Pardot List Types
Once you have prospects in your Pardot database, you can segment them into prospect lists based on criteria you set. Prospect Lists are buckets you can use to group certain prospects together. They are helpful to make sure you’re marketing to the correct group of people.
Segmenting prospects into lists based on unique identifiers is important because it will help you to create a personalized marketing message for your audience.
Prospect lists are an easy way to segment your database so you can choose what target audience you want to send an email to.
Examples of Prospect lists:
- Prospects with job title: CEO
- Prospects on the West Coast
- Prospects that are past customers
As you may know, some prospects have key differences that require them to be in different lists. It’s crucial to not only be able to classify one list type from the others in Pardot, but have a working knowledge on how to apply the correct uses of each to your B2B email marketing campaigns.
Static vs. Dynamic Lists
There are two main types of prospect lists in Pardot: Static and Dynamic. There are several vital indicators to differentiate between the two lists. Let’s begin with defining them first, then we’ll go in-depth with its concepts and when to use them appropriately.
Static Lists: A static list consists of prospects that can be added or removed to the list manually or via automations.. Think of it as a bucket you must fill on your own.
Dynamic Lists: A dynamic list uses conditioned-based rules that automatically add prospects who match your specified criteria and remove those who don’t. These lists are constantly being refreshed and updated in real time.
Now that you have a high-level overview of each of the list types, let’s breakdown static and dynamic further.
Static lists are a stagnant list that do not ever change, unless you update them manually in your Pardot instance or with an automation rule or completion action. In contrast to dynamic lists, it does not automatically update when a prospect’s data changes.
Static lists are often based on:
- Trade shows
- Event registrants/attendees
- Monthly newsletters
A few use cases for a static list is when you are trying to follow-up on information post events or send quarterly emails, like a newsletter. So when you build a static list, you can be confident that your email blasts will reach your prospect with proper segmentation.
Dynamic lists are most beneficial when building lists around information that changes frequently. They can be considered as a form of automation – rather than triggering a particular action, dynamic lists automatically add or remove prospects to a working list that cannot be adjusted manually.
You can create these lists based on certain criteria:
- Pardot grade/score
- Default or custom fields
- Lead assignment
- Form submissions
One common example of using a dynamic list is for sending an engagement email based off your prospects interests. If a prospect downloads a white paper on your site, you may want to add them to an email series that provides them more relevant content.
Consider dynamic lists to be a powerful component in your marketing automation toolbox. The power of dynamic lists is to segment your database in real-time to create compelling email campaigns that is specifically tailored to your prospect’s criteria.
Additional list types in Pardot:
Email test lists
Email test lists are exclusively used for internal tests. This is to ensure your emails are rendering properly across all the boards before sending it out to your prospects. Note that email test lists cannot be public or CRM visible lists. Test lists are limited to 100 people.
A best use case for this would be to gather a few people on your sales team to review your email blasts before they go out.
These lists are available on your email preference center page. It gives your prospect the ability to opt in and opt out of certain mailing lists such as newsletters and marketing material.
To create a public list in the email preference center, you will need to have a label and description that explains how the individual enrolled in that email marketing list.
A CRM visible list allow prospects to be assigned to the list from a CRM. This option is only available if you have a verified CRM connector between Pardot and Salesforce.
Suppression lists are used to suppress prospects in your database from getting multiple emails in your list or engagement program emails. Suppression lists are most beneficial to protecting your sending reputation and helps with maintaining a high email deliverability score.
Send email to all individuals with MA_tool=Pardot
Send email to all individuals with CRM tool=Salesforce
It’s possible that some people would have both. Since Salesforce and Pardot are not mutually exclusive, you can potentially send an email to a prospect twice at the same time.
Now that we have identified how Pardot prospect list types work, particularly in how to apply best practices to each list, we can move on to the Lead Scoring chapter.
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