HOW TO EXTRACT EMAIL ENGAGEMENT DATA FROM SALESFORCE MARKETING CLOUD ACCOUNT ENGAGEMENT (PARDOT)

This blog post will show you how to extract critical email engagement data from Pardot in Salesforce Marketing Cloud. Find out why it is important to monitor open rates, click-through rates, and conversions while making strategic decisions. Gain the skills necessary to overcome difficulties including limited insights, manual data extraction, and erroneous analytics. Investigate marketing automation alternatives while enhancing campaigns for higher engagement and ROI.

Introduction…

This blog is for anyone who wants to improve their email marketing campaigns by extracting email engagement data from Salesforce Marketing Cloud Account Engagement (Pardot). Email marketing is a crucial tool for organisations to interact with their customers in today’s cutthroat digital environment.

Use the Salesforce Marketing Cloud Account Engagement (formerly known as Pardot) destination to capture, track, score, and grade leads from time-to-time. You can also design lead tracks for all pipeline stages for targeted market audiences and customer groups through email drip campaigns and lead management with nurturing, scoring, and campaign segmentation.

Importing and exporting prospects are the two most appreciated features of Pardot (now formally called Account Engagement). For better clarity and smooth operations, we always recommend businesses keep the Pardot account tidy and spring clean it every so often. These above-listed two functionalities help keep your Pardot account healthy.

Marketing tip! The marketing cloud account engagement1 API allows outside systems to connect with the B2B marketing automation platform. The API extends the capabilities of the tool and enables data integration between business systems.

What’s up with the digital marketing?

In the digital marketing landscape, understanding and analyzing email engagement data is crucial for businesses to optimize their email campaigns and make data-driven decisions. However, extracting email engagement data from Salesforce marketing cloud account engagement (Pardot) can be challenging and time-consuming. In this blog, we will provide a step-by-step guide on how to extract email engagement data from Salesforce marketing cloud account engagement (Pardot) and leverage it for data-driven decision-making.

Now the big question? Why you need to extract email engagement data!

Email engagement data is essential for understanding how an enterprise’s subscribers interact with your emails and what actions are taken accordingly. It can tell you things like:

• How many users opened your emails?
• How many users clicked on links in your emails?
• How many users unsubscribed from your emails?
• Which emails performed the best for your enterprise?

Food for thought!

For the optimal outcomes you hope to achieve, Marketing Cloud Account Engagement authenticates to the Account Engagement API using the OAuth 2 with Authorization Code protocol.

Understanding the basics before we begin to deep dive…

UNDERSTANDING EMAIL ENGAGEMENT DATA

Email engagement data is the term used to describe the useful information gained from interactions between your subscribers and the emails you send. Included in this are statistics like open rates, click-through rates, bounce rates, and more. You may evaluate the success of your email campaigns using these analytics, which provide insight into subscriber behavior.

We all know, Salesforce Marketing Cloud is utilized for operations like sales, customer service, digital marketing automation, loyalty, and CRM efforts. Data resident in Salesforce marketing cloud email marketing contains a very high amount of insights into digital marketing activities which we are going to be discussed in the next section with the importance of tracking those email engagement data for better reciprocation.

THE IMPORTANCE OF TRACKING EMAIL ENGAGEMENT DATA

For businesses looking to remain competitive and relevant in today’s data-driven world, tracking and analysing email engagement data is not just a choice but a requirement. For CEOs, directors, marketers, and data analysts, measuring email engagement statistics is crucial for the following reasons:

a) Performance Evaluation and Benchmarking

Data on email interaction offers a clear glimpse into how well your email campaigns are performing. You may evaluate the efficacy of your email content, subject lines, and calls-to-action using metrics like open rates, click-through rates, and conversion rates. By comparing these indicators to industry norms, you may see how well your efforts are performing in comparison to those of your rivals.

b) Data-Driven Decision Making

Modern business strategies increasingly rely on data. Email interaction data can provide a plethora of information that can be utilised to guide strategic decisions. By comparing open rates across different segments, for instance, it may be possible to determine whether content appeals to particular audiences, allowing for the creation of content that is more specifically aimed at them. By aligning decisions with actual subscriber behaviour, businesses can avoid guessing and focus resources on what actually works.

c) Personalisation and Segmentation

Successful marketing campaigns are built on effective personalisation. Businesses can segment their audience based on their behaviours and preferences using email engagement data. For instance, subscribers who frequently interact with emails that are product-related may be more attentive to sales offers, whereas subscribers who frequently interact with emails that are instructive may be more responsive to educational resources. You can improve engagement and conversion rates by segmenting and customising content.

d) Continuous Improvement

Email marketing is iterative, therefore ongoing improvement is required. You can gain insights into subscriber preferences by following engagement data trends and patterns. You may improve content and placement for better results by analysing click-through rates to find out which links are popular with your audience. By consistently keeping an eye on engagement data, you can adjust your tactics and keep improving the effectiveness of your campaigns.

e) Predictive Analytics

Predictive analytics can also benefit from the richness of historical engagement data. Businesses may foresee future trends by examining subscriber behaviour patterns and adjusting their plans accordingly. For instance, businesses can schedule email sends for maximum impact if interaction tends to peak at particular times of the day or week.

f) Cost-Effectiveness and ROI Optimization

A higher return on investment (ROI) is obtained by allocating resources to campaigns that connect with audiences. You can determine which techniques and tactics are the most economical by using email engagement data. By allocating resources to areas that produce the most engagement and conversions, businesses can minimise waste and increase ROI.

g) Insights into Audience Preferences

It’s crucial to comprehend the formats, offerings, and content that resonate with the brand’s consumers. By learning about preferences through email engagement data, enterprises may adjust their communication methods. Knowing what the audience prefers can dramatically increase the impact of your efforts, whether you’re experimenting with multimedia content, interactive features, or special product offerings.

COMMON CHALLENGES FACED IN EXTRACTING EMAIL ENGAGEMENT DATA

Your marketing team may encounter a number of difficulties when attempting to extract email engagement data from your Salesforce Marketing Cloud accounts. These obstacles could prevent them from making wise decisions and advancing campaigns. In this section, we’ll examine the difficulties that companies frequently run into when attempting to glean insightful information from subscriber interactions.

• Limited insights into subscriber interactions with emails

This challenge revolves around the difficulty of gaining comprehensive insights into how subscribers interact with emails. Without a clear view of subscriber behaviors such as opens, clicks, and bounces, marketing teams struggle to tailor their campaigns effectively. This lack of understanding leads to generic content and ineffective strategies that fail to resonate with recipients.

• Difficult to extract email engagement data for marketing teams

Extracting email engagement data can be a complex and time-consuming task, especially for marketing teams with limited technical expertise. The process may involve navigating through different systems, databases, and tools, causing frustration and delays. This challenge hampers marketers’ ability to swiftly access the data they need to refine their campaigns.

• Inaccurate analytics for email performance activities

Traditional manual data extraction methods are prone to errors, resulting in inaccurate analytics for email performance activities. This issue impacts data-driven decision-making, as misleading insights could lead to misguided strategies. Inaccurate data also undermines the credibility of reports presented to stakeholders, hindering effective communication and planning.

• Old Practices of time-consuming manual data extraction processes

Manually extracting email engagement data is a time-consuming process that drains resources and slows down decision-making. Marketing teams should be focusing on analysis and strategy rather than spending hours on data extraction and cleaning. The inefficiency of manual processes impedes agility and responsiveness in adapting to changing market dynamics.

• Need for marketing automation into such processes

Marketing teams require efficiency and accuracy in data extraction to drive campaigns based on real-time insights. The need for automation becomes evident as businesses aim to streamline data extraction processes, ensuring accurate and up-to-date engagement data. Without automation, the risk of delays and human errors remains high, undermining the effectiveness of marketing efforts.

• Bandwidth and budget for an all-in-one CRM

Smaller businesses often lack the resources to invest in comprehensive all-in-one Customer Relationship Management (CRM) systems. This creates a challenge as they need to extract data from various sources and platforms, which can be cumbersome and require additional time and budget. The need to optimize data extraction processes becomes crucial in such scenarios.

• Challenging to analyze and identify latest trends (solutions) to such methods

The rapidly evolving digital landscape demands the ability to quickly analyze and adapt to emerging trends. Extracting email engagement data through traditional methods makes it challenging to keep up with the latest trends and changes in subscriber behavior. This lack of agility hinders marketers from identifying opportunities for optimization and innovation.

STEP-BY-STEP GUIDE TO EXTRACTING EMAIL ENGAGEMENT DATA FROM SALESFORCE MARKETING CLOUD

A dynamic marketing automation solution that goes beyond the conventional email drip program is the Salesforce marketing cloud engagement. It gives you the ability to build tailored, logic-based nurturing programs that lead prospects through the buying process while testing and improving your strategy in real-time scenarios.

Don’t be intimidated by the process’ intricacy — Salesforce is simple to use and straightforward.

These procedures will help you close the information-decisions gap and ensure that your efforts are precisely calibrated for optimum impact.

• Step 1: Familiarise yourself with Salesforce Marketing Cloud and Pardot Integration

Make sure you have a firm grasp of the Salesforce Marketing Cloud and Pardot platforms before beginning data extraction. Learn about the capabilities and tools that are available for extracting email engagement statistics.

• Step 2: Define your email engagement metrics

Choose the important KPIs that fit your campaign’s goals.

Open rates, click-through rates, bounce rates, and conversion rates are a few examples of these. Your data extraction activities will be more focused if your measurements are established in advance.

• Step 3: Access data through APIs

You may access your engagement data programmatically with Salesforce Marketing Cloud’s APIs. Utilise these APIs to get specific data on subscriber responses to your emails, including opens, clicks, and bounces.

• Step 4: Leverage marketing cloud connect

Use Marketing Cloud Connect for easy data connectivity if Pardot is a part of your Salesforce ecosystem. By streamlining the process of gathering email interaction data, this integration gives you a comprehensive overview of your marketing initiatives.

• Step 5: Implement third-party integrations

Investigate interfaces with external parties to improve your data extraction capabilities. These linkages can boost knowledge, speed up procedures, and improve the way data is presented.

• Step 6: Extract data with automation

Use the automation features in Pardot and Salesforce Marketing Cloud to plan routine data extraction. Your data-collecting procedure will be accurate and consistent thanks to automation, which will free up important time for analysis.

• Step 7: Clean and prepare the data

Cleanse and prepare the data before analysis to get rid of duplicates, inconsistencies, and irrelevant data. This process guarantees the integrity and correctness of your insights.

• Step 8: Perform data analysis

Once you’ve extracted and cleansed your data, thoroughly analyse it to find patterns, trends, and correlations. You may improve your email campaigns by using the actionable insights from this analysis.

• Step 9: Translate insights into action

Make adjustments to your email marketing techniques in light of your study. Personalise the content, improve the targeting, and time the sends to correspond with subscriber preferences and behaviour.

• Step 10: Monitor and iterate

One extraction and analysis does not bring your adventure to an end. Track the effects of your optimisations, keep an eye on your email engagement data, and keep refining your plans for continuous advancement.

HOW TO MAKE USE OF EMAIL ENGAGEMENT DATA FOR DATA-DRIVEN DECISION MAKING

Data on email interaction is a useful resource for companies of all sizes. You may utilise email engagement data to inform a number of data-driven choices about your email marketing efforts.

A treasure of information, email engagement analytics offers priceless insights into how your audience engages with your material. Some effective methods to effectively utilize this data to make informed decisions and enhance your marketing strategies for your enterprise.

• Segmentation and personalisation:

To segment your audience depending on their behaviours, analyse engagement patterns. Increase open rates and conversions by personalising your campaigns with content that appeals to each demographic.

• Optimal send times:

Find out when your subscribers are most active and inclined to engage by using engagement data. The open and click-through rates of your emails can be considerably increased by timing them for optimal effect.

• Content optimization:

Determine the content types that are most engaging. Utilise this information to improve your content strategy by concentrating on formats and subjects that appeal to your audience.

• A/B Testing Insights:

Use A/B testing with various CTAs, graphics, and subject lines. Determine which variations perform better by analysing engagement metrics. This information will help you with future campaign strategies.

• Re-engagement Strategies:

Identify subscribers who haven’t interacted with your content in a while and create re-engagement campaigns just for them. Engaging messages must be developed with the aid of engagement data insights to target and re-target their interests in your business.

• Conversion Optimisation:

Track the success rates of various email marketing strategies. Based on new information, modify your methods to increase conversion rates and total ROI.

Can some pro tips help optimise email engagement and boost campaign performance better? YES. Sharing a few expert advices to keep in mind that even small adjustments can yield significant results.

TIPS FOR EMAIL ENGAGEMENT OPTIMIZATION AND CAMPAIGN PERFORMANCE

Here are some pointers for leveraging email interaction data to enhance the effectiveness of your email campaigns.

• Use attention-grabbing subject lines that are precise and succinct to attract subscribers.
• Personalise your emails as much as you can to help your readers feel like they are more pertinent to them.
• To break up your content and improve the visual appeal of your emails, use eye-catching graphics.
• Every email you send out should have a call to action to persuade your readers to do something.
• Track your email engagement data frequently to see what is and is not effective.
• Based on your email engagement data, modify your campaigns to increase performance.
• Conduct A/B testing frequently to perfect aspects like subject lines, graphics, and CTAs. Continuous testing results in small advancements.
• Create different segments for your email list depending on things like likes, behaviours, and demographics. Engagement is increased by segmenting content.
• Your emails can become more engaging by including visual components like photographs and GIFs. Make sure they complement your message and brand.

HOW TO EXTRACT EMAIL ENGAGEMENT DATA FROM SALESFORCE MARKETING CLOUD ACCOUNT ENGAGEMENT (PARDOT)

Email engagement data is a valuable resource for businesses of all sizes. It can be used to make data-driven decisions about email marketing campaigns, optimize email content, and improve overall marketing performance.

In this blog post, we will discuss how to extract email engagement data from Salesforce Marketing Cloud Account Engagement (Pardot). We will also provide tips for using this data to improve your email marketing campaigns.

HOW TO MAKE USE OF EMAIL ENGAGEMENT DATA FOR DATA-DRIVEN DECISION MAKING

Email engagement data can be used to make a variety of data-driven decisions about your email marketing campaigns. For example, you can use this data to:

• Identify emails that are performing well and which emails need certain improvement.
• Track open rates, click-through rates, and conversion rates to see how your emails are resonating with your audience.
• Segment your email list based on engagement data to send more relevant and targeted messages.
• A/B test different email subject lines and content to see what works best for your audience.
• Optimize your email campaigns for mobile devices to ensure that your subscribers are getting the best possible experience.

TIPS FOR EMAIL ENGAGEMENT OPTIMIZATION AND CAMPAIGN PERFORMANCE

Here are some tips for using email engagement data to optimize your email campaigns and improve performance:

• Use clear and concise subject lines to grab subscribers’ attention instantly.
• Personalize your emails as much as possible to make them feel more relevant to your subscribers.
• Use eye-catching visuals to break up your text and make your emails more visually appealing.
• Include a call to action in every email to encourage your subscribers to take a specific action.
• Track your email engagement data regularly to see what’s working and what’s not.
• Make adjustments to your campaigns based on your email engagement data to improve performance.

KEY METRICS TO KEEP AN EYE ON IN EMAIL ENGAGEMENT DATA

Business email interaction data should be carefully monitored for a few important indicators. And what can they be? Well, the answer is here. You can use these analytics to monitor the success of your efforts and pinpoint their weak points. These metrics provide insights that guide your strategies and highlight areas for improvement.

• Open rate:

This number counts how many subscribers actually open your marketing emails.

• Click-through rate (CTR):

This indicator counts how many of your subscribers click a link sent in an email.

• Conversion rate:

This indicator counts the proportion of users who complete an activity, like completing a purchase or subscribing to a newsletter.

• Unsubscribe rate:

This particular metric counts the proportion of subscribers who opt out of receiving emails from you.

• Bounce rate:

This indicator calculates the proportion of emails that are undeliverable and are therefore sent back to the sender.

• Unsubscribe Rate:

This measure displays the number of recipients who unsubscribed from your emails. Although it may appear bad, a moderate unsubscribe rate aids in keeping an audience interested.

• Engagement Time:

Calculate how long readers spend interacting with your emails. Engaging information is more likely to have longer engagement times.

• Forward and Share Rates:

These statistics show how far your emails have spread online. High forward and share rates show that your content is connecting with readers and spreading naturally.

CONCLUSION AND KEY TAKEAWAYS

Data on email interaction is a very useful resource for companies of all sizes at all times!

A brand can optimise the content of their emails and boost marketing effectiveness by using the right data to make data-driven decisions regarding the right email marketing initiatives.

We have covered how to extract email engagement data from Salesforce Marketing Cloud Account Engagement (Pardot) in our blog post today. We have laid down certain expertise we feel works best on how to use this information to enhance your email marketing campaigns.

Businesses can use email engagement statistics to enhance the effectiveness of email marketing campaigns and meet marketing objectives by paying attention to the advice in this blog article.

TRANSFUNNEL SALES PITCH

TransFunnel is a powerful email marketing platform that can help you to extract, analyse, and use email engagement data to improve your email marketing campaigns. TransFunnel offers a variety of features that make it easy to track email engagement data, identify areas for improvement, and optimize your campaigns for success.

What we can help you with:

• Extract information about email interaction from several sources, such as Salesforce Marketing Cloud Account interaction (Pardot).
• Data on email engagement should be examined to spot trends and patterns.
• Create dashboards and reports to monitor the effectiveness of your email campaigns.
• To find out what resonates most with your audience, test out various email subject lines and content.
• Make your email marketing mobile-friendly.

Are you prepared to maximise the potential of the engagement data in your emails? To improve the performance of your campaign and your decision-making, start putting the strategies and advice presented in this blog into practise today.

Need assistance? We are a call away from you. Dial +91 8080619589 to reach out to us for all your marketing requirements.