Salesforce Spring'22 release — the most interesting Pardot updates
As soon as the turn of the year is somewhat digested, the first major event in the Salesforce calendar is just around the corner: the Spring '22 release is just around the corner! Some exciting new features have been announced for Pardot, the most interesting of which we will briefly present.
Custom components for Lightning Email Template Builder
In the future, it will be possible to develop your own preconfigured components for the Email Template Builder, which can be used when creating emails. We are excited to see what options this offers in terms of templating.
Use Lightning emails in automations
As far as email creation is concerned, the new email builder could not yet come close to its predecessor Pardot Classic. The reason: Emails created in Lightning Email Builder cannot yet be used in automations (exception since the Winter '22 release: Engagement Studio). However, this will change with the upcoming release, so that emails created with the Lightning Email Builder can now also be activated for Automation Rules and Completion Actions. Together with the custom components mentioned above, this could mean the turning point for the complete transition to Lightning Email Builder.
Lightning Landing Page Builder improvements
Just released with the latest release, the Lightning Landing Page Builder is already undergoing extensive improvements:
- Styling embedded Pardot forms directly in the builder
- Redirect for archived landing pages
In future, a specific link destination can be entered for landing pages, which will be called up if the landing page is archived (“unpublished”). - Support for scripts
In the header or footer area of Pardot Landing Pages, scripts can be integrated via<link>, <script>and <style>tag. - Improved usability
The landing page builder is extended with ready-made layouts and improved breadcrumb navigation.
Responding to email privacy changes
With the update to iOS 15, Apple has introduced the so-called “Mail Privacy Protection.” This is a setting available in Apple Mail which — as soon as activated — automatically opens every email and thus makes the previously popular characteristic of email openings significantly less meaningful. Marketers are therefore well advised to choose alternative criteria for measuring interaction with their content. Pardot supports this by creating an “Open Rule Audit” page. It lists those automations and lists that currently use the opening rate and which must therefore be observed and checked.
Einstein Engagement Frequency
With Einstein Engagement Frequency, Pardot evaluates the optimal frequency for marketing emails for each individual prospect. The determined category is saved in a new standard field and can therefore be used for segmentation or as a criterion in engagement programs.
The Spring '22 release brings a few more changes. If you want to get a complete picture, be on the full release notes referred or is cordially invited to contact us.
