New Email Recency and Frequency Rule Types

We heard your requests for a feature that could help prevent marketing fatigue, and we’re excited to introduce a new Pardot feature that will do exactly that. Our new Recency and Frequency rule types, which will be added to dynamic lists in your account over the next week, can be used to quickly query your entire prospect database to generate a list of the prospects that have recently been contacted by you. Use this list to create a constantly refreshing suppression list that records prospects who meet your email sending threshold.

Knowing the recency and frequency of your latest email sends at the prospect level allows you to space your email sends appropriately, helping to avoid marketing fatigue. By creating a suppression list using the new Email and Frequency rule types (for example, if a prospect has been emailed three times in the past two weeks), you can better monitor the level of email volume that your prospects are exposed to.

Recency and Frequency Rule Type

As a best practice, we suggest only using this list as a suppression list for your email sends. See our Knowledge Base documentation for more information on setting up your suppression lists using Email Recency and Frequency.

Note: This will not apply to one-to-one or autoresponder emails.

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12 thoughts on “New Email Recency and Frequency Rule Types

  • This is big, thanks. It gives me more confidence to automate membership on drip campaigns. I see in the Knowledge Base that this will only “pause” the emails from a drip campaign from sending until the recency criteria is no longer met. I wonder if there’s a creative workaround to this.

    There is still immense value in bringing this feature to 1:1 emails. After an event/webinar, my sales team follows up with prospects, but they can’t get to everyone in a timely manner. If I send out a marketing email, I tend to duplicate the messaging and step on sales’ toes. I could see using it as a check for people who have slipped through the cracks on the sales side – as in, setting it to ‘prospect has been emailed 0 times in the past X days’ and setting alerts or automatic followups based on that criterion.

    • James,

      Thanks for the great feedback and thoughts one this. We have had to balance some of the varying needs and initially launched it without ways to edit the 1 to 1 email exclusion. I think there could be a way in the future to add in a setting, but I would be curious to see how others would feel about the functionality. Maybe a check box that says something along the lines of “Include 1 to 1 emails”… Also, I would love to hear more about your thoughts on drip campaigns.

    • Jeff,

      Thanks for the reply – I’m in software so I get the perils of choosing features for a release! I think your checkbox solution to the 1:1 email issue is perfect from a user perspective. Would love to see this.

      Concerning permanent removal from a drip campaign instead of a ‘pause’ based on email recency criteria: could you not just make an automation rule that fires when the same recency criteria is met and adds a prospect to a static suppression list for the drip program’s source list? That way, they will never be added back in. I can see this helping to build a hierarchy of drip programs based on activity that send progressively more frequent emails when prospects are more active. Just a thought.

    • Hi James,

      I think that is a great idea and would like to discuss a little more about how the drip program solution could be built into Pardot. I will reach out to you directly in an email to see if I can run a few thoughts/ideas by you.

      Thanks again for bringing this to light and glad we are hearing back from you!


    • They don’t — just drip and list emails. Auto-responders are prospect-initiated so they are a bit of a different animal.

  • Great feature – I think this could be very useful in preventing unsubscribes and complaints caused by hitting people with too many messages.

  • I’m so excited for this feature! Thank you for implementing client requests so efficiently. This will take our nurturing campaigns to an new level of sophistication.

  • This is fantastic! I didn’t realize this was coming, but it opens up a lot more opportunities to build automation without fear of unintended consequences. Thanks.

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