Send the right email to the right person – automatically – with Salesforce and Pardot

Imagine being able to send a prospective customer a customised email about a product they’re interested in just as they’re getting ready to make a purchasing decision. Now imagine sending hundreds or thousands of them. The sky is not the limit – the size of your email list is. You can accomplish this, and more, by harnessing the power of Pardot’s Scoring Categories, Segmentation Lists, and Engagement Studio to deliver the right email to the right customer at the right time, every time.

The right tools for the job

Pardot’s toolbox is impressive, but not all tools are the correct ones for all jobs. Let’s take a look at the tools we’ll be using.

Scoring Categories

Pardot provides a handy scoring system ready to go out of the box. By assigning point values to various actions via Scoring Rules (eg 1 point per website pageview and 3 points per email click), Pardot provides us with a rough idea of how engaged the prospect is (you can learn more about Prospect Activities – a prospect’s “digital footprint” – here). With Scoring Categories we’ll take the middle ground, and the best of both worlds, and combine the in depth detail of Prospect Activities with the at-a-glance simplicity of Scoring Rules.

Scoring Categories work to categorise certain actions based on whichever rules you see fit. For example, rather than a pageview on a specific product page being worth 1 point, you could create a category for ‘product pageviews’, and award points directly into that category. You can go even further, as we will in this case, by creating Scoring Categories by product type, so we can award points in different categories based on what kind of product page the prospect visited. This way, not only can we have an idea about how engaged a prospect is, we can take a pretty good guess about what types of products or services they’re interested in.


Read more about Scoring Categories

Read more about Scoring Categories here.

Segmentation Lists

Now that we can understand through scoring categories what types of content our prospects are interested in, it’s time to put those scoring categories to use with Segmentation Lists. Prospects in Pardot can belong to any number of Segmentation Lists, and we can use dynamic lists to automatically include Prospects that reach a certain Scoring Category threshold – or we can use Automation Rules to add and remove prospects from static lists.

In our case, we might make several Dynamic Lists and include all prospects that reach a certain score in a Scoring Category. Depending on the need, we may not want prospects be members of multiple lists to avoid prospects receiving emails related to several different product categories – as always, the best solution is unique to each case and depends on the intended business results.


Read more about segmentation

Read more about segmentation here.

Engagement Studio

Now that we have lists of prospects that we know are interested in certain products or services, it’s time to put the icing on the cake. A simple solution would be to use automation rules to send them emails as soon we identify them as interested, but with a little diligence we can target that email to reach the customer just as they’re preparing to make a buying decision. To make this a reality, we’ll turn to Pardot’s marketing automation workhorse – Engagement Studio. In Engagement Studio, we can use actions, triggers, and rules to engage with the customer in the right way at the right time.

Engagement Studio programs all start with a list. The members of this list (we’ll use the one we created earlier) enter the Engagement Studio program at the start point. To accomplish our goal of getting our email to the customer at the right time, let’s use the trigger function to monitor the members of our list and listen for certain actions. Let’s say that customers often download a pricing list prior to making a purchasing decision – and let’s use this as our trigger. When the members of our list download this file, let’s move them forward in our engagement program to an action. In the action step, we’ll automatically send a personalised email – based on an email template – addressed directly from whichever member of our sales team specialises in the product in question.


Read more about engagement studio

Read more about engagement studio here.

What’s next?

The above is all well and good if the customer does, in fact, engage with our content – but if they don’t, all is not lost. The trigger action we created has a wait period, after which we can either end the program or add more steps. Maybe we’d like to send a different email if the customer hasn’t engaged with us after 30 days? Maybe they need more information to make a purchase, so we send them a white paper or eBook or other content? Maybe the price was too high, and we send them an offer for discounted pricing? We can tell through additional scoring categories which one might be more applicable – and add additional logic to our engagement program to automate the process.

And more?

With this kind of power it’s easy to see how Pardot can provide swift value to you and your marketing teams, and highly qualified leads directly to the Salesforce accounts of your sales teams. It’s no wonder that digital marketers love Salesforce and Pardot!

Have any questions about email personalisation or marketing automation? Interested in hearing how Axenon can help you market better, smarter, and easier? Drop your contact details into the form below and I’ll be in touch!

Mika Torkkola

Marketing Automation Consultant at Axenon Oy
Mika Torkkola is an experienced B2B marketing automation and salesforce consultant with a passion for making people and processes work better together. Ask him how he can help your business grow with Salesforce and Pardot.