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One of the activities that best in class marketers do regularly is monitoring the activeness of their database. This goes beyond hard bouncebacks and unsubscribes and includes those that may become “emotionally unsubscribed”. These are the people that are receiving your email but 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. In addition, your deliverability reputation, typically measured by ReturnPath’s SenderScore, can be damaged if you don’t weed out contacts from your database that are not responding to your emails.
The process below is a simplified version of a document called “Create an Automated Reengagement Program” in Eloqua’s Customer Central. It’s designed to help you automate the process of reengaging your “emotionally unsubscribed” contacts and helping you get the most out of your database.
Follow these three steps to build your Reengagement Campaign:
1. Segment your database to find the 'inactive' contacts. To begin, use Eloqua's Inactivity Based Contact Segment to identify the contacts in your database that have not visited your website, filled out a form or responded to an email in a given time frame. See: Understanding who in your Database is Inactive in E10. Keep track of what the original number of inactive contacts before your launch your reengagement program
2. Create your email assets. You're going to want to drop these inactive contacts into an automated campaign that will send a series of emails to try and reengage these "dead" contacts. Create three emails in Eloqua with the goal of getting these contacts to demonstrate that they still want to be emailed to. See: Examples of content that can be used for these emails. Have 3 emails ready for the Campaign that you're going to build.
A possible goal for these emails is to direct the inactive contacts to a subscription center or a landing page where they can indicate what they're interested in so you can better target your communication in the future.
3. Create your Campaign. You’re going to create a simple Campaign that will send a series of three emails over 2 months to try and reengage the inactive contacts. If the recipient clicks on any of the emails, they will be excluded from future reengagement communications.
Create a Campaign that looks like this:
4. Measuring Success. You can run an Email Analysis report (choose the three emails from this Campaign) and summarize the unique click-throughs. This will indicate the total number of contacts that have reengaged with you. You can also measure which email performed the best. You can also look at the Campaign Analysis report to get an overall perspective on the success of the campaign. In addition, you can also rerun your inactive Segment and compare the numbers before your campaign and after 2 months since the campaign has been run. Are there less people in this Segment? If the answer is yes, you’re on the right track.
If you're looking to get started in automation or want to test out a new type of campaign, this is a relatively easy campaign to get off the ground and can quickly generate some great results.
This is step by step guide on how to configure an existing "Auto Synch" to perform an "All time pull" to refresh CRM data into Eloqua. It's recommended to do this from time to time - especially if you do any mass cleansing in your CRM.
Here are the scenarios that you will need to perform an "All Time Pull":
1) A new field has been added into the integration (CRM --> Eloqua) and you need to populate all Eloqua records
2) You have made changes to data in specific fields in your CRM and need to feed this data into Eloqua
Navigation: Setup --> Integration --> Inbound (Sub tab) --> Management (Sub Menu) --> Auto Synchs (Sub Option).
Click on the Auto Synch that you wish to perform an all time pull.
From the Auto Synch Options menu (drop down), select Run Auto Synch (Ignore Date Filer).
Did you know that you can show the impact of your Eloqua email activities in your web analytics tool? Whether you use Omniture Sitecatalyst, Webtrends, Coremetrics or Google Analytics, it is possible to setup your email links to capture all of the parameters required by your analytics tool to measure Eloqua's contribution to web traffic vs. other sources like your banner ads or paid search efforts.
For those who use Google Analytics, you may have a need to pass many variables over such as: Type of Media (Email), Source of Media (Eloqua), Name of the Campaign (Eloqua Campaign Name) and Information about Content (Eloqua Email Name). By turning on our web analytics tracking, you can add these parameters to your links - Eloqua will preserve them and then you will be able to report on Eloqua's contribution to web traffic to understand how your emails are impacting your buyer's online journey.
Sample Link: http://www.eloqua.com/index.html?utm_source=Eloqua&utm_medium=email&utm_campaign=Eloqua-Email-Name
All you need to do is get your adminstrator to turn this functionality on via the System Management area of the platform. The attached goes into more details regarding how you can further explore tracking capabilities via Google Analytics to get Eloqua's contribution to your web metrics as well as the different parameters such as Campaigns, Media Type, Ad Content and Page Title.
Stay tuned for an upcoming Power Hour starring yours truly where I will cover web analytics integration possibilities in two parts - I: The basics and II: Eloqua-Adobe-CRM Integration with Eloqua Campaigns.
Here are a few features that are very useful that you may not have known about:
There is also a free software that I use called "PureText" that allows you to paste text without any formatting. I have it running in the background on my computer and setup a hot key I use to
paste all of my content when I transfer data from one application to another - very handy and works well.
I hope you have found these useful. Do you have any tips you want to share? Stay tuned for more!
Right now, as successful adopters of Eloqua we have a leg-up in that our messages are presumably more relevant than those from competitors who haven't yet adopted marketing automation. We have the advantage of right time, right message, right person workflows.
But as marketing automation adoption continues to skyrocket, what happens when everyone’s messages are relevant? Now what? Competition for those 2-seconds of attention becomes even more challenging. Even now, my inbox is already full of relevant messages. For example, I am a member of at least 20 LinkedIn Marketing Automation groups and continue to receive extremely relevant discussion topics all day long.
So how can you get your relevant marketing email to move to the front of the line, in a sea of relevant messages? Try incorporating:
All other things being relevant (excuse the pun), we tend to take action on those messages that are (1) Urgent, then (2) Important and finally (3) Convenient.
Many studies indicate that people wait until the last minute before taking action. To prove this, I recently helped a client with a webinar registration test in which over 43% waited until within 24 hours of the event to register, despite the initial invitation and reminder emails being sent 2 weeks prior. Leveraging the last minute is a sure-fire method of getting your message to the top of the list and “forcing” action.
Don’t Fake Urgency
You can’t always create urgency when there really isn’t any. Don’t fake it whatever you do. We all hear the radio commercial that makes an offer to the next 20 callers only, that runs every 2 hours.
Making it Important
If you can't make it urgent, try and make it important. I know everything we marketers send out is extremely important (at least in our eyes) but it may not be perceived that way by the recipient (shocking I know). One way to help sell importance is to make it scarce.
You’ve developed an eBook that contains information rarely seen before. Your offer is a complete paradigm shift, a game changer. You’ve figured out a way to put a square peg in a round hole. You're giving away an iPad2. Make your message important by including scarcity when possible.
If there is no urgency, and your message is not particularly earth-shattering, at least make it convenient. This is one reason video is so successful. It’s easy and requires very little effort. If I’m confronted with 20 relevant messages, none of which are particularly urgent or important, I’m definitely responding to the one that requires the least effort first.
P.S. So what happens down the road, when everything becomes relevant, urgent, important and convenient? Yikes. I’m not sure what we do then. Maybe we put down our devices and pay some attention to the person next to us?
-Demand Generation/Marketing Automation Consultant, Astadia
-Eloqua Certified Marketing Automation Best Practices Consultant
-Subscribe to my blog
We know the next big thing, other then social media, keeping us marketers up at night, is that 6 letter word: Mobile. Mobile devices are not the flip phone bricks of the '90s. There is a growing use of smart phones that support HTML rendering, and a number of tablet devices that are setting a new bar in mobile computing. In any case, sending a simple html email or focusing on how the text-based version renders can help drive response rates.
By default, Eloqua emails are created and rendered in HTML, however, all emails have a text-only component that is generated automatically should the reading device require text-only.
However, testing for your buyer's aptitude for a simpler, text based email is important, and can find you additional uplift in your email effective rates. We have suggested three strategies to help gain more results.
Start simple and focus on how complex your HTML emails look. On mobile devices, viewable real estate, even for those that render HTML emails, is very limited. While we all like large images and colorful displays to promote our message, keeping it simple can generate more.
See how our own attempts to simplify our newsletter "The Conversation" experienced a sizable return on increased effectiveness rates.
Eloqua will render a text version automatically, however, when rendering from HTML, the editor does not always do a great job accounting for the lack of images and embedded hyperlinks to your downloadable or online content.
As such, it may be worth your time making your text versions look great.
Since you cannot use bold or italics for emphasis, try using the plus sign or equal sign to draw attention to your main call to action. It is best practice to remove the links from the square brackets because in certain cases, like MS Outlook, the email client will not render them as clickable.
Edit plain text from the editor window. In E10 it appears in the top navigation. In E9 you will see this from the drop down next to the check box titled "Plain text will be system-generated."
You should already have text, simply start editing by unchecking the box "Plain text will be system-generated. In E9 you may need to refresh what was added by pressing "Insert Plain Text Based on HTML Version".
Remember, when looking for improvements from modifying text only emails, you will not see uplift in opens as open tracking requires a tiny image that only renders in an HTML email. Pay attention to your click-through rate when looking for improvements.
The need to send a pure text-only email are rare. However, it may be worth to target very specific audiences in this manner. In our experience, typical audiences where a plain text email is most appropriate include high ranking decision makers, such as C-Level associates, where communications are already highly personalised and have a specific call to action.
In E10 this is controlled from the Email Settings, found under the Gear menu.
In E9 you can set an entire audience to always receive only the text version. Only Advance Marketing Users or Customer Administrators have the rights to be able to manage these settings. If you do not see these setting, please speak to your internal administrators or power users to help you out.
Step 1: Create a Contact Group for this audience
Step 2: From within the group, you will see a button 'Show Advanced Options'.
Step 3: Select the option "Allow only Text emails to group members".
Step 4: To finalise this setting, press "Apply Advanced Options".
When you send to this audience, you must ensure you have a text version created or auto-generated, otherwise you run the risk of sending them a blank email. As mentioned, normally the checkbox is automatically selected to 'Auto Generate' but it is always best to test your emails before you officially send them.
From either 'Email Details' in E9 or the Gear menu in E10 select 'Test' / 'Test Content & Deliverability'. This will open the 'Test Centre' with the email.
Follow the steps, but on Step 4, ensure you pick Text as the option to test.
Like we did with our newsletter, I hope you too will find some further success from employing any one or all of these strategies. Remember, the only true measure of success is based on what results you can shift from your own base line. Document your initial results, make changes, and then compare.
Are you almost at that stage where you are ready to deploy a trigger base nurture, but want to get your feet wet with some simple yet effective automation? Let us introduce you to this quick win. Creating an automated program that will resend an email collateral to non-respondents.
Firstly, let us start with your collateral. The easiest way to resend an email is to copy the original email. This allows you to quickly review your email group statistics, identifying the impact of resending by comparing your two emails.
Next, once you have copied your collateral, head into Program Builder under Automate from the top navigation. Create a program, selecting the following options:
Couple of quick tips to ensure your automated program does not run loose. (1) make sure 'Allow Members to Enter the Program multiple times' is unchecked and (2) set the program to 'Automatically disable'. In addition, make sure the 'Default Member Type' is selected to be 'Contacts'.
Once set, save, and select "Edit Program Flow".
Here are the components of our program:
1. Start Step - Send Email 1
Firstly, it's easy to take advantage of automation by setting this ahead of when you actually want to deploy. A good example of this is a mailer you want to deploy in Asia, but you work in United Kingdom. In the first step, you can specify a 'schedule' of when you want to send. This is a really simple schedule, where you can specify any 7 days and business hours to deploy.
Secondly, find the 'Marketing Action" > "Send Batch Email" and chose the email.
Save and Close. On the first step, click on black arrow and select "Edit Step Path".
Create a New Decision Rule.
2. Decision Rule - Who Clicked Thru on Email 1?
Give the decision a name, something simple and easy to understand, and complete the boxes as we have done in our example below.
Save and Close. From the black drop down arrow on the decision diamond, select "Edit the Yes Path".
2a. Yes Path - Those who clicked, remove from program
We are going to create a new step. Completing the same details as the first step, however, changing the action to be "Program Activities" > "Remove from Program".
Save and Close. Drop down arrow on decision diamond, select "Edit Decision NO Path".
As soon as you have selected this 'Edit' path, look for where you can set a 'retry'. Remember, we don't expect our recipients to click thru right away, so we need to set some time to continously re-ask this question before resending the email.
2b. No Path - Retry for 1 week, and those who have not clicked, Send Email 2
Once you have set this 'Re-try' rule, then create a 'New Step' where we will define the same settings as the first step, but selecting the copied email.
Save and Close.
3. Try Again?
Repeat steps 2 & 3, but if you think you have sufficiently tried to deliver your message, remove the contact from program. Reminder: Drop down black arrow, edit step path, either create a new decision diamond or direct to the existing 'Remove from Program' step.
Done! In minutes, we have created a template for how you can effortlessly re-send an email to an unresponsive audience.
To reuse, you can copy the program for future use.
4. Add Members to Step
When you are ready to deploy, and you have already created either a filter to find your audience or uploaded and grouped them, from the first step, select the drop down arrow and pick 'Add Members to Step.' Select how you will find and add. Follow the prompts and complete.
Finally, activate the program, from the upper right hand corner select 'Program' > 'Enable Program'. Select the 'Standard Mode' for this type of program.
Eloqua has a Decision Rule in Program Builder that automatically splits members flowing through it based on a predefined percentage. It's called Percentage Based Routing and is commonly used in A/B Split Testing. This post presents an alternative to this decision rule that ensures members' routes are randomly split.
If the same Program Members (Group A) flow into the Percentage Based Routing rule multiple times, they are consistently split into the same two groups (Group B and Group C). This is useful for some programs including some A/B Split Testing programs.
The new method explained here will divde members (of Group A) randomly each time they flow through (to Group X1/Y1, then Group X2/Y2, etc.) If you use a common "Testing Group", this is will ensure that you don't end up with biased results caused by the undetermined factors within Groups B and C.
Once you've set this up, you can use it just like any other A/B Split Program.