What's new in the Summer '21 release

What does the Summer '21 release bring to Salesforce Pardot?

Einstein Send Time Optimization

You can argue about it very well Whether there is an optimal delivery time and whether AI-based shipping time optimization actually leads to significant changes. Nevertheless, we think the introduction of Einstein Send Time Optimization is a big and important step. With Pardot, marketers now have three arrows in their quiver when it comes to choosing the sending time: a) sending the email directly (“Send Now”), b) manually scheduling the delivery (“Send Later”) and c) AI-assisted optimization of the individual sending time for each brochure (“Einstein Optimized”). With “Einstein-optimized” shipping, the start date and time, i.e. the earliest possible shipping time, as well as a time window for shipping can be specified. This allows you to control by when the email is sent to all recipients at the latest.

Dynamic Content ID

Anyone who uses dynamic content in Pardot to personalize their emails knows the problem: in an existing draft email or template, the ID is displayed within a dynamic content merge field, such as {{dynamic_content_1234}}}. If you want to edit the content of the corresponding dynamic content now, you need some detective instinct, because the list of dynamic content available in the system does not show the ID. Until now! With the upcoming release, the ID will be added to the list and thus put an end to the annoying search. Read more in the release notes.

Mailability Model

The question of whether or not a prospect receives emails from Pardot should, in theory, be easy to answer. In practice, however, there are a few pitfalls: Many people have already bitten their teeth out of the possible combinations of the “Do Not Email” and “Opted Out” fields and their meanings. With the upcoming release, Pardot provides (more) clarity. After activation of Prospect Mailability Improvements Pardot displays a new area in the Prospect Overview that provides information about which emails the respective prospect can currently receive.

Einstein Key Account Identification (Beta)

Pardot has been supporting the Account-based marketing approach. The introduction of Einstein Key Account Identification (Beta) is another stone in this mosaic. Using AI, the tool identifies accounts with the highest chance of a successful conversion. To do this, Einstein first awards a rank (1). Einstein also gives a probability value for an opportunity within the next six months (2) and lists the top factors that have contributed to this assessment (3), such as industry or relevant activities in the recent past.

Accounts as Campaign Members

Not really a Pardot update in the narrower sense, but with regard to the account-based marketing mentioned above, accounts can be used as Campaign Member be managed, which was previously only possible on an individual level with leads and contacts. This allows the engagement of not only individual contacts, but entire accounts with campaigns to be evaluated using standard reports.

Other new features in the Pardot Summer '21 release

The new features mentioned above are not all that the Summer '21 release brings. For the sake of completeness, here is a list of the remaining updates:

• Adjustment of key figures in engagement programs
• Change the display of list email reports
• Ability to mark email as “operational” in Lightning
• New default setting for the “List Email Statistics” filter
• Improving the structure of the image database in Salesforce CMS
• Pardot Object Sync improvements
• Ability to designate a marketing admin for Pardot setup tasks
• Overhauling developer documentation and changing metadata