Before you send your first email, you will need to go through each of these steps to ensure deliverability.
If you already have completed all these items during your initial setup, feel free to skip to the next chapter. If not, you will need to go ahead and install all these items before you can begin your Pardot campaigns.
Please note that it’s best if you have someone with coding savvy on hand to install these important Pardot setup items. Consider looping your webmaster and Salesforce admin into the conversations to ensure that you successfully complete all the necessary steps.
In order of sequence, you will need to:
The tracker code is a simple piece of code that you paste and insert into each page of your website.
This allows you to allow you to track when visitors and prospects are landing on your website and bouncing between your different pages. Essentially, this tracker cookies your prospects IP address and tracks their website visits.
To install this, copy and paste the code from the campaign view in Pardot and place it into your website’s htmlor. If your website has a universal footer or header, you can add the code into that and it will propagate throughout the website. Otherwise, you will have to add the tracking code to every page individually.
The DNS records are an essential part of setting up email in Pardot. It’s critical that you set up the DNS and SPF records before you send out any Pardot emails.
Sending out emails through an unverified domain is going to hurt your delivery rates, and most of your email will end in the recipient’s spam folder. If we send out enough emails with unverified records, we run the risk of getting our IP address blacklisted.
If you have additional domains that you want to send emails from, Click Add New Domain in the domain management page, and then repeat the above steps for each domain.
All your Pardot files and landing pages will be hosted under go.pardot.com unless you create a CNAME record. Go.pardot.com is the out-of-the-box setting that all Pardo instances will have. In order to customize your Pardot domain with your current website, you will need to create a CNAME alias in Pardot and your DNS records.
For example: go.learningcurv.com
Remember, once you set up the CNAME alias, it’s recommended that you don’t change it. Since all your assets and content will be hosted under that CNAME, if you change the CNAME, all the links will break.
We recommend that you stick with a CNAME unless you go through a major rebrand and have to change the web URL.
Next, we will need to create users for each of our Pardot administrators and Sales team. Pardot is broken into Sales and Marketing functions, with the marketing team owning the lionshare of the tool’s functionality.
There are 4 roles that we can choose:
Salesforce tip: Your Salesforce users will likely have either the Sales Manager or Sales role in Pardot. They may not even need to login to Pardot, but it’s best practice to make sure that all your Salesforce users have a login in Pardot as we outlined above.
Each of your users will require the following on initial setup:
There are other fields that can be filled out on initial creation that allow you to customize your users even more. The reason it is important to fill out the job title, URL, text, HTML signature is because Pardot has the ability to pull in those pieces of information. We call those variable tags and they can be accessed in the email feature of Pardot.
We will discuss variable tag at length in the email marketing section of the guide.
Examples of variable tags:
Every 3 months Pardot will ask you to change your password. This is best practice to keep your password fresh.
If we check the box it can drop down a field where we can enter that limitation
Note: The way Pardot was built, if you put 0, it reads it as infinity. Make sure that you chose 1 as your lowest record type.
Pardot allows notifications for:
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