How charities use Pardot to supercharge their campaigns

With so many email marketing platforms to choose from, it can be tricky to know which is the right one for your charity. As someone who uses Pardot for their nonprofit organisation every day, I’m sharing these five reasons why Pardot is a great option for any Salesforce-using NFP or charity wanting to create on-brand emails to boost their campaigns.

Super-personalised templates

All campaigns have several touchpoints to reach supporters, from emails to web landing pages, it’s important that they all have the same look and reflect your brand.

Pardot email templates can replicate the look and feel of your charity’s brand amazingly. These will need to be built by a Salesforce Partner with design experience (just like oe:gen did for LIVES), but the extra effort means you’ll have something that reflects your brand and stands apart from other charity emails your supporters will be getting.

This looks really smart for those clicking through to your website and gives a seamless user experience.

Automated email journeys

Unlike some other platforms, Pardot lets you create automated email journeys that send your supporters relevant content based on their actions.

For example, when running your campaign, you can set supporters off on a pre-planned email journey that’s activated once they make an action.

For example, if someone donates, they will then be sent timely and relevant followup content automatically as part of their journey without you having to remember to manually send each email at the right times.

Choose your own scoring system

The scoring system lets you allocate points for each action taken, to rank how engaged the people on your database are. So, someone that clicks on a link in an email will get more points than someone who has simply opened the email, and unsurprisingly, it’s 0 points for someone that leaves an email unopened.

This means you can segment out your most engaged people who are likely to respond better to an ask, such as becoming a regular donor or signing up to an event. Their scores will also be visible in their Salesforce account, so other teams can see their recent email activity too.

Easy syncing with Salesforce

We’ve all been there trying to download and upload clunky excel sheets of email lists and mapping fields before you can actually send an email.

But because Pardot sits in Salesforce it syncs automatically so you can spend more time crafting great content and less time on the admin.

There are even Pardot forms you can embed in your website to capture supporter details straight into Salesforce effortlessly.

Great support

Because Salesforce is so big, there’s a lot of Pardot support available both from Salesforce themselves as well as a whole online community of other users. And these users are more than happy to help out with queries and share tips for creating great campaign emails.

There are also regular meetups worldwide for Salesforce users like The Nottingham Salesforce Admin Group, so you can meet others like you, learn new tips and tools, and ask any questions you have.

How to write emails your readers will love

Guys, I hate to say it, but we’ve got a problem. So many of us are not putting enough effort into our email communications any more! Horrible grammar errors, formatting nightmares, embarrassing spelling mistakes, incorrect names, blunt tones. I mean, I could go on and on about the horrors I’ve seen in my inbox; it’s the kind of stuff that keeps an editor up at night. But instead, I’m going to write a little guide to writing emails to help us all get back on track. This blog should help you on your way to not only earning responses to your emails, but gratitude and respect from your recipients, to boot. Keep the following things in mind the next time you’re writing an email, and you’ll begin to see the impact that just a few small changes can have on your communication efforts.

Read moreHow to write emails your readers will love

5 dead good Halloween marketing campaigns

It’s that time of year again! October arrives and brands dive straight into marketing their products and services for Halloween. Now, I’ve seen a lot of people grumbling about Halloween campaigns this year, but I personally can’t see why. It’s fun to create something a little different for your audience, and it gives you a chance to showcase your brand’s more playful side! Here are some of the best ones I’ve seen today.

Read more5 dead good Halloween marketing campaigns

13 ways to describe inbound marketing to anybody

We’ve been advocates of inbound for a while now, but it can still be a difficult concept to explain to our non-inboundy friends. That’s why we’re sharing some fun analogies we use, so you can use them too. You see, inbound marketing is kind of like…

Read more13 ways to describe inbound marketing to anybody

How to use email templates for your prospects (the right way)

If you consider email to be an outdated and redundant sales resource — you’re wrong. But treating email like a big automated spray gun and churning out message after message to a giant contact list will only harm your sales funnel. Instead, spend the time to build a collection of email templates which can be used at different stages throughout the sales process.

Read moreHow to use email templates for your prospects (the right way)

Why your business needs conversational messaging and how to do it well

During my days of academia, it was drilled into me to write formally. Heaven forbid I start a sentence with ‘And’, or slip in a contraction! And, well, I’d be absolutely slaughtered for that exclamation mark. Formal writing makes you appear more educated, yes. And you’re less likely to offend because you’re always neutral and passive. But my God, at what cost?!

Snorefest: over. Finally, conversational messaging is seeping into the business world. With brands like Innocent Drinks winning hearts with their informal, friendly tone of voice, many others have followed suit. It’s clear that people want to see the human side of their favourite brands. Because if a brand is relatable, they’re more likely to make a lasting impression.

Read moreWhy your business needs conversational messaging and how to do it well