New Email Flow and A/B Testing

We’re thrilled to bring you two (that’s right, two!) new improvements to your email experience within Pardot: new Email Flow and A/B Testing. Both of these updates will be coming your way in August.

Email Flow

We know that sending well-designed emails is one of the cornerstones of your marketing efforts with Pardot. That’s why we’ve reviewed our email process and developed Email Flow — an updated look to our email editor that’s based on how you design and send emails.

Email Flow lets you create email templates, customize, and send emails the way you like to work. The Email Flow is non-linear, so rather than requiring you to complete one step at a time, we’ve given you the freedom to decide how to draft and send your email — so you can jump from building to testing to sending in any order that you’d like. Check out the top of the screenshot below to see what this looks like in the email editor (plus, check out the new “Enable A/B Testing” button at the top of the editor!).

webinar invitation

There are three main stages to building an email template or an email in Email Flow: building, testing, and sending.

The Building Tab

The Building step is where you’ll make changes to your email template to prepare for sending.

The Testing Tab

The Testing Tab is where you’ll test your email to prepare for sending. Send your email to test lists or to an individual email address to be tested. If you have Advanced Email Analytics, you can render email client and browser proofs during this step.

The Sending Tab

The Sending Tab is where you’ll add Recipient and Suppression lists, schedule, and then deploy your emails.

A/B Testing

But wait, there’s more! We’re excited to bring A/B testing functionality to our Pardot Pro and Ultimate customers. After all, successful email campaigns aren’t just about your email template. It’s also about creating engaging content that resonates with your audience. The question is: how do you know what content your audience is going to find engaging?

That’s where A/B testing comes in. A/B testing allows you to change elements in your email, segment your recipient list, and then deploy different versions of your email to each segment.

To make it easy to tell which elements you’ve changed in your emails at a glance, Email Version A will always be blue, while Email Version B will always be orange. You can see this in the screenshots below.

AB Test Send Part 1

Send your emails to a test audience, view the testing data for each respective email in real-time, then send the winning email to the rest of your recipient list at the close of the A/B test period. You can also set up completion actions for emails used in A/B testing. Note: completion actions will apply to both versions on your email.

AB Test Audience

A/B testing will allow you to choose the best content for your emails, helping you increase open rates, click-throughs, and engagement rates.

Want more information? Check out our updated Knowledge Base article for more details on Email Flow and A/B Testing.