Pardot Knowledge Base

Email Overview

Last Updated: Apr 26, 2016 | Print this Article
Create, customize, and send emails using Pardot's Email Flow. Integrate Pardot emails into your marketing campaigns to supplement your lead nurturing efforts and provide your prospects with the content they need to become more acquainted with your brand. If you're brand-new to sending email with Pardot, or need to brush up on your skills, check out these eLearning courses that will help you master email in no time: This page is your Pardot email resource center. See below for links to all of our email articles.

Email Basics

Create an Email
Sending an email -- a step by step guide to using Email Flow to create and send a list email.
Building an email template -- use our Email Template Flow to create a design to use for drip programs, as an autoresponder, as a base for future list emails, or for sending one-to-one emails.

Design your Content Craft your email content using our graphical editor, source editor, or one of our pre-formatted templates. Take a look at our icon glossary to find out what function each icon in our email editor represents. More content help: Take Advantage of Suppression Lists Learn more about selecting and suppressing the prospects who shouldn't receive a particular email.

Test your Email Send yourself a copy of the email you've created using our built-in test functionality. If you're using variable tags to include personalized content, send a live test to ensure that your variable tags are working properly.

Report on your Email's Success Track openslink clicks, and more through our list email reports and email template reports. Want to kick your reporting up a notch? Check out the additional metrics and testing capabilities available with our advanced email analytics feature.

Configure your Unsubscribe and Email Preference Pages Learn the ins and outs of setting up your unsubscribe page as well as any email preference pages you may wish to add.

Best Practices

How do I build an attractive email template?

Glad you asked! When building an email in Pardot, you're presented with a lot of options. If you need a little guidance to get started or just want a point of reference, check out our best practices for creating an awesome email template in Pardot. Looking for more generic design principles? Take a look at our general email design best practices.

Getting Past the Spam Filter

Can I ensure my email doesn't get stuck in spam? With spam filters becoming increasingly customizable, it's difficult to predict exactly whether or not a particular email will hit spam. However, there are plenty of steps that can be taken to improve your chances at avoiding the junk folder.

What does Pardot do to help me out? We automatically manage bounces, unsubscribes, and spam complaints in order to help your sending reputation and remain CAN-SPAM compliant. We also offer dedicated IP addresses for those who wish to maximize control of their own sending reputation.

Do I need to remove opt-outs and hard bounces from my lists?

No need to remove opt-outs and hard bounces from your lists! We automatically mark prospects who opt-out, hard bounce once, or soft bounce 5 times as unmailable so they no longer receive emails sent from Pardot. Interested in reviewing your opt-outs anyways? Learn how to export your unsubscribed prospects.

Email Embeds

Can I embed videos in my emails? Not really (at least not reliably). Unless you're using Apple Mail, chances are your email client doesn't play nice with video. Read about the limitations of video in email and ways to work around them.

Can I embed forms in my emails? Best practice for sending forms via email is to send prospects a link to the form. Pardot does not support embedding forms directly into emails for several reasons that you can read about here.

Advanced Email Topics

Using Pardot Editable Regions With Pardot regions, you can select exactly which blocks in your email should be editable in the WYSIWYG editor by tagging certain HTML elements with a small snippet of code. Learn how to make the most of Pardot regions here.

Integrating a Third-party Email Solution If you're sending an email through a third party vendor, you can append a tracking parameter which will allow you to capture any new prospects that click a link in your third party email.

Ensuring URLs are Trackable Pardot uniquely rewrites every link preceded by 'http:' so that clicks are trackable and can be attributed to the correct recipient. Here are a couple of caveats to keep in mind: AddThis (Social Sharing) Integration Adding social sharing icons to your email leverages social media efforts and allows your content to be shared beyond your recipient list. Our built-in AddThis integration lets you include this functionality with a click of a button.

Can I add "follow us" buttons instead? Certainly! You can follow these steps to add links to your social media sites for "follow us" functionality.

Managing Opt-outs and Bounces

Opt-outs Bounces
  • Bounce codes - your guide to interpreting any bounce reasons you may receive.
  • Managing internal bounces - why an email sent to an address on your own domain may bounce, and how to prevent it from happening again.

Dynamic Content

Pardot's dynamic content feature allows you to designate exactly which content a prospect should see based on certain criteria. Read up on placing dynamic content in your email to learn how to deliver the most relevant information to your prospects.

FAQ and Troubleshooting?

Have more questions, or need more help? See the Email Troubleshooting and FAQ.

Need more? Start a conversation with other Pardot users in the Trailblazer Community