The Salesforce Summer ’21 release notes are here and contain some exciting Pardot features. Here are my top 8 favourite features in the Pardot Summer ’21 release including Einstein Send Time Optimization, Dynamic Content IDs, Prospect mailability improvements and more.
1. Get more clarity about a prospect’s 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.
2. Engagement Studio metrics are now based on delivered emails
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.
3. Mark list emails in Lightning as operational
Sometimes you might want to send critical notifications and operational messages to your 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.
4. 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.
5. Focus on accounts by tracking as campaign members (generally available)
Account-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.
6. Enhancements to Pardot object sync (generally available)
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.
7. Qualify your best Accounts with AI
Accounts generate a lot of data, and it can be tough to parse which trends are the most impactful. Now, Einstein’s account identification models can tell you which accounts have the highest likelihood of becoming your best customers.
When the model identifies correlations among your accounts and their predicted outcomes, they’re assigned a tier ranking (1). Einstein also tells you how likely it is for an account to have an opportunity created in the next six months (2). Key factors, such as the impact of industry or recent engagement (3), appear and evolve in the Einstein Scoring card as additional data becomes available.
8. Boost email engagement with Einstein Send Time Optimizations
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.