Best Practices for Sending Emails for Future Events in Pardot


Best Practices for Sending Emails for Future Events in Pardot

Are you planning to promote an upcoming event using Pardot in Salesforce? Sending effective emails is crucial for successful event marketing. Here are best practices for sending emails for future events in Pardot, explained in simple terms.

Building Your Audience:

  1. Identify Your Audience: Determine which segment of your organization your message is intended for, such as potential attendees, sponsors, or partners.
  2. Decision-Makers: Find out who within your audience has the authority to make decisions related to the event, as they are the primary targets.
  3. Start General, Get Specific: Craft your message with a general introduction before diving into event specifics.
  4. Audience Understanding: Ensure your email content reflects a clear understanding of your audience’s needs and interests.

Template Management:

  1. Publish Templates: Before using email templates, make sure they are published. Unpublished templates cannot be used for sending emails in Pardot.

Content Reusability:

  1. Leverage Email Campaigns: Reuse valuable content from previous emails and campaigns to extend the reach of your event promotion efforts. Even older content can be repurposed for relevant messaging.

Email Creation:

  1. Naming Convention: Name your email based on the specific event you’re promoting. This helps in easy identification and organization.
  2. Drafts vs. Emails: Understand the difference between email drafts and sent emails. Drafts are emails that haven’t been sent yet, and you can copy and edit them for future use.

Email Testing:

  1. Testing Checklist: Perform thorough testing before sending the email. This includes checking all links to ensure they work correctly.
  2. Dynamic Content Verification: Verify that dynamic content, such as personalized greetings or event details, populates correctly.
  3. Proofreading: Review the email copy for typos and errors to maintain a professional appearance.
  4. Design and Responsiveness: Test the email’s design to ensure it looks sharp and is compatible across various email clients and screen sizes.
  5. Subject Line: Craft a compelling subject line that grabs recipients’ attention and improves email outreach.

Sending the Email:

After completing the above steps, you are ready to send the email to your prospects, making it accessible to your target audience.

In Pardot within Salesforce, following these best practices will help you effectively promote future events via email campaigns, ensuring that your messages are well-targeted, engaging, and error-free. By understanding these steps, you can optimize your event marketing efforts and boost attendance.

Remember, effective email marketing involves a combination of strategy, content, and technical proficiency to achieve the best results as follows:

Effective email marketing is like cooking a delicious meal. You need the right ingredients and follow a recipe to make it taste great. Here’s a simple breakdown:
  • Strategy: This is like planning your meal. You decide what you want to achieve with your email (promote an event, sell a product, or share information). You also figure out who you want to send it to and when.
  • Content: Think of content as the ingredients. You need to write a compelling message, create eye-catching images, and add links to your website or event page. Your content should be interesting and useful to the people receiving the email.
  • Technical Proficiency: Just like a chef needs to know how to use the oven and other kitchen tools, you need to understand how to use your email marketing platform. This means knowing how to create and send emails, track open rates, and ensure your emails look good on different devices.

When you combine these three elements, you can create effective email marketing campaigns that reach the right people, deliver a message they care about, and look good on their computers and phones. It’s like serving a delicious meal to your audience, and they’ll be more likely to take the actions you want, whether attending an event or making a purchase.


To sum it up, think of email marketing as cooking a delightful meal for your audience. Plan your strategy carefully, use the right ingredients in the form of engaging content, and ensure that you know how to work with your email marketing tools. By following the best practices outlined, you’ll be on your way to creating email campaigns that not only reach the right people but also leave a lasting impression. Your emails will be like a satisfying dish, and your audience will be more likely to take the desired actions, whether it’s attending your event or making a purchase. Happy emailing!