Email Marketing Data

Email Marketing Data to Drive Your Next Campaign [Infographic]

Email Marketing Data? Data Driven Campaigns???

That sounds kind of daunting. Can’t we just keep on coming up with whatever fun subject lines we feel like that day and send when it’s best for us and rejoice that we got a few clicks?

Sure, but you really shouldn’t. Aligning your hard work with proven email marketing data will help you boost email open rates, click through rates, and ROI. We give you the data and advice to make it happen in our “Data to Drive Your Email Marketing Strategy” download.

“In God we trust; all others must bring data.”
– William Edwards Deming

Click here to download “Data to Drive Your Email Marketing Strategy” and begin aligning your efforts with proven expert advice!

email marketing data button

If you are a Pardot user, the Email Reporting table will show you how your emails match up with these statistics very easily. Keep in mind that the size and familiarity of your list will affect your open and click rates.

Once you have a handle on how close your marketing efforts are to what is expected, you can begin implementing small changes to test and find the mix that works best for your company and prospects/leads.

We recommend using A/B testing for the majority of your emails (Pro and Ultimate Pardot) or split your lists into your own A/B lists (Standard Pardot). A/B Testing is a a great way to test out different subject lines, sending times, and senders. We like to have fun with our subject lines and make it a competition to see whose email wins!

“If we have data, let’s look at data. If all we have are opinions, let’s go with mine.”
– Jim Barksdale, former Netscape CEO

Don’t forget to download – “Data to Drive Your Email Marketing Strategy”


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#CampCloud Summer Playlist

#CampCloud Summer Playlist

Our Summer #CampCloud Campaign has come to an end and we feel like having a little fun on our way out so we created the #CampCloud Summer Playlist that you can listen to while you catch up on any posts you may have missed…

Turn up your #CampCloud Summer Playlist and make sure you didn’t miss any of the amazing content on the 3 main 101 topics we covered:

  1. Pardot

    1. Pardot 101: Pardot or Pardeux? A History of Pardot

    2. Is this a Pardot Campaign or Program?

    3. Difference Between a Pardot Campaign and a Pardot List

    4. Using Your Pardot Recycle Bin in Unexpected Ways

    5. Cloud on Tap Tip Tuesday

    6. Social Posting — How to Use Pardot’s New Social Media Tools

    7. Data Cleansing the Salesforce and Pardot Way – FREE Whitepaper

    8. 4 Pardot Integrated Apps We Love

    9. 5 Pardot Custom Redirect Use Cases

    10. 3 Reasons We LOVE Pardot Variable Tags

  2. Marketing Automation

    1. Marketing Automation 101

    2. How Marketing Automation Makes Your Company 24/7

  3. Gamification

    1. Gamification 101: What is it?

    2. Gamification 101: How Hands-On Learning Promotes Deeper Understanding

Don’t forget to get your #CampCloud Summer Playlist

An hour of new and old songs to end Summer on a high and fun note. 🙂

#CampCloud Summer Playlist

I’m incredibly proud of the Cloud on Tap marketing team for all they did this summer. Still keeping up with our regular cycle of Pardot Onboarding and Support clients, social media, and launching Ascent, I challenged the team with an almost 1 post per day blog schedule. In some ways it’s content overload, but I truly can say it’s GOOD content. We cycled the schedule so no one had 2 difficult posts to write back to back and we all worked together to get each out on time. It was a great exercise in teamwork, writing skills, and expanding our Pardot Knowledge even more.

As Summer winds down, we begin to take on more clients and this frequency of posting will go way down. But don’t go! – We have some really exciting new projects in the works for this blog and I hope you take a moment to sign up below and not miss out.

Thank you for joining us at #CampCloud!


Alison McConoughey is a Sr. Project Implementation Coordinator and Team Lead at Cloud on Tap. She has a special place in her heart for marketing automation, Charleston, and the oxford comma.

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3 Reasons We LOVE Pardot Variable Tags

Using Pardot’s marketing automation can make your job so much easier. And it’s not just the obvious tools – there are other features right under your nose that can help make your content stronger and more personal, with hardly any effort on your part.

Today that feature is: PARDOT VARIABLE TAGS

Customers are more likely to respond to your messaging when your email is personalized. Inserting basic dynamic content (or variable tags) in an email template is a simple way to personalize your message to a specific customer. – Pardot KB

Why do we love Pardot Variable Tags? Let us count the reasons…

Create custom emails

Study after study shows that customers respond very well to personalized content – in some cases, it pushes open rates and click rates up over 50% higher! But right now, the vast majority of marketers aren’t using variable tags or any form of personalization. This is an opportunity for you to really stand out with custom greetings and information that your prospects will appreciate.



Pardot Variable tags can be a handy way to save time, too. Pardot and CAN-SPAM laws require every email contain a way for your prospects to unsubscribe. Use %%unsubscribe%% and %%email_preference_center%% and the required links will autofill.

You can also save time with one email template for many users by entering a “User HTML Signature” that will populate a sign-off from the sender(s).


Subject lines

Most often, people sprinkle in Pardot Variable Tags throughout their email. If you really want to grab their attention, consider using them in the subject line! People love the surprise of seeing their own name in their inbox.

Bonus: You can also use Pardot Variable Tags inside of URLs. Read more about how to do this on the Pardot Knowledge Base.

For more tips (and memes) on Pardot and marketing automation, follow us on Twitter and Instagram!

Have questions about this article? Interested in Pardot onboarding? We’d love to help – call or send us an email anytime.

Stay up to date with #CampCloud:

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Pardot Custom Redirect

5 Pardot Custom Redirect Use Cases

We tend to nerd-out a little when there’s a case to use a Pardot Custom Redirect.

You don’t want to go overboard creating them for every link, but occasionally creating a Pardot Custom Redirect comes in handy:

1. Banner Ads

Use a Pardot Custom Redirect to track your traffic from banner ads. Bonus: Custom Redirects can have completion actions run for Prospects who click on them- consider notifying their assigned user, sending a special email specific to the product/service they expressed interest in, or adding the Prospect to a Segmentation List.

2. Social Media

If you are like us and use other platforms beyond the Pardot social connectors (examples: Salesforce Success Community, Linkedin Groups, Instagram), you can gain better insight into the traffic from these platforms by creating a Pardot Custom Redirect for each link you share. Each Custom Redirect has its own bitly automatically created by Pardot.

3. Emails

I thought Pardot tracked link clicks in my emails?!?!?! No worries- they do! However, if you use the same URL multiple times in an email, the reporting is for how the URL performed as a whole, not on the individual link placements. Your emails should have a clear CTA (call to action) and often that CTA is to get a Prospect to click on one specific link (file, landing page, video, white paper, etc…). If you design the email with multiple link placements to the one CTA (buttons and hyperlinked text), then a Pardot Custom Redirect can help you report on which was clicked the most. These are very useful analytics for designing future emails.

4. Files

If you link to a file that is not hosted by you or to another 3rd party link, create a Pardot Custom Redirect for it. This allows you accurate reporting on the traffic to that link, as well as the ability to act on it (completion actions) within Pardot.

5. Offline Marketing

Business cards, direct mail, billboards, and flyers can seem far from our minds in the world of digital marketing, but they are still used by many businesses. Our Cloud on Tap business cards include a Pardot Custom Redirect to a form where you can sign up to see Pardot’s marketing automation in action. Bonus: If you setup your tracker domain in Pardot, custom redirects can be customized with a vanity url so it will include your company name and a simple description of the link.

Click here if you are interested in reading more about the benefits of using a Pardot Custom Redirect.

Keep up with #CampCloud:

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Cloud on Tap Tip Tuesday

It’s Tap Tip Tuesday!

If you follow us on Instagram then you probably know about #TapTipTuesday. If you’re not following us there, just go ahead and do it now!  And if you don’t know what Tap Tips are then you’re in luck because you’re about to learn!

We don’t want your experience with Cloud on Tap to end after your implementation. We want to be a resource for you to use as you continue navigating through the world of Salesforce and Pardot. With that in mind we created Tap Tips.

Tap Tips are quick videos that are posted to our Instagram every Tuesday.

Simple tricks and tips you may not have known that will help make your life a little easier.

Check out a few below and don’t forget to follow us on Instagram. And let us know if you have any tips that help you in Salesforce and/or Pardot.


Don’t forget to follow us on Instagram and subscribe to the blog below:

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Pardot Campaign Pardot List

Difference Between a Pardot Campaign and a Pardot List

The difference between a Pardot Campaign and a Pardot List is a common confusion new clients ask about when first setting up their Pardot account.

“We want to build a campaign…”

“What are lists?

“How do I put my prospects in a campaign?”

“How can I segment my recipients?”

Most people familiar with the business world are used to talking about “marketing campaigns” and “to-do lists,” but Pardot’s use of these terms can be different.

So, what is a Pardot Campaign and a Pardot List then?

Pardot Campaign

Marketing> Campaigns

A Pardot Campaign is, most importantly, a thematic touchpoint for your prospects (similar to a lead source) and an umbrella for your marketing materials.

Let’s break that down. When you create marketing content in Pardot, usually you will provide a Campaign. This helps you stay organized because all your related emails, templates, forms and landing pages will be in the same place!

Campaigns also tell you where your Prospects came from. When a new Prospect is added to your account, they’ll filter into a corresponding Campaign. Each prospect is associated with only one Pardot Campaign – this can technically be changed but will affect your Reports.

Pardot List

Marketing> Segmentation> Lists

Lists in Pardot are used for segmentation. They’re connected to Email sends, Drip Programs and Engagement Studio. You can create all sorts of Lists and choose which demographic to include on each. Also, any List can be a Suppression List – you’ll always have that option when sending communication through Pardot.

You can even automate your list-making process by using Dynamic Lists. Set rules and Prospects will automatically filter onto the Dynamic List if they match your chosen criteria. Alternately, you can create a simple Static List. It’s important to note Static Lists can be altered by Completion Actions and other Pardot automation tools but Dynamic Lists are totally dependent on the rules/criteria selected when creating it.

The More You Know! Hopefully now you’re more prepared to work on your Pardot Campaigns and Pardot Lists. If you need more assistance, send us an email anytime – we’d love to help! Also, you might like: Is this a Pardot Campaign or Program?

Have you been loving #CampCloud? Make sure you never miss a post by signing up below!

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Pardot Campaign Program Header

Is this a Pardot Campaign or Program?

You may not be aware of this but Pardot is a house divided. There are 2 separate camps – Camp 1 feels their heart ache every time someone erroneously calls a Pardot Program a Pardot Campaign and Camp 2 has no idea what Camp 1 is talking about or that a separation ever occurred.

We’re here to set the record straight- There is a difference between a Pardot Campaign and a Pardot Program and that one word really does matter.

It’s like nails on a chalkboard when we see an “expert” use the wrong terminology. We feel a duty to keep these terms straight and hope this quick guide helps.

(yes, we’re being a little hyperbolic but we swear there is a difference you should know…)

Pardot Campaign:

  • marketing elements are associated to it
  • used for reporting
  • thematic touchpoints
  • the first piece of marketing collateral, which the prospect interacted with ( Google Ad, banner, webpage, etc…)
  • each prospect is associated with only one
  • not the same as lead source
  • not the same as a segmentation list
  • not the same as a Salesforce Campaign, although they can overlap

Pardot Program:

  • Drip Program or Engagement Studio Program
  • also commonly referred to as a lead nurturing program
  • send emails at specific intervals based on time or prospect activities
  • send targeted emails based on real-time buyer behavior and rules

In many ways they seem similar. A Campaign may include emails but it doesn’t always. A Program is actually built using Email Templates set under a Campaign and the name of the Campaign and Program could match, but often don’t.

If all of that sounds confusing and pointless to you, that’s okay. The important part is that your Pardot expert knows the difference and uses the correct terminology. If they can’t correctly identify a Pardot Campaign vs a Pardot Program, they are not a Pardot expert. We hope you keep that in mind when choosing who to partner with for your next onboarding or Pardot tune-up. 😉

Stay in the know- sign up below!

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Digital Marketing Favs of the Week- 4/15-21

This week we’re looking into tips to help gain MORE leads! Plus, what the internet has to say about new marketing and millenials.

5 Creative Ways to Grow Your Email List


Everything the tech world says about marketing is wrong



How to Generate Leads with Sponsored InMail on LinkedIn



Content Preferences of Millenial B2B Buyers




Stay up to date on Pardot and Salesforce by subscribing to our blog!
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Digital Marketing Favs of the Week- 4/8-4/14

Emails and Landing Pages… they’re kind of a big deal. Here are our favs from this week!

4 Overlooked Tips That Instantly Increase Landing Page Conversions

Adotas Landing Pages


5 Deadly Landing Page Mistakes Sabotaging Your Results

Wordstream Landing Pages


A/B test your email campaigns

(this is REALLY good!)

A/B Email Testing


5 Smart Ways to Use Email Signature Marketing

Email Signature Marketing


Stay up to date on Pardot and Salesforce by subscribing to our blog!
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Digital Marketing Favs of the Week- 4/1-4/7

Hi there! We’re back with our Digital Marketing Favs and this week is ALL about email. Sometimes you feel like the king/queen of emails-You’re high-fiving to those huge open rates and CTRs. Then the next month you’re falling flat and people are unsubscribing. What gives?

Do you pay attention to the time of day you send your email? When was the last time you cleaned your lists? Is your content targeted to your prospects’ stage in the lifecycle? If you don’t know the answers, you need the help of these next 4 articles…

16 More Sure-Fire Ways to Make Sure Your Emails Are Opened and Read

Email Opens


19 Email Marketing Strategies For Every Customer Lifecycle Stage

Email Marketing Strategies

The Future of Email– Where Will It Be In 2020?

Future of Emails

3 Smart Ways to Spring-Clean Your Email Marketing List

Clean Email List


Stay up to date on Pardot and Salesforce by subscribing to our blog!
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