Pardot Knowledge Base

Performing a Permission Pass

Last Updated: Apr 26, 2016 | Print this Article
 
A permission pass is a one-time email sent to an unclean or out-of-date list to reconfirm permission to email. When the permission pass is complete, your list will be a completely clean, 100% opted-in list.

A permission pass is never to be used on a purchased list, and you can only perform a permission pass for a list once. There are two different methods for setting up a permission pass in Pardot: Form and Custom Redirect.

Permission Pass Using Forms

  1. Navigate to Admin > Configure Fields > Prospect fields.
  2. Click Add custom field.
  3. Create a custom field named “Opt in” as a checkbox with one value: Opt In
  4. Create a form containing the "Opt in" field.
  5. Send an email requesting that your prospects opt in to receive further communication. Include the link to your form from step 4 as your "click here to opt in" link.
  6. Wait 7-14 business days to allow your prospects to open and click the link in the permission pass email.
  7. Run an automation rule to opt out anyone who didn't click the opt-in link. Set the rule up as follows:
    • Prospect list is <email list name>
    • Prospect custom field <opt in> isn't opt in
    • Completion action: Change prospect default field Do Not Email to Do Not Email
    Explicit Opt In Rule 
Note: There is no action required in Salesforce for these opt outs. Pardot will automatically update the Do Not Email field in Salesforce.  

 Permission Pass Using Custom Redirect

  1. Create a Thank You landing page.
  2. Create a custom redirect to your landing page to be used in your permission email.
  3. Send an email requesting that your prospects opt in to receive further communication. Include the custom redirect link from step 2 as your "click here to opt in" link.
  4. Wait 7-14 business days to allow your prospects to open or click the permissions pass email.
  5. Open reporting for your custom redirect, select the entire table of prospects with at least one click, and add an "opted in" tag to these prospects.
  6. Run an automation rule to opt out anyone who didn't click the opt-in link. Set the rule up as follows:
    • Prospect list is <email list name>
    • Prospect tag isn't opted in
    • Completion action: Change prospect default field Do Not Email to Do Not Email
    How the automation rule should look for this method
Note: There is no action required in Salesforce for these opt outs. Pardot will automatically update the Do Not Email field in Salesforce.

Need more? Start a conversation with other Pardot users in our Success Community