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I often get this question from clients: "We plan to start sending emails in Account Engagement (Pardot). How can we make sure that we do everything correctly?" Here are three steps to getting started correctly sending emails in Account Engagement: Clean your lists When was the last time you emailed these prospects? If it's been a while (more than six months), I recommend cleaning your [...]

Did you see the new message on the Account Engagement Dashboard tab: Select Sync Behavior for the prospect Opted Out field? Salesforce requires you to set the sync behavior on the Opted Out field manually. Taking Action You have until November 15, 2023, to update the sync behavior on the Opted Out field. If you don't take action, the Opted Out field will be UNMAPPED [...]

"Should I use the new Email Builder," is a question I hear often.   My answer: "It depends."  I've seen marketers divide on their preferences, mainly due to what features are available in Email Builder. Marketers who embrace the Email Builder Have neither HTML and CSS coding capabilities nor agency resources Put more emphasis on the email content (less on design) Think speed and ease of [...]

If you want to send a birthday email to your customers every year (or for any occasion), it’s a challenge. Account Engagement (Pardot) doesn’t have an easy drop-down button for annual email sending.  No worries! You can create a couple of custom fields and copy these Salesforce Flows to make it work in your system.   How it works To send an email on every Contact’s [...]

A common question from Account Engagement (Pardot) marketers has been, “Can we see a bounce report?”   Well, now you can. What is a Bounce? An email bounces when it cannot be delivered and is returned to the sender. Emails bounce for many reasons,  but they may also negatively impact your email deliverability. For instance, if you have a high bounce rate, servers may think your [...]

Cookies are a big topic of discussion these days.  Ever wonder when Account Engagement (Pardot) cookies your prospects? Keep reading! Background When visitors click on Account Engagement (Pardot) marketing assets, web browsers will add a cookie (small data block) to their computer. This action identifies the person, and if that visitor interacts with your company again, MCAE will track their interactions. For example, if a visitor [...]

With the new Email Builder, you may struggle to find the correct image size for different column widths. Often, it’s a trial-by-error game. Does this look familiar? (See how the image needs resizing for smaller columns.) Here is a handy guide. It shows you the approximate Email Builder image dimensions for different column widths. You can print, cut, and pin the PDF near your [...]

Are you trying to keep your mailable limit down?   Marketers often find themselves creeping close to their mailable limit and either have to clean out the MCAE (Account Engagement) database or pay up.   Go to Account Engagement Settings > Account Settings > Usage and limits to see where you stand. Look at your current mailable prospects against your system limit. This Salesforce resource is helpful, but [...]

Salesforce is automatically updating Account Engagement for security reasons. Read more about the details and what you need to do. I will refer to Account Engagement in this blog with its new name: Marketing Cloud Account Engagement (MCAE). Am I affected? Go to Account Engagement Settings > Domain Management. Click on the upper right button called "Content Served Using Default Domain." This report will list [...]

Salesforce Engage helps sales people  see marketing engagement. Click on the links below to get the whole story. It's everything you need to know about Salesforce Engage. Have fun!   Salesforce Engage (slide deck)   Community User event (recording)

Here's a refreshing, new Account Engagement feature. Einstein Engagement Frequencey (EEF) helps marketers by predicting the optimal send frequency for marketing emails. For example, you can create a list of "Undersaturated" prospects for a re engagement email drip program.  Or, you can add "Oversaturated" prospects to a suppression list to prevent too many emails sent to individual prospects. Use the EEF criteria in Engagement Studio, [...]

In September 2021, Apple's Mail Privacy Protection made email opens a less reliable engagement metric. Read more here. Time to do something about it. Use Account Engagement's Open Rules Audit to identify where you have "email open" as a trigger in Engagement Studios, Automation Rules and Dynamic Lists.  Consider using a different metric to measure email engagement (like clicks). The Open Rules Audit is available [...]