I’ve written about Unroll.me before many times. It’s probably my favorite item in my inbox every day. And it’s the worst item in my inbox every day as well. (What’s even worse is when their servers go down, but that’s extremely infrequent.)
The reason Unroll.me is my favorite/worst item in my inbox is because it collects all of the crap that I don’t want to read every day. It’s the crap that I’ve signed up for because, at some point, I wanted that spammy newsletter or shopping email.
(P.S. If the NSA or CIA or Kremlin is reading this, put spam like this in front of me, tell me that I have to redesign the emails to good design, and I’ll tell you anything.)
In the midst of all of that, a nice little email caught my eye today, and the sender definitely knows a little something about email.
Yes, MailChimp is a modern marvel with email design, but I had to write about this email. This. This is not something we, even as email designers, see every day. This is pushing the envelope, in a very good way.
One of the things I love about the design, is that it’s not completely black-and-white. The beige/creme header stands out against the black/grey motif of the lower half and gives the reader some breathing room to focus on the header – “A few of our favorites.”
And while I didn’t open the email on mobile until I was writing this blog post, the design is definitely mobile-friendly.
Now, I thought to myself, this is a pretty cool email, right? So, I’m in Litmus Scope — which, by the way, if you’re not using, you need to — and I check the text version of the email.
At first glance, I think, “Oh, they expanded the text snippets of the articles for each of their links.” And then I read closer, and realize something else: This is marketing about MailChimp!
The text-version of the email had nothing to do with the actual email. It was marketing.
Now, I would absolutely love to hear the conversations that not only came up with this idea, but pushed it forward. (Author’s Note: I don’t receive many emails from MailChimp, so this could be something they do on regular basis, but I also know that not everyone reads the text version of emails.)
Now, I’ve loaded this email into Litmus Scope, so you can take a look at it in all it’s glory.
A lot to think about
A main reason why I wanted to share this email and my thoughts on the email was that it really got my wheels turning. It’s so unusual! It’s minimalist, but still full. It’s monochrome, but still colorful in a way. It functions across all platforms. And then there’s the text version!
With some research (I’ll link some resources at the bottom of the post) and some testing, I was able to create this landing page template:
Here are the steps I took to create our landing page.
Step 1. Find your prototype page.
Find a page on your website that you would like the landing page to look like. I like to think of this as when you’re buying a house – look for a page that has good bones, one that has the header and/or footer you want, one that has the body that you want, etc. I chose our website’s “Terms and Conditions” page because it had the cleanest body to build from.
Action: Copy the URL of your prototype page.
Step 2. Create your layout.
Since we didn’t have an existing landing page template that I liked. I started with the page that had “good bones” and opened that code within Adobe Dreamweaver. In Dreamweaver, I got rid of the Navigation Bar present throughout our main website. I also cleaned up the body of the page so I could place more than text. Next I created two basic columns, one column for the featured or hero image, and the other column for the title, description, and form.
Now, you may be wondering to yourself, “Why didn’t he use the built-in Pardot form instead of an iframe?” There’s a good answer! And, it took me a bit of trial and error to figure it out.
As you may or may not know, Pardot uses “Layout Templates” for both Forms and Landing Pages. So, if you’re in your “Layout Templates,” you’ll notice templates for your forms and landing pages alike.
The problem in the case of our landing page is that we’re trying to incorporate two different Layout Templates within the same page; the template for the form, and the template for the landing page. Pardot only recognizes the template for the “outer-most” asset, in this case the Landing Page.
The solution to this problem, i.e. using a different Layout Template for each the Landing Page and the Form. To create a template so that anyone can change the form, you need to create an editable section where you can paste the iFrame code. For that, you’ll need code similar to this:
Pretty simple step here. Copy all of the HTML code from Dreamweaver, and paste into the HTML section of the Landing Page Layout Template.
Action: Paste HTML code into Pardot template.
You’ve now created your template! Now, you probably want to create a new landing page from your template.
Step 6. Create a new Landing Page.
Navigate to: Marketing > Landing Pages > New Landing Page. Name your Landing Page, choose a folder, and then choose the relevant Campaign.
On the next step, you can click “No form.”
Step 7. Choose your template.
On the “Content Layout” step, choose the template you just made.
Step 8. Edit your content.
Now you can change and insert the content you want on your final page! Change the image, title, and description to what you want.
We’ll do the form in the next step.
Step 9. Get the iFrame code for your Form.
In a separate tab or window, navigate to: Marketing > Forms > Forms. Click on the form you want.
Now, copy the iFrame code:
Step 10. Paste in your iFrame Form code.
Go back to your tab/window with your landing page. Click on the editable section for your form. At first, you won’t see anything. Click on the “Source” button in the top-right to reveal the HTML code for that particular section.
Paste in your iFrame code here. And now you’ll have a complete landing page!
As I promised at the beginning, this post wouldn’t have been possible without the help and assistance of many people.
The first and most helpful resource overall was “How to Turn any Landing Page into a Pardot Layout Template” from Jenna Molby. Jenna’s post walks you through step-by-step in changing an existing landing page into one that works in Pardot. So, a very similar concept to my situation, but we didn’t have any existing templates.
“Using Content Regions” from the Pardot Knowledge Base. This was helpful to figure out how to make the sections I wanted in my template to be editable. Without this, you’re just left with a page you can’t edit!
Pardot B2B Marketing Automation – Salesforce Success Community. A great, great resource for anyone looking to up their Pardot game. I did a search for some of the issues I was having, like the “form vs. landing page template” problem, and found the solution on here. If you’re not a member of this community, you need to join today!
Happy Fourth of July Weekend! I know I haven’t written a blog post in a while aside from these “roundups,” but I’ve got something in the works! In the meantime, here’s some of the articles I’ve been reading the past week.
And let’s be honest, I’ve been reading a lot this week, so a thousand apologies for the thousand links. On the other hand, it’s some good reading material for you for a long weekend! 🙂
Emmet is an amazing tool for those who need to craft marketing emails on a regular basis. This isn’t Taxi for Email or anything like that. Emmet is meant to help you with the coding of your emails. Personally, I haven’t dug into it yet, but will definitely need to see how this could help my team.
Paul hits on something here that I come across daily with my company, how do you choose what’s important or not important for your reps to see in Salesforce. I think the best point made is regarding the visibility of the information in Salesforce. I may have to write a follow-up post to that end. Thanks, Paul!
A second post from Kath Pay. This one is near and dear to my heart, even if it’s short. Great customer service is great marketing. And the reverse is also true, great marketing should be about great customer service. To that end, Kath Pay stresses that we marketers need to respect the expectations of our customers and “must deliver the promises they make when a consumer signs up for the email program.”
Some scary stuff in here if you or your company isn’t ready to change. If you are ready for change, some really fun stuff! I’ve been reading a bit about machine learning and email marketing, and this post from Chad White at Litmus brings up machine learning as one of the biggest changes coming to email marketing in the next 4 years.
There’s a lot of hyperbole in politics, so it’s hard to sometimes decipher the crackpots from the conspiracists from the actual historians. I don’t know much about the history of the US prior to World War I, nor the history of Adolph Hitler, but to me, the theory presented here seems more plausible than Trump actually being the next Hitler.
“We have 80 years of essentially zero production of neighborhoods with these qualities,” Grant says. “We’ve spent the last 80 years building car-oriented suburbs. Then when the elites decide they want to go back into the city, there’s not enough city to go around.”
I’m a huge Jane Jacobs and Richard Florida fan. Huge. One of my favorite memories of my first job out of college was getting to tape Richard Florida speak at Iowa State University. Awesome. So, whenever I read a great story about cities, how they’re built, how they’re designed (or not designed), and how people move, well, I eat it up like my dog eats peanut butter.
A lot of noise these past few weeks about Brexit. While my personal stock portfolio has already jumped above pre-Brexit, there are several articles going around about the future. This is a fun little piece, not too based in reality, but fun nonetheless.
I love 538. Been reading since pre-Obama. They do great write-ups on sports as well (given they’re owned by ESPN these days, not the NY Times.) The Infield Shift is a weird aspect of baseball. Does it work? Is it baloney? Check it out.
While there are a never-ending amount of articles like these, it’s always fun and interesting to see where subject lines are heading. Emma shares some fun, and entertaining, examples of recent subject lines.
Video is more than a pretty moving picture. It’s proven to help move your customers along the sales journey. Make sure you know how to incorporate Calls to Action in your videos with this guide from the video marketing masters Wistia.
While I don’t live in Minnesota anymore, I use the app mentioned, EverDrive, to track my driving. It’s automatic, so I don’t have to think about it, and it gamifies safe driving, which is definitely fun!
Many of the resources this list includes are home-brewed solutions created by email marketers for their own in-house marketing needs. The “SexyButton” created by BluePrint Interactive is no exception. Not only does BluePrint provide the code for “SexyButton,” they also include a writeup of it’s creation, an explanation of the coding, and examples of how the “SexyButton” renders in different email clients.
Pros: Code available for end user. Button renders correctly. in most common email clients.
Cons: Only code based. Need to know HTML to edit button.
Buttons.cm from Campaign Monitor is a very easy tool to choose what options you desire for your button. They’ve included several different examples as well, so you can start from a template and change to what your email design calls for.
Pros: Allows user to change specific parameters of button design. Gives visual example of final button design. Copy HTML code directly from creator.
Cons: If your email template is <table> designed, you’ll need to fix things a bit to make the button work correctly.
A great resource from one of the premiere Pardot expert organizations. Cheshire Impact goes through 5 different button generators, each with their own value-adds. Great resource to check out. Be sure to follow them on Twitter as well!
This is more of a background on bulletproof email buttons, which is a good place to start if you’re looking into the reasons why you should include non-image CTA buttons in your email designs. We can still make our designs “pretty” without being reliant on having an image-based email design!
Came across a “bug” with Salesforce Pardot yesterday while uploading new sales Users.
I’m writing this as a warning to other Pardot customers, and as a suggestion to Pardot.
Change the User Import process to automatically dedupe existing Users.
Add functionality so that Salesforce Users are automatically synced to Pardot Users, including User Role.
Here’s the sitch:
I had a .csv of all of our Full License Salesforce.com Users that I needed to import to Pardot.
Once I selected the .csv file in the import window, and matched the correct fields for import, I finished the process, and clicked “Confirm and Save.”
A couple minutes later, when I got the email saying the import was completed, something crazy happened.
I lost Admin access to Pardot.
Unbeknownst to me, when I imported the .csv file, I indicated that the User Role should be Sales. Because I didn’t indicate the User Role in the original .csv, Pardot used “Sales” for all imported Users.
You might ask yourself, if I saw that under User Role, I’m specifically warned, “If the Role field is not mapped, all users imported will be assigned this role.” why did I continue to import?
Because, earlier in the process, Pardot specifically notes “Any users who already exist within Pardot will be skipped during the import process.” So, I thought, this is not going to affect any current User in Pardot.
I was wrong.
It took several hours for Pardot Support to provide me access back to the account. For those several hours, our team had no Admin access to our Pardot account. Yikes!
Today, everything is resolved and back to normal.
Here’s what YOU can do to help:
If you’re a Pardot customer, click on both links below and “upvote” the two ideas for this situation (or related situations).