Which two factors should be recommended for a nonprofit's email marketing tool for engagement measurement?

When evaluating an email marketing tool for measuring engagement in a nonprofit context, it’s important to focus on metrics that provide insights about recipient interaction and overall effectiveness of campaigns. The choice of recommending Pardot Grading is driven by the concept of assessing prospects based on key attributes that a nonprofit might define, such as alignment with mission-driven criteria.

Pardot Grading allows organizations to categorize leads based on how well they fit the target audience profile. This tool is particularly useful for nonprofits aiming to refine their outreach by focusing on the most relevant contacts. By implementing Pardot Grading, a nonprofit can gauge the quality of their leads, ensuring they engage with individuals who are most likely to be responsive and supportive of their cause.

While other options like Marketing Cloud Measures and Marketing Cloud Reporting provide valuable metrics and insights, Pardot Grading's specific focus on the alignment of potential supporters with the organization's goals makes it a more tailored solution for engagement measurement in nonprofit environments. Similarly, while Pardot Scoring is important for measuring the level of engagement through actions taken (like email opens or link clicks), grading focuses on the overall suitability of contacts for the organization's missions. Therefore, recommending Pardot Grading aligns perfectly with the need for targeted engagement in a nonprofit's email