you hit the ‘send’ button.

Read this post for more details »

marketing horror story 3

The WitchWhich List Mystery

One day your database size is X, the next day it is X+5000! Where did the extra records come from? Magic? Sorcery? 🧹

You dig around, looking at new records trying to find the answer.

Hmmm — you see a few imports that you did not perform. Only one other user has import access — your boss. You message her: “Hey, I see you imported some lists into Pardot. Can you tell me where they are from?” She proudly comes back with, “We purchased a few small opt-in lists!”

Oh boy.

Pardot Horror Story 3: You find out that the zombie prospects in your Pardot org came from purchased lists.

Say it with me now: “Purchased lists are noncompliant with Pardot.”

Seriously, Pardot will put a hex on your account if you use those purchased prospects. Don’t do it. Just don’t.

(Learn more about Pardot’s Permission-Based Marketing Policy – which, by the way, you must agree to EVERY time you import a list!)

Read this post for more details »

marketing horror story 4

Zombie Admins

There are four default Pardot user roles defined by their level of access/ability (Administrator, Marketing, Sales Manager, and Sales).

Salesforce user profiles are mapped to Pardot user roles.

You’re with me, right? Great.

According to the Thesaurus, “administrator” is also authority, commander, head, official, head honcho. You would probably agree that this would be a title reserved for the very top-most spots (I’m thinking 1-5, depending on how large the organization is).

How about 31,634 users with the Administrator role 😲.

Yes, we’ve actually seen that IRL (this sounds like a Farmers Insurance® ad).

Pardot Horror Story 4: You discover that most of the users in a Pardot org have Administrator user roles.

🧟‍♂️ Keep the zombies at bay: Be selective with assignments to the Pardot Administrator role!

With admin access comes great power. Determine who really needs full access to everything in Pardot when assigning this role.

marketing horror story 5

Marketing-Killer Troll

Once upon a time, ABC Company sent out emails marketing its products and services to an opt-in list. People on the list were not a match for ABC Company, so they opted OUT of receiving emails.

Seeing this made ABC Company very angry, so they consulted the Troll living in the basement. Smashing his club into the ground, Troll decided these people MUST receive the emails 👹.

Every email was then sent as an operational email. Every. Single. One.

Who knows where this story is going? 🙋‍♀️

An operational email is just that: operational. As in: service announcements, transactional messages, legal notices. As in: NOT marketing.

If you send an operational email and it does contain marketing information, then it is SPAM.

Pardot Horror Story 5: A quick check reveals that all emails are being sent as operational emails.

Don’t be a marketing killer, don’t send unsolicited messages and get shut down (or worse).

Read this post for more details »

marketing horror story 6

The Prospect Sync Coffin

Something is killing your synced information. Leads and contacts are dropping like flies directly into the Pardot Recycle Bin ⚰.

No, it’s not the work of a serial killer, but it could be the work of a Marketing Data Sharing mismatch.

Pardot Horror Story 6: You realize prospects are being sent to the recycle bin because of a Marketing Data Sharing (MDS) criteria mismatch.

If you rely on specific data values to control information that syncs from Salesforce to Pardot (leads, contacts, opportunities, custom objects), then you are likely using Marketing Data Sharing (MDS).

When data values change in the field that the MDS criteria is using, the match won’t happen and prospects will be archived. If you import prospects that don’t match the MDS criteria, they’ll automatically be stuffed into the recycle bin too.

Explore the gotchas and learn how to set up MDS in this post »

Marketing Shouldn’t Spark Fear

Your daily life in marketing shouldn’t rival ghost stories or legends of monsters. With proper planning and constant education, it can be a quite happy tale. 

Here are 4 ways to start:

  1. Market with morality.
    • Make sure you understand Pardot’s stance on permission-based marketing.
    • Build a good base of GDPR knowledge.
    • Put yourself in the shoes of your recipients and send helpful email messaging, not spam.
  2. Stay on top of updates and new features.
  3. Always be learning.
    • There is a TON of free content for you to discover, from Trailhead to blogs (like this one!), and more.
    • Bookmark your favorites — or add them as startup tabs in your browser — for easy access.
    • Get certified — Salesforce offers a lengthy list of options.
  4. Join a community

Reach out to the team at Sercante if you need help along the way. Or tells us about your biggest marketing horror story in the comments section… if you dare.

The post Marketing Hocus Pocus: 6 Pardot Horror Stories to Avoid appeared first on The Spot For Pardot.

By |2021-10-20T21:04:32+00:00October 20th, 2021|Categories: Compliance, Content Marketing, Data Management, Email Marketing|

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|

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|