Work Confidently in Pardot through Quality Assurance Testing

Feel more confident as an admin or end user by kicking ass at Pardot quality assurance testing.

We’ve all been there before. Everything is set up in Pardot for an email or engagement studio program. But the fear hits before clicking the button to launch it. Is everything set up so it tracks correctly? Could there be a typo or broken link somewhere? This is where checklists and quality assurance testing are helpful.

The term ‘quality assurance testing’ makes the process seem more complicated than it needs to be. What you’re essentially doing is checking the details to be sure everything looks and behaves the way it should before you finalize and launch whatever it is you’re doing in Pardot.

While checklists give us a certain level of assurance real confidence comes from experience and learning, if you are interested in learning from our seasoned experts then why not check out these Pardot training courses Sercante offers to immerse yourself in the topics you aren’t totally confident about yet.

What types of Pardot quality assurance testing should admins do?

Lots of quality assurance testing needs to be completed to be sure that any Pardot instance works as expected. Pardot advanced users and admins can complete quality assurance in a Pardot sandbox environment. But most of the day-to-day Pardot QA testing tasks happen in production orgs. Typically, QA tasks related to the flow of data between Pardot and Salesforce are completed in a sandbox environment to prevent the potential loss of data.

You should complete quality assurance testing  in a Pardot production environment (that’s a fancy term for your regular ol’ Pardot instance) when you create or launch the following:

  • Engagement studio program
  • List email
  • Pardot form or form handler
  • Static list
  • Dynamic list
  • Social media post
  • Custom redirects
  • Page actions
  • Dynamic content
  • Email preference centers
  • Scoring
  • Grading

Seasoned Pardot admins likely have lists in their heads to double-check each of these items before sending, saving, or launching them. But admins and end users who are newer to Pardot lack the experience of knowing what can go wrong without proper QA testing. 

If you’re in the latter category, then you’re in the right place! These checklists are for Pardot admins and end-users who are in the beginning stages of learning to use Pardot.

You can find information about more advanced types of Pardot quality assurance testing & the Pardot Sandbox in this blog from Mike Fazio.

Pardot Quality Assurance Testing Checklists for Admins and End Users

As you build your confidence in Pardot, you’ll feel less apprehensive about sending your marketing efforts out into the world. You’ll also get less and less of those “please fix it” messages from your team.

Here’s a checklist of things you can double-check to feel more confident about the work you do in Pardot.

Email Templates and Drafts

You can perform basic quality assurance checks on Pardot email templates and list email drafts. But you may need to invest in a more advanced tool, like Litmus, to be sure your email will render correctly and pass through email spam filters. 

When you’ve finished building your email, click on the ‘Testing’ tab in Pardot to send yourself and any other reviewers test emails. This list may be longer depending on the complexities of the email itself. But we’re going to assume it’s a simple email for the purposes of this checklist.

  • Basic Info
    Look at the Basic Info tab in case there’s something you overlooked. Pay attention to the Campaign and Folder to be sure you selected the right ones for this particular email.
  • Subject Line & Preview Text
    Check that you remembered to add them and proofread.
  • Header Text
    Proofread the email header and adjust if necessary.
  • Email body copy
    Read through the entire email twice and fix any grammatical errors or typos. Then read it again.
  • URLs
    Click every link including linked images to ensure they are working correctly.
  • Text Email
    Make sure the text version of the email matches the HTML version.
  • Sending
    Look at the sender details and to be sure you chose the right ones. 
  • Mailing Lists
    Check your list so you know it’s going to the right email addresses. And remember to add any suppression lists you may need.
  • Completion Actions
    Make sure you successfully added completion actions if that was part of your plan.

Pardot form or form handler

  • Complete the form to test
    Using incognito mode in your browser, complete the form or form handler. You can add the word “test” as you’re completing the form so other Pardot users know your form data is from a test.
  • Find your test data
    Verify data from your test entry made it into Pardot and Salesforce, if applicable, as expected. Pay attention to every field.
  • Check completion actions
    Verify completion actions are carried out as expected.
  • Cause form errors
    Repeat testing the form by trying to “break” it. Fill out the form again, and mess up your entry (use an incomplete email address, leave required fields blank, etc.)
  • Test in other browsers
    You can use a tool like Browserling (free and paid versions) to mimic different types of browsers and operating systems for further testing.

Segmentation Lists 

Static list

  • Spot-check the list to ensure the correct prospects are present.

Dynamic list

  • Click the Preview button. Spot-check the prospects on the list to ensure the correct prospects are present.

Engagement studio program

  • Test every path
    Click on ‘Testing.’ Run the test several times until you’ve tested every possible path.
  • Check your dates
    Double check all of your dates to be sure they align with your goals and best practices.
  • Add test prospects
    Create test prospects and add them to your program first when you want to test more complex programs (make sure your test prospects fit your rules). You may have to shorten your wait times to complete the test in a reasonable amount of time.

Automation Rules 

  • Check the preview
    Preview automation rule to be sure it matches your expectations.

Social media post

  • Review post copy
    Proofread your text. Then read it again.
  • Verify @ mentions
    Go to the social media channel and search for actual profiles to verify any @ mentions you include in the post. Keep in mind that @ mentions on one social media channel probably won’t work on other channels. You’ll have to duplicate tje post and change the @ mentions for other social media channels.
  • Check hashtags
    Look up any new hashtags you want to include on the social media channel you want to use it on. This is so you know you’re using something that’s related to your post and not already in use or irrelevant.
  • Link to something
    Remember to include a call-to-action URL if applicable. Click ‘Insert Link’ if you’re sending people to something that’s in Pardot or a custom redirect.
  • Check the link
    Copy the URL and paste it into a separate tab to check the link.
  • Include a graphic
    Make sure you include a graphic (if applicable). Also, check that the graphic size is appropriate for the social media channel.
  • Check the profile
    Double check that you selected the correct social media profile for the post.
  • Proofread again
    Read the text one last time.

Custom redirects

  • Click the link
    Access the link from your usual web browser. Then, look for your prospect record in the custom redirect prospect list.
  • Test in incognito
    Test the link again from a web browser that’s in incognito mode and look for your click on the custom redirect.
  • Check completion actions
    Verify any completion actions are carried out as expected.

Page actions

You can check that your page actions are working properly after you add tracking code to your website.

  • Configure page actions
    Set up your desired page actions.
  • Go to the pages
    Visit those pages as a cookied prospect.
  • Look for results
    Verify that your page actions worked as expected.

Get a PDF checklist to use for QA testing in Pardot

You can view and download a handy PDF checklist to use every time you’re launching Pardot admin campaign materials. Fill out the form to get your Pardot QA testing PDF checklist:

Be fearless with your Pardot quality assurance testing skills

It’s totally normal to feel uneasiness before completing tasks in Pardot. I mean, you’re sending things out into the world that hundreds or thousands of people might see. Sorry to startle you. But that’s also the cool part about working in marketing. The stuff you’re marketing is going to solve problems for people. And you’re going to help them find out about it!

Confidence will come to you in time after you click around in Pardot and test all the things you’re building. 

Build confidence faster through Pardot training courses

You can fast-track yourself to feeling confident in Pardot by attending structured training sessions. There is so much to learn about Pardot with a seemingly endless list of resources. But nothing beats the real-life applications you learn through talking to people who understand Pardot and use it every day.

Check out the training courses and workshops Sercante offers for Pardot users and admins. You can find specific courses for deep-dives into a topic or beginner-level overviews for people who are new to Pardot.

Click here to view all Sercante training workshops and courses.

The post Work Confidently in Pardot through Quality Assurance Testing appeared first on The Spot For Pardot.

By |2021-07-28T15:56:19+00:00July 28th, 2021|Categories: Content Marketing, Email Marketing, Engagement Studio|

How to address Pardot issues related to the Salesforce outage

On May 11, 2021, Salesforce and Pardot users experienced a Salesforce outage related to a domain name service (DNS) issue. Salesforce was down for about four hours because of an “emergency break fix” that wasn’t successful.

The Salesforce outage affected Pardot. However, Pardot remained up and running even if marketers couldn’t log in to their specific instances.

As always, you can check https://status.salesforce.com/ to find information about ongoing issues that could potentially affect your Salesforce org.

Around 5 p.m. Eastern Standard Time, marketers noticed they couldn’t log into the CRM or Pardot. Salesforce was actively restoring services at 8:30 p.m. EST, and the team restored many services that were impacted by that time.

Resolved-Multiple Salesforce Applications Disrupted

Were Pardot end users affected by the Salesforce outage?

Pardot end users likely did not experience the effects of the outage.

It is currently looking like the outage may have caused a few delayed emails and delayed sales people callbacks. However, we’re expecting these small delays to be all end users will experience during this outage event. 

How did the Salesforce outage affect Pardot?

Salesforce co-founder and chief technology officer Parker Harris commented on the outage via Tweet. He said the base issue causing the Salesforce outage was related to the domain name system (DNS). 

The DNS issue affected Pardot by restricting access to the CRM, which caused the Pardot-Salesforce connector to become unavailable. 

In addition, Pardot sends emails using Marketing Cloud send services (at least as far as DNS naming organizes them). So, Pardot was most likely unable to send emails during the outage.

Pardot authentication happens on Saleforce.com services, so Pardot users were not able to to log in during the outage. This login unavailability impacted both marketers trying to log in as well as API authentications. 

Next steps for Pardot users now that service is restored

The core of Pardot was unaffected. But we do have some things to check around the edges of Pardot where it interacts with other Salesforce services. 

Here’s how you can stay ahead of potential issues that may have been caused by the Salesforce outage:

Check new leads or prospects

Spot-check any leads that came in on form fills during the connectivity outage. Make sure new leads made their way into the CRM correctly. 

Look at your busiest forms and form handlers that have completion actions to sync to Salesforce. Make sure all prospects have the Salesforce cloud icons you expect. If they do not appear to be syncing, open the prospect record and click “Sync with CRM.”

Verify Pardot successfully delivered emails during Salesforce outage

The Salesforce outage may have delayed email delivery. It appears as though Pardot couldn’t communicate with outbound email servers. Look at reporting for any email campaigns or you scheduled for delivery on May 11, 2021. Also, check any autoresponders that may be connected to form fills to ensure everything was delivered as expected. 

Verifying Pardot sent your emails can give you assurance that the outage didn’t affect your campaigns. But remember, email is a fault-tolerant service, and any sending issues will fix itself automatically. Or, the Pardot team will push the buttons to make this right for us.

Monitor API integrations

Third-party integrations likely lost the ability to sync with Pardot during the outage event. However, the ways in which the outage affected APIs depends on how the integration was built to deal with these situations. 

Here are three ways your APIs may respond to outages.

The API:

  • Will automatically retry to connect, and the data should have made its way into Pardot with no issues. 
  • May have retried and stopped after too many unsuccessful attempts, so we don’t have the data in Pardot. 
  • May not retry to connect, so we don’t have the data in Pardot. 

You will need to check your Pardot tool integrations and figure out how to sync any missing data. You can likely sync missing data by manually pushing ‘retry’ in each tool. Or, you can use the normal export process to import data into Pardot just like we do when we don’t have the tools integrated. 

What is DNS?

DNS or Domain Name System is effectively the computers ‘phone book’. This is the system that translates ‘TheSpotForPardot.com’ to the IP address (kinda like a phone number) that computers use to talk to each other. So with a DNS issue, the computer’s phone books to each other don’t work right. They can’t correctly talk to each other. 

Pardot and the Pardot services didn’t have any DNS issues during this time, but rather the Saleforce platform infrastructure had DNS issues. So, the world could interact with Pardot services just fine — it continued to collect forms, deliver whitepapers, etc. 

Pardot just couldn’t talk to Salesforce services, which includes authentication for logging in.

If you’re seeing connector issues, check out this resource to troubleshoot for common Pardot-Salesforce connector issues.

Get help from Pardot consultants

If all else fails and you’re completely lost in Salesforce outage freakout mode, then we’d love to talk to you. 

The Sercante Pardot consultant team knows a thing or two about Salesforce outages and how they affect Pardot orgs. Contact us to chat.

The post How to address Pardot issues related to the Salesforce outage appeared first on The Spot For Pardot.

How to address Pardot issues related to the Salesforce outage

On May 11, 2021, Salesforce and Pardot users experienced a Salesforce outage related to a domain name service (DNS) issue. Salesforce was down for about four hours because of an “emergency break fix” that wasn’t successful.

The Salesforce outage affected Pardot. However, Pardot remained up and running even if marketers couldn’t log in to their specific instances.

As always, you can check https://status.salesforce.com/ to find information about ongoing issues that could potentially affect your Salesforce org.

Around 5 p.m. Eastern Standard Time, marketers noticed they couldn’t log into the CRM or Pardot. Salesforce was actively restoring services at 8:30 p.m. EST, and the team restored many services that were impacted by that time.

Resolved-Multiple Salesforce Applications Disrupted

Were Pardot end users affected by the Salesforce outage?

Pardot end users likely did not experience the effects of the outage.

It is currently looking like the outage may have caused a few delayed emails and delayed sales people callbacks. However, we’re expecting these small delays to be all end users will experience during this outage event. 

How did the Salesforce outage affect Pardot?

Salesforce co-founder and chief technology officer Parker Harris commented on the outage via Tweet. He said the base issue causing the Salesforce outage was related to the domain name system (DNS). 

The DNS issue affected Pardot by restricting access to the CRM, which caused the Pardot-Salesforce connector to become unavailable. 

In addition, Pardot sends emails using Marketing Cloud send services (at least as far as DNS naming organizes them). So, Pardot was most likely unable to send emails during the outage.

Pardot authentication happens on Saleforce.com services, so Pardot users were not able to to log in during the outage. This login unavailability impacted both marketers trying to log in as well as API authentications. 

Next steps for Pardot users now that service is restored

The core of Pardot was unaffected. But we do have some things to check around the edges of Pardot where it interacts with other Salesforce services. 

Here’s how you can stay ahead of potential issues that may have been caused by the Salesforce outage:

Check new leads or prospects

Spot-check any leads that came in on form fills during the connectivity outage. Make sure new leads made their way into the CRM correctly. 

Look at your busiest forms and form handlers that have completion actions to sync to Salesforce. Make sure all prospects have the Salesforce cloud icons you expect. If they do not appear to be syncing, open the prospect record and click “Sync with CRM.”

Verify Pardot successfully delivered emails during Salesforce outage

The Salesforce outage may have delayed email delivery. It appears as though Pardot couldn’t communicate with outbound email servers. Look at reporting for any email campaigns or you scheduled for delivery on May 11, 2021. Also, check any autoresponders that may be connected to form fills to ensure everything was delivered as expected. 

Verifying Pardot sent your emails can give you assurance that the outage didn’t affect your campaigns. But remember, email is a fault-tolerant service, and any sending issues will fix itself automatically. Or, the Pardot team will push the buttons to make this right for us.

Monitor API integrations

Third-party integrations likely lost the ability to sync with Pardot during the outage event. However, the ways in which the outage affected APIs depends on how the integration was built to deal with these situations. 

Here are three ways your APIs may respond to outages.

The API:

  • Will automatically retry to connect, and the data should have made its way into Pardot with no issues. 
  • May have retried and stopped after too many unsuccessful attempts, so we don’t have the data in Pardot. 
  • May not retry to connect, so we don’t have the data in Pardot. 

You will need to check your Pardot tool integrations and figure out how to sync any missing data. You can likely sync missing data by manually pushing ‘retry’ in each tool. Or, you can use the normal export process to import data into Pardot just like we do when we don’t have the tools integrated. 

What is DNS?

DNS or Domain Name System is effectively the computers ‘phone book’. This is the system that translates ‘TheSpotForPardot.com’ to the IP address (kinda like a phone number) that computers use to talk to each other. So with a DNS issue, the computer’s phone books to each other don’t work right. They can’t correctly talk to each other. 

Pardot and the Pardot services didn’t have any DNS issues during this time, but rather the Saleforce platform infrastructure had DNS issues. So, the world could interact with Pardot services just fine — it continued to collect forms, deliver whitepapers, etc. 

Pardot just couldn’t talk to Salesforce services, which includes authentication for logging in.

If you’re seeing connector issues, check out this resource to troubleshoot for common Pardot-Salesforce connector issues.

Get help from Pardot consultants

If all else fails and you’re completely lost in Salesforce outage freakout mode, then we’d love to talk to you. 

The Sercante Pardot consultant team knows a thing or two about Salesforce outages and how they affect Pardot orgs. Contact us to chat.

The post How to address Pardot issues related to the Salesforce outage appeared first on The Spot For Pardot.

Duck, Duck, Goose: How to play with Pardot Snippets!

Snippets were added to the Pardot functionality toolset fairly recently as a way to help the marketers of the world stay organized and reuse their content across multiple templates or Pardot Business Units without copy and pasting (*cues angelic music*). 

In short, Pardot Snippets are a content block of dates, links, images*, or plain text that you can leverage across your Pardot instance (or Business Units) with one central hub to manage them – your campaigns. The way Pardot snippets work focuses more on the relationship between the content block and the campaign, versus individual prospect data. Currently this feature is only accessible to marketers via the Pardot Lightning App.

Snippets are incredible for marketers who are running multiple campaigns and need to edit tiny bits of information across multiple landing pages, email templates, etc. If you have had to do this in the past with Pardot, it can be a long process which is prone to errors like forgetting to update one of your templates. Snippets now grant you flexibility as to where you can place the different content you create – – for example different messages customer types of event different Business Units. You can also configure who within your organization can see, create, and use Snippets. This flexibility is great for global marketing teams that would like to limit access to specific assets by region, campaign or Business Unit without custom user roles within Pardot.

In this blog, we will tackle some common questions we have received about Snippets.

Before we get started, I must point out that Snippets do have a few requirements before you can use them in your Pardot org. If you are in an older account (older than 2020) you may need to complete one or multiple steps to enable Snippets in Pardot.

Requirements For Using Pardot Snippets:

  • Must activate Pardot Lightning App
    • This can be configured in Sales Cloud and may need Salesforce Admin support
    • This also usually required SSO to be enabled for your Pardot/Salesforce User
  • Enable Handlebars Merge Language (HML)
    • For older accounts, there’s usually a pop-up for this each time you login
  • Connected Campaigns must be enabled
    • This can be turned on under your connector/account settings and may need Pardot Administrator support
  • Access to create and edit Campaigns
    • Requires the Marketing User checkbox to be enabled in your Salesforce and may need Salesforce Admin support
  • Be assigned the Sales Cloud, CRM, or Service Cloud permission set license
    • This can be configured in Sales Cloud and may need Salesforce Admin support

If you have a brand new instance, you should have automatically or manually configure most of these settings already (as part of the Pardot Setup Wizard in Sales Cloud) but it never hurts to take a second look. Make sure your Snippets tab isn’t hidden from your profile, this is usually the only thing preventing you from using Snippets.

Everything You Need To Know About Snippets: A Q&A

What are Snippets?

Based on the Salesforce help article, Snippets are reusable pieces of content that streamline how you create recurring marketing assets for your campaigns and business as a whole. Snippets can be leveraged in list emails, email templates, forms, and landing pages.

Why use Snippets?

This feature can save you time during setup and maintenance of your templates and content blocks across Pardot (or Business Units). Snippets can be used to populate and manage repeatable content across your Pardot assets (such as emails, forms and landing pages). These can be short character strings or full paragraphs of information that are tied to specific campaigns (or Business Units). They are also available in standard Salesforce reports.

Can I use Snippets in Pardot Classic?

It is important to note that although you can use Snippets in Pardot Classic’s WYSIWYG editor, you must first create them in the Pardot Lightning App as there is no tab to direct you to the Snippet library from within the Pardot Classic interface. You also cannot manage settings of Snippets such as which campaigns they are associated with from within the Pardot Classic UI.

What are some popular use cases for Snippets?

You can use snippets at the Business Unit level or the campaign level (and share it with as many campaigns/people as you want). Below are some examples of how we can leverage snippets to help you save time across Pardot assets:

  • Emails (use in headers, footers, content blocks, additional CTA’s, navigation and more)
    • Webinar information – imagine being able to update details across multiple templates/landing pages, especially for series from one place
  • Forms (use in before or after text, thank you content, etc)
    • Confirmation information – imagine adding “Add to Calendar” on multiple places without having to copy and paste, directly from the editor
  • Landing Pages (Headers, footers, content blocks, disclaimers)
    • Accessibility requests – imagine adding directions for customer support or privacy notices to all your forms and being able to updates it from one place

Can I use Snippets across different Pardot Business Units?

Yes, you can. To be able to use a Snippet in a different Business Units, simply assign it to the right one using the assignment wizard. A Snippet can be used across multiple Pardot Business Units. This allows your team to leverage work used in one Business Unit without having to recreate it. You can also do the opposite, which in this case is limit the content to one Business Unit.

Can I limit who sees/uses Snippet?

Within the Pardot Lightning App, you are able to limit who can see the Snippet NavigationTab (you can hide the Snippets tab from their User Profile), which ultimately prevents you from accessing it.  Additionally, you can prevent certain people using Snippets if they don’t have access to edit the campaign object. If someone does not have the Marketing User checkbox enabled in Salesforce, they won’t be able to create Campaigns which are required to attach to a Snippet.

What if I want a Snippet to be available for multiple/all campaigns?

When you assign the Snippet you can go to each campaign and assign it on the campaign level. If you only have one Business Unit and you don’t want it to be restricted to one or a few campaigns, simply assign it to the Business Unit as illustrated in the step above.

I made a clone of my Snippet but I can’t seem to tie it to the right campaign. Why am I having issues with this?

When you Clone a Snippet it keeps the same API_NAME which is the unique identifier for the Snippet. Even if you change the Snippet Name, the API Name must be updated as well. Normally this won’t happen when you create a Snippet from scratch.

Why can I not see the Snippet tab in the Merge Field picker?

The first thing I would check is to see if you actually created a Snippet, otherwise this won’t appear. However, there are requirements to enable Snippets which could be the cause of you not being able to see them, and usually this is the issue – proper visibility. The first thing to check is to see if the email template or list email you are building has the same campaign associated with it. Nine times out of ten that’s the reason why you can’t see it, the snippet and campaign are not associated correctly (you can check the related list for that campaign), especially if you copied the template and updated the campaign.

Why can I not see my new Snippet but see others?

Notice that there is a short sync period. Usually waiting a few minutes (similar to campaign syncing period) is enough to get it to appear. If this doesn’t resolve on its own, then check the campaign or Business Unit that the Snippet is associated with.

If I edit Snippets, do they mass update or do I have to update each one manually?

Yes, Snippets will mass update, that’s the magical part of this feature. Similar to Dynamic Content any updates will go across all your templates. For example, think of being able to replace the privacy notice jargon on all your templates from one spot, that’s what Snippets can do! No more editing 100 templates. Need I say more?

Additionally, you can open this feature up to other people in your organization (in Sales Cloud) who might be the point of contact for those details.

Will a Snippet update if the email has already been sent? What about updating a landing page?

Similar to other Pardot functionality when an email has been sent already, the Snippet will NOT update after it has been sent. Future email sends with Snippets embedded will provide the latest updated information at the point of the send.

Landing pages, on the other hand, are different and will update close to real time as long as you are referring to the right snippet (via HML) and the campaign associated with this asset allows for the use of Snippets.

I tried adding an image and I can’t see an upload button or a gallery icon. Am I missing something?

At the moment the image tab is for organization only, you can input an image URL in it but this URL won’t render as an actual image. I tried the URL on its own, the URL within some HTML in the email and the same HTML without the URL reference just the direct reference. The only one that displayed it was the direct URL reference on the template preview, so if you want the actual image to display just add the image on the template, Snippets won’t work for this.

What happens if you dissociate the campaign of the asset that the snippet is on?

You will still see the HML that describes the Snippet name within the email builder. However, if you click on the preview tab, this shows as a blank, similar when you use HML to display a field and it’s empty. I received no warnings about this from the system when trying to save or publish a template.

What happens if you delete a Snippet that’s currently being used?

Although the system gives you a warning, it doesn’t act like other assets that prevent you from deleting it if there are dependencies associated with the Snippet. Proceed with caution if you delete a Snippet. Review the Related section under the Snippet tab and remove the Snippet from the assets associated with it prior to deleting it. If you delete a Snippet, it is not removed from your assets, but it will stop working. You would see a blank space where the Snippet should populate.

How do I restore a Snippet if I accidentally delete it?

In the App Launcher (in Sale Cloud), search “Recycle Bin” and it should be the top thing there. You can hit the down arrow at the right of the row to restore it. You may need a Salesforce Admin to support you in bringing it back if you can’t see the Recycle Bin. This option is available to you for 30 days.

Can I use standard Salesforce functionality to edit Snippets?

Yes you can. I actually learned this from Marianne Fields at ParDreamin’. In her presentation, she used Flow within Sales Cloud to look up a custom event object and pull data from it into her Snippets, while also automating the information updates from when her events team had changes to any of the event logistics, this would then update in Pardot and when it was time to send emails from Pardot, all the data was in the right spot. This is a great alternative for anyone on the Pardot Growth Tier, who may not have access to Dynamic Content or want more control in editing and approving content that goes out the door.

Wait, I already use Dynamic Content. What is the difference?

The difference here is that Dynamic Content depends on a prospects record data to populate information based on the criteria you established, it also has a limitation of 25 variations of content. Snippets on the other hand are “static” for everyone (meaning everyone sees the same thing) but can be updated universally similar to Dynamic Content. Snippets can be used by anyone with a Pardot instance, while Dynamic Content requires a Pardot Plus account or higher to be able to access it.

Although you can use Dynamic Content and HML together, using Snippets inside Dynamic Content or vice-versa don’t seem to be available at this time. There is no HML button in the Snippet wizard creator but you can manually add HML to Snippets.

Nice! This sounds great, how do I enable Snippets for Pardot in my account?

Review the prerequisites at the beginning of this post (and definitely the Salesforce documentation). If all that is completed, then make sure your profile has the Snippets tab turned on (set to Default On), then you can add the Snippets Related list to the Campaign page layout (and Lightning Record Pages if applicable) in order to see associations at the Campaign object level.

Lastly, you must be a Pardot Admin or Marketer User in order to be able to use Snippets within the Pardot Lightning App. Snippets however can be accessed from within Salesforce similar to Campaigns so don’t necessarily require a Pardot login to access.

Conclusion

With marketing teams and budgets changing during this pandemic, one thing is for sure. The winners will be the companies that can pivot quickly by leveraging all the tools at their disposal. Now that you know a little more about Snippets you can start to tinker with them to help you save time and effort. From going through this exercise three times in a week, I can say that it takes longer to set these up initially than actually using Snippets, but that’s a good thing given all the options for sharing and visibility. After that it’s a walk in the park!

Remember to be patient as you experiment with these and feel free to reach out if you need support leveraging this new feature or switching to Pardot Lightning from Classic.

What are some interesting use cases you have seen using Snippets in the wild?

The post Duck, Duck, Goose: How to play with Pardot Snippets! appeared first on The Spot For Pardot.

By |2021-02-12T14:41:00+00:00February 12th, 2021|Categories: Email Marketing|

21 Resources to Level-Up Your Pardot Emails In 2021

Nearly 90% of marketers are using email (think tools like Pardot) to reach their audiences on a weekly basis, according to Oberlo. On average, people get roughly ~120 emails a day, according to Radicati. Whoa! That’s a lot of emails. For many organizations in sectors like manufacturing, the switch to digital channels has become a race against time. One could infer that this number has increased due to the shift to digital channels (such as email) in 2020 due to the COVID-19 pandemic. The shift is probably affecting businesses who perhaps did not depend on email marketing to generate sales, or depended more on brick-and-mortar stores for sales. In any case, these metrics are alarming to say the least, which begs the question, what are you doing to stand out and make your brand memorable?

In Pardot, there are several ways to send emails, however the way you organize and set up your email campaigns can differ from team to team. As a marketing team, here are some challenges you may be facing and need support on in 2021:

  • Planning and executing Pardot email campaigns that scale
  • Creating email banners and graphics (with no designer on staff) 
  • Checking for mobile responsiveness across templates (with little HTML knowledge)
  • Testing your email content (lack of feedback on subject lines, copy, A/B testing, etc)
  • Customizing email templates and trying to stay consistent with branding guidelines
  • Navigating through ambiguous IT documentation around email domains

Regardless if you are a team of one or a team 15+, this Pardot Email guide can help you take your email templates to the next level with a few simple clicks.

21 Resources to Help Your Pardot Emails Stand Out In 2021

Some of these resources do require that you have basic HTML/CSS understanding to be able to use them properly (we always advise you to work with an email developer). Most of the resources below are free unless otherwise noted. Additionally, you should test everything you decide to implement as it will not look or act the same across devices and email clients (particularly Outlook) and could affect your email KPI’s.

Email Building Basics

1. Email Brief and Planning Worksheet (Litmus)

Are you new to email marketing? This worksheet (by the team at Litmus) will help you get your process in order. This outline can work for both individuals and teams looking to improve their email campaign creation processes by focusing on efficiency and better quality control in the new year!

2. Email Content Regions Guide (Pardot) 

Pardot Content Regions give you flexibility to lock down content controls to users creating emails and landing pages. Need the footer content to be restricted to edits? There’s a tag for that. Need the ability simply update the text and link of a button without editing code? There’s a tag for that as well!

3. Fonts (Google)

Google Fonts is an easy way to pull additional web fonts for your landing pages and email and use them within Pardot. Note that not all email clients allow the use of other web fonts and you would need to set up a default font (in Pardot it’s Arial) for email clients like Outlook. To use these custom fonts you can find a guide on how to implement this on the Pardot Knowledge Base or work with an email developer to leverage more web fonts properly.

4. Preview & Preheader Text Guide (Sercante)

Many email marketers underestimate or completely ignore the power of Preview Text. A survey conducted by Litmus and Fluent found that about 24% of email readers decided to open an email purely based on the preview text. This guide walks you the fundamentals of using it and how it can impact your email opens. Just remember to keep your preview text close to 40 characters so it doesn’t get cut off (different devices have different cutoff parameters).

Design With Your Audience In Mind

5. Bulletproof Email Backgrounds (Campaign Monitor)

Tired of boring white email backgrounds? This generator allows you to add images and backup colors (especially for Outlook) with a few simple clicks. You can then add this code to the HTML tab of your Pardot email for testing.

6. Color Kits (Scheme Color)

Color Schemes is a great tool to create color palettes especially if you don’t have a designer on staff and you’re just starting to develop your branding guidelines. To use this tool, simply add your HEX or RGB codes from your logo and out goes the color series. Don’t know the color codes? Try the image to color generator on their site and it will generate them for you.

7. Dark Mode Email Design Guide (Litmus)

Designing emails and websites for dark mode is becoming more and more popular. According to a survey from Medium, over 80% of mobile Users prefer dark mode when using their device. This informative guide will walk you through simple tips and tricks you can do to make sure you stand out. 

8. Email Banners (Canva)

Designing banners for email templates and social media posting? Canvas provides you with a series of predefined templates, stock imagery and even video clips (read more about using GIFs in your email campaigns). Remember to use the proper dimensions in your emails to make the banners easier to use.

9. Stock Images (Pexels)

Using images in emails can help spice up your content and promote click throughs. To use Pexels, simply search terms for your specific campaign needs and select the best image, most are free for personal and/or commercial use. Remember to think about considerations of using images in email, especially if the majority of your audience are on Outlook.

10. Social Media Icons (Hootsuite)

There are many social media icons you can find online. You may even have your design create some for you that are branded using your colors. Did you know that social media icons are actually trademarked? This guide will walk you through how to play it safe and access the correct branding and icons for your email marketing campaigns.

Delight Your Audience

11. Bulletproof Email Button Generator (Campaign Monitor)

Want to add buttons to your email templates but don’t know how? Use this simple generator to add buttons to your emails and landing pages. Simply input the URL link location and text you want on the button and then it will give you a code you can add to the right section to your email template. Guess what? They also work on Outlook. 

12. Calendar Invite Sharing Buttons for Emails (Eventable)

Want to create buttons for webinar registrants to add the event to their calendar? No problem, use this tool to create Add-To calendar buttons, which can be added to your emails with a few clicks!

13. Countdown Timers for Emails (NiftyImages)

Add a little flair and excitement to your emails, landing pages, and website with these countdown timers. To use this tool, add your timing, and then add the code to your email. If you registered for ParDreamin’ this year you will know exactly what it looks like. Similar to other animated images, some email clients only display the first frame of the image and may not work properly (especially in older Outlook accounts)

14. RSS Feed (FeedOtter)

Do you produce a lot of blog, public relations or news content on your website? It’s time to put FeedOtter to work! Although this tool is paid, it can be well worth it, if your organization is producing significant content month to month. Keep your audience engaged by and save on time by automating your newsletters with content from your website using this tool.

15. Video in Emails (Wistia)

You’ve seen the name Wistia before, you can’t remember where though right? It is actually one of the video native connectors you have access to when you buy Pardot. Although Wistia is a separate service to Pardot, they have great insights into how you can make video work for your brand and audience. Just in case you didn’t know, video doesn’t work across all email clients. This article walks you through your options to help your provide the best experience for your audience.

Testing Your Content

16. A/B Testing Case Studies (GuessTheTest?)

Need ideas of what to A/B test? Learn from other enterprise and B2B customers through their own A/B email testing experiences, you can even search by industry, the item that was tested and by conversion goals.

17. A/B Testing for Emails (Pardot)

Did you know that earlier this year Pardot made A/B testing available to all editions of Pardot? This help document will walk you through the steps on how to do it. It’s a great feature to leverage especially if you are trying to pinpoint what variety of preview text, subject line, or content works best for your audience. Need a little more help setting up A/B tests? Check out our blog post on A/B testing do’s and don’t here.

18. Gmail Email Tab Check (Gmail/Litmus)

Are you curious to see where your emails end up? With this tool you can test it for yourself. Currently it only supports tabs found within Gmail but if you are in the B2C/NGO/HigherEdu/Non-Profit side of email marketing that may be exactly what you need!

19. Subject Line Rater (Subjectline)

When writing copy, do you test subject lines? If you aren’t getting any feedback from your team, you are missing out. This tool gives you a score (scale from 0 – 100) AND feedback on how you can improve your subject lines before they go out the door! A good alternative is Omnisend!

Spam and DKIM Checkers

20. Blacklist Checker (MX Toolbox)

Are your emails even making it to your prospects Spam or Inbox folders? The answer is no if you have been blacklisted. For Pardot customers sharing an IP, this could happen even if you follow all the best email marketing practices. In short, being blacklisted means some of your emails you have sent may not be delivered (in order to reduce what is perceived email spam by the email clients).

21. Spam Checker (MailTester)

The spam checker checks for spam, DNS/DKIM validation, blacklists, broken links and ways to improve your content all in one! This is an amazing tool for anyone who is a team of one or working in a small team.


BONUS: Make sure you avoid these email marketing mistakes outlined by the team at Zapier and several marketing executives across industries.

Conclusion

Although Pardot does provide out of the box email templates that are ready to use, sometimes we crave a little more personalization for our templates to really communicate our message to our audiences.

The resources we covered today can help both novice and veteran email marketers alike improve the way they execute email marketing campaigns. In the world of email marketing, things are constantly changing and we must adapt otherwise our brands can look out of date. In the words of our fellow dragon, Mike Creuzer, “test all the things”.

As your team meets to set Q1 priorities for 2021 ask yourselves, “do we need support building our own customized email templates?” If the answer is yes, our development team is ready to invigorate your designs and add the functionality you need for your 2021 email campaigns. Don’t start 2021 on the wrong foot. Simply reach out to us to get started

The post 21 Resources to Level-Up Your Pardot Emails In 2021 appeared first on The Spot For Pardot.

By |2021-02-09T15:42:00+00:00February 9th, 2021|Categories: Email Marketing|

Single Pardot Form, Multiple Completion Actions

Have you ever wished you could have multiple conditional form completion actions in a single Pardot form?

If you answered “OF FREAKIN’ COURSE I HAVE”, you’re in luck because I am going to teach you how in just 5 easy steps.

As you know it is super easy to add a single completion action to a Pardot form. But what would you do if you wanted to add multiple completion actions to a form and tie those actions to specific form elements. 

I know, it’s a head scratcher right (and you’ve probably heard: “Nope, can’t do it”)? Never fear I’ll guide you through the dragon’s den.

When we combine the magic of Pardot together with the superpowers of JavaScript anything is possible.

But, before we take our first step down the path to knowledge, let’s set the scene. Imagine that we are promoting multiple webinar events with a single registration form.

In this scenario, we want to have one landing page that has a list of upcoming webinars. Visitors can choose one or more of those webinars to attend and only need to fill out one Pardot form. Then, we need that registration information to register the visitor (now a Prospect) in the appropriate GoToWebinar sessions.

So where do we start?

Step 1: Configure the form and form handlers.

Our first step is to identify the field(s) we will use on the form and to which form elements we will apply the conditional completion actions. 

We need to note the API field name (field ID) for the field(s) we’ve selected. These can be found with one of the following navigations depending upon your chosen experience:

  • In Pardot (classic), navigate to Admin | Configure Fields | Prospect Fields.
  • In the Pardot Lightning app, click the Pardot Settings tab, then click Object and Field Configuration | Prospect Fields.

For our scenario we’ll create 4 custom fields for 4 upcoming webinars so our future prospects can register for any or all of our webinar options.

Our list of the unique Field IDs:

  1. Webinar_topic_1
  2. Webinar_topic_2
  3. Webinar_topic_3
  4. Webinar_topic_4

Keep these IDs somewhere you can access them easily. They’ll be needed in our final step.

Step 2: Create a Pardot form (or edit an existing one)

Make sure to select the fields that you wish to use for your completion actions and make sure they are checkbox fields, text fields, or radio buttons. If they are Checkbox fields, they must have EXACTLY ONE selection option. When selecting your inputs make sure to uncheck the required option. 

For our scenario, I’ve created 4 custom checkbox fields and added each to the form. Each has exactly one value, and was step up like this:

First select the Prospect Field “Webinar Topic 1”, select type of Checkbox and Data Form of “Text”. 

Now click on the Values tab. Enter the Value that you want to display on the form (in this case, our Value is Webinar Event 1). Keep a record of this value handy. We’ll need it in step 5 when we start customizing our JavaScript.

Note that for each form field value on which you want to apply a unique completion action, you will need to create a unique form handler. In our example we’ll be using 4 completion actions and therefore 4 form handlers.

These are our Field ID and Value pairs so far:

  1. FieldID: Webinar_topic_1
    Form Value: Webinar Event 1
  2. FieldID: Webinar_topic_2
    Form Value: Webinar Event 2
  3. FieldID: Webinar_topic_3
    Form Value:  Webinar Event 3
  4. FieldID: Webinar_topic_4
    Form Value: Webinar Event 4

I know the naming is not 100% awesome. I want to keep it generic though so Fields can be reused as needed. If we gave each one very specific names our solution would be too brittle (meaning easy to break, hard to scale). 

Step 3: Create a Pardot form handler for each field value you’d like to apply completion actions.

Start by only adding the email field to the form handler. Then, add the corresponding completion action for each value. Save. Take note of the form handler endpoint URL (ideally the HTTPS version) as you’ll need this in step 5 and match it to the related Values from the form.

As we continue with our multiple webinar example, I’ve repeated the step 4 times and created a form handler to use for each of the 4 custom fields created in step 2.

Here is a list of the 4 form handlers and their endpoint URLs and how they map to the field values set up above:

  1. FieldID: Webinar_topic_1
    Form Value: Webinar Event 1
    Form Handler URL: https://sercante.com/l/876401/2020-11-30/gny9d5
  2. FieldID: Webinar_topic_2
    Form Value: Webinar Event 2
    Form Handler URL: https://sercante.com/l/876401/2020-11-30/gny9df
  3. FieldID: Webinar_topic_3
    Form Value:  Webinar Event 3
    Form Handler URL: https://sercante.com/l/876401/2020-11-30/gny9dk
  4. FieldID: Webinar_topic_4
    Form Value: Webinar Event 4

Form Handler URL: https://sercante.com/l/876401/2020-11-30/gny9dh 

Step 4: Copy this script and paste into your Pardot form’s Thank You Code:

Copy the code below and paste directly into the Thank You “Code” in Pardot’s “Completion Actions” tab. 

<script>
var fieldsConfig = [
{//this block of lines is for option 1
    ‘fieldValue’:’%%your_field_id_1{js}%%’,
    ‘checkboxVal’:’VALUE_1′,
    ‘endpointUrl’:’FORM_HANDLER_1_URL’
},
{//this block of lines is for option 2
    ‘fieldValue’:’%%your_field_id_2{js}%%’,
    ‘checkboxVal’:’VALUE_2′,
    ‘endpointUrl’:’FORM_HANDLER_2_URL’
}
//add more blocks if you need them
];
// DO NOT CHANGE BELOW THIS LINE
var email = encodeURIComponent(‘%%email{js}%%’);
var thankYouContainer = document.querySelector(‘.form-thank-you’);

fieldsConfig.forEach(function (field) {
  if (field.checkboxVal === field.fieldID) {
    var iframe = document.createElement(‘iframe’);
    iframe.setAttribute(‘height’, ‘1px’);
    iframe.setAttribute(‘width’, ‘1px’);
    iframe.setAttribute(‘src’, `${field.endpointUrl}?email=${email}`);
    thankYouContainer.append(iframe);
  }
});
</script>

After pasting the code into the thank you code input area make sure the “Always display form after submission” checkbox is checked — otherwise this method will not work and the script will run in a loop! Which will cause a total computer meltdown and all pictures of cats on the internet to disappear. Ok that last bit is a small exaggeration but seriously don’t forget the checkbox. You’ve been warned.

Step 5: Time to modify some JavaScript

The code we pasted into our thank you content in step 4 is a bit of boilerplate to get us started. It will need to be updated for each unique use. I know it’s a bit daunting but we’ll take it slow and be very mindful of the characters we adjust.

For our webinar scenario I’ve duplicated the first code block two additional times for a total of 4 blocks of field/value/url. This is a necessary step because we have 4 form handlers and custom fields to match up. If we were only working with 2 we would not need to duplicate this code block. 

Notice how each code block is contained in a set of curly braces and separated by a comma. There is no trailing comma on the last block:

{//this block of lines is for option 1
    fieldValue:’%%your_field_id_1{js}%%’,
    checkboxVal:’VALUE_1′,
    endpointUrl:’FORM_HANDLER_1_URL’
},
{//this block of lines is for option 2
    fieldValue:’%%your_field_id_2{js}%%’,
    checkboxVal:’VALUE_2′,
    endpointUrl:’FORM_HANDLER_2_URL’
},{//this block of lines is for option 3
    fieldValue:’%%your_field_id_3{js}%%’,
    checkboxVal:’VALUE_3′,
    endpointUrl:’FORM_HANDLER_3_URL’
},{//this block of lines is for option 4
    fieldValue:’%%your_field_id_4{js}%%’,
    checkboxVal:’VALUE_4′,
    endpointUrl:’FORM_HANDLER_4_URL’
}

First thing we need to update is your_field_id_1. Let’s replace that with the Pardot field ID that you want to perform completion actions on. A couple of things to note: 

  1. the name must be wrapped in %%, and
  2. a {js} modifier must be added at the end of the name. 
  3. For example, if your field id is custom_field_1, it should look like %%custom_field_1{js}%% not %%custom_field_1%% or %custom_field_1{js}%

Now that we know what to watch out for let’s start making edits. First we’ll replace the “your_field_id” placeholders with the values of prospect field IDs (step 1):

  1.  %%your_field_id_1{js}%% = %%Webinar_topic_1{js}%%
  2.  %%your_field_id_2{js}%% = %%Webinar_topic_2{js}%%
  3. %%your_field_id_3{js}%% = %%Webinar_topic_3{js}%%
  4.  %%your_field_id_4{js}%% = %%Webinar_topic_4{js}%%

Next, we replace the placeholder values for “VALUE”. Using our example, the values are what we used in the Pardot form checkbox value tab – Please note that if there are special characters like ampersands (&) in the form values, they MUST be replaced with HTML entity code like: &amp; (that’s the & symbol followed by the letters amp and ended with a semicolon. Probably best to avoid special characters in the Values if at all possible):

  1. VAULE_1 = Webinar Event 1
  2. VAULE_2 = Webinar Event 2
  3. VALUE_3 = Webinar Event 3
  4. VALUE_4 = Webinar Event 4

Finally, each value that we’re searching for in our form will trigger a unique form handler. So, each code block will need to be updated with the correct endpoint URL. Make sure to match the correct endpoint URL with the correct form field.

Here the endpoints created in step 3 are used in place of the FORM_HANDLER_1_URL variables. 

  1. FORM_HANDLER_1_URL = https://sercante.com/l/876401/2020-11-30/gny9d5
  2. FORM_HANDLER_2_URL = https://sercante.com/l/876401/2020-11-30/gny9df
  3. FORM_HANDLER_3_URL = https://sercante.com/l/876401/2020-11-30/gny9dk
  4. FORM_HANDLER_4_URL = https://sercante.com/l/876401/2020-11-30/gny9dh

The final block of code from our example looks like this:

<script>
var fieldsConfig = [
{//this block of lines is for option 1
    fieldValue:’%%Webinar_topic_1{js}%%’,
    checkboxVal:’Webinar Event 1′,
    endpointUrl:’https://sercante.com/l/876401/2020-11-30/gny9d5&#8242;
},
{//this block of lines is for option 2
    fieldValue:’%%Webinar_topic_2{js}%%’,
    checkboxVal:’Webinar Event 2′,
    endpointUrl:’https://sercante.com/l/876401/2020-11-30/gny9df&#8217;
},
{//this block of lines is for option 3
    fieldValue:’%%Webinar_topic_3{js}%%’,
    checkboxVal:’Webinar Event 3′,
    endpointUrl:’https://sercante.com/l/876401/2020-11-30/gny9dk&#8217;
},
{//this block of lines is for option 4
    fieldValue:’%%Webinar_topic_4{js}%%’,
    checkboxVal:’Webinar Event 4′,
    endpointUrl:’https://sercante.com/l/876401/2020-11-30/gny9dh&#8217;
}
];
// DO NOT CHANGE BELOW THIS LINE
var email = encodeURIComponent(‘%%email{js}%%’);
var thankYouContainer = document.querySelector(‘.form-thank-you’);

fieldsConfig.forEach(function (field) {
  if (field.checkboxVal === field.fieldID) {
    var iframe = document.createElement(‘iframe’);
    iframe.setAttribute(‘height’, ‘1px’);
    iframe.setAttribute(‘width’, ‘1px’);
    iframe.setAttribute(‘src’, `${field.endpointUrl}?email=${email}`);
    thankYouContainer.append(iframe);
  }
});
</script>

Step 6: Just kidding there is no step six

While it’s technically true for the purpose of this blog post, there is no step 6, butif there was it would look something like this:

Test, Test, Test.
Make sure to thoroughly test your landing page, form and JavaScript to ensure everything is working as expected.

And there you have it. Our future prospects will be able to select multiple webinar events with our form checkboxes. Then our unique form actions will run based on the prospect action of selecting one or more of the form elements.

Let’s take a moment to recap what we’ve learned today:

  • We created a custom solution that allows multiple completion actions to fire based on a value recorded by Pardot form in 5 easy steps. 
  • In our imaginary situation we want a user to be able to register for multiple webinar events in one simple form. 
  • We started by creating Prospect Fields and connected form inputs to them. 
  • After linking all the values and Prospect fields we created Pardot form handlers for each form element we want to interact with. 
  • Next we copied a bit of boilerplate JavaScript into the forms Thank you content section and updated the code replacing the generic values with our real content. 
  • Finally we made sure to test all the things and confirm everything is working correctly.

Huge congratulations for making it all the way through the Dragon den of awesome Pardot solutioning with us. Give yourself a big pat on the back and make sure everyone at your company knows how awesome you are with your newly gained wizardry. Come back to visit any time. 

If you have any questions or would like help solving other interesting ideas in Pardot don’t hesitate to reach out to the amazing team of talent individuals and dragons that make up Sercante.

The post Single Pardot Form, Multiple Completion Actions appeared first on The Spot For Pardot.

By |2021-01-25T14:06:00+00:00January 25th, 2021|Categories: Data Management, Email Marketing, Event Management|

Single Pardot Form, Multiple Completion Actions

Have you ever wished you could have multiple conditional form completion actions in a single Pardot form?

If you answered “OF FREAKIN’ COURSE I HAVE”, you’re in luck because I am going to teach you how in just 5 easy steps.

As you know it is super easy to add a single completion action to a Pardot form. But what would you do if you wanted to add multiple completion actions to a form and tie those actions to specific form elements. 

I know, it’s a head scratcher right (and you’ve probably heard: “Nope, can’t do it”)? Never fear I’ll guide you through the dragon’s den.

When we combine the magic of Pardot together with the superpowers of JavaScript anything is possible.

But, before we take our first step down the path to knowledge, let’s set the scene. Imagine that we are promoting multiple webinar events with a single registration form.

In this scenario, we want to have one landing page that has a list of upcoming webinars. Visitors can choose one or more of those webinars to attend and only need to fill out one Pardot form. Then, we need that registration information to register the visitor (now a Prospect) in the appropriate GoToWebinar sessions.

So where do we start?

Step 1: Configure the form and form handlers.

Our first step is to identify the field(s) we will use on the form and to which form elements we will apply the conditional completion actions. 

We need to note the API field name (field ID) for the field(s) we’ve selected. These can be found with one of the following navigations depending upon your chosen experience:

  • In Pardot (classic), navigate to Admin | Configure Fields | Prospect Fields.
  • In the Pardot Lightning app, click the Pardot Settings tab, then click Object and Field Configuration | Prospect Fields.

For our scenario we’ll create 4 custom fields for 4 upcoming webinars so our future prospects can register for any or all of our webinar options.

Our list of the unique Field IDs:

  1. Webinar_topic_1
  2. Webinar_topic_2
  3. Webinar_topic_3
  4. Webinar_topic_4

Keep these IDs somewhere you can access them easily. They’ll be needed in our final step.

Step 2: Create a Pardot form (or edit an existing one)

Make sure to select the fields that you wish to use for your completion actions and make sure they are checkbox fields, text fields, or radio buttons. If they are Checkbox fields, they must have EXACTLY ONE selection option. When selecting your inputs make sure to uncheck the required option. 

For our scenario, I’ve created 4 custom checkbox fields and added each to the form. Each has exactly one value, and was step up like this:

First select the Prospect Field “Webinar Topic 1”, select type of Checkbox and Data Form of “Text”. 

Now click on the Values tab. Enter the Value that you want to display on the form (in this case, our Value is Webinar Event 1). Keep a record of this value handy. We’ll need it in step 5 when we start customizing our JavaScript.

Note that for each form field value on which you want to apply a unique completion action, you will need to create a unique form handler. In our example we’ll be using 4 completion actions and therefore 4 form handlers.

These are our Field ID and Value pairs so far:

  1. FieldID: Webinar_topic_1
    Form Value: Webinar Event 1
  2. FieldID: Webinar_topic_2
    Form Value: Webinar Event 2
  3. FieldID: Webinar_topic_3
    Form Value:  Webinar Event 3
  4. FieldID: Webinar_topic_4
    Form Value: Webinar Event 4

I know the naming is not 100% awesome. I want to keep it generic though so Fields can be reused as needed. If we gave each one very specific names our solution would be too brittle (meaning easy to break, hard to scale). 

Step 3: Create a Pardot form handler for each field value you’d like to apply completion actions.

Start by only adding the email field to the form handler. Then, add the corresponding completion action for each value. Save. Take note of the form handler endpoint URL (ideally the HTTPS version) as you’ll need this in step 5 and match it to the related Values from the form.

As we continue with our multiple webinar example, I’ve repeated the step 4 times and created a form handler to use for each of the 4 custom fields created in step 2.

Here is a list of the 4 form handlers and their endpoint URLs and how they map to the field values set up above:

  1. FieldID: Webinar_topic_1
    Form Value: Webinar Event 1
    Form Handler URL: https://sercante.com/l/876401/2020-11-30/gny9d5
  2. FieldID: Webinar_topic_2
    Form Value: Webinar Event 2
    Form Handler URL: https://sercante.com/l/876401/2020-11-30/gny9df
  3. FieldID: Webinar_topic_3
    Form Value:  Webinar Event 3
    Form Handler URL: https://sercante.com/l/876401/2020-11-30/gny9dk
  4. FieldID: Webinar_topic_4
    Form Value: Webinar Event 4

Form Handler URL: https://sercante.com/l/876401/2020-11-30/gny9dh 

Step 4: Copy this script and paste into your Pardot form’s Thank You Code:

Copy the code below and paste directly into the Thank You “Code” in Pardot’s “Completion Actions” tab. 

<script>
var fieldsConfig = [
{//this block of lines is for option 1
    ‘fieldValue’:’%%your_field_id_1{js}%%’,
    ‘checkboxVal’:’VALUE_1′,
    ‘endpointUrl’:’FORM_HANDLER_1_URL’
},
{//this block of lines is for option 2
    ‘fieldValue’:’%%your_field_id_2{js}%%’,
    ‘checkboxVal’:’VALUE_2′,
    ‘endpointUrl’:’FORM_HANDLER_2_URL’
}
//add more blocks if you need them
];
// DO NOT CHANGE BELOW THIS LINE
var email = encodeURIComponent(‘%%email{js}%%’);
var thankYouContainer = document.querySelector(‘.form-thank-you’);

fieldsConfig.forEach(function (field) {
  if (field.checkboxVal === field.fieldID) {
    var iframe = document.createElement(‘iframe’);
    iframe.setAttribute(‘height’, ‘1px’);
    iframe.setAttribute(‘width’, ‘1px’);
    iframe.setAttribute(‘src’, `${field.endpointUrl}?email=${email}`);
    thankYouContainer.append(iframe);
  }
});
</script>

After pasting the code into the thank you code input area make sure the “Always display form after submission” checkbox is checked — otherwise this method will not work and the script will run in a loop! Which will cause a total computer meltdown and all pictures of cats on the internet to disappear. Ok that last bit is a small exaggeration but seriously don’t forget the checkbox. You’ve been warned.

Step 5: Time to modify some JavaScript

The code we pasted into our thank you content in step 4 is a bit of boilerplate to get us started. It will need to be updated for each unique use. I know it’s a bit daunting but we’ll take it slow and be very mindful of the characters we adjust.

For our webinar scenario I’ve duplicated the first code block two additional times for a total of 4 blocks of field/value/url. This is a necessary step because we have 4 form handlers and custom fields to match up. If we were only working with 2 we would not need to duplicate this code block. 

Notice how each code block is contained in a set of curly braces and separated by a comma. There is no trailing comma on the last block:

{//this block of lines is for option 1
    fieldValue:’%%your_field_id_1{js}%%’,
    checkboxVal:’VALUE_1′,
    endpointUrl:’FORM_HANDLER_1_URL’
},
{//this block of lines is for option 2
    fieldValue:’%%your_field_id_2{js}%%’,
    checkboxVal:’VALUE_2′,
    endpointUrl:’FORM_HANDLER_2_URL’
},{//this block of lines is for option 3
    fieldValue:’%%your_field_id_3{js}%%’,
    checkboxVal:’VALUE_3′,
    endpointUrl:’FORM_HANDLER_3_URL’
},{//this block of lines is for option 4
    fieldValue:’%%your_field_id_4{js}%%’,
    checkboxVal:’VALUE_4′,
    endpointUrl:’FORM_HANDLER_4_URL’
}

First thing we need to update is your_field_id_1. Let’s replace that with the Pardot field ID that you want to perform completion actions on. A couple of things to note: 

  1. the name must be wrapped in %%, and
  2. a {js} modifier must be added at the end of the name. 
  3. For example, if your field id is custom_field_1, it should look like %%custom_field_1{js}%% not %%custom_field_1%% or %custom_field_1{js}%

Now that we know what to watch out for let’s start making edits. First we’ll replace the “your_field_id” placeholders with the values of prospect field IDs (step 1):

  1.  %%your_field_id_1{js}%% = %%Webinar_topic_1{js}%%
  2.  %%your_field_id_2{js}%% = %%Webinar_topic_2{js}%%
  3. %%your_field_id_3{js}%% = %%Webinar_topic_3{js}%%
  4.  %%your_field_id_4{js}%% = %%Webinar_topic_4{js}%%

Next, we replace the placeholder values for “VALUE”. Using our example, the values are what we used in the Pardot form checkbox value tab – Please note that if there are special characters like ampersands (&) in the form values, they MUST be replaced with HTML entity code like: &amp; (that’s the & symbol followed by the letters amp and ended with a semicolon. Probably best to avoid special characters in the Values if at all possible):

  1. VAULE_1 = Webinar Event 1
  2. VAULE_2 = Webinar Event 2
  3. VALUE_3 = Webinar Event 3
  4. VALUE_4 = Webinar Event 4

Finally, each value that we’re searching for in our form will trigger a unique form handler. So, each code block will need to be updated with the correct endpoint URL. Make sure to match the correct endpoint URL with the correct form field.

Here the endpoints created in step 3 are used in place of the FORM_HANDLER_1_URL variables. 

  1. FORM_HANDLER_1_URL = https://sercante.com/l/876401/2020-11-30/gny9d5
  2. FORM_HANDLER_2_URL = https://sercante.com/l/876401/2020-11-30/gny9df
  3. FORM_HANDLER_3_URL = https://sercante.com/l/876401/2020-11-30/gny9dk
  4. FORM_HANDLER_4_URL = https://sercante.com/l/876401/2020-11-30/gny9dh

The final block of code from our example looks like this:

<script>
var fieldsConfig = [
{//this block of lines is for option 1
    fieldValue:’%%Webinar_topic_1{js}%%’,
    checkboxVal:’Webinar Event 1′,
    endpointUrl:’https://sercante.com/l/876401/2020-11-30/gny9d5&#8242;
},
{//this block of lines is for option 2
    fieldValue:’%%Webinar_topic_2{js}%%’,
    checkboxVal:’Webinar Event 2′,
    endpointUrl:’https://sercante.com/l/876401/2020-11-30/gny9df&#8217;
},
{//this block of lines is for option 3
    fieldValue:’%%Webinar_topic_3{js}%%’,
    checkboxVal:’Webinar Event 3′,
    endpointUrl:’https://sercante.com/l/876401/2020-11-30/gny9dk&#8217;
},
{//this block of lines is for option 4
    fieldValue:’%%Webinar_topic_4{js}%%’,
    checkboxVal:’Webinar Event 4′,
    endpointUrl:’https://sercante.com/l/876401/2020-11-30/gny9dh&#8217;
}
];
// DO NOT CHANGE BELOW THIS LINE
var email = encodeURIComponent(‘%%email{js}%%’);
var thankYouContainer = document.querySelector(‘.form-thank-you’);

fieldsConfig.forEach(function (field) {
  if (field.checkboxVal === field.fieldID) {
    var iframe = document.createElement(‘iframe’);
    iframe.setAttribute(‘height’, ‘1px’);
    iframe.setAttribute(‘width’, ‘1px’);
    iframe.setAttribute(‘src’, `${field.endpointUrl}?email=${email}`);
    thankYouContainer.append(iframe);
  }
});
</script>

Step 6: Just kidding there is no step six

While it’s technically true for the purpose of this blog post, there is no step 6, butif there was it would look something like this:

Test, Test, Test.
Make sure to thoroughly test your landing page, form and JavaScript to ensure everything is working as expected.

And there you have it. Our future prospects will be able to select multiple webinar events with our form checkboxes. Then our unique form actions will run based on the prospect action of selecting one or more of the form elements.

Let’s take a moment to recap what we’ve learned today:

  • We created a custom solution that allows multiple completion actions to fire based on a value recorded by Pardot form in 5 easy steps. 
  • In our imaginary situation we want a user to be able to register for multiple webinar events in one simple form. 
  • We started by creating Prospect Fields and connected form inputs to them. 
  • After linking all the values and Prospect fields we created Pardot form handlers for each form element we want to interact with. 
  • Next we copied a bit of boilerplate JavaScript into the forms Thank you content section and updated the code replacing the generic values with our real content. 
  • Finally we made sure to test all the things and confirm everything is working correctly.

Huge congratulations for making it all the way through the Dragon den of awesome Pardot solutioning with us. Give yourself a big pat on the back and make sure everyone at your company knows how awesome you are with your newly gained wizardry. Come back to visit any time. 

If you have any questions or would like help solving other interesting ideas in Pardot don’t hesitate to reach out to the amazing team of talent individuals and dragons that make up Sercante.

The post Single Pardot Form, Multiple Completion Actions appeared first on The Spot For Pardot.

By |2021-01-25T14:06:00+00:00January 25th, 2021|Categories: Data Management, Email Marketing, Event Management|

Pardot Goodies from the Salesforce IdealExchange

This past year has been a great year for Pardot Admins everywhere. With each new release, Pardot has grown in functionality and has also become more integrated with Salesforce. This is fantastic as it allows for tighter data control, better personalization when communicating with prospects, improved user management processes. and an overall better user experience. In the wake of the new year, check out the newest Pardot features and updates on the Salesforce Spring 21 release notes to gain insights into what is coming in 2021.

As Pardot Admins, we often run into corners of the platform that require a little more creativity in order to solve a specific business need. Oftentimes, you can just “Google it” and voilà! Many in the Pardot community have the exact same question or problem you do, and although you find the answer (which is a huge relief), wouldn’t it be fantastic if there was a way for Pardot simply to add a fix for everyone?

Well my friend, grab a seat and let’s head over to the IdeaExchange!

What is the IdeaExchange anyway?

Back in 2006, the #Ideaexchange was born as a way to involve its customers (big and small) in a modern effort to crowdsource ideas for its product roadmap. This would ensure that the community got a platform that they could use to contribute their ideas and wishes. A place where the Pargods could go for inspiration if you will as they build the world of tomorrow.

How does one enter their idea into the IdeaExchange?

  • Come up with an idea and submit it to the exchange
  • You then get trapped and spend 2-4 hours going through other people’s ideas (definitely optional, but highly encouraged). 
  • If your idea gets enough votes (10+ points for you) then a Product Manager gets involved
  • The idea is developed and then delivered, and we all cheer!

Need more details? We wrote a little about the history of the AppExchange.

Our List of Top IdeaExchange Items 

To celebrate the IdeaExchange 14th anniversary this year, here are 14 wonderful ideas worth upvoting and adding to your wishlist, just in time for the new year.

Data Management

1. Ability to set field character limit for custom fields on Pardot side
This feature would help reduce conflicts between both platforms when it comes to character limits. We wrote about
how to fix this with Javascript.
Upvote >>

2. Country lists match between Salesforce and Pardot
This feature would help create more symmetry when it comes to Country values between the two instances. Currently, there are several different values between both. We wrote about how to fix this with Heroku
Upvote >>

3. Customize all list view columns
This feature would allow you to customize list columns for easy scanning of field completions and provide reporting-like capabilities.
Upvote >>

4. Notification on SFDC connector errors
This feature would allow Pardot admins to create notifications in summary of sync errors to make sure they are resolved promptly.
Upvote >>

5. Parameter in automation rules for “is changed”
This feature would allow you to see if there was a change in a field to trigger an action based on the change.
Upvote >>

Marketing Operations

6. Allow custom object fields to be used as email tags
This feature would allow email marketers the ability to inject values from custom objects into emails and other pieces of Pardot generated content.
Upvote >>

7. Ability to block competitor domains from all emails including autoresponders
This feature would ensure that none of your competitors receive the email you set up with your forms or enter your nurture series. 
Upvote >>

8. Conditional options for completion actions
This feature would allow marketing operations teams to save on automation rules and contain automations at the form level with some IF/THEN preferences based on user input on forms.
Upvote >>

9. Dynamic content based on list membership
This feature would enable you to do dynamic content criteria based on list membership effectively allowing you to use more than one data point as your criteria.
Upvote >>

10. Email Templates with Completion Actions
This feature would make it easier to build email templates that scale without the need to use Engagement Studio or other automations to prioritize actions. 
Upvote >>

11. SEO/Social media friendly Pardot landing pages: Images and meta tags
This feature would make it easier for marketers to update meta tags and social cards to share content using Pardot native social media capabilities.
Upvote >>

12. Time zone dependent delivery for list emails
This feature would allow marketing operations to choose one time and send it across that time in different time zones. It would save the User from creating multiple list emails with the same content.
Upvote >>

Sales Operations

13. Allow customization of notification email subject/content
This feature would allow you to use Dynamic Content and Variable tags on the subject line of notification emails (e.g. Notify User [when someone fills out the Contact Us form]) which currently is auto generated and cannot be updated.
Upvote >>

14. Allow variable fields in SFDC tasks
This feature would allow you to add variable tags to the Salesforce task you assigned to the User. Currently the message is static and everyone gets the same.
Upvote >>

You can find more ideas to browse while you binge-watch the ParDreamin’ 2020 videos.

Will your Pardot dreams ever come true?

While some Pardot Admin recommendations get picked up and implemented faster than others, it all depends on community participation and perceived need from the Pardot product team. In fact, to help drive ideas, Salesforce created a prioritization system (the next cycle starts in mid January 2021) where you can see top feature suggestions across the ecosystem battle it out!

You may be wondering, do any ideas actually make it to the product? The answer is yes.

Dreams do come true! In fact, these two ideas were just releases in the last release.

Our friend Jen Kazin recently discussed the new Email Builder at ParDreamin earlier this month. You can watch a quick demo of the feature by Salesforce here

Are there any features or functionality you wish you could see? If so, let us know below. With a little bit of luck and support from your Pardot and Salesforce Ohana, you might also uncover the secrets of the IdeaExchange and get your idea on the scoreboard.

Don’t forget to vote for these ideas, submit your own and chat with us on Twitter, LinkedIn or simply subscribe to the blog on the left side of the page.

The post Pardot Goodies from the Salesforce IdealExchange appeared first on The Spot For Pardot.

By |2021-01-19T19:02:01+00:00January 19th, 2021|Categories: Content Marketing, Data Management, Email Marketing, Experiments, Integration|

Using Preview & Preheader Text in Pardot to Encourage Opens: Questions & Answers

BY KIM CONNELL

It’s an increasingly competitive environment to try to catch anyone’s attention — your prospects, your customers, even that dude on Tinder (okay, kidding on that last one).  But seriously — our span of attention just keeps getting smaller, and our inboxes keep getting fuller.  

So how’s an email marketer to stand out in this environment? 

and we have a few levers to play with:

  1. The subject line
  2. The sender
  3. The preview text

Let’s dig into #3 and our options to stand out. 

But wait, what is preview text? 

Preview text is the text that is displayed along with the subject line, sender, and date in the main view of your email inbox.

Preview text is not displayed by all email clients, but most of the major email clients will typically display the first 35-140 characters of your email.

Show me an example…

It has become a common practice to hide preview text that is not visible in the email body to only serve as preview text.

Here’s a great example from Starbucks. Their preview text is “The cheery glow of 50 Bonus Stars.”

Here’s the open email. As you can see, the preview text is not visible within the body of the email.

Can I use preview text in Pardot templates? 

Yes!  Preheader text is visible text that appears at the top of an open email.  This gets pulled in as preview text in email clients that support it. 

The default Pardot templates include this:

But it’s…. how do you say…. kind of ugly. 

Sorry.

It is.  

How can I style my email to make this look great for users?

You can use HTML and CSS to make your preheader text look a bit more subtle and fit your overall design aesthetic.

Here’s an example from ComiXology. Their preview text is “Last Day to save up to 75%…

In this case, the text is actually visible in the body of the email as small text directly at the top of the design:

Preheader text is easy to implement if you have a design that allows for it because it is visible and easy to edit in your email templates.

What if I want to totally hide my preview text?

If you don’t want to use a visible preheader, but you still want to populate the preview text, you can also hide this in the HTML of your email. 

The following code can be added directly below the opening <body> in the HTML of your email:

<div style="display: none; font-size: 1px; color: #333333; line-height: 1px; max-height: 0px; max-width: 0px; opacity: 0; overflow: hidden; ">
      Add your own preview text here
</div>

A word of caution: It can be easy to forget to update since it is not visible in the email layout, so it’s a great idea to add it to a pre-send checklist or QA process if you have one. As an additional precautionary measure, you may want to remove the “Add your own preview text here” text entirely, or replace it with a generic default that would work for any email you send.

Any other tips or hacks for preview text?

Glad you asked. Yes.

Pushing body content OUT of the preview text

As I mentioned earlier, most of the major email clients will typically display the first 35-140 characters of your email. That’s a pretty big range, though.

Email clients will start by grabbing the preheader text, and then if there’s still “room,” will grab from the next text it finds in your email. This can yield some unexpected results.

You might want to include the Preview Text Hack, which is a hidden string of non-breaking spaces and zero-width non-joiners inside of a hidden div directly below your preview text div.

Because the preview text character limit varies vastly between different email clients, it’s a good idea to test your preview text, and add more non-breaking spaces and zero-width non-joiners if needed.

Why would you want to do this? It looks cleaner, and can actually make your email stand out. Take this Uniqlo email, for example:

Even in this small image, the Uniqlo email stands out because it’s the only one that isn’t being drown by words in the preview text pane.

You also avoid the “view in browser” dilemma. If you think of preview text like a second subject line, you don’t want to forfeit this valuable real estate for text like “view in browser”:

Making Preview Text Invisible – the Easy Way

Another great hack is to make preheader text “invisible” by setting the text color to match the background color behind it. This way you can make it visible to edit the text, then make it invisible prior to testing and sending!

Making Hidden Preview Text Editable in the Pardot Editor

If you want your users to be able to edit hidden preview text without going into the full HTML, here’s a little trick:

<div pardot-region="hidden-preview-text" pardot-region-type="simple" style="padding: 5px; ">
    <div style="display: none; font-family: 'Open Sans', Arial, Helvetica, sans-serif; font-size: 1px; line-height: 1px; max-height: 0px; max-width: 0px; opacity: 0; overflow: hidden; mso-hide: all;">
    </div>
</div>

Breakdown:

  • Use a wrapper div that includes pardot-region and pardot-region-type="simple"
  • Add a little bit of padding to the wrapper, otherwise the person editing the template will not be able to edit the region
  • Create a child div inside of the wrapper with all of the required styles to make the preview text hidden across all email clients: style="display: none; font-family: 'Open Sans', Arial, Helvetica, sans-serif; font-size: 1px; line-height: 1px; max-height: 0px; max-width: 0px; opacity: 0; overflow: hidden; mso-hide: all;"
    • This code WILL appear in the simple editor and cannot be removed in order for this to work. If someone else will be editing the preview text, you’ll need to educate them on only editing the text inside of the div and how to access this region
    • The hidden preview text will need to be placed in between the child div tags. Here’s a full example:
      <div pardot-region="hidden-preview-text" pardot-region-type="simple" style="padding: 5px; ">
      <div style="display: none; font-family: 'Open Sans', Arial, Helvetica, sans-serif; font-size: 1px; line-height: 1px; max-height: 0px; max-width: 0px; opacity: 0; overflow: hidden; mso-hide: all;">
      THIS IS THE HIDDEN PREVIEW TEXT :)
      </div>
      </div>
  • Add the “Pushing body content OUT of the preview text” div below this code snippet if you’d like to use that hack in addition to this

You should now see a small editable region appear at the top of the editor. It will be the height specified in the padding, so 5px high in this case. Clicking on this region will open the Simple Editor:

What other questions do you have about preview and preheader text?

Any creative solutions you’ve come up with for using preview and preheader text to entice opens? Any productivity hacks, lessons learned, or tips for success?

Let’s hear it in the comments!

By |2019-08-19T11:00:39+00:00August 19th, 2019|Categories: Design, Email Marketing|

Using Preview & Preheader Text in Pardot to Encourage Opens: Questions & Answers

BY KIM CONNELL

It’s an increasingly competitive environment to try to catch anyone’s attention — your prospects, your customers, even that dude on Tinder (okay, kidding on that last one).  But seriously — our span of attention just keeps getting smaller, and our inboxes keep getting fuller.  

So how’s an email marketer to stand out in this environment? 

and we have a few levers to play with:

  1. The subject line
  2. The sender
  3. The preview text

Let’s dig into #3 and our options to stand out. 

But wait, what is preview text? 

Preview text is the text that is displayed along with the subject line, sender, and date in the main view of your email inbox.

Preview text is not displayed by all email clients, but most of the major email clients will typically display the first 35-140 characters of your email.

Show me an example…

It has become a common practice to hide preview text that is not visible in the email body to only serve as preview text.

Here’s a great example from Starbucks. Their preview text is “The cheery glow of 50 Bonus Stars.”

Here’s the open email. As you can see, the preview text is not visible within the body of the email.

Can I use preview text in Pardot templates? 

Yes!  Preheader text is visible text that appears at the top of an open email.  This gets pulled in as preview text in email clients that support it. 

The default Pardot templates include this:

But it’s…. how do you say…. kind of ugly. 

Sorry.

It is.  

How can I style my email to make this look great for users?

You can use HTML and CSS to make your preheader text look a bit more subtle and fit your overall design aesthetic.

Here’s an example from ComiXology. Their preview text is “Last Day to save up to 75%…

In this case, the text is actually visible in the body of the email as small text directly at the top of the design:

Preheader text is easy to implement if you have a design that allows for it because it is visible and easy to edit in your email templates.

What if I want to totally hide my preview text?

If you don’t want to use a visible preheader, but you still want to populate the preview text, you can also hide this in the HTML of your email. 

The following code can be added directly below the opening <body> in the HTML of your email:

<div style="display: none; font-size: 1px; color: #333333; line-height: 1px; max-height: 0px; max-width: 0px; opacity: 0; overflow: hidden; ">
      Add your own preview text here
</div>

A word of caution: It can be easy to forget to update since it is not visible in the email layout, so it’s a great idea to add it to a pre-send checklist or QA process if you have one. As an additional precautionary measure, you may want to remove the “Add your own preview text here” text entirely, or replace it with a generic default that would work for any email you send.

Any other tips or hacks for preview text?

Glad you asked. Yes.

Pushing body content OUT of the preview text

As I mentioned earlier, most of the major email clients will typically display the first 35-140 characters of your email. That’s a pretty big range, though.

Email clients will start by grabbing the preheader text, and then if there’s still “room,” will grab from the next text it finds in your email. This can yield some unexpected results.

You might want to include the Preview Text Hack, which is a hidden string of non-breaking spaces and zero-width non-joiners inside of a hidden div directly below your preview text div.

Because the preview text character limit varies vastly between different email clients, it’s a good idea to test your preview text, and add more non-breaking spaces and zero-width non-joiners if needed.

Why would you want to do this? It looks cleaner, and can actually make your email stand out. Take this Uniqlo email, for example:

Even in this small image, the Uniqlo email stands out because it’s the only one that isn’t being drown by words in the preview text pane.

You also avoid the “view in browser” dilemma. If you think of preview text like a second subject line, you don’t want to forfeit this valuable real estate for text like “view in browser”:

Making Preview Text Invisible – the Easy Way

Another great hack is to make preheader text “invisible” by setting the text color to match the background color behind it. This way you can make it visible to edit the text, then make it invisible prior to testing and sending!

Making Hidden Preview Text Editable in the Pardot Editor

If you want your users to be able to edit hidden preview text without going into the full HTML, here’s a little trick:

<div pardot-region="hidden-preview-text" pardot-region-type="simple" style="padding: 5px; ">
    <div style="display: none; font-family: 'Open Sans', Arial, Helvetica, sans-serif; font-size: 1px; line-height: 1px; max-height: 0px; max-width: 0px; opacity: 0; overflow: hidden; mso-hide: all;">
    </div>
</div>

Breakdown:

  • Use a wrapper div that includes pardot-region and pardot-region-type="simple"
  • Add a little bit of padding to the wrapper, otherwise the person editing the template will not be able to edit the region
  • Create a child div inside of the wrapper with all of the required styles to make the preview text hidden across all email clients: style="display: none; font-family: 'Open Sans', Arial, Helvetica, sans-serif; font-size: 1px; line-height: 1px; max-height: 0px; max-width: 0px; opacity: 0; overflow: hidden; mso-hide: all;"
    • This code WILL appear in the simple editor and cannot be removed in order for this to work. If someone else will be editing the preview text, you’ll need to educate them on only editing the text inside of the div and how to access this region
    • The hidden preview text will need to be placed in between the child div tags. Here’s a full example:
      <div pardot-region="hidden-preview-text" pardot-region-type="simple" style="padding: 5px; ">
      <div style="display: none; font-family: 'Open Sans', Arial, Helvetica, sans-serif; font-size: 1px; line-height: 1px; max-height: 0px; max-width: 0px; opacity: 0; overflow: hidden; mso-hide: all;">
      THIS IS THE HIDDEN PREVIEW TEXT :)
      </div>
      </div>
  • Add the “Pushing body content OUT of the preview text” div below this code snippet if you’d like to use that hack in addition to this

You should now see a small editable region appear at the top of the editor. It will be the height specified in the padding, so 5px high in this case. Clicking on this region will open the Simple Editor:

What other questions do you have about preview and preheader text?

Any creative solutions you’ve come up with for using preview and preheader text to entice opens? Any productivity hacks, lessons learned, or tips for success?

Let’s hear it in the comments!

By |2019-08-19T11:00:39+00:00August 19th, 2019|Categories: Design, Email Marketing|