Upgrade to Handlebars Merge Language (HML)
Originally, we used Pardot Merge Language (PML), using Pardot variable tags to create customised content. As we upgrade to HML we are able to use one shared language between Pardot and Salesforce.
There are many key benefits of upgrading, but I will outline a few.
HML unlocks conditional logic in email content, to put this simply: HML is utilised to minimise grammatical mistakes in emails through the #IF statement. If the field you require is empty (if we don’t have the recipient's first name), the IF statement will change the sentence so there is not a blank space. For example:
Instead of “We’ve got good news for you, !” it will be “We’ve got good news for you!” and is therefore a very important aspect to Pardot email best practice.
Another cool feature from HML is the ability for prospects to opt themselves back in directly from a form through the Pardot Resubscribe Process. As a result, we are able to customise the resubscribe prompt message and help prospects to re-engage with our brand.
Most importantly, this feature works hand-in hand with the sales and marketing team alignment. HML means we will now have a more standardised language between Pardot and Salesforce, the tags are compatible between the two systems, allowing for a unified structure.
This feature may already be turned on but if not… all you have to do is click on the Get Started’ button as displayed below:
Screenshot of the get started button feature
And click Upgrade to HML’ (remember, this is irreversible).
If you would like to read more, my colleague Jake has written a blog that outlines all the features of Why You Should Use Handlebars Merge Language (HML) for Pardot.
7. Utilise All Available Features within Email Builder
The list of Pardot email marketing best practices ranges from technical, to analytic, to design.
One of the most underrated Pardot email marketing features is the ability to personalise content through dynamic content and variable tags.
Dynamic content allows us to deliver different variations within one email to prospects based on criteria we determine. We encourage clients to personalise their content to align with their buyer personas they have set up within Grading Profiles. By engaging with this design strategy, the recipient's email experience is magnified for a targeted effect.
As previously mentioned, pinpointing where the prospect is in their egypt code number buying journey can allow us to send relevant content and to finish it off, a clear call to action to encourage conversions.
to follow the same structure, ensuring key points are clearly communicated in an engaging fashion to avoid skimming or deletion!
An exciting announcement:
And to end on a high note…
As part of the Winter ’21 Release, Pardot is releasing a user-friendly alternative to the current email builder, specially designed for Lightning.
As detailed by our Pardot Specialist Hannah, the new Pardot design feature: The New Drag-and-Drop Pardot Email Builder lets you drag email components onto your email template where you want, with ease.
One of the features of the new Drag-and-Drop Email Builder is the ability to store and take images from Salesforce CMS, therefore having all image content stored in one place.
Enabling CMS (Content Management System) allows you to create, manage and share content across multiple channels into the new email builder in Pardot. Salesforce CMS is available as an app in Lightning Experience.
Made to include all Pardot editions, this is a great feature to get excited about!