We’ve all been there – mindlessly copying emails, trying to comb through the content to find the small details for a recurring event to change, ticking away boxes on the mental checklist: “Event date, event time, speaker name, speaker bio, registration link.”
The average event you’re promoting likely has at least three emails (initial invite, reminder, follow up), but maybe even more if you’re cross-promoting with other content. These small, tedious changes can start to take a time tax on your day, one that can be so repetitive it starts to increase the risk of user error. The next thing you know, you’ve gotten a message from your Sales team letting you know that one of their key accounts is complaining that the registration link is for the previous event. Face, meet palm.
With the Winter ’20 release, we’re making face palms and small, tedious content changes a thing of the past with Snippets. Snippets can be used in Pardot Email and Email Templates that are associated to your connected campaigns and that have been upgraded to HML.
At its most simple, you can think of Snippets as merge fields for your Pardot marketing emails that are not specific to the prospect. This means you do not need to create custom fields in prospect records to change reusable content, you simply create a Snippet, assign it to your campaign and start using it.
To start getting immediate value out of Snippets, there are a few steps that a Salesforce Admin will need to complete.
Once Snippets are available on the Campaign page layout(s) and through the tab in the Pardot Lightning App, the next steps will be to create Snippets to use across Pardot Emails and Email Templates. While it’s possible to create Snippets for existing campaigns, let’s look at an example for how to build out a brand new campaign.
LenoxSoft hosts an annual customer conference, which just wrapped up. The marketing team is putting together a follow up campaign to stay top of mind with customers who attended the keynote and concert.
The order of operations for the marketing team are as follows:
- Create Campaign
- Create Snippets & Assignments
- Create Email Templates
- Create Engagement Studio program for follow up
After creating the “Annual Customer Conference – Follow Up Campaign,“ the marketing team creates Snippets directly from the Snippet Assignments related list on the Campaign record.
After creating Snippets, the marketing team takes a quick lunch break and wait to receive a few approvals on the actual content of the emails – no tedious tasks means an actual lunch away from their desks! When they’re back from lunch, they start working on the follow up emails with approved content.
Using Snippets in email
The Email Templates are associated to the same Campaign that the Snippets are assigned to. The Campaign relationship is key, as this is what determines what Snippets are available to use in the Pardot Email and Email Templates. In the event one Snippet is relevant to more than one Campaign, as in this case (Conference Date, Keynote Speaker, Conference Location) it is possible to have one Snippet assigned to more than one Campaign.
When the marketing team begins building the email, opening the Merge Field selector will display Snippets when Snippets are assigned to the same Campaign as the Email Template.
The marketing team can then start pulling Snippets into the body content of the email, as well as the subject line!
Before building the rest of the emails for the follow up program, the marketing team previews the email to get an idea of how this email will look to recipients. They can also see that the “Annual Customer Conference – CTA” Snippet pulls in a personalization HML tag (industry) so that Snippets can be personalized as much as other components of their email. Additionally, the call to action link that is embedded within the Snippet is tracked and will count towards reporting metrics.
Updating Content with Snippets
The Marketing team wraps up creating the rest of their follow up emails and builds the program, which ends up being a huge success! So much so, that the following year the Corporate Marketing team requests the same follow up effort following the event. The marketing team quickly navigates to their Snippets tab, and filters by their ‘Annual Event’ list view.
Now, instead of manually editing every single one of these values across several emails, the marketing team makes one change each – each Snippet is updated, and those changes cascade everywhere that Snippet is used. They even use Chatter to keep track of what, who and when a value was changed!
The LenoxSoft team is now saving themselves hundreds of clicks, hours of tedious repetitive tasks and becoming more efficient as a team. This allows the team to spend more time on their most important tasks and remove manual overhead from their day.
To get started with Snippets today, learn more in the Winter ’20 release notes and check out our Winter Release Round-up blog. We look forward to hearing how Snippets are saving you time and energy on your Pardot marketing efforts!