Lists are one of the two basic methods for
segmenting prospects in Pardot (the other one being tags). Emails are sent to
segments (groups of subscribers/prospects) using lists. In Pardot, there are
two sorts of lists: dynamic and static. What’s the difference between a static
and a dynamic list, exactly?
Dynamic Lists
Subscribers are included or excluded from
dynamic lists based on rules. It’s dynamic because subscribers are
automatically added and removed from the list based on whether they fulfil the
specified criteria. You could, for example, create a dynamic list for persons
who live in a specific geographic area. They will be immediately removed from
the list if they move to a different region (and probably included in the list
for the region they have moved to).
WHEN SHOULD A DYNAMIC LIST BE USED?
If you expect the members of your list to
change over time based on whether or not they meet specified criteria, you
should use a dynamic list. If you send a weekly email to individuals who have
subscribed to your newsletter, you may create a dynamic list using the tag as
one of the criteria. If a subscriber’s profile tag is deleted, they will be
automatically removed from the newsletter dynamic list.
Lists that are dynamic:
- Current
members who have subscribed
- Members that
dwell in a specific area
- Those who
have subscribed to a monthly newsletter
- Subscribers
who have a tag (or a group of tags) on their profile.
- Subscribers who have opted in
to a certain campaign
Static Lists
You can’t dynamically remove subscribers from static lists. You
can manually add subscribers to the list or use an automation rule to do so.
WHEN SHOULD A STATIC LIST BE USED?
Static lists are useful when you need to send
a one-time email to a segment with a specific set of people. Take, for example,
sending a follow-up email to folks who attended an event. Because the event has
already occurred, you may utilise a static list for this portion.
Static lists include the following:
- You have
manually added a group of subscribers from a specific source to your Pardot account
(can be added manually on import)
- Those who
have submitted a ‘contact us’ form (can be added via an automation rule)
- Prospects who have already
attended a particular event
Subscribers to static lists can be
added in the following ways:
- Manually
- When it comes
to importing them,
- Rules of
automation
- Rules for segmentation
I’ll be writing up some static and
dynamic list examples from recent campaigns. If you sign up for my newsletter,
I’ll make sure you get them!
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