What does this feature do?
This feature enables your account to allow multiple prospects with the same email address. Email is no longer the only unique identifier in Pardot.
Why should I enable this?
There are a few reasons you may want to enable this feature:
- You have intentionally duplicated records in Salesforce. You can now sync all of your Salesforce Leads and Contacts to Pardot to make sure that Marketing and Sales are on the same page. This will help you target your marketing efforts more accurately.
- You want to treat email address like any other piece of data about your prospects. This helps keep Pardot and Salesforce in sync — you won't have to worry about special behavior when the email address changes in one system.
- You use Salesforce Engage. This feature aligns Pardot and Salesforce more closely, providing a better experience with Salesforce Engage. Every marketing interaction shows up on individual records in Salesforce, and each Engage interaction syncs down to the matching prospect in Pardot.
How do I enable this feature?Note: This feature is being made available in phases.
If this feature isn't enabled yet, all Pardot admins see a banner that begins the enablement process on the Pardot dashboard. Pardot admins can also check their account settings page to see whether this feature is enabled or not. If it is currently not enabled, there will be a link that starts the enablement process.
How does Pardot change when I enable this feature?
This feature changes Pardot's behavior in two main ways: how Pardot uses incoming data to match an existing prospect (if one exists); and how Pardot acts when multiple prospects with the same email address exist. The following sections outline different scenarios.
How Pardot Uses Incoming Data to Match Existing Prospects
Historically, Pardot has used email address as a way to match incoming data with a prospect in Pardot. With this feature, Pardot can use CRM ID or email address to match in different situations.
Prospect import serves two purposes in Pardot: creating new records, and updating existing records. You can now use CRM ID (Lead ID, Contact ID, or Person Account ID) as an optional matching criteria for prospect import. This is helpful when you are importing new records from Salesforce for the first time, as the new prospects are associated with the Salesforce record upon creation. This is also the best way make sure imports update the correct prospect record — CRM ID must be unique in Pardot.
Although we recommend using CRM ID for imports whenever possible, you can still use email address as matching criteria for prospect imports. Records with an email address that doesn't match an existing prospect will create a new prospect record. Records with an email address that matches more than one existing prospect will update the prospect with the most recent activity.
The most important aspect of the Salesforce sync is creating a one-to-one relationship between a Pardot prospect and a Salesforce Lead, Contact, or Person Account. Because of this, the Salesforce connector will use CRM ID as the matching criteria for sync in both directions.
Salesforce to Pardot Syncing: When Salesforce creates a new Lead, Contact, or Person Account with a specific email address, and the Salesforce connector user has permission to that record, a new prospect will be created in Pardot with a matching CRM ID. This ensures data from each record syncs according to the sync behavior defined for each field.
Pardot to Salesforce Syncing: When a new prospect is created in Pardot and it meets your criteria to begin syncing, it will create a new record in Salesforce following your connector's settings. Again, this ensures data between each record is kept up-to-date.
Connector Settings: There are fewer connector settings. The connector creates new prospects when it finds new Leads, Contacts, or Person Accounts, and syncs changes amongst those records. When it detects merged or deleted records in Salesforce, it will update the corresponding Pardot prospects.
When someone submits a form, Pardot uses the visitor cookie to attempt to associate the activity with a prospect. If the visitor's cookie is associated with a prospect, the activity will be saved to that prospect record. If that prospect record is in the recycle bin, it will be undeleted.
If the visitor cookie is not associated with a prospect, Pardot falls back to the email address submitted in the form to look for a matching prospect. If only one prospect has that email address, the activity will be saved to that record. If more than one prospect has that email address, the activity will be saved to the prospect that has the most recent activity. If there are no active prospects with that email address, Pardot attempts to match a record in the recycle bin and undelete the record if found. If Pardot cannot find any prospects with the given email address, it creates a new prospect and saves the activity to the new record.
In all of these cases, the visitor cookie is updated to match the selected prospect record and all future activity related to that cookie will go to the associated prospect record.
Third Party Connectors
Some third-party connectors rely on email address to sync data from the third party into Pardot. Because of this, Pardot will look for matching prospects with the same email address when trying to bring in data from those third parties.
If only one prospect has that email address, the activity is saved to that record. If there is more than one prospect with that email address, the activity is saved to the prospect that has the most recent activity. If there are no active prospects with that email address, Pardot attempts to match a record in the recycle bin and undelete the record if found. If Pardot cannot find any prospects with the given email address, it will create a new prospect and save the activity to the new record.
How Pardot Treats Multiple Prospects with the Same Email Address
When there are multiple prospects with the same email address, the biggest changes in Pardot's behavior relate to email sending.
In order to protect your sending reputation, Pardot will not send the same list email to more than one prospect with the same email address. Even with built-in protection, it's a good idea to segment your lists appropriately. After all, you have multiple records with the same email address for a reason — often to target different products or services and record the marketing and sales activity on different records.
When you send a list email, Pardot deduplicates by email address. If there are multiple prospects in the list send with the same email address, Pardot sends the email to the one with the most recent activity.
Pardot uses email address on list sends that have a recency & frequency dynamic suppression list. If any prospect with that email address meets the criteria of your recency & frequency suppression list, all prospects with that email address are suppressed.
Pardot ensures that your emails are only delivered to the people who want them. This protects your brand and email sending reputation. If any prospect globally opts out of emails, all prospects with the same email address are opted out as well. If a prospect unsubscribes from specific email lists, all prospects with the same email address are unsubscribed from those lists. This way, you don't run the risk of your emails being marked as spam, even if your intended recipient is a different prospect.
If any prospect hard bounces or soft bounces five times, all prospects with the same email address are marked as unmailable.
Pardot's Drip and and Engagement Programs allow only one prospect per email address per program. This ensures that an email address associated with multiple prospects doesn't receive more than copy of the same email. This protects your email sending reputation.
This feature uses a new version of the Pardot API. The APIs are similar, but many of the functions related to prospects can now return more than one result. If your account uses apps that aren't officially supported by Pardot, you will need to make sure they use Version 4 of the Pardot API before you enable this feature. Pardot-supported connectors (including the Salesforce Connector) are already compatible with Version 4, so no further action is necessary.
- If you're using custom apps that were built by your internal team, you'll need to update them to use Version 4 of the API.
- If you're using apps built by a third-party (for example: Zapier, DataHero), you'll need to make sure they are compatible with Version 4 of the API.
SugarCRM, NetSuite, and Microsoft Dynamics connectors
Salesforce is the only CRM connector this feature is available for. If you have an active SugarCRM, NetSuite, or Microsoft Dynamics connector, you will not have the option to enable allow multiple prospects with the same email address.
If you have a SugarCRM, NetSuite, or Microsoft Dynamics connector in the Recycle Bin, you can enable this feature. You cannot undelete them or create new ones once you enable this feature.
How does this affect legacy add-ins and connectors?
Some legacy add-ins and connectors do not function if your Pardot account allows multiple prospects with the same email address. These include:
- GoodData connector
- Gmail Extension
- Outlook Add-in
- Thunderbird Plug-in
- Apple Mail Plug-in