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When you have sparkly clean data, the ability to segment and analyse results becomes limitless.  Did you know, today in Eloqua, in less then 3 clicks, you can take the statistics of a single email, a group of emails, or individual batch sends, and analyse by a specific segmentation field?

 

Pick 'Title' to understand which audience is more engaged, or pick 'Country' or 'Region' to analyse localised responses to your messaging or call to action.

 

Go to Evaluate > Reporting > 'Find a report' and search 'grouped by'.

 

Screen shot 2011-01-20 at 12.20.38.png

Pick what type of statistics you want to review, and the contact field by which you want those stats grouped.

Screen shot 2011-01-20 at 12.15.57.png

Eloqua is home to great reporting, limited only by your imagination!  Have you ever considered combining a Contact Field Completeness report with an activity based filter, or using an Email Overview Report, which aggregates results by a key contact field of interest, such as by 'Country' or 'Region' or even 'Company'?

In this article, I’m going to focus on how to use the Contact Field Completeness with Contact Filter report to create a simple widget identifying bounceback hot spots.

 

We all know email deliverability critical in making sure your message reaches the inbox. However, keeping tabs on your marketers ensuring their email deployments are not negatively impacting our overall, global efforts, can be challenging.


Here was ONE way to be more on top of issues of email deliverability or subscription health by understanding exactly where any issues (such as a high number of bouncebacks) were taking place.

 

(1) Show me my Data! Building a contact view

Create, or have your administrators create, a contact view, to isolate the field(s) of interest from all of your segmentation fields. See only what you want and need!

 

 

(2) Find me all my bouncebacks (or unsubscribes) in the last X days/months by Country... OR Geo region... OR etc.

Country, Geo.Region, Email Address Domain, Job Title (normalised I hope!), etc.

Simply create a new contact filter, with a single criteria 'Bounceback' (or Subscription) and set the time range for something practical, in the past 1 month.



(3) Build me my report!

Go to Reporting and search 'Field Completeness'. Find the report 'Contact Field Completeness by Contact Filter'.

Chose your filter, pick your view, and run!

Drill down on each of the major segments (e.g. Country, Email Domain, Region, etc.) to get the breakdown. Add these reports to a dashboard, or to an email update report!



Quick tip! Want to keep your finger on any hot leads turning cold? Copy your bounceback filter just created and add a contact segmentation field 'Lead Status' = HOT (or whatever your naming convention is) to find and be alerted instantly to any changes to email status of 'HOT' leads.

Have you been enjoying Eloqua's Contact Filter options but want some ideas for incorporating them into your email marketing, beyond simple segmentation?
A great way to incorporate the filter options into your email campaigns is to use the concept of Email Frequency or as one of my client’s has coined it: “The Stop Light Program.” This allows you to address issues with over-saturating prospects/contacts with emails by automatically having them removed from email sends once they reach an appropriate number of email receptions.

 

The need to create a program is no longer required but the idea is still much the same: Create a series of Filters based on email frequency ranges that assign contacts a Red, Yellow or Green value. Based on the color assigned to the contact you can then implement these filters into various areas of the application to either block or allow email sends to these contacts.

 

Prerequisites for Filters

 

What you want to do is to decide beforehand what amount of email sends should classify a contact to be placed into the Red, Yellow or Green categories. You will need to input those values in your filters when you create them.There are valuable reports in Eloqua that will help you decide as an organization what are acceptable email ranges to assign to your different colors.

 

An example would be as follows:

 

  • Red – received over 10 emails in last month
  • Yellow – received between 4 and 9 emails in last month
  • Green – received between 1 and 3 emails in last month

 

A valuable report is the Email Frequency by Contact Group (which is also a great report to look at on your Contact Group Dashboards) which will show you all the contacts in that group and how many emails they received within a certain time range:

 

 

Creating Filters

 

To create a new filter click Communicate > Email Marketing > Contact tab and select the Contacts dropdown. Select "Create a New Contact Filter."

 

Once you are in the Contact Filter canvas you can see all your criteria options on the right hand side which can be dragged and configured on your canvas area.

 

The criteria we are interested in is the “Have Been Sent an E-Mail”:

 

Click and drag that criteria onto the canvas and a configuration window will pop up:

 

Each color will be its own filter and the email amounts can be altered at any point as your initial ranges may be re-thought.

 

Additional criteria such as Contact Data may be used to further segment out your contacts to target specific industries, companies or countries, i.e. adding a criteria to only see contacts that are part of a certain company:

Another good tactic is to incorporate other activity based criteria into the filter such as Opened Emails, Clicked and E-mail, etc. This allows for granular filtering and also then allows for more flexibility in how you leverage these new filters.

 

Leveraging the Filters

 

Now that you have these filters built you want to know how to implement them into your current process to possibly prevent “Red Stop Light” contacts from receiving any emails until they are Yellow or placing your “Green Stop Light” contacts into a nurturing campaign. Below are some suggestions that might help you decide how you are going to incorporate these filters into your system:

 

- Master Exclude List - If you are experiencing issues where you don’t want any contacts who have received over a certain amount of emails to be emailed at all until they are within Yellow or Green ranges then placing the “Red Stop Light” filter into the master exclude area would be an option. The master exclude list can be accessed by Customer Administrators under the Setup->Management ->System Management tab but be warned that any contacts added to this list are EXCLUDED from any email sends in your system.

 

- Default Distribution Listshttp://eloqua.blogspot.com/2010/02/distribution-list-defaults.html– Another exclusion option is to add the “Red” filter into default distribution list’s excluded area which would mean any NEW distribution lists will automatically have that filter as an excluded asset. The Default distribution list configuration is again only accessible by Customer Administrators and can be found in the Setup->Management->User management tab and from there just click the User Defaults and Settings menu:

 

- Nurturing Campaigns – What to do with the Red and Yellow filters is generally obvious but there are possibilities for your Green filter where you can combine activity criteria (opens, clicks,etc) as mentioned earlier in the post to pull contacts into a lead nurturing program. This allows you to engage a target audience who you know is interested in your product/service but has not been bombarded with recent emails.

 

Hopefully this had shed some light on the power and flexibility of our new Contact Filters and encourages you to try and think outside the proverbial box.

It’s important not to overwhelm your prospective customers with multiple different emails in a short time span. With multiple sales and marketing personnel is it possible to do this in a more automated manner?

 

Creating a default Contact Filter in your distribution lists can help you reduce “over marketing” to your contacts. The Customer Administrator of your install will have access to the Distribution List Defaults setup module (Setup > User Management > User Defaults and Settings > Default Lists for Users).

 

DistList7.jpg

 

You can define defaults for All Users, a Security Group, a User Folder, or individually select the users you would like to apply the defaults to.

Click on Filter Contacts in the Excluded Section to add a new filter as a default to your distribution lists. Click to add a contact filter and then Create New.

 

In the new contact filter we want to include an Activity Based Filter, Have Been Sent an Email. From here we can define the details.

 

DistList2.jpg

 

There are multiple different options you can select here such as the number of emails, the timeframe of receiving those emails as well as which emails should be included.

After you have created the new filter, add it to your included Contact Filters. Below you can see the new filter has been added.

 

DistList6.jpg

 

Once you have finished adding the required filters, click Add Defaults to apply the settings. Once saved successfully these new defaults will apply to any new distribution lists created going forward.

 

When the user attempts to create a new distribution list, they will find that the new default filter has been automatically applied.

 

DistList5.jpg

 

By applying this by default it helps users remember to include it (it's included for them automatically) and it also doesn't take up an extra criteria item when they are creating their own filters, which are limited to 15 criteria in each Contact Filter.

ssma

Campaigns Overview

Posted by ssma Jan 13, 2011

To measure marketing effectiveness and track numerous marketing assets/creatives against one initiative, at Eloqua we recommend utilizing the Campaigns Module. This module allows the user to identify and collect various communication touch points/call to actions and align them into a singlular spot.

 

The purpose of this feature is to allow you to have full visibility into a marketing campaign in its entirety and see the effectiveness of each individual asset, and compare how many leads were created from each asset. In addition, because sales representatives regularly convert leads into opportunities, you can then measure these opportunities against the cost of the campaign to calculate ROI. Essentially, the campaigns module measures any and all marketing aspects of Eloqua and allows you to:

 

  1. Associate Forms, Emails, Websites/Landing pages, Uploaded lists (ie: Tradeshow attendees) etc to a campaign for metric reporting and measurement.
  2. Create a series of rules to denote what types of responses are important to you and thus allow campaign membership creation.  For example, a common scenario is that form submits are deemed as an immediate hand raiser. As a result, one would set this up as a response rule that allows for any submit from a form that is associated to a campaign to trigger the creation of a campaign member.
  3. Report on # of new leads, total # of members, effectiveness of assets, revenue generated from opportunities etc.

 

To first setup Campaigns, you need to think about your business and consider how you want to slice your report in order to begin building the Campaign Hierarchy. The Campaign Hierarchy governs how reporting is done and rolled up. For example, you can see the business operating firstly in fiscal year, then by region, then product line and lastly the actual campaign. This type of setup will yield a 4 level campaign resulting in a 4 tier Hierarchy of:

 

1)     FY2011

 

2)     EMEA  

 

3)     Product A

fdsafdsa.jpg

In the image above, we show a sampling of a campaign hierarchy. This shows that under FY2011, you have your numerous regions (APAC, EMEA, NA) and within each region there are varying products (Product A, B). Your actual marketing campaign will roll up under one product. Ultimately, this allows for both a graphical representation of how the business is analyzed/measured as all as a reporting measure to track the effectiveness of an individual campaign, but also allowing for the comparisons of products and regions. The structuring of the campaign hierarchy is an important aspect to the Campaigns module, as this ultimately governs how/what the Eloqua reporting will output.

 

Note that the Campaigns module will create leads/campaign members. In general, it is up to the sales team to action these leads and convert them to opportunities. Once opportunities are created and closed, dollars are brought back resulting from the marketing campaign, thus allowing ROI to be reported on. This is a powerful tool encompassing nearly every area of Eloqua and allows marketers to measure effectiveness. This is the first step to RPM: Revenue Performance Management.

Creating your own sample Eloqua Data Lookup script (cookie based) for your Developer



 

Our customers are always looking at ways to customize their website and integrate it with Eloqua. One of the key functions to help you integrate is Data Lookups. A data lookup is a function which allows the dynamic pulling of data from the Eloqua system for use on a given web page. The range of data that can be returned is virtually unlimited allowing for Contact, Prospect, Data Card, Group membership or Visitor data to be returned. You can use data lookups to populate data in a form or validate if the contact is part of an email group. Advanced use cases include using data lookups within Flash. Whatever the use case may be, I always receive requests to generate a sample data lookup script for the developer (who is usually not familiar Eloqua). Some of you may know that we do have a way to ‘generate’ a sample data lookup script but it requires some additional work to get a working example (which is what the developer is always looking for). Hopefully the steps below will help you create a working web page that you can provide to your developer. In this example we will create a lookup based on cookie.

 

  1. Navigate to Automate -> Forms -> Web Data Lookup (tab). Then Data Lookup -> New data lookup.
    • a) Give your data lookup a name
    • b) Select Visitors as your Data lookup type
    • c) Select a Visitor Profile view for data you would like to be returned.
    • Click Save

 

pic1.jpg

 

2. Go to your note pad and create a new HTML file.

 

3. Add the following code at the beginning of your page.

<html>

<body>

 

4. Now from your Data Lookup screen in Eloqua.

  • Click on Data Lookup Options (top right)
  • Click ‘Get Data Lookup Scripts’
  • Grab the code from the ‘Form Auto-Population Script’ and add it below the code you added in step 3. (This code returns all the data in the selected view)

 

pic2.jpg

 

5. Add the two standard tracking scripts used on your web page. (Note URLs below are fake). You can copy this directly from your web page. Ensure that you URL are absolute links.

 

<script type='text/javascript' language='JavaScript' src='http://www.somecompany.com/includes/elqCfg.js'></script>

<script type='text/javascript' language='JavaScript' src='http://www.somecompany.com/includes/elqImg.js'></script>

 

6. Back to your Data Lookup screen in Eloqua.

  • Grab the code from the ‘Integration Script’ and add it below the code you added in step 5.

 

7. Now you need to call another JavaScript that is included in the tracking scripts package. This should be in the same folder as your standard scripts.

 

<script type='text/javascript' LANGUAGE='JavaScript' SRC='http://www.somecompany.com/includes/elqCPers.js'></script>

 

8. Almost done. Now you just need to add the following tags to complete the HTML page.

 

</body>

</html>

 

That’s it. If you run this HTML file in your browser (that has an Eloqua cookie from your companies web page), you should see data rendered within the page. This sample file can be provided to your developer as a working example on how Eloqua data lookups work. I have included a full version of the code below.

 

 

-----------------------------------------------------------

 

<html>
<body>

<SCRIPT TYPE='text/javascript' LANGUAGE='JavaScript'><!--//
function SetElqContent(){
if (this.GetElqContentPersonalizationValue){

document.write('<p><b>Personal Info:</b>');
document.write(GetElqContentPersonalizationValue(''));

document.write('<p><b>First Name:</b>');
document.write(GetElqContentPersonalizationValue('V_ElqFirstName'));

document.write('<p><b>Last Name:</b>');
document.write(GetElqContentPersonalizationValue('V_ElqLastName'));

document.write('<p><b>Email Address:</b>');
document.write(GetElqContentPersonalizationValue('V_ElqEmailAddress'));

document.write('<p><b>Company:</b>');
document.write(GetElqContentPersonalizationValue('V_ElqCompanyName'));

document.write('<p><b>Phone Number:</b>');
document.write(GetElqContentPersonalizationValue('V_ElqPhoneNumber'));

document.write('<p><b>Visit History:</b>');
document.write(GetElqContentPersonalizationValue(''));

document.write('<p><b>Total Visits:</b>');
document.write(GetElqContentPersonalizationValue('V_Total_Visits'));

document.write('<p><b>Total Pages:</b>');
document.write(GetElqContentPersonalizationValue('V_Total_Pages'));

document.write('<p><b>Last Visit:</b>');
document.write(GetElqContentPersonalizationValue('V_LastVisitDateAndTime'));

document.write('<p><b>Other Info:</b>');
document.write(GetElqContentPersonalizationValue(''));

document.write('<p><b>Salesperson:</b>');
document.write(GetElqContentPersonalizationValue('V_Salesperson1p'));

} else {
document.write('<p><b>Personalization functions not found</b><p>');
}
}
//--></SCRIPT>

<script type='text/javascript' language='JavaScript' src='http://www.somecompany.com/includes/elqCfg.js'></script>
<script type='text/javascript' language='JavaScript' src='http://www.somecompany.com/includes/elqImg.js'></script>

<SCRIPT TYPE='text/javascript' LANGUAGE='JavaScript'><!--//
var elqPPS = '50';
var elqDLKey = escape('9adf75e2f3cb4a1b9c5f344d68342356');

var elqDLLookup = '';
//--></SCRIPT>

<script type='text/javascript' LANGUAGE='JavaScript' SRC='http://www.somecompany.com/includes/elqCPers.js'></script>

</body>
</html>

 

 

-------------------------------------

Eloqua allows you to run standard tests to check the deliverability of your Emails to different domains, discover potential spam issues related to Email content.

 

Understanding the General Deliverability Test

When you run the General Deliverability test, a CSV spreadsheet file is generated to show the projected performance of the Email with a large range of ISPs from different parts of the world. Summary information about the deliverability of test emails is shown at the top of the spreadsheet:

  • Inbox Percentage—Percentage of seed Emails sent that were successfully delivered to email client inboxes.
  • Bulk Percentage—Calculated by dividing the number of seed accounts where the message ended up in the bulk folder by the overall number of seeds.
  • Missing Percentage—Calculated by dividing the number of seed accounts where the message reached neither the inbox nor the bulk folder. If there is a value in the “Total Sent” column for a row in which there is a 100% Missing Percentage, this often means that the mail server on which the seed mailboxes are hosted was unresponsive or inaccessible during the time period of the test and Return Path® was unable to provide you  with delivery data.

 

The columns provide performance parameters and metrics for the test Email for each ISP (Important Note: While the column reads “ISP”, which is short for Internet Service Provider, you will note ESPs and Spam filters listed – this column can be thought of more as “mailbox management systems,” but will be referred to as ISPs for co-ordination with the naming provided in the actual report). The columns include information about when the Email was first seen and most recently seen by the ISP, the total number of Emails sent and how many ended up in the inbox (by number and percentage), the number and percentage sent by Bulk Email and missing, and the number of duplicate Emails.

 

Deliverability_test.gif

 

Running this test counts as 1 test against your company’s remaining tests. To generate the report, follow the procedure for Managing Standard Deliverability Tests from the Email Test Center. Make sure that you select the General Deliverability test in step 5.

 

Understanding the Inbox Preview and Spam Content Check

The Inbox Preview test generates images of how the Email will appear in a wide range of email clients. The Spam Check test examines Email performance against a range of commonly-used email spam filters.

When you select the test option, both tests are run and count as 1 test against your company’s remaining tests. To generate these reports, follow the procedure for Managing Standard Deliverability Tests from the Email Test Center beginning on page 3. Make sure that you select the Inbox Preview and Spam Content Check test in step 5.

 

Understanding the Inbox Preview

The Inbox Preview report shows you how the Email will appear in a number of different email client inboxes so that you can see any design issues right away. The red horizontal line in the image indicates the bottom of the email when viewed in the noted client and the point at which recipients will need to scroll down to see more of the message.

Scroll through this report to see your Email results in different email clients.

 

Understanding the Spam Content Check

Running the Spam Content Check generates a report that shows you:

  • How your Email performs when delivered to the most common spam filters (including notes on failure/success reasonsfor some filters)
  • A SpamAssassin test score to provide insight into how your Email stacks up against some of the most common and ubiquitous filter rules (a score of 5.0 or above indicates a spam email)
  • A spam word check so that you are aware of any words that you may want to avoid in your Email headers or content
  • A link reputation check so that you are aware of any greylists or blacklists on URLs contained in the content of your Email

 

Spam_filter.gif

 

 

This test gives you a very good idea of how your email will fare with spam filters.

 

Running Standard Tests

 

To run deliverability tests from a specific Email:

You can test the deliverability of an email message. You can run tests to check the deliverability of your emails to different domains, possible spam concerns in the content, and previews of the email in different email clients.

 

To test email deliverability in Eloqua 10:

 

1. From the navigation toolbar at the top of the page, select Assets > Emails.

 

2. Click Open. Navigate to and select the email in the Email Chooser and click Choose. The email opens in the work area.

 

3. Click > Test Deliverability.

 

4. In the Email Test Center window, on the Deliverability tab, select the name of the email you wish to test.

 

You must choose a Test Type: General Deliverability, or perform an Inbox Preview and review for Spam Content.

 

5. Check the box next to "Send email when the results are ready" to be notified when the results of the test are available.

6. Click Run Deliverability Test to run the test.

 

Running the test(s) will take 2 to 5 hours. The Estimated Time of Arrival (ETA) in your local time is indicated in the Link to Detailed Results column (to the right of the Result Status column) for each test run. Once testing is completed successfully, the Result Status changes to Complete and the ETA in the Link column is replaced by one or two links for each test to allow you to access the results.

 

If there is an issue preventing successful completion, then Error is shown in the Result Status column and the reason for the failure replaces the Email Name.

 


We all talk about Digital Body Language in the Eloqua world, but there is an aspect of the digital body that is rarely discussed – the health of your IP reputation. As many are aware, the chief determining factor of where your email will end up (Inbox, Junk filter, or SPAM filter) is the reputation of your sending IP. If your data and data management practices are healthy, your IP reputation will be healthy too. If they are out of shape, your IP will be as well and those email metrics will follow suit. How can you keep things in tip top shape? Here are a few easy guidelines to follow:

 

1. Checkup:

 

Yes – this is basic but much like the yearly trip to the doctor most put it off due to time constraints, or for fear of what they might find out. Not to worry; this should be painless and relatively brief.

 

Visit http://www.senderscore.org/. Sign up for a free account and plug your dedicated IP(s) into the search bar. You will see the current score, risk rating, accepted rate and problem areas.

http://1.bp.blogspot.com/_QT7_Lm5Yssg/SxrStzkR0zI/AAAAAAAABRA/Gl6DS6qDMmc/s400/Deliverability_SenderScore.jpg

 

Test campaigns before deploying.

 

You can test the deliverability of an email message. You can run tests to check the deliverability of your emails to different domains, possible spam concerns in the content, and previews of the email in different email clients.

To test email deliverability:

1. From the navigation toolbar at the top of the page, select Assets > Emails.

2. Click Open. Navigate to and select the email in the Email Chooser and click Choose. The email opens in the work area.

3. Click > Test Deliverability.

4. In the Email Test Center window, on the Deliverability tab, select the name of the email you wish to test.

You must choose a Test Type: General Deliverability, or perform an Inbox Preview and review for Spam Content.

5. Check the box next to "Send email when the results are ready" to be notified when the results of the test are available.

6. Click Run Deliverability Test to run the test.

 

That handy General Deliverability option will show you how your campaign will perform in the real world and is a reflection of IP reputation, authentication, and content.

Deliverability_Testing.jpg

 

If your Inbox rate at a particular provider is sub par, check into the symptoms and remedies below.

 

2. Symptoms:

Don’t ignore those test results. If your checkup didn’t go well, you have to get to the root of the problem and take some good, strong medicine.

 

Complaints – The cough, the sneeze, the chest congestion. These are the loud and painful signs that something is amiss. Complaints primarily arise when contacts have been sent email that they have not opted in to receive, or have opted in to previously but have not been sent in a long period of time (4+ months). Complaints carry a very high weight when it comes to IP reputation and as a result the threshold is very low. In fact, if complaints amount to more than 0.01% of your total sends, your IP will take a hit. If you receive many email complaints, Eloqua will notify you via email. You can see your complaints in Eloqua via the ‘SPAM Unsubscribe’ report. Just search for it or browse to Emails > Email Metrics.

 

 

Bouncebacks- Bounce messages provide a wealth of information about the health of your list, DNS setup, and IP reputation. Hard bounces let you know that your lists have quality issues, and if you are seeing a hard bounceback rate over 4% you have either acquired a list of questionable origin, or you have activated an old house list. Either way, segment contacts from the problem list source so that they do not continue to generate bounces and harm your IP reputation. Soft bouncebacks on the other hand do not impact your reputation, but they can provide you with details about other issues. If, for example there is a problem with your branded domain and it is not publishing your Eloqua SPF record, you will see information about this in your soft bounce messages.  If your IP has a bad reputation at the receiving network, you will often see a soft bounce message stating that. If you are blocked as SPAM, the soft bounce message will provide you with a web location where you can remediate the block. Take some time out every week to check into your "Bounceback History with Messaging" report (Search for it in Insight or browse to Email > Email Metrics) and take careful note of the information provided in the Message column. If you need help, there is a handy guide in Customer Central called ‘Auditing the Bounceback History Report’ which can help you make sense of the data. The Campaign Analysis report will give you an indication of your bounceback rate.


3. Prevention:

We have all heard the saying that an ounce of prevention is worth a pound of cure. This holds true here as well, as preventing issues is much easier than correcting a full blown crisis.

 

Authenticate – The first thing a receiver will look at is whether authentication is enabled, and of what type. With Branding & Deliverability, Sender Policy Framework (SPF) authentication is required as part of the setup process. This tells the receiver that the IP you are sending from is authoritative to send on the behalf of your branded domain. Branding & Deliverability also provides Reverse DNS authentication which allows a receiver to validate the IP against its domain name. A third level of authentication which is NOT provided by default but can be requested is DKIM signing. DKIM (Domain Keys Identified Mail) verifies the sending domain through encryption and is rapidly gaining popularity at ISPs such as Gmail and Yahoo!. In fact, your email is not eligible to be added to the Yahoo! feedback loop without it.

 

Segment Inactives – Our Chief Privacy Officer, Dennis Dayman brought the concept of the ‘Emotional Unsubscribe’ with him when he started here at Eloqua. This is the theory that if someone is continually being sent email and is never opening or clicking through, they have unsubscribed without taking the time to physically click the Unsubscribe link. These individuals pose a significant complaint risk (at some point, they will flag the email as SPAM out of annoyance). Inactives can also be SPAM Trap addresses. Either way – it’s best to get them out of your general marketing sends before they cause problems. To do this, use Eloqua Segments to check for contacts that have been sent a certain amount of email over a set period amount of time and have not opened or clicked through. My standard recommendation is three emails over three months. See the following Inactive segment example for Eloqua10: http://topliners.eloqua.com/community/do_it/blog/2011/01/12/understanding-who-in-your-database-is-inactive-in-e10.

 

There is also an Inactive Shared Filter template that you can add to any Segment. There is also a new best practice Reengagement Campaign template that you can access from the Best Practice Template library when you go to create a Campaign.


The resulting contacts can be sent a re-opt in or manage subscriptions campaign to re-engage them or allow them to explicitly unsubscribe. If that fails, they should be added to a group and the group added to the Master Exclude list. They can also be exported and vetted via an outside service such as those offered by Eloqua referral partner Fresh Address http://biz.freshaddress.com/.

 

Cheers to your good deliverability health!

 

Chad

One of the most important goals of Lead Nurturing is to maintain permission to stay in front of your audience with your communications. Data from Marketing Sherpa on content relevance and unsubscribes has shown that many prospects will not necessarily click on an unsubscribe link when they lose interest in your messaging. However, far worse, they may become emotionally unsubscribed, reflexively ignoring and deleting your messages as they arrive.

 

If you continue a rapid pace of marketing to this emotionally unsubscribed segment, they may at some point click the “this is spam” button, causing you a significant deliverability headache, even if they had originally subscribed legitimately.

 

The first step in avoiding this situation is to identify the inactive members of your database. To do this within Eloqua10 is very easy. You can create a Segment and use Activity and Inactivity criteria that will tell you which contacts are not active. If you’re not sure where to start, check out the article in the Knowledgebase on creating Segments. In your Segment, choose the following criteria:

 

• Has been sent at least 3 email in the last 6 months
• Has not opened greater or equal to 1 email in the last 6 months
• Has not clicked on greater or equal to 1 email in the last 6 months
• Has not visited a landing page greater or equal to 1 in the last 6 months
• Has not submitted greater or equal to 1 form in the last 6 months

 

It should look like this (this is Eloqua 10 but it's really similar to Eloqua 9):

Inactivity.png

 

With this segment defined, you can then suppress them against regular email distributions, in order to ensure that they are not communicated to more than they would appreciate.

 

Depending on their level of disengagement, you can target them with special re-engagement offers or campaigns using other media types such as direct mail or a calling campaign.

 

The critical point, however, is to identify and monitor the inactive segment of your database. By understanding its size and any trends in its growth, you can begin to understand how your messaging is resonating with your audience, and adjust accordingly.

 

Chad

It's important to create a process for creating campaigns for your organization if you have more than one person launching campaigns in Eloqua. This will ensure that you have a standard approach and are not re-inventing the wheel every time you launch a campaign. Even if you're flying solo in Eloqua you should read this so you can make things as easy as possible for yourself. We're going to focus on Eloqua 10 here.

 

Email Templates

 

This is really easy. Create your email shell (header, footer, sample text) and then save it as a template. Boom - you're done.

Email_template.png

 

When you go to create a new email, just choose the template that you created.

Email_template2.png

 

Form / Landing Pages

 

Similar to emails, create a form and save it as a template. For the form, build a form with standard fields for the data that you want to capture and create some standard processing steps. Make sure your highlight via your documentation what must change within the processing steps. When you're done save it as a template:

 

Form_template2.png

 

For landing pages, it's the same process as above but this time I recommend adding a dummy text box that let's users know where to add the form (I made it fairly obvious):

Form_template.png

 

As a process, have your team select the form template, make any neccessary changes and save the new form. Next, choose the landing page template and modify it with the correct text that will inform the web visitor regarding your offer and get them to submit their data. Add the new form you created from the template in the indicated location and you're assets are done. Now you just need to add the link of the new landing page to your email (if that's what your campaign calls for). The user should know that the next step is to create a campaign on the Campaign Canvas that includes the assets.

 

Make sure you use proper naming conventions for your assets and we also recommend creating a governance document that outlines when to use certain templates so there is no confusion.

 

Chad

Cloud Connector Installation, Step by Step

 

(guest post by Dave Seaton)

An exciting new capability within Eloqua that you may have heard mention of a couple of times is the Cloud Connector concept. Essentially, Cloud Connectors allow anyone in the Eloqua community to build their own steps within Program Builder. If you're interested, the instructions for building Cloud Connectors are here, but for now, we'll focus on installing one that's already built.

Here's a step by step guide to getting your first Cloud Connector installed and ready to go.

1) Enable Account

First you need to have your account set up correctly. Please ensure that your company is enabled for API usage and that the user account you plan on using is enabled as an API user. To confirm your company has the API enabled please contact an Eloqua Product Specialist at 1 866 327 8764. If you are a customer administrator for Eloqua you can go to the user management tab and ensure that the user has the API User role enabled as well as one of Advanced User - Marketing or Basic User - Marketing User Role. Please feel free to contact an Eloqua Product Specialist if you require assistance setting up an account.

Pic1.JPG


2) Find A Connector

With an API-enabled, account, you're now ready to set up a connector. If you have built one already, or have a third party you're working with, great. For this example, we'll use one of the connector prototypes that Eloqua has built, but the same sequence of steps is used for whatever connector you're looking to install.

Each connector is identified by a unique code, and a URL. These should either be displayed in the connector's setup screen, or provided to you by your Cloud Connector provider. You will need to copy the Unique Code and Configuration URL into Eloqua.

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3) Install Connector In Eloqua

To install this Cloud Connector in Eloqua go to System Management and you will see the Cloud Connector Manager on the left side. (Setup -> Management -> System Management -> Cloud Connector Manager)

Name your Cloud Connector in the service name field, copy the Configuration URL from blackstarfish into the service URL field and copy the Unique Code from the provider into the Unique ID field. Click add - you have now created a Cloud Connector!

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4) Implement Connector

With this Cloud Connector installed, it will now be an available option within a step in Program Builder. You can use it once, twice, or as many times as you like, as you would a normal Program Builder step. To implement the connector go to the Program Builder module in Eloqua. In a program you need only create a new step and set the default action to Cloud Connector. Then use the drop down menu to select the Cloud Connector you have created.

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5) Configure Connector

While editing the default action of your cloud connector step you will need to configure the external program that the Cloud Connector connects to. Simply click on the configure button, login and a window will open that connects you to the login for the Cloud Connector's configuration screen.

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You have now installed and configured your first Cloud Connector!

 

Read more on cloud connectors at eloqua.blogspot.com.

 

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