Best Practices for Better Email Deliverability in Pardot - Roycon (2022)

Did you know on average approximately 7% of all emails end up in the spam folder? According to The 2020 Email Delivery Benchmark Study, only a little over 80% of all emails sent, actually reach the inbox. So while the email marketing channel yields one of the highest ROIs for marketers, there’s still an opportunity for us to increase our chances of getting into our subscriber’s inboxes. One way we can increase our deliverability rate is to keep your subscriber list as healthy as possible, by removing bad data, inactive subscribers, and confirming the email addresses you do have are valid. Keeping your subscriber list healthy will help boost your reputation and the ability to reach a higher percentage of your end-users inbox. We’ll walk through a few ways to manage your subscriber list later on in this post.

Email Deliverability in Pardot

If you’re on this blog, you’re likely a Pardot user or evaluating Pardot as your Marketing Automation platform. Pardot is a great platform to create and send your emails, but the platform itself can’t ensure deliverability on its own. Just because you hit the send button doesn’t guarantee 100% of the emails will actually hit the end-users inbox. There are some recommendations when creating emails and some tools out of the box (depending on your edition) that you can leverage to test your emails prior to sending. In this article, we’ll explore some best practices on enhancing email deliverability, out-of-the-box Pardot tools and techniques, and some other tools you may want to leverage when creating and testing your emails. The goal here is to provide you with the knowledge and tools you need to add to your email creation process to get you as close to 100% email deliverability as possible. In this article, we’ll walk through the following topics:

  1. Terminology
  2. Tools for Testing & Deliverability
  3. Best Practices for Creating a Pardot Email Template
  4. Pardot Configuration
  5. Managing Your Data

Tools, Tips, and Terms for Testing & Deliverability

Before we get started let’s define some email deliverability terms:

  • Deliverability: In its simplest form, deliverability is a measurement of whether your emails actually get into your subscribers’ inboxes.
  • Spam: Salesforce defines spam as the following: the simplest definition of spam is “unsolicited bulk email.” Unsolicited means that it’s sent without the recipient’s consent, and bulk means that it’s sent to many people at once. Pardot doesn’t allow spam, and every user must follow the Permission-Based Marketing policy.
    • Tool: If you’re having issues with Gmail specifically, there is a tool, by Google, to help you navigate deliverability. Try using Google Postmaster Tools to analyze your email performance, and help guide Gmail to deliver your emails successfully.
    • Tool: Similar to Google’s Postmaster Tools, Microsoft offers a service called Smart Network Data Services (SDNS) that provides insight into your sending IP’s reputation, how many Microsoft spam traps you may be delivered to, and your spam complaint rate.
    • Tip: Most spam filters allow you to whitelist a sender by adding their email address to their email address book. When subscribers add you to their address book, spam filters will allow your email to pass through.
  • Sender Score: Your Sender Score is like a credit score to gauge your creditworthiness but for email: It measures the health of your email program. Sender Score is a number between 0 and 100 identifying the quality of your sender reputation and details how mailbox providers view your IP address. This definition was taken right from Senderscore.org.
    • Tool: Do you know your sender score? Use SenderScore.org to test your score and understand how to improve it.
  • Blacklist: A blacklist is a collection of IP addresses that are believed to distribute spam; emails from these addresses are either blocked or routed to the recipient’s spam folder. Blacklists are identified by spam filters, which use set criteria to identify emails believed to be of a malicious or spammy nature. This definition is from bigcommerce.com.
    • Tool: If your email deliverability is really low you may want to check to see if you’ve been placed on a Blacklist? You can use this site to check: https://mxtoolbox.com/blacklists.aspx
  • Domain Reputation: The Domain Reputation is a score that the ISP (Internet Service Provider, assigned to your organization. the higher the score, the more likely the ISP will deliver the emails to the recipients on their network.
    • Tool: Check your domain reputation, with BarracudaCentral.
    • Tool: TrustedSource, provides information on your domain’s email and web reputations as well as affiliations, domain name system (DNS), and mail server information.

Best Practices for Creating a Pardot Email Template

The anatomy of the email template will be so critical in the deliverability rate. Below are some helpful reminders when creating your email templates.

  • Beware of URL Shorteners: Many spammers will use link shorteners, so many of these link shorteners are already getting caught in spam filters. Use the full URL so your email doesn’t get caught in the spam filter.
  • Try to leave interactive content on the landing page: Some interactive content like JavaScript, RSS Feeds, and forms can cause your email to get caught in the spam filter. For a higher chance of deliverability, place this type of content on the landing page.
  • Watch the image to text ratio: When you have too many images or your images are too large in comparison to the amount of text in the email, it can look spammy and get caught in a spam filter. Ensure your emails have more text, reduce the number and size of images, and include alt tags that describe the image. Sometimes not all images will load, so using alt tags, help the recipient understand what the image is supposed to be.
  • Be compliant: All emails should include your organization’s physical address and a way for the user to opt out. Sometimes, when this information is missing it can affect deliverability, so be sure to include this information.
  • Don’t use attachments: While Pardot, doesn’t allow you to attach files to emails, this is a best practice in general for email marketing. This is a good contributor for emails getting caught in spam filters, which is likely why Pardot doesn’t allow attachments. You can upload your files to Pardot, and include a link inside the email.
  • Avoid using spammy words: Did you know certain words and symbols raise a flag to spam filters? For instance, using exclamation points or the word free can cause an email to get caught in the spam filter. Here’s a great list of words not to use in your email to avoid the spam trap.
  • Spell check: Poor grammar and spelling errors are a spam trigger and can cause emails to get caught in a spam trap, so be sure to spell check and proofread your emails.
  • Run your email through an email testing tool that helps identify spammy elements.
    • If you have Pardot and are still using the Classic email builder you can use the Litmus tool. Once you’ve created your Pardot email template you’ll want to run it through a spam analysis. Depending on your Pardot edition, you may have access to the Litmus email testing tool. In the classic email builder navigate to the testing tab > then hit the ‘Render Test’ button. This native testing feature is great because it will help you understand elements of your email template that may get caught in the spam filter. From the wording, to design, to images, what might cause the email to get caught in spam. You’ll be able to see how the email will render with different email clients, the subject line, preview, and a spam analysis. Below is a sample spam analysis from one of our test emails.

Best Practices for Better Email Deliverability in Pardot - Roycon (1)
If you don’t have access to this feature you can use external spam testing tools where you can upload your email template to the platform and it will provide you with a report that describes potentially spammy issues. There are a few you can try below:

Pardot Configuration

Make sure you’ve set up the appropriate email authentication when you set up email sending with Pardot. Here are some resources to make sure you’ve set up your account properly.

Managing Your Data

  • Your email addresses are only valuable if they’re valid. If your email addresses are invalid, you’ll get a significant number of bounces, which can hurt your sender score. So your data quality is going to be so important for deliverability. If you’re using Pardot, here are some great recommendations on increasing your email deliverability.
    • Follow Pardots Permission-based email policy. This essentially means that you’re not going to buy email addresses, and those who you are going to email have agreed to receive your emails.
    • Use a confirmed-opt in process for email addresses. This helps keep your data clean and ensures the user intended to enroll into your lists. When the user completes the form, an auto-responder is triggered and the user is added to an unconfirmed list, once the user clicks the link on the auto-responder to confirm their choice to be added to the list, they are removed from the unconfirmed list and added to the actual list. To learn how to set this up in more detail, Pardot explains how to create the confirmed opt-in process here.
    • Create suppression Lists for Inactive Prospects. Sometimes we have legacy data in our system, and those prospects have moved onto other companies or maybe their email is going to spam, either way, they’re no longer engaging with our content. You can create suppression lists based on the activity of a prospect. Here are a few examples of email suppression lists based on inactivity:
      • Inactive Prospects: You can use a dynamic list to identify prospects who have never been active.
      • Inactive Prospects after 1 Year: You can use a dynamic list to identify prospects who have not been active in the last 365 days.

Data Cleansing

        • How to clean your prospect mailable list? If you’re not really sure whether or not your data is clean, I’d recommend starting with a hygiene service like NeverBounce or Kickbox. You can run your list through this service, to help identify invalid email addresses. This will help to clean up the existing data.
        • Recycle Bin: As a reminder, you can place prospects in your recycle bin, and they won’t count against your mailable limit. So if they fill out a form, or engage with you, they’ll come out of the recycle bin and appear back in your prospect mailable count.
        • Cleansing Your Data
          • You may want to start in Salesforce with some data cleaning best practices. Our Senior Project Manager, Emily Scott, has some great tips on managing your Salesforce data, which is ultimately your Pardot data. See below are some great information she outlines for keeping your data clean.
            • Salesforce Data Cleansing Best Practices
            • Salesforce Data Cleansing: Procedures to maintain clean data
          • Additionally, one of our Sales Managers put this great video together on ‘How to keep your Salesforce and Prospect Data Clean’.

I hope these tips are helpful and help you to increase your deliverability rate. One last point is to always test those emails. Be sure to send it to yourself and even a colleague or two to test the emails and makes sure your links are working, images render properly, and the overall email is working as planned. And if you have any questions, feel free to reach out! We’re anAustin-based Salesforce Consulting partner, with a passion and belief that the Salesforce platform’s capabilities can help businesses run more efficiently and effectively. Thanks for stopping by theRoycon Salesforce blog, be sure to subscribe. If you need help, or just feel like talking Salesforce you can alwayscontact us. Thanks for reading and as always, happy building!

FAQs

What are some best practices for improving email delivery? ›

7 best practices to improve email deliverability
  • Warm up your recipients. ...
  • Do a double opt-in confirmation. ...
  • Make the opt-out process easier. ...
  • Be consistent with your sender name. ...
  • Set subscriber expectations. ...
  • Segment your email list. ...
  • Clean your email list.
7 Sept 2021

How can you ensure your pardot email doesn't get stuck in spam? ›

Create a blank email in your account that includes some basic text. Make the sender from your authenticated domain. Send to both an internal recipient and an external recipient (such as a personal, non-work email address).

What should be included in an email to help ensure deliverability? ›

How to Improve Email Deliverability
  1. Configure a clean email list. Even though permission-based marketing is essential, when it comes to emails, permission can expire. ...
  2. Provide easy unsubscribe options. ...
  3. Make your emails personal. ...
  4. Add engaging text to emails. ...
  5. Check to see your emails' legality.
30 Apr 2020

What are the key ways to improve email deliverability in email marketing Choose 4? ›

4 Steps To Improve Email Deliverability
  1. Protect your sender reputation. In the world of email, your reputation truly does precede you. ...
  2. Maintain email list hygiene. It doesn't matter if you have a massive email list if most of those emails are bouncing or not opened. ...
  3. “Throttle“ your delivery. ...
  4. Deliver consistently.
6 Jan 2022

What are 2 ways to improve deliverability? ›

How to improve email deliverability
  1. Authenticate your email domain.
  2. Maintain proper IP allocation.
  3. Perfect the opt-in process.
  4. Write non-spammy subject lines.
  5. Provide a preference center.
  6. Keep clean lists.
  7. Avoid spam traps.
  8. Send email that people love.
15 Aug 2017

What is a good email deliverability rate? ›

You should pay attention to the following metrics when you track your overall email deliverability: 95% and higher is considered to be a good delivery rate on behalf of a mass email service provider. The bounce rate, categorized into hard bounce and soft bounce, shouldn't be higher than 3%.

What is IP whitelisting in pardot? ›

Whitelisting your Pardot sending IP address, allows only specified email addresses or mail originating from specific IP addresses to get through the mail gateway.

How do I stop emails from going to spam in Salesforce? ›

The best way to avoid your Salesforce emails going to spam is to maintain a clean email list while sending relevant and engaging content. If you need help with this, check out Predictive Marketing . We help you keep a clean email list so that your Salesforce emails reach the inbox.

What is email rendering pardot? ›

Pardot sends an email notification when your preview is ready. Preview how your email renders across major email clients, browsers, and mobile devices on the Email Clients tab. Scroll through your email on a simulated mobile device. See how your subject line looks in major email clients on the Subject Line Preview tab.

How do I guarantee an email delivery? ›

You can improve email deliverability by ensuring that you maintain a clean list, writing a good subject line, writing content that will pass the spam filter's checks, avoiding using image-only emails, including an unsubscribe link, using a legitimate 'From' or 'reply-to' address, and maintaining a good IP reputation.

What causes email deliverability issues? ›

Deliverability issues generally happen if there is something wrong with any or all of the following elements: Email content. Authentication (Domain/IP Configuration) Email address, domain, and IP reputation.

How do you test email deliverability? ›

How it works: Step 1: Send an email to ping@tools.mxtoolbox.com. Step 2: Once you have sent that message it will reply. Click the link: "View your full Deliverability Report"

How do you ensure email deliverability what are the variables that affect the deliverability of emails? ›

7 Factors That Determine Email Deliverability
  1. Infrastructure. ...
  2. Email Volume. ...
  3. Content. ...
  4. Bounces and Spam Traps. ...
  5. Spam Complaints. ...
  6. Engagement. ...
  7. Reputation. ...
  8. Evolving Spam-Filtering Algorithms.
4 Aug 2021

What is a best practice when subscribers opt in to receive email from your company? ›

What is a best practice when subscribers opt in to receive email from your company? Get their name, email address, and permission to send promotional emails.

When a marketer is looking to improve the deliverability of their emails what should be included in the subject line of the email? ›

One of easiest ways to avoid spam filters is by carefully choosing the words you use in your email's subject line.
...
Some better ideas for subject lines include:
  1. "Hi [name], [question]?"
  2. "Did you get what you were looking for?"
  3. "You are not alone."
  4. "Feeling blue? Like puppies?"
10 Jul 2019

How do I fix email delivery problems? ›

Troubleshooting email delivery issues
  1. Make sure that SPF and DKIM are valid. In Postmark, this means your Sender Signature is verified for both SPF and DKIM. ...
  2. What is your bounce rate? ...
  3. What is your spam rate? ...
  4. Check the Spam Score of your content. ...
  5. Write compliant HTML. ...
  6. Avoid URL shortening services. ...
  7. Test, test, test.
18 Jan 2022

How can I increase my delivery rate? ›

Here are five tips that can help your email land in that inbox.
  1. Spam Checkers. Before you click that send button on your marketing email, make sure that you run it through a spam checker. ...
  2. Test, and Test Again. ...
  3. More Testing: Subject Lines. ...
  4. Help Your Readers Help You. ...
  5. Give Them Options.
9 May 2011

How do I fix poor email reputation? ›

By identifying, targeting, and then removing completely inactive recipients, you will see a smaller, though much more engaged list. By sending to a list full of subscribers that want to receive your content, you can improve engagement and help repair your sending reputation.

What's a good open rate for emails 2022? ›

The first metric that determines the success of an email campaign is the open rate. A good open rate is between 17-28%. But that is not all. Many factors affect open rates that marketers have to consider before starting their email campaigns.

What are good email open and click rates? ›

The range that you want your click-to-open rate to fall is between 10-15%. However, if you're not familiar with how this metric applies to your email strategy, we'll take a dive into how it relates to the common metrics you're already using today.

What is a good open rate for email 2021? ›

What Is a Good Email Open Rate? A good email open rate is one that meets the average across industries—right around 17%.

Do pardot emails go to spam? ›

An email sent via Pardot can be successfully delivered but this doesn't automatically mean that it has arrived in the recipient's inbox. This is because a recipient's email address may be valid and authentic, however, the email itself lands in the spam folder.

How do I whitelist an IP address? ›

Whitelisting is a proactive method of allowing specific IP addresses to avoid blockage by your firewall security rules and access your website.
...
List the crawl IP addresses under the IP Access Rules.
  1. Enter the IP address.
  2. Choose Whitelist as the action.
  3. Choose the website the whitelisting rules apply to.
2 Mar 2021

How do I find my IP address in pardot? ›

How: From a prospect record in Pardot, click the Activities tab and view the IP Address column. You can also hover over a specific activity on the Overview tab to view more details, including the IP address associated with it.

Why are Salesforce emails going to junk? ›

Emails sent from Salesforce are classified as spoofing or SPAM messages because Salesforce's email server is used to send messages to your domain address. Classification may be based on the outbound email settings as well as strength of the recipient's spam email settings.

How do I turn on email deliverability in Salesforce? ›

To set it, from Setup, enter Deliverability in the Quick Find box, and then select Deliverability. If editable, set the access level in the Access to Send Email section. If Salesforce restricted your ability to change this setting, you can't edit the access level. No access—Allows only password reset emails.

What is email relay in Salesforce? ›

An Email Relay uses an email server to send email that originated elsewhere. System administrators can set up Email Relay by entering Email Relays into the Quick Find search box, and selecting Email Relays.

Does pardot track email open? ›

Pardot can't insert the tracking pixel into text emails, so email opens aren't recorded unless a prospect clicks a tracked link in the text email. If a prospect clicks a tracked link, Pardot records the click and an HTML email open.

How do you test an email in pardot? ›

Navigate to Pardot Settings | User Management | Users. Select users for the test list. From the table action dropdown, select Create prospect and add to test list.
...
Navigate to Automations | Segmentation Lists.
  1. Click + Add List.
  2. Name the list. ...
  3. Select Email Test List.
  4. Click Create List.

How do you use lightning email Builder pardot? ›

How to use the Lightning Email Builder in Pardot - YouTube

Is SMTP guaranteed? ›

No, SMTP has no delivery guarantees (you can check it yourself in RFC 5321): There are mechanisms glued on to the SMTP protocol and associated programs for ensuring delivery (DSN, Return Receipts).

How do you optimize email to ensure that it lands only in the Inbox? ›

Tips to land emails into the inbox for high email delivery:
  1. Find out your sender score. ...
  2. Try to send emails from a dedicated IP address. ...
  3. Optimize your emails for all devices. ...
  4. Try to identify problematic reputation metrics. ...
  5. Make sure that your users have the option to unsubscribe.
3 Aug 2022

How do I move emails from spam to Inbox? ›

Move emails from Gmail spam foulder to Primary inbox - YouTube

Does unsubscribe rate affect deliverability? ›

High unsubscribe rates can hurt your reputation and deliverability. If you receive more than a handful of warnings, it's a sign of larger issues that could start to affect the account standing.

Can you have too many links in an email? ›

Here's your rule of thumb: try to keep links in emails to three or fewer. If you absolutely have to, you could go to five links, but no more than five, ever.

How can I improve my email spam score? ›

Here are some quick wins to lower your spam score
  1. Create a text version. ...
  2. Avoid usage of spam sensitive words and phrases. ...
  3. Use normal text inside hyperlinks, instead of the URL. ...
  4. Use a proper from address.
  5. Use a proper subject line.
  6. Avoid HTML errors, unsupported techniques, obscure content, obfuscation.
  7. Images.
  8. HTML.

How can I check if an email is undeliverable? ›

Here's how it works: Head to www.wiza.co/verify-email-free. Enter the email address you want to verify. Verified email addresses will say 'Deliverable', invalid email addresses will say 'Undeliverable'

How can I tell if my emails are going to spam? ›

Do a spam test
  1. Head to www.mail-tester.com and copy the email address in the white box.
  2. Go back to your mailing draft and send a test mailing to this email address.
  3. Navigate back to Mail Tester and click “Then check your score”
  4. The number you get is your score.

How do you make sure your email gets delivered? ›

12 Things You Can Do to Ensure That Your Email Gets Delivered
  1. Make Sure Your IP Address Is Trustworthy. ...
  2. Register a Subdomain and Use It Only for Email Activity. ...
  3. Implement a Sender Policy Framework. ...
  4. Check Your Sender Reputation. ...
  5. Check Feedback Loops. ...
  6. Stick to a Consistent Send a Schedule.

How do I fix email delivery problems? ›

Troubleshooting email delivery issues
  1. Make sure that SPF and DKIM are valid. In Postmark, this means your Sender Signature is verified for both SPF and DKIM. ...
  2. What is your bounce rate? ...
  3. What is your spam rate? ...
  4. Check the Spam Score of your content. ...
  5. Write compliant HTML. ...
  6. Avoid URL shortening services. ...
  7. Test, test, test.
18 Jan 2022

What are some ways that a marketer can improve deliverability of their emails? ›

Follow These 8 Email Deliverability Best Practices for Higher Open Rates
  • Build Your IP Credibility.
  • Use a Confirmed Opt-In.
  • Simplify the Opt-Out Process.
  • Be Consistent with Your Sender Name.
  • Don't Overdo It with Your Emails.
  • Stick to a Consistent Schedule.
  • Use Segmentation.
  • Create a Suppression List.
24 May 2022

How do I guarantee an email delivery? ›

You can improve email deliverability by ensuring that you maintain a clean list, writing a good subject line, writing content that will pass the spam filter's checks, avoiding using image-only emails, including an unsubscribe link, using a legitimate 'From' or 'reply-to' address, and maintaining a good IP reputation.

What affects email deliverability? ›

The type of IP address (i.e. the sending domain) that you send messages from will greatly impact your email deliverability. Dedicated IP addresses are designated to send only your emails.

How do I fix poor email reputation? ›

By identifying, targeting, and then removing completely inactive recipients, you will see a smaller, though much more engaged list. By sending to a list full of subscribers that want to receive your content, you can improve engagement and help repair your sending reputation.

How do you handle deliverability problems? ›

If the test points to the domain-based deliverability problems, you can try to restore the domain reputation to get out of the Spam folder. If you want a faster solution, you'll have to consider setting up a new domain and build a reputation for it to get your emails delivered.

What causes email delivery failure? ›

The most common reason for a failed delivery is that the email address you entered isn't valid. If the Mailer Daemon says that the account doesn't exist, double-check the spelling of the address you entered. A single misplaced letter can be enough to cause a failed delivery.

Why do some emails not get delivered? ›

This can be caused by invalid addresses (domain name doesn't exist, typos, changed address, etc.). A soft bounce is an email that gets as far as the recipient's mail server (it recognizes the address) but is bounced back undelivered before it gets to the recipient.

How can I improve my email server reputation? ›

10 Ways to Improve Your IP Reputation
  1. Separate your marketing and business transaction email servers. ...
  2. Warm up the IP Reputation. ...
  3. Check servers for malware infections. ...
  4. Review reasons for hosting a public proxy server. ...
  5. Set public proxy server policies. ...
  6. Implement authentication for proxy servers.
29 Mar 2021

How do you increase email deliverability in marketing cloud? ›

View email deliverability best practices for Marketing Cloud.
...
CAN-SPAM Act
  1. Use a false or misleading from name.
  2. Use a subject line that masks the purpose of the email.
  3. Harvest email addresses off the Internet.
  4. Launch dictionary attacks.
  5. Use open relays to send email.

Is SMTP guaranteed? ›

No, SMTP has no delivery guarantees (you can check it yourself in RFC 5321): There are mechanisms glued on to the SMTP protocol and associated programs for ensuring delivery (DSN, Return Receipts).

How do you optimize email to ensure that it lands only in the Inbox? ›

Tips to land emails into the inbox for high email delivery:
  1. Find out your sender score. ...
  2. Try to send emails from a dedicated IP address. ...
  3. Optimize your emails for all devices. ...
  4. Try to identify problematic reputation metrics. ...
  5. Make sure that your users have the option to unsubscribe.
3 Aug 2022

How do I move emails from spam to Inbox? ›

Move emails from Gmail spam foulder to Primary inbox - YouTube

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