Pardot Specialist Study Guide 3: List Management

by Ken Stoufferin Course Work, Education, Pardoton Posted on

LIST MANAGEMENT

– Distinguish the capabilities of, use cases for, and how to create different types of lists:

  • List Creation / Updates:
    • Static
    • Dynamic
    • Segmentation Rule
    • Automation Rule
    • Completion Action
    • Form Field Option Actions – add only, will not remove prospects from the list. To add users to the test list, they must be converted to prospects.
  • Static List: fixed list of prospects.
    • Build once and edit manually.
    • Use a static list when you have no reason to remove prospects, such as a list of all prospects who complete your Contact Us form.
    • You can create this type of list with an automation rule. Prospects who complete the form match the rule once and are added to the list.
    • You can add prospects to and remove them from a static list.
    • You can NOT convert a static list to a dynamic list.
  • Dynamic Lists: Rule-based lists of prospects that automatically update as a prospect data changes.
    • Most helpful when you are creating a list based on prospect data that changes often.
    • You can NOT add prospects to and remove them from a dynamic list.
    • You can mark a dynamic list as public and display it on your email preference center, so prospects can opt-out of the list. Only the prospects who meet the list’s criteria can see the list on the email preference page.
    • If you split a dynamic list, the resulting lists are static, but the original dynamic list isn’t changed. Prospects are no longer automatically added to the split lists. The list is split randomly, based on the percentage (%) set by you.
    • When using the account or opportunity rule criteria, the dynamic list matches only those prospects that have an associated opportunity or account. Prospects without an opportunity or account don’t match the list.
    • Uses:
    • As a recipient list or suppression list for list emails and engagement programs.
    • Using a dynamic list for these means the email is sent to or suppressed from an email send based on their inclusion in the list when the email is sent.
    • Email Test List: used for internal testing. Test emails include tracked links.
    • CRM visible: enables add to or remove from a list from Salesforce.
    • Public List: makes list available from email preference center.
  • Archive date: when to make the list inactive. Removes list from lists table; you can’t add prospects or use it for list emails. Automations continue to work as expected.
  • Suppression Lists: use for sending an email or starting an engagement program.
    • Used to omit prospects from list emails or engagement programs.
    • use to prioritize engagement programs, prevent emailing prospects content that isn’t relevant to them, and to avoid emailing prospects too often.
    • Any non-test list can be used as a suppression list.
    • List emails and engagement programs deduplicate recipient lists. If you select two or more lists for a list email or engagement program and the same prospect, the prospect receives only one email. Pardot also deduplicates when multiple prospects have the same email address on the lists. You don’t need a suppression list in this scenario.
    • Sending the same email template again doesn’t automatically deduplicate the prospects from the previous sending. Building an engagement program with similar content to one that a prospect previously received doesn’t deduplicate the prospect. Use a suppression list in these scenarios.
    • You don’t have to suppress opted-out prospects. Opted-out prospects remain on the list, but Pardot doesn’t send them emails.
    • Use the recency and frequency rule type to create a dynamic suppression list that includes prospects who you’ve emailed recently. You can use the suppression list to time your email sends appropriately to avoid marketing fatigue.
  • The rule doesn’t count one-to-one emails, Engage campaigns, emails sent with an email plug-in, and emails sent by automation rules or completion actions.
  • A day is the time between 12 AM and 11:59 PM in the user’s time zone.
  • If the dynamic suppression list is used in an engagement program, it pauses the email from going out to the suppressed prospects. The affected prospects are removed from the suppression list when their time period is up, and they resume the program and begin receiving the paused emails.
  • There is a small window between the time an email is sent and the time a prospect matches the email recency and frequency rule. If another email is sent before a prospect is added to the dynamic list, the prospect receives both emails. To give the rule time to match prospects, wait 10 minutes between email sends.
  • If your account has multiple prospects with the same email address, the rule counts all list emails sent to prospects with that email address. For example, Prospect A and Prospect B have the same email address. You sent each prospect two emails in the past three days. The rule type evaluates that as four emails sent in the past three days.
  • Automation Rules: Having fields set that if people meet that criteria, they are added to that list. Ie Suppression lists.
    • Retroactive
    • Constantly Running
    • One time only
    • Most flexible
  • Segmentation Rules: in rules, adding a field to the list in that one-time frame to create lists.
    • Snapshot in Time and will only do it once at the time it is run
    • Focus on Building lists

– Given a scenario, apply the appropriate list management process:

  • Split Lists: dividing a list.
  • Archiving Lists: done to remove from your table.
  • Deleting List: sent to your recycle bin if not needed anymore. You can always undelete it.
    • Can delete one list at a time, via table action or using the gear icon next to the list in the table.
  • Tags: