But that doesn’t mean half of all your subscribers are using these email clients.
To see what percentage of your database is, head to a cambodia phone number list recently sent email in Pardot. Ideally, this will be something like a newsletter that has been sent to the vast majority of subscribers. Click on the Email Clients’ option and you can see two graphs, including one for email clients. Simply take note of the percentage of recipients using Apple Mail.
Screenshot of a Pardot email client report
What do Pardot marketers do now?
It’s time to refocus…
At MarCloud, we have always been huge advocates of focusing on click-through rates and conversions e.g. form fills. Think of email openers as window shoppers but those who click have actually walked through the door!
If the focus has previously been on open rates, we can now move our attention to other metrics. Of course, as open rates increase we will see a dip in click-to-open rates.
So, how to increase click-through rates? This could well be a separate blog post but we suggest starting with a robust testing plan and focusing on the following:
Have one clear call to action
While this doesn’t work for newsletter-style templates, we see improved engagement for product-focused emails if we don’t overload the recipient with too many options.
Nail the call-to-action
One factor that could increase our click-through rates is front-loading our call-to-action with persuasive verbs like boost’, explore’ or maximise’. Try including text links as well as a HTML button (not sure anyone is still doing this but, just in case, make sure the button is not an image!).
Personalise email content
By this, we mean think beyond Hi, Firstname’ and really focus on where each prospect is in their customer journey. We can show the recipient that we understand their needs and how we can help them to accomplish their goals. Dynamic content is going to be your best friend here!
Keep email design fresh
Relying on the same email template can result in prospects becoming tired of what they see. Keep campaign concepts varied to keep recipients engaged. This is where an email template library built for Pardot can come in really handy, especially if you are using the classic Email Builder for automated campaigns.
Of course, remember that while you may be following Pardot email marketing best practice, every business is unique so any changes you make should be thoroughly tested. Want to learn more about getting the most out of your Pardot email marketing? Download The Expert’s Guide to Pardot Email Marketing ebook.