ENHANCE EMAIL ENGAGEMENT VIA PARDOT ESTO

Publish date:

• 24th June, 2021

“Many companies have forgotten they sell to actual people. Humans care about the entire experience, not just the marketing or sales or service. To really win in the modern age, you must solve for humans.” — Quote by Dharmesh Shah, CTO & Co-Founder, HubSpot

Wouldn't you like as a marketer to know that your marketing email is parked on top of your client/subscriber's inbox whenever they open it? Be it in the morning, afternoon, or evening.  Knowing that your hard work is not buried in piles of emails and the information you wish to convey is not lost in a mass makes you feel more relaxed. Well, now Artificial Intelligence is our comrade-in-arms on this front. More precisely Salesforce Einstein comes to the rescue.

Einstein Send Time Optimization (ESTO), one of top features in Salesforce Marketing Cloud, is now accessible for Pardot clients. ESTO uses artificial intelligence to judge the open & click data for your messages, then selects the most appropriate time for sending the email for each lead. When a person performs a list, email send with ESTO, it means that their email will land at the top of your lead’s inbox around the time they’re most likely to view their emails — it could be prior to breakfast, post lunch, or evening during their coffee time. Now, isn't that reassuring to you as a company and a marketer?

This is personalisation at its best and can't get any micro than this feature. It begins with selecting a start time for the send and a duration over which it will go. The length of time can be as short as 3 hours to as long as one week. As the appointed time arrives, Einstein selects the best send time for every lead and has it delivered.

Over the period of the send’s time frame, you may observe your open rate to see which leads are still in the queue and the send time for every lead, to enable you or anyone else assigned to be in the loop at all times. Note - ESTO is only available in the New Pardot Email Experience.

Enhance Email Engagement via Pardot: Harness the Power of Salesforce Partner Expertise to Optimize Your Email Marketing Strategy. Leverage Advanced Personalization, Automation, and Analytics Capabilities to Deliver Targeted Content, Drive Customer Interactions, Measure Performance, and Achieve Business Growth and Success.

Would you like to know more about ESTO and Pardot - the tool for all marketers? Get in touch with us to know more about these revolutionary digital tools.

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About the Author

Arun Sharma

Arun Sharma, the Chief Operating Officer (COO), focuses on business expansion, product development, and strategic growth. His skills include project and account management, where he improves operations and boosts efficiency. With a growth-driven approach, he leads innovation and ensures projects are completed successfully. His strategic insights have been key to achieving steady results and building long-term client relationships.