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…
Whether you are a Pardot, ExactTarget (Salesforce Marketing Cloud), or other marketing automation user, this conference is geared towards digital marketing as a whole. So in lieu of our usual “digital marketing favs” post, we’d like to share why we believe YOU need to attend Connections this year!
The Cloud on Tap Marketing Team will be in attendance and can’t wait to start building our agendas! You will probably find us at all or most of Pardot’s sessions.
BONUS: Salesforce announced this week that if you sign up before April 15th, you will receive 50% off with promo code “EQUALITY” and anyone who purchased prior to March 28th will automatically receive the 50% refund! Woohoo! That makes us want to do the #MarketingHappyDance!
Tweet us if you are going and tell us #WhyCNX2016!
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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!
Thanks to Twitter’s new lead cards, gathering leads for Pardot from Twitter is easier than ever for both prospects and marketers.
Considering Twitter outperforms LinkedIn and Facebook by creating 82% of social media leads*, this is great news!
Once a prospect clicks to expand your lead card, their email and name are automatically populated by Twitter — then, they just have to click the button, and the prospect is automatically created in your Pardot instance!
Need help setting up your Twitter lead cards in Pardot? Let us know!