Personalization and Email Marketing

What are the Pardot Content attributes?

- Editable - Repeatable - Removable

How do you create a folder?

Marketing > Folders

What types of fields can be used as Variable tags?

- Account - Prospect - User

What are security limits?

- Allows you to limit the following per user basis: - Max number of list emails the person can send - Max number of prospects the person can export - Max number of records someone import

What is a tag in Pardot?

- Applied marketing assets and prospects with a 1:many relationship - Sort and filter data tables and reports - Different from lists; No email sends to a tag

What are the 4 items that are permanently delete from a recycle bin?

- Content file - Tag - Folder (must be empty) - List email draft

What are some CAN-SPAM requirements?

- Don't use false or misleading header information - Don't use deceptive subject lines - Identify the message as an ad - Tell recipients where you're located - Tell recipients how to opt out of receiving future email from you

What are some ways you can collect email-ready data to help build a substantial list?

- Forms - Link to form on social media posts - Build in "forward to a friend" functionality

What does an email template consist of?

- Header graphic - Main content and copy - Call to Action - Social icons/sharing - Subscription preferences and mailing address

How can you create users?

- Individuals manually - Import - Salesforce User sync

What is special about Pardot's recycle bin

- Items are never permanently deleted - Does not count toward mailable database limits - Prospect can be permanently deleted

What does content region do?

- Locks down areas of your email templates so that email copy, links, and images can be updated in specific template regions only - This is done by adding attribute tags to the HTML elements in your email template: pardot-region - Locked by default, so if a region doesn't contain on of the attributes

What does the List Email report include?

- Number of emails sent - Unique clicks - Unique click rate - Total clicks - Total click rate

How are folders in Pardot?

- Organize Marketing assets with 1:1 relationship - Folder permissions - Scoring categories asset assignment

What are the tabs in a List Email Report?

- Report - Click-Through Rate Report - Interaction - Email Clients

What are user groups used for?

- Round-robin Lead Assignment - Limit Access to Folders

What is the sender hierarchy?

- Specific User - Assigned User - Account Owner - General User

What does the General Testing Checklist consist of?

- Test all links - Test that all variable tags and dynamic content populate. Verify the dynamic content by creating a test prospect that matches the criteria for each variation. Then add the prospects to a test list - Test to review the copy for typos or errors - Test to ensure the design looks sharp and renders across all email clients and screen sizes

What is usage governance?

- User Roles - Folder permissions - Security Limits

What is the minimum and maximum for test A/B test run?

1 hour / 30 days

Name the 4 types of emails you can make email templates available for

1. List email 2. Autoresponder 3. Engagement studio 4. 1:1

What are the three ways of testing email sending?

1. Send to Test List 2. Send to Individual Emails 3. Rendering Tests

What is the min audience size for A/B testing?

4 prospects or 10-50%

What is marketing automation?

A solution that allows you to more effectively market on multiple channels online (such as email, social media, websites) and automate repetitive tasks

What is email marketing?

A tool that helps you send mass email, track replies, and report on them

What is dynamic content?

A variable to shows variations depending on the criteria entered. - Score - Grade - Field value

How do you set a default Mail Merge value?

Admin > Configure Fields > Prospect Fields > Field name (example company) > Check Set a default mail merge value to be used when this field doesn't have a value > Write the value > Save

How do you create users in Pardot?

Admin > User Management > Users

What is an Email Preference Center?

Allows receivers to unsubscribe or lead them to a email preference center that shows them lists they are subscribed to and enter a setting.

How does Pardot manage your opt-in process?

Always appends an unsubscribed or opt-out option in every email sent via Pardot

What is the most important part of an email template?

Call to action

How do you create a test list?

Create the list then add participants from the Pardot user table 1. Marketing > Segmentation > Lists > Name List > Select Email Test List 2. Admin > User Management > Users > Select Users > Table action dropdown > Create prospect and add to test list

How does email marketing relate to marketing automation?

Email marketing is a tool used in a larger marketing strategy

What are list email drafts?

Emails that haven't been sent yet. You create emails once, and you can copy and edit them, but you can't reuse emails like you can reuse a template

True or False? Users create via Salesforce User Sync cannot be managed by Salesforce

False

How can you set up dynamic content?

Marketing > Content > Dynamic Content

How do you create an email template?

Marketing > Emails > New Email Template

How do you create a list email?

Marketing > Emails > New List Email

Where can you find the Email Preference Page?

Marketing > Emails > Preference Pages

How do you assign user groups to a folder?

Marketing > Folders > Select Folder > Click on lock icon

How do you enable A/B testing?

On the Building tab of an email draft, click Basic Info and select Enable A/B Testing

What are the two criteria options to determine the winner of A/B testing?

Opens or Clicks

Where do you go to view the List Email Report?

Reports > Marketing Assets > Email > List Emails > Click on email name

What is A/B testing?

Sending different versions of your emails to a portion of your list and track how engaging each version is. Based on the recipient interaction will determine and send the winning email.

What is an email template draft?

Templates that haven't been published yet. You would not be able to use the template for emails until it is

What happens when a prospect is on a suppression list for an email send?

They don't receive the email in their inbox

True or False? If you buy a list, it must be scrubbed first by calling or emailing individually and those prospects who opt-in on calls or emails can be emailed via Pardot

True

True or False? If you delete a prospect in Pardot, you have to delete it in Salesforce?

True