Pardot’s Summer ’21 mailability enhancement is the story of the iceberg.
You know. When you only see the very tip of the iceberg, and there’s much more to it underneath the water.
Salesforce made several Pardot upgrades that give marketers better control and visibility on prospects’ ability to be emailed (changes to the Do Not Email and Opted Out Fields). They call the enhancement “Prospect Mailability.” On the surface, you will see a couple of immediate changes on screen. But, there’s much more happening.
User Group Meeting
I recorded a Pardot User Group session highlighting the main points in this blog. Feel free to listen.
How to enable mailability
From the Pardot Dashboard, click the green “Get Started” button and don’t look back. (Well, you can’t anyway because the change is irreversible.) In Summer 2021, Salesforce is giving you the option to enable the mailability changes. In the Winter ’22 release, all accounts will be upgraded to the Mailaibility Enhancement automatically.
#1 Prospect List and Record Pages
Salesforce created a new Mailability section to give you better insight into the ability to email each prospect.
On the prospect record page, a prospect can have three different statuses. Here’s more detail on what the status’ mean:
With five soft bounces, Pardot will mark the prospect as undeliverable. However, you can reset soft bounces with a reset action. Clicking this will allow a user to remove this status until the next soft bounce occurs.
Pardot also gives you the option to apply changes to Do Not Email across all prospects with the same email address. When checked, Pardot warns marketers that this may affect the other prospect’s mailability when saved. This option only shows up when a prospect is sharing an email address with another prospect.
#2 New Undeliverable filter
Salesforce gave you a new filter in the Prospect list table.
Here’s a chart to better understand a few of the filters that are similar (and easily confused).
#3 The Do Not Email and Opted Out fields are decoupled
This is a big change that’s not easy to see.
With this new enhancement, changes to the Do Not Email field no longer alters the Opted Out field and vice versa.
For instance, before the enhancement, if a prospect unsubscribed, Pardot checked both Do Not Email and Opted Out. Now, the Opted Out field works independently.
So… what does this mean for marketers?
Best practice is to let prospects naturally select/deselect unsubscribe (Opted Out field); marketers use the Do Not Email field as an internal suppression tool.
I like to think of the two fields as two different lanes in a road. (Try to avoid cross-over!)
You will see new choices in Prospect Email Status as criteria for automation rules, segmentation rules, dynamic lists and completion actions.
You can also change the values for Change Prospect Default Filed for Opted Out, Do Not Email and Do Not Call.
Now marketers can use a variety of automations to update systematically Do Not Email and Opted Out fields.
With the mailability enhancement, the Override Prospect Opted Out field is no longer visible.
#5 Engagement Studio
In Engagement Studio, you can see email status in the rule Prospect Email Status.
You can also see Opted Out as an option in the Change Prospect Field Value action node. It allows you to clear the value or change it to True or False.
Marketers can now map Opted Out and Do Not Email fields on import.
#7 Field Mapping
Now that Salesforce has made the changes, you may want to consider how you map your fields.
Salesforce does not natively connect the Do Not Email field. With the enhanced functionality, I recommend adding a custom Salesforce checkbox field and syncing it to Pardot. You can sync the Do Not Email fields just like any other custom field. (Horray!)
There’s a lot to think about with the mailability enhancement. Here’s a quick summary of comparing the features before versus after the enhancement. Lots of wins for marketers!
One additional item to discuss is how to clear bounced emails.
Many know the trick that editing the email clears the hard bounce. To do this, go into the prospect record and change the email. Save. Go back into the prospect record and edit the email back to the original email address. (You can also edit emails en masse with dataloader.) This trick still works to clear bounces. 🙂