Hi there! We’re back with our Digital Marketing Favs and this week is ALL about email. Sometimes you feel like the king/queen of emails-You’re high-fiving to those huge open rates and CTRs. Then the next month you’re falling flat and people are unsubscribing. What gives?
Do you pay attention to the time of day you send your email? When was the last time you cleaned your lists? Is your content targeted to your prospects’ stage in the lifecycle? If you don’t know the answers, you need the help of these next 4 articles…
These weekly digital marketing favs are quickly becoming the favorite part of our week! This week we liked a lot of articles about good headlines and the articles themselves follow all the rules you should pay attention to…
Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them. – Wikipedia.org
Our Marketing Team works hard staying up-to-date on the latest digital marketing trends and statistics (you know, proof that the trend is worth it!) and we thought it was about time to share some of our favs (favorites) with our readers. Check back weekly for our top 4!
Update: “Pardot Lightning Style” is now called “New Pardot Style”
As you’ve probably heard, Salesforce recently rolled out a Lightning version. This is the first major change to the User Interface (UI) in 16 years! Clicks are reduced and the overall experience is greatly improved – once you get used to the updated layout.
Pardot also rolled out a Lightning version last month. Their update wasn’t quite as dramatic, but it sure looks good! The top menu has been moved to the left side and simplified even further for intuitive navigation. Each tab is indicated by its classic icon, and when you hover, you’ll see the links stored in each section.
Overall, you won’t see many gargantuan differences (yet) – but you will enjoy a fresh, attractive interface. Sure, I miss the orange buttons. And I’m still getting used to the rearranged icons and different fonts. But the updated design choices create a sleek, modern look that’s easy to browse.
Pro Tip: You do not have to enable Salesforce Lightning in order to use Pardot’s Lightning Style. The two are not connected in that way. We recommend new Pardot clients go ahead and make the switch. If you’ve been in Pardot for a while, it’s still worth checking out. Even our most seasoned Pardot pros here are enabling Pardot Lightning Style and loving it!
Can You Spot the Differences?
To Activate / Deactivate Pardot Lightning Style
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You open a new email from a website you visit frequently. At the top, you notice your own name, followed by suggestions based on previous shopping habits. How does that make you feel? Many customers are swooned by convenient, customized content. A recent study by Aberdeen Group showed that personalized emails improve click-through rates by 14% and conversion rates by 10%.
After all, many think, “Why do hard work when the website can do it for you?” These days, when people submit their information online, they expect to get something in return. In fact, a study by Janrain showed 74% of people get frustrated when content appears that doesn’t match their interests. Not only that, but competitors are only a click away – so personalizing landing pages and emails is not only helpful for prospects, but makes sense from a business standpoint. Optimize their time on your site and get closer to closing. The future of the Internet is clear: it’s all about dynamic content.
Using information you’ve gathered through your Pardot forms, you can create a tailored website and email experience that varies based on their location, score, industry, and more. These are just a few ideas!
To begin, consider ways that will most help your clients. Maybe you’re a bank and you’ve learned you have a pool of clients who are paying off student loans. Consider dynamic content that appears specifically for this group that can offer a consolidation loan with lower interest. According to Hubspot, a call-to-action that targets users has a “42% higher viewed to submission rate” than a call-to-action with no customization.
Now, not only are you providing a service that prospects appreciate, you’re also helping improve ROI by creating individualized opportunities for customers to seize. Overall, few companies are taking advantage of dynamic content – so hop in early and reap the benefits!
Dynamic Content can be found under Marketing> Content in Pro and Ultimate Pardot accounts.
Check back soon and subscribe to the blog for more information on how to implement Dynamic Content!
Scoring rules are part of a much larger and very important feature- Scoring and Grading. There is a lot to be said about Scoring and Grading and much we will get into at a later time. For this post we’ll only deal with the bare minimum that you might encounter in your first 40 days of setting up Pardot as a novice user.
These are the most common scores asked about by clients. In the initial setup you will spend a lot of time creating this content and it’s nice to know how it’s being valued!
2 changes that you may want to consider from the beginning:
Give 1 or 2 points for opening an email.
a. Check the box for this only to take effect on the first email open, not subsequent opens of the same email.
b. This will trigger the sync to SFDC so that the contact/lead record has the most up-to-date info (note: opening an email without a score adjustment will not trigger a sync).
Update the “Webinar Attended/Invited/Registered” scores if you have connected WebEx, ReadyTalk, or GoToWebinar to Pardot.
Admin> Automation Settings> Visitor Filters + Add Filter, enter Name and hostname or IP value, Create Filter
There are 2 common questions we get regarding Visitor Filters:
Q. How do I keep my activity from skewing the campaign reporting?
A. Filter yourself out. You can filter by IP address (find yours here) or by your domain (example: cloudontapsc.com). This way your frequent website visits and clicks won’t track and exaggerate your Campaign results. The only thing you need to keep in mind is the flip side of this coin, question 2 below.
Q. Why am I not receiving notifications when testing a form?
A. Take the filter off. If you had previously setup a visitor filter for your IP address or domain, your activity is being filtered. Whenever we hear someone isn’t receiving notifications for form testing, the first place to check is their Visitor Filters.
We call that a Maritza explanation- Short and Sweet.
Have more questions about how Visitor Filters work? Check out Pardot’s KB article here.
Coming up next: Scoring Rules
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Hi all! We’re doing a series of 3 posts about a lesser talked about area in Pardot- Automation Settings. These settings are amazingly helpful and everyone should use it, but they aren’t necessarily the first thing your company will get to during implementation.
First up are Page Actions!
Admin> Automation Settings> Page Actions + Add Page Action, Name it, Enter the full URL that you want the action on, Save.
1. Page Actions give you real-time control of your website. Website tracking is great, but sometimes we need to take action on a prospect asap. Page actions allow you to set completion actions (ex. Add to list, notify user, send autoresponder, etc.) to a Prospect when he/she visits specific pages on your site. Consider this- Which is better?
2. Page Actions can identify specific pages as being worth more or less points than others. If you had Page Actions set to decrease the score for your Careers Page and/or increase the score for the Pricing Page, you would have a better picture of which Prospect is worth sales’ time.
3. Page Actions can be used to call a page out as priority. Even if you have no need to take action on a page or score someone differently for visiting it, you still may want a Pricing or Product/Service page to stand out in the Prospect Activity section. Checking the “Priority Page?” box allows the page to stand out from the typical “1 visit 4 pages” on the activity.
Page Actions are awesome and you should definitely try them out!
Questions about how Page Actions behave in Pardot? Check out Pardot’s KB article here.
Coming up next: Visitor Filters
Don’t miss next week’s part- Subscribe to our blog!