Last Updated on April 29, 2021 by Rakesh Gupta
Salesforce deliver tons of new functionalities to Pardot like the power of Einstein to better understand your accounts and boost email engagement with Einstein Send Time Optimization. It also includes the improved Pardot Object Sync and made it generally available along with account-based campaign management tools. Now it is possible to upgrade your mailability model for simplified email marketing settings and enjoy new and improved developer docs that make it easier to use Pardot APIs.
Currently, the Summer’21 release is available under the pre-release program. On the and 07th & 08th of May, Sandboxes will be upgraded, as a result, your organization will get the look and feel of the Summer’21 release. In case you have not read the entire 562 pages of Salesforce Summer’21 release notes, check out the Summer’21 release quick summary written by me.
I combed through the release notes and highlighted the most exciting, interesting, and useful Pardot features. To kick things off, here is my take on the coolest Pardot features from the Summer’21 release.
- Make Sure Emails Have the Right Dynamic Content:- Dynamic content merge fields in draft emails and templates display the ID for that piece of dynamic content. But how do you know what content your recipients actually see? Now, there’s a column for ID numbers on the Dynamic Content list view so you can make sure you have the right merge field in your emails.
- Set Up Your Image Repository Faster With a Default CDN Domain:- Get your email marketers up and running faster when you use My Domain with your Salesforce CMS image repository. The new default CDN domain for public channels option is now available during CMS setup, eliminating the need to work with a web admin or domain registrar. To use this domain with Pardot Email, an admin must configure My Domain.
- Focus on Accounts by Tracking as Campaign Members (GA): – DAccount-Based Campaign Management tools are now generally available. Add accounts as campaign members from related lists, and create standard and custom reports to track their engagement.
- To allow users to add accounts as campaign members, turn on the feature in Salesforce Setup. Then, update your page layouts to include the Campaign History related list on account records.
- Accounts, including person accounts, that are added as campaign members also appear in Campaigns and Campaign Member related lists, and standard reports.
- Enhancements to Pardot Object Sync (GA): – Pardot Object Sync is now generally available, and it comes with a new name: Object Sync for Pardot (OSP). There are a few improvements such as expanded visitor data and flexibility for business units. To get access to these updates, users must create an app with the new app template.
- Setting up Object Sync for Pardot (OSP) is a multistep process, which is outlined in Marketing Setup. Head over to Marketing Setup, and search for Object Sync to find a step-by-step setup page. It shows how to enable the feature in Salesforce and Pardot, select the Pardot fields to include in Tableau CRM, and then perform an initial sync.
- After all the preparation work is done, your users can create a B2B Marketing Analytics app that includes Object Sync’s enhanced datasets. No changes were made to the B2B Marketing Analytics Plus apps, Account-Based Marketing or Marketing Campaign Intelligence, so the setup for those apps is the same as always.
- Boost Email Engagement with Einstein Send Time Optimization: – Send list emails to individual prospects at their preferred times. Einstein eliminates guesswork and elaborate segmentation with Einstein Send Time Optimization. Use Einstein’s machine learning skills to select the ideal send time for each email and prospect. Einstein Send Time Optimization is available for use with Pardot’s new email send experience only.
- After you enable Einstein Send Time Optimization in Marketing Setup, a training period begins. After about 72 hours, your marketing users can select the Einstein Optimized sending option when they’re ready to send an email.
- Enter the start date, start time (1), and a time frame for sending (2), and let Einstein do its work. The sending time frame can be anywhere from 3 hours to 7 days, so you can experiment with different durations.
- It takes an hour for Einstein to evaluate engagement data for each prospect, so allow at least an extra hour when you enter the time frame value. If you’re sending a time-sensitive message, you can be certain that emails are sent by a certain time. Check the information box (3) at the end of the form to verify the last possible time to send an email.
Additional enhancements worth noting!
- Engagement Studio Metrics Formulas Were Changed: – Open and click-through rate metrics on Engagement Studio reports are now based on delivered emails. The new formula is the same as what’s used on other email reports, so values are consistent throughout Pardot.
- Get More Visibility on Prospect Mailable Status: – : – Upgrade your mailability model for simplified email marketing settings and more clarity about a prospect’s mailable status. After you upgrade, prospect records include a mailability section showing the factors that determine whether the prospect can receive marketing emails. View their overall mailable status, Do Not Email and Opted Out settings, and bounce information. And edit these settings in Automation Rules, Engagement Studio, and prospect import.
- Mark List Emails in Lightning as Operational: – Sometimes marketers must send critical notifications and operational messages to their customers regardless of whether the customer opted in to receive marketing emails. Mark list emails in lightning as operational to bypass opt-in status for certain types of messages. It isn’t available in Pardot Classic or the standalone Pardot app.
- Select Operational when you send an email from the email content record. Operational emails are non-promotional emails that send regardless of recipient’s opt-out status.
- Designate a Marketing Admin to Handle Pardot Setup Tasks: – A new user permission makes it easy to designate a marketing admin to handle Pardot setup and management tasks. Assign the new Manage marketing setup tasks permission and the View setup and configuration permission to grant access to all the configuration options in Salesforce Marketing Setup.
- Pardot setup tasks sometimes require both a Salesforce admin and a Pardot admin to complete. Now, a single person designated as the Marketing Admin in Salesforce can manage all of Pardot setup, without giving them more access than they need.
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