Pardot Specialist Study Guide 10: Email Marketing

by Ken Stoufferin Course Work, Education, Pardoton Posted on

EMAIL MARKETING

Distinguish between an Email and an Email template:

  • Email templates allow you to create text and HTML email designs and store them for future use. Email templates are like blueprints for your emails – they are reusable and be used for drips and Engagement Programs, autoresponders, one-to-one emails, and list emails.
  • Email template drafts are templates that haven’t been published yet. Email template drafts are not available for use with emails until they’re published.
  • List email drafts are emails that haven’t been sent yet. They are created for one-time use – like a single list email send.

Identify the main components of an Email template:

  • Subject, layout/content, Test group, Sender
  • Build / Test / Send / Report
  • Testing A/B testing – can be done on areas including:
    • Subject Lines
    • CTAs
    • Images
    • Headlines
    • Images
    • Body Text
    • Customer testimonials
  • Tips
    • Default mail merge values
    • Can Spam complaint
    • Sync text from HTML
    • Publish to template
  • Email Editor tools:
    • Advanced dynamic content
    • Link button
    • Paste from word
    • Remove format
    • Merge fields
    • Insert / Edit image
    • AddThis
    • Create HTML Table
    • HTML source
  • To Create:
      1. Navigate to Pardot Emails > Add Email Templates … This opens Basic Template Information
      2. Enter a Name for this template. This is internal only
      3. Select a folder
      4. Select a campaign
      5. Select the email type
        1. HTML and Text
        2. Text Only
      6. From Available for → establish what type of emails you want this template to be used for
      7. Save
      8. Pick a layout
      9. BUILD, TEST, SEND!

Describe the relationships between a recipient list and a suppression list:

  • Recipient: who will be getting this email.
  • Suppression: excluding a group of people from the recipient list.
  • If someone on the recipient is on the suppression list, they will not receive the email.

Distinguish between the metrics collected in Pardot email reporting:

Metrics Collected and their Definitions:

Metric: Total Sent
Definition: Total number of emails sent

Metric: Total queued
Definition: The number of emails that are waiting to be sent. These emails have been submitted but have not reached the inbox of the prospect.

Metric: Soft Bounce
Definition: An email that is recognized by the recipient’s mail server but is returned to the sender because the recipient’s mailbox is full or the mail server is temporarily unavailable. A soft bounce message may be deliverable at another time or may be forwarded manually by the network administrator in charge of redirecting mail on the recipient’s domain. After 5 soft bounces, the prospect is opted out of emails.

Metric: Hard Bounce
Definition: An email that permanently bounced back to the sender because the address is invalid. A hard bounce might occur because the domain name doesn’t exist or because the recipient is unknown.

Metric: Total delivered
Definition: The total number of emails minus hard and soft bounces delivered. The delivery rate is the percentage of the emails that were delivered compared to the number that bounced (soft and hard). Noe: this includes emails that were delivered to the recipient’s spam folder.

Metric: HTML Opens
Definition: The total number of times prospects loaded the images in the HTML version of the email. We will also record an “open” if the prospect clicks on a link within the HTML or text email without downloading images since its clear they viewed the message. Many email programs do not display images unless the viewer elects to see these images. The recipient can view the email without the images loaded and not be counted in this number. In order to be counted in HTML opens, the viewer must load the images or click on a link within the email. Each open is counted separately, so if a prospect loads the images more than once, that will count as two opens.

Metric: Unique HTML opens
Definition: The number of prospects who loaded the images in the HTML version of the email. The Unique opens category counts each recipient only one time, even if the prospect loaded images more than once.

Metric: HTML Open Rate
Definition: The percentage of unique opens (with images) compared to the total number of emails delivered (sent minus bounces).

Metric: Total clicks
Definition: The total number of clicks for all the links in an email. Each link click is counted separately. For example, if a prospect clicks on two separate links in the same message, it will count as two clicks. If a prospect clicks on the same link on two separate occasions, that will also count as two clicks. Clicks on the unsubscribe link are not counted toward Total clicks; neither are clicks on the email preference center variable tag.

Metric: Total CTR (Click-through-rate)
Definition: The percentage of visitors who click on links contained in emails delivered (sent minus bounces) to them. With Total CTR, multiple clicks for the same link are counted.

Metric: Click to Open Ratio
Definition: The number of unique clicks divided by unique HTML opens.

Metric: Total Opt-outs
Definition: Total opt-outs are the total number of prospects that no longer wish to receive emails from your company and have clicked either the unsubscribe link in the email or clicked the email preference page link *and* clicked the “opt-out from all email communications” link on that page. They are automatically removed from future mailings. They are however kept on the list they are associated with. A user can be resubscribed if they visit the unsubscribe page or manually in PI. Clicks on the unsubscribe link are not counted toward Total or Unique clicks; neither are clicks on the email preference center variable tag.

Metric: Opt-out rate
Definition: The percentage of users that have asked to be opted out of future mailings compared to the total number of emails sent Total Spam complaints.

Metric: Total Spam complaints
Definition: Total spam complaints are the total number users that have reported the email as spam. If a prospect reports spam in these clients, they are not opted out and do not display in this report. They will however send any future mailings to their spam folder.

Metric: Spam complaint rate
Definition: The percentage of spam complaints compared to the total number emails sent. Clicks per URL are displayed at the bottom of the report. Click the hyperlinked number to view a list of prospects who clicked each specific URL.