When sending a Account Engagement (Pardot) email, often times there can be a struggle of lack of engagement. Maybe it was caused by a subject line that was uninteresting to prospects or pre-header text that didn’t drive open rates. Either way Chaser emails can be an incredibly effective strategy to increase engagement on events, webinars, and promotions. A Chaser email is a copy of the first email send, with key information changed or edited to further reach additional prospects on your lists. Within this article we will explain how to set a chaser email up to increase opens for all of your sends.

Setting It Up:

There can be multiple factors in regards to why an email isn’t performing well. When sending to multiple prospect lists different prospects may be interested in clicking on different subject lines and pre-header text. Changing these for each chaser email you send can be of the utmost importance to increase opens and therefore increasing engagement.
Picture this, your organization has an event coming that you want to make sure to develop as many signups as possible while also not annoying your prospects with too many emails. Especially when it comes to prospects who have already signed up for your event. Setting up a chaser email is the perfect solution to this problem.

Step 1:

First things first, open up Marketing, Segmentation, Lists, to create a new list that will suppress the prospects who open the email in the first send. This will prevent your emails from aggravating prospects who have already seen the content while making sure the prospects who haven’t opened the original email see it again. Setup the list with the name you’d like and go to your email send information.

Step 2:

Setup your email the way you would like, but refrain from scheduling quite yet. At the bottom of the email page under sending there will be Completion Actions for the email. Select the checkbox under “Take action when…” that says “a prospect opens this email”. A dialogue box will pop up that provides options for what completion action you would like to take. Select “Add to List”. You will select the list you created in the previous step.

Step 3:

Once your email has been completely set up with all the send information and completion actions, make a copy of this email. This copy will be your Chaser email. Although a Chaser email can still be setup after the first email is sent, it is recommended that you complete this entire process before hand to save time in the long run.

Step 4:

On your Chaser email add an updated subject line and pre-header text that is different from your first email send. Consider what might catch the eye in a different way for prospects. Make sure to remove the completion action from this email if you won’t be sending another chaser email after the first Chaser.
Apply the list you created as a suppression list to the chaser email so that prospects who opened the email in the first send won’t be receiving the email twice. Now you can schedule both emails! Allow for at least several days between each send to ensure that you aren’t irritating your list prospects.
Chaser emails are a terrific way to boost the engagement for the emails your organization sends out through Account Engagement (Pardot). With some simple setup, they can encourage increased signups, participation, and much more on everything you can think of. As well as being another way to test out what kind of subject lines your prospects respond to.
Questions about setting up a Chaser email? Fill out the form and an Account Engagement (Pardot) expert will reach out to help you free of charge!
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