Do you want to optimize your email marketing strategies & campaigns? Are you looking for a simple yet in-depth guide that will help you set up Salesforce Pardot Email Analytics? Well, look no further! This article will answer all your queries & relieve you of the stress of finding a truly efficient solution. Follow our easy step-by-step guide to help you master the skill of efficiently setting up Salesforce Pardot Email Analytics!
Upon a complete walkthrough of the content, you will be able to set up Salesforce Pardot email campaigns & analytics with ease! It will help you optimize and refine your email-marketing analytics by teaching you how to build customer-centric emails, use responsive templates, and run numerous A/B tests that will help you target your customers better.
Table of Contents
Introduction to Salesforce Pardot
Salesforce Pardot is one of the most popular cloud-based marketing automation platforms available in the market that allows marketers to automate numerous tasks such as sending mass emails, implementing trackable contact forms, etc. It further helps them keep track of how their marketing campaigns and strategies are performing by monitoring the user/prospect interactions with their offerings.
Salesforce Pardot is a business-centric product by Salesforce that helps marketers groom their leads into opportunities through constant customer-centric interactions. It supports robust integration with numerous Salesforce offerings such as its CRM and other analytics tools such as Google Analytics, etc. With its connected-campaigns feature, marketers can integrate data from Salesforce Pardot with Salesforce CRM to generate informative reports, allowing them to analyze their customers better and provide them with an impressive customer-centric experience.
For further information on Salesforce Pardot, you can check the official website here.
Understanding Salesforce Pardot Email Analytics & Campaigns
With Salesforce Pardot in place, organizations can send marketing-based emails, associated with a marketing campaign in large amounts to their prospective customers. It further houses a diverse set of customization-based functionalities, and, allows marketers to make their marketing content more customer-centric & personalized for every customer by taking into account various parameters such as email, first name, last name, etc. Salesforce Pardot also allows users to make use of its rendering functionality to understand and test how different browsers & email clients are going to display their emails. It also houses a spam-identification mechanism, that checks if your emails appear like spam or not.
Salesforce Pardot also houses a reporting functionality, that helps marketers keep track of how their marketing efforts, such as emails, etc. are performing by monitoring metrics such as open rate, click-through rate, etc. Salesforce Pardot Email Analytics helps marketers understand whether a customer has read the email or just skimmed through it. It also allows you to play with different templates and execute A/B tests for finalising your email strategy.
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- Working knowledge of Salesforce Pardot.
- A Salesforce Pardot plus account with admin privileges.
- A Salesforce account with admin privileges.
- A general idea of marketing automation.
Steps to set up Salesforce Pardot Email Analytics & Campaigns
Setting up an email campaign requires you to create a list of all your prospects and then build a customer-centric email template. Salesforce Pardot is one such marketing automation platform that lets you set up intuitive marketing campaigns using its connected marketing campaigns functionality and lets you analyze the performance using its robust reporting abilities.
You can set up Salesforce Pardot Email Analytics using the following steps:
Step 1: Signing in to Salesforce Pardot
To start setting up Salesforce Pardot Email Analytics, go to the official website of Salesforce Pardot and log in with your credentials such as your username and password.
Once you’ve logged in, go to the Salesforce Pardot lighting app and click on the Salesforce Pardot email option. Now, click on the draft option found on the panel on the left and select the send a new list email option.
Step 2: Building Content for your Emails in Salesforce Pardot
Once you’ve clicked on the send a new list email option, a dialogue box will now open up on your screen, where you need to provide the information regarding your emails such as name, tags, folder, etc. and then link it to an existing campaign. You will be able to find the desired marketing campaign from the drop-down list if you are a Salesforce connected-campaigns user.
Once you’ve provided all the necessary details, click on the save option. You can now use Salesforce Pardot’s email editor to start building the content for your Salesforce Pardot emails as follows:
This is how you can create the content for your Salesforce Pardot email campaigns and carry out Salesforce Pardot Email Analytics.
Step 3: Configuring Email Templates to Set up Salesforce Pardot Email Analytics
With the content now ready for your Salesforce Pardot emails, you can start adding templates to your Salesforce Pardot emails and make them more appealing. Salesforce Pardot houses a diverse set of in-built templates and even allows you to customize & alter each template to make it more customer-centric and personalized, helping you interact and target customers better.
To add a template, click on the “add a template” option found in the panel on the right of your Salesforce Pardot email editor and select the template of your choice. You can also choose or modify an existing template and make it more appealing & responsive using simple HTML & CSS-based codes.
Once you’ve added a template, you can now use Salesforce Pardot’s testing functionality, which will help you test how your emails work with the templates.
Using the testing feature, you can send emails to a list of test users or individual users. It will help you understand how various browsers and email clients display your emails to your customers.
This is how you can configure and test Salesforce Pardot email templates.
Step 4: Sending Emails to your Desired List of Customers
Once you’ve tested your email templates, you can now send your email to a list of desired users. To do this, click on the sending tab found adjacent to the testing tab. A new window will now open up on your screen as follows:
You can now select the list of users that you want to send the email to, using the drop-down list. Salesforce Pardot also allows you to choose a suppression list, a list of users you don’t to want to send the email. You can also configure the sender details for your email by choosing the desired sender email for your Salesforce Pardot list emails. Salesforce Pardot also allows you to provide a custom email address, in case you want to receive updates on a different email id.
Once you’ve provided all the details, you can now configure and schedule the email deliveries. You can further add a subject for your email and use the completion actions functionality to select when you want to take action, such as when a prospect opens the mail, clicks on it, etc.
This is how you can send an email in Salesforce Pardot.
Analyzing Salesforce Pardot Email Campaigns
The next step after sending emails to your prospect customers is to start analyzing the effectiveness of your marketing efforts and strategies, and this is where Salesforce Pardot saves the day for marketers. It houses a diverse set of in-built reports and templates, helping marketers keep track of all the crucial metrics.
One of the most crucial types of reports that Salesforce Pardot allows marketers to generate is the report associated with engagement & activity metrics. It helps marketers get a holistic view of their customers by keeping track of the percentage of people who opened, skimmed, glanced, or forwarded your email.
In case these built-in reports fail to impress you, there is also the provision of creating custom reports using Salesforce custom report types. In case you are not familiar with creating custom reports, head to our detailed blog for more information.
For example, if you want a custom report for email engagement, select the primary object as campaign and the secondary object as list emails as follows:
Once you’ve selected the primary and secondary objects, you will be able to access all parameters associated with your list emails. You can also use Salesforce Pardot’s intuitive drag-drop functionality to analyze crucial metrics such as click-through rate, delivery rate, hard bounces, spam complaints, etc.
This is how you can use Salesforce Pardot Email Analytics to analyse your email-based marketing efforts, campaigns and strategies.
This article teaches you how to set up Salesforce Pardot Email Analytics with ease and answers all your queries regarding it. It also provides in-depth knowledge about the concepts behind every step to help you understand and implement them efficiently. Carrying out an in-depth analysis of your marketing & customer data requires you to integrate data from a diverse set of data sources.
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