Public Dynamic Lists

The email preference center is a key part of keeping your email marketing going, but it’s easily forgotten and rarely maintained. You have a preference center so that you can provide your subscribers with an alternative to unsubscribing. By giving them the option to selectively remove themselves from a particular email list, you can retain them for other marketing emails they still want to receive. So, how do you add your list to the preference center? just use dynamic lists and make them public.

When you use dynamic lists and set them to be public, they will display on your email preference center, but only for those prospects who had matched the list’s criteria. This is ideal when you have distinct segments to whom you wish to market.

For example, you have a partner at Dexter Labs who has asked to receive your partner newsletter. You also have a customer named Dee Dee who wants to receive your product newsletter. Finally, you have Mandark who is both a partner and uses your product who wishes to receive both newsletters. You can manage all their requests with just two dynamic lists. Here are the easy steps to do it:

Step 1: You need to have fields you can use to set list criteria.

Step 2:  You create your dynamic lists.

Step 3: Set the dynamic list criteria

Step 4: Update prospects manually, or by forms or by automation to use new fields.

Step 5: Check your Pardot email preferences page

• Approximately 2% of undelivered emails are due to the addresses having been entered incorrectly in the first place by consumers (Marketingsherpa, 2013)
• Around 15% of bad addresses on email lists are due to dead or invalid domain names (Marketingsherpa, 2013)
• Upwards of 30% of consumers change their email address per year because they have switched ISPs (Marketingsherpa, 2013)
• Over 20% of all email lists contain typos, syntax, domain or other errors (MarketingProfs, 2016)

Is there any relief to this landing page burden? Yes! Pardot has provided some easy-to-use email validation that will make your landing pages better without any additional time on your part.

Validate Email Addresses on Form Submissions

On your Pardot forms, you have three choices to validate email addresses.  Simply select one of these options on the Data Format dropdown while editing the form.

Email

• This is the basic validation provided. It will ensure the value entered on the form contains only a properly formatted email address.

Email with valid mail server

• This includes the basic formatting validation as described above. It also checks to see if the email provided is tied to a live domain name and email server listed in its DNS records.

Email not from ISPs and free email providers

• This provides the basic validation and valid mail server check described above. It also blocks emails from free email providers and ISPs such as Gmail, Yahoo, AOL, Comcast or Charter.

Test Your Knowledge

Below are some scenarios to help you determine which type of email validation to use.

Scenario #1 – You have created a landing page to capture leads from digital ads you are running on Facebook and LinkedIn (only for those living in USA)

Answer: Email with valid mail server. You want to ensure the email is valid, but also recognize that many will be entering their personal email addresses which may be Gmail or their ISP.

Scenario #2 – You have created landing pages for your sales and marketing team for their B2B campaigns

Answer: Email not from ISPs and free email providers. This validation ensures that you will receive someone’s work email address rather than a personal one. (If your campaigns focus on SMB, be sure to check that your customers are not using Gmail, Yahoo or another free service beforehand.)

Scenario #3- You plan to use a Pardot form to capture leads at your trade show booth

Answer: Email.  At many events, you need to capture information quickly but have a poor internet connection. This validation runs the fastest and still ensures the email address is entered in a correct format.  If you have better internet access, you can always use the other validations as well.