Copy, paste. Copy, paste. Copy, paste. Sound like some of your campaigns? With putting the same type of messaging on various emails or landing pages, it can become redundant to copy and paste the same message over all of your marketing automation assets. But what if the content changes after a certain amount of time (like updating dates of a recurring event)? Well, naturally you get to copy, paste, copy, paste, copy, paste all over again, right? Wrong. That’s where Pardot Snippets come into play.
And you might be asking, what is a Pardot Snippet? Good question! According to Pardot, a Snippet can be considered a merge field for your Pardot marketing emails that are not specific to the prospect. This means you do not need to create custom fields in prospect records to change reusable content, you simply create a Snippet, assign it to your campaign and start using it.
So how do you create Snippets and include them in your next campaign? Check out these easy steps:
1. Create a Snippet
Within the Pardot Lightning App, you will navigate to Content > Snippets. From there, you will click the New button on the right side of the page. You will populate all the required fields EXCEPT API Name. By clicking into the text box of API Name, it will auto-populate the API Name.
In the Value box, you should place the content that will be displayed in your repeatable marketing automation assets. It is also ideal to put the description of the Snippet into the Description box to give other users (or even yourself) a clear understanding of what this snippet will be used for.
2. Assign the Snippet
You will need to associate your Snippet with a Pardot Connected Campaign. To do so, navigate to the Campaign tab and click on the campaign you would like to associate with the Snippet with. You will scroll down the screen to find the section “Snippet Assignment” where you can add a New Snippet by clicking New. Search for the Snippet you just created within the search box. Click Save.
3. Create an Email
Now that you have associated your Snippet with a Pardot campaign, you will navigate to the Pardot Email tab and create a new email. When filling in the required fields in the Basic Info popup, make sure you select the Campaign you associated the Pardot Snippet with, otherwise you won’t be able to insert the Snippet.
4. Use the Merge Field to Insert Snippet
Having Handlebars Merge Language enabled is required to insert your snippet your Snippet. If you recently implemented Pardot, this should already be the default language. If you have had Pardot for some time now, make sure that you have switched to the new Pardot language. To insert your Snippet, you will need to click on the Merge Field button to include the piece of snippet tag into your email.
5. Test your Snippet
Navigate to the preview tab and select a prospect to view the email as. All of your merge fields will populate with what that specific prospect will see. As a reminder – it is always highly recommended to test out all of your personalization or inserted code to ensure that it renders correctly.
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