Have you ever wanted to enhance an email or campaign to see if you could increase performance but maybe didn't know where to get started? Or were worried that you didn't have the time or resources to take on a testing and tweaking endeavor? Lucky for you, Eloqua makes this easy with a few tools that are already available!
Email Deliverability Tests
View how your emails appear on multiple email clients all in one place or see how your email will be received by spam filters, with the click of a button! I feel these are one of the most overlooked and underused awesome tools available within Eloqua. You are limited to anywhere between 5-10 tests per month, but use them! They can be found within an individual email by going to the Gear Icon from the email > Test Content & Deliverability… > Deliverability Tab. Check the boxes of the desired tests (see below for options) and click Run Deliverability Test. I like to check the 'email me when the results are ready' checkbox so that I know when it’s ready, but you can access the results by returning back to this same screen, and clicking the Options drop down in the upper right hand corner. The test(s) take anywhere from 30 seconds to a few minutes to a few hours to complete (depending on how complex the email is, how many links, images are included, etc.).
General Deliverability Test
Inbox Preview and Spam Content Check Test
- This report shows you the deliverability performance of your email when sent to a wide variety of test email accounts that are hosted by different email service providers/domains (both business and consumer).
- The regions covered in this test are: North America, Europe, APAC & Latin America.
- This report shows you how your email will look in a number of different email clients and also lets you know how the content has performed when passed through several popular spam filters.
- The report will be available for download, after a few hours of compilation, as two PDFs (one for the Inbox Previews and one for the Spam Check).
Once completed, you get to view this amazing PDF document that shows your email as it would appear on multiple mail servers! It even shows you where the typical fold is on the screen (the point at which a user must scroll down to see more). As you can see in the example below (which is one of the most common questions I hear – why doesn’t my email appear correctly in Outlook 2007/2010) I might want to make some changes, move around my call to action, and ensure that the text portion of my email is very user-friendly.
For more tips and tricks on Email Deliverability, view this Topliner’s post: The specified item was not found.
This is, and always has been, one of my favorite practices, across whatever platform I’m working in. Whether you have a hunch that a different header will perform better, or you’re being told by your superiors to do something a certain way (but you have that gut feeling that that’s not right) A/B testing is almost always a sure fire way to find the correct route. You can do this easily within Eloqua as well. All new Eloqua installs come with a Best Practice program template built in: Setup > Program Builder > Program > BP - A/B Testing > BP – All Testing A/B Split. If you’re not quite ready to tackle Program Builder and are more comfortable in Campaign Canvas, here are two great articles on using Campaign Canvas for A/B testing: A/B Test Creation Using Segments and Campaigns (No Program Builder!) and E10: How to Run A/B Email Testing on the Campaign Canvas.
Keep in mind that these programs (campaigns) are designed to test emails, but there’s no reason that you couldn’t also use this to test landing pages. Simply create copies of the email and set them up as you would using the instructions above, but switch out the landing pages that you’re linking to within the emails. Of course this would only work if you were sending the user to a landing page.
For a great list of items you should consider testing within emails or other marketing channels, check out this post on Topliners: A/B Testing Bible
Reporting is only useful if you're comparing your data to past data, goals, against budget, etc. Eloqua makes benchmarking and performance tracking easy within Eloqua Insight. A few key reports to keep your eye on regularly are:
- Campaign Activity Performance Dashboard
- Email Performance Dashboard
- Email Analysis
- Email Bounceback Overview
And of course reports related to separate assets you are using within the campaigns that you're sending (Forms, Landing Pages). For a complete list of reports available within E10 and their functionality, please view: The specified item was not found.
Best Practice Campaign Templates
We’ve taken away some of the work for you – take advantage of it! Within E10 are built-in best practice templates for a few different types of campaigns: Welcome, Simple Nurture, Re-Engagement, and Basic Event. These can be accessed by going to Campaigns > Create a Campaign > Eloqua Best Practices. You’ll even notice that when you click on each campaign template name, you’ll also see a link to a configuration guide.
And if that isn’t quite enough, check out this post for additional best practices around campaigns: The specified item was not found.
Right after publishing this post, I came across another great article on setting up your email and maximizing it's performance: How to: Improving Email Effectiveness with Simple HTML & Text Versions
One of the best things you can do as a marketer is improve your performance and success and these tools should give you the chance to do that!