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.  

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.

Pardot enable mailability

#1 Prospect List and Record Pages

Salesforce created a new Mailability section to give you better insight into the ability to email each prospect.  

Pardot mailability section

 

On the prospect record page, a prospect can have three different statuses. Here’s more detail on what the status’ mean:

Pardot mailability status

Pardot mailability section

 

 

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 soft bounce

 

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.

Pardot mailability duplicate warning

#2 New Undeliverable filter

Salesforce gave you a new filter in the Prospect list table. 

pardot mailability filters

Here’s a chart to better understand a few of the filters that are similar (and easily confused).

Pardot mailability filters

#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.

Pardot Opted Out and Do Not Email

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!)  

pardot unsubscribe do not email

#4 Automations

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.

pardot mailability autiomations criteria pardot mailability automations

 

With the mailability enhancement, the Override Prospect Opted Out field is no longer visible.

Salesforce Override prospect opted out field

#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.

mailability engagement studio Pardot mailability engagement studio

#6 Import

Marketers can now map Opted Out and Do Not Email fields on import.  

Pardot mailability 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!)

Pardot mailability sync behavior

Summary

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!

 

Pardot mailability grid