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When adding custom fields to a form, there can be some confusion regarding what values are saved when a form is submitted. The custom field that often inspires the most debate is arguably the single checkbox. Here's an inside peak into what IS saved, and what isn't.


If someone selects or 'checks' a single checkbox, the value that is saved to Eloqua is "on". This can be found by navigating to the submitted form and then clicking on the action gear drop-down and selecting View Submission Data:


Single Checkbox selected.JPG.jpg arrow.JPG.jpg   on.JPG.jpg


If someone does NOT select a single checkbox, or leaves the checkbox 'unchecked', there is no value saved to Eloqua:

Single Checkbox.JPG.jpg        arrow.JPG.jpg   blank.JPG.jpg


So, if you are making a processing step conditional, based on someone selecting or not selecting a checkbox, you'd configure it as "on" for any conditions dependent on it being checked...


processing on.JPG.jpg

and you have TWO options for configuring a condition dependent on a single checkbox NOT being checked:


1. not exactly "on":




2. exactly "blank" (the text field is left empty):

processing blank.JPG.jpg

I keep a gmail account that I use for testing client emails. I'm not sure how, but this account has been running on the newer Gmail platform (with Gmail tabs) ever since I opened it, even while my personal gmail does not. When I logged into this account this morning, I saw some interesting news.


The first was this survey question. Of course we can only speculate at this point, but it looks like they may start sorting emails somewhat differently depending on the way you're using the account.

Screen Shot 2013-12-19 at 9.43.52 AM.png

Secondly, and I take this as great news!, Gmail is now auto showing images. This was always one of my biggest gripes, especially as an email marketer. For B2B senders, this isn't usually as big of a deal, as most emails are more text heavy than content heavy, but for B2C senders, whose emails are primarily comprised of images, this is awesome!


Screen Shot 2013-12-19 at 9.44.17 AM.png

Anyone have any other speculations?

It has been a while since I wrote a post to Topliners (and truthfully, my Topliners points are craving my return to the top 100!) so I pondered about a topic that is very important but may not get all the credit it deserves. Your subscription management strategy should be just as important as your creative lead generation campaigns, but many companies still have limited to no options on how contacts are communicated to and their ability to determine their preferences. Hopefully this post has you review your current subscription strategy and opens the door for a review or optimization of your existing process.


This immediately got me thinking - what are some great resources, examples that I have shared with clients to help them along this path! I can not take all the credit as there have been folks before me that have talked in length about this so I figured I would share some of these awesome resources. To end, I will share my secret sauce to subscription management success.


I start with my colleague, crowds2crowds from who boldly demonstrated in a great blog two great examples of Email Subscription Centers that allow the end user to determine how they want to be communicated with. His examples though very different still provide a good resource to get your company thinking!


I found this blog post from HAVAS DISCOVERY which immediately connected with me as the purpose of a subscription center is to allow the contact to "Opt-Down and no Globally Opt-Out" by providing options that clearly speak to your companies areas of interest and determine communication frequency levels.


When thinking subscription management here are my top 5  items to consider:


  1. How easy is it for someone to determine how often they would like to be communicated to?
  2. How user friendly is your subscription center?
  3. Are you giving your contacts several things to unsubscribe from or are they only given a global opt out? (there is no magic number here, you just need to find the 'sweet spot' between cumbersome and clunky and non-existent)
  4. Is there an opportunity for the contact to update their existing profile?
  5. Are you currently marketing to countries in Europe? If yes, is your subscription management compliant with European laws?


I'd love to hear your feedback and thoughts on what your organizations are doing. If you have pages you'd like to share, myself and I trust the community would appreciate it!


Thanks -


Jason Pemberton

Director, Key Accounts


Yes we all know that progressive profiling is pretty cool and we all want to implement it.

Couple if months back I jumped into this adventure too. Here is some background of we I wanted to it.



Our Trial download form had 15 fields, 3 of them helped lead routing in SFDC (Country, State and No. of employees )

Others were profile or contact info product of interest etc... Once the forms is submitted the user were sent a trial key and a URL to download the .exe file.


Once the user download the trial and start the installation process we asked for Name, Email and product key. In-case if anything was different a duplicate record was created and this lead to lot of issues.



Many system for involved, like Website form passed to Elqoua and a Key Gen service. The info passed to SFDC.



1.Simplified form with 4 fields with product of interest selected from whichever page the form gets accessed form.

2. Created a web services that links the email to the Key Generated.

3. When the user put the key in the installer we did a web service call and pulled the email back. which meant we did not ask for email, name, company etc...

4. Made Country, State and No. of employees pick list so room for error.

5. Lastly created a survey at end of trial finish profiling.



No more duplicates.

Clean data, higher form completion.

Increase in Trial activation result to Higher close rate.


If need more detail please contact me.

That’s right, folks. Nearly three years after receiving Royal Assent and going through a seemingly endless set of delays, comment periods, and guidance changes it appears that Canada’s Anti Spam Legislation (CASL) is finally coming into force. Canada’s Minister of Industry James Moore announced today that CASL will come into force on July 1 2014. Eloqua’s Dennis Dayman posted about the announcement here.


We wrote about CASL at length here but as a quick reference, these are a few of the main points of the law:


  • CASL requires express consent. This means NO pre-checked boxes.


  • CASL is not just an email law.
    • It covers installation of computer programs without the end user’s consent
    • It covers any Commercial Electronic Message (CEM). A CEM is defined as any electronic message that encourages participation in a commercial activity. A CEM could for example be:
      • Email
      • SMS
      • Instant message
      • Some social media messages


  • It covers any CEM sent TO or FROM Canada. The CRTC will work with international regulatory bodies such as the FTC to ensure compliance by parties based outside of Canada’s borders.


  • Prescribed information is to be included in every CEM as well as any request for consent. Requests for consent are also covered by the law, which means that they cannot be sent without first obtaining express consent.


  • Existing contacts cannot be ‘grandfathered’ in most cases and will therefore require marketers to gain affirmative consent from their Canadian contacts before the law comes into force. Addresses who have already opted in under PIPEDA may however be permitted.


  • Fines are steep, up to 10 million dollars per violation and private rights of action are permitted.


What’s next?


Businesses will need to scrub their lists and remove any covered address for which there is no affirmative opt-in to receive email and other CEM. It is expected that many email lists will be significantly reduced in size as a result. Privacy Policies and form collection on websites should be updated to ensure proper consent. In the case of forms, this includes moving from an opt-out (pre-checked) to an opt-in (not pre-checked) methodology.


Eloqua recommends that businesses meet with their legal, compliance, and marketing teams to determine the full scope of changes to their business practices in order to comply with the new law as there are a number of key considerations and requirements not provided in this article which may apply. We also encourage affected parties to read the full text of the law, which can be found at

Often you may encounter a situation where a salesperson needs to change the email address on a contact record in your CRM.  Since Eloqua uses email address as the unique identifier, the auto-synch will run and try to find a match using the new email address. However, since this change has only been made in the CRM, it will not find a match in Eloqua and therefore create a new record instead of modifying the existing contact.  Ideally you will want to configure your integration to update existing contacts in cases such as this in order to avoid sending duplicate communications a two addresses owned by the same contact, or sending emails to an inactive address.


There are two ways to change the email address on an existing contact:


  1. Perform and upload with the purpose of “Change Email Address”.  This will allow you to upload a file containing a list of old email addresses and new email address, and Eloqua will make the updates.  Jordo’s Playbook outlines a solution using this method for CRM systems track contact field history (such as Salesforce)
  2. Perform a contact upload using a field other than email address as the unique identifier for the purpose of the upload.  This is the method we will be using in this solution.


In order to automate email address changes using a unique identifier other than email address, we need to find a field that exists and is unique for all contacts in Eloqua; for this purpose we will be using the Eloqua Contact ID field.  This is a system generated ID which is assigned to an Eloqua contact upon creation.

We also need to ensure that this same unique identifier is available on any leads or contacts in your CRM system.  This is easy for leads created by Eloqua (just map Eloqua Contact ID in your Create Lead external call), but can be a bit trickier for leads created directly in your CRM.  We can account for both kinds of records using the following process:


Standard Integrations

  1. Create a field in your CRM system called “Eloqua Contact ID”
  2. Update your Create Lead, Update Lead and Create Contact External Calls so the Eloqua “Eloqua Contact ID” field is mapped to the corresponding field in the CRM.  This will ensure that all leads originating from Eloqua will have an Eloqua Contact ID.  To handle contacts and leads who originate from the CRM, we will need to make changes to our auotsynchs.
  3. Create a new Get Leads autosynch and a new Get Contacts Autosynch (Jordo's Playbook contains step by step instructions for creating autosynchs), and add a filter to the syncs so that they only retrieve leads/contacts who have an Eloqua Contact ID in the CRM.  Both of these synchs should use Eloqua Contact ID as their unique key.  This will ensure when any lead or contact in your CRM who has an Eloqua contact ID changes their email address, Eloqua will update their existing Eloqua contact record instead of creating a new record.
  4. Create a new Integration rule collection called Update Eloqua Contact IDs.  This collection should contain 2 rules:
    - If a contact has a CRM Contact ID, run the Update Contact external call- If a contact has a CRM Lead ID, run the Update Lead external call
  5. Create a second Get Leads autosynch and a new Get Contacts autosynch (Call them Get Leads (Email) and Get Contacts (Email) to keep things straight).  Add a filter to these syncs so that they only retrieve leads/contacts that do not have an Eloqua Contact ID in the CRM. Both of these synchs should use Email Address as the unique identifier
  6. Modify the Upload action on the Get Leads (Email) and Get Contacts (Email) autosynchs, and configure it to run the Update Eloqua Contact IDs integration rule collection.  This will ensure that any time a record without an Eloqua contact ID is brought over from your CRM, Eloqua will immediately update the CRM record with the Eloqua contact ID.  This means that a contact will never come through the email autosynchs more than once.

to recap, in total you should have 4 autosynchs:


Get Leads (Eloqua Contact ID) – Will run on all leads with an Eloqua contact ID.  Matches Eloqua contacts using Eloqua Contact ID as the unique identifier

Get Contacts (Eloqua Contact ID) – Will run on all leads with an Eloqua contact ID.  Matches Eloqua contacts using Eloqua Contact ID as the unique identifier

Get Leads (Email) – Will run on all leads without an Eloqua contact ID.  Matches Eloqua contacts using Email address as the unique identifier, and executes the Update Eloqua Contact IDs integration rule collection to write Eloqua Contact IDs to your CRM

Get Contacts (Email) – Will run on all leads without an Eloqua contact ID.  Matches Eloqua contacts using Email Address as the unique identifier, and executes the Update Eloqua Contact IDs integration rule collection to write Eloqua Contact IDs to your CRM

Custom Integrations


For custom integrations using the Data Export and Import area of the application, the steps are a little different since Data Imports do not have upload actions which can be used write contact IDs back to your CRM.  If you have a data import/export based integration, your solution will look like  this:

  1. In Eloqua, create a new checkbox contact field called “Sync Contact ID”
  2. On your CRM side, create two files for import into Eloqua, one should contain all contacts to be synced over from your CRM which have an Eloqua Contact ID, and one should contain all contacts to be imported that do not have an Eloqua Contact ID
  3. Set up an import to pull in the contacts that already have Eloqua contact IDs, this should use Eloqua Contact ID as the key field.
  4. Set up an import to pull in the contacts that do not have Eloqua contact IDs.  This import should use Email address as the unique key.  Every record in this import should also write a value of TRUE to the “Sync Contact ID” field
  5. Create a new segment called “Contact IDs to be synced”.  This segment should contain one filter which looks for any contacts that have a value of TRUE in the “Sync Contact ID” field.  Share this filter and save the segment
  6. Create a new export to push contact IDs to your CRM system.  This export push all of the members of the “Contact IDs to be synced” segment to your CRM and should be scheduled to run 1 hour after your imports.
  7. Create a new program in program builder with three steps:
    i. Wait two hoursii. Run Update Rule – Set “Contact IDs to be Synced” to FALSEiii. Remove from program
  8. Set up a feeder on this program to feed the members of your “Contact IDs to be Synced” filter to the program after your imports run.  This program will ensure that contacts are removed from the “Contact IDs to be Synced” segment after they are pushed to the CRM system



To recap, in the custom integration solution you will have:


Two imports

  • One to bring in records with an Eloqua Contact ID using Eloqua Contact ID as the key field
  • One to bring in records without an Eloqua Contact ID using Email Address as the key field, and writing a value of TRUE to the “Sync Contact ID” field

One Export

  • This Export will push all contacts with a value of TRUE in the “Sync Contact ID” field to your CRM

One Program

  • This program will clear the “Sync Contact ID” flag after contacts’ IDs have been exported.

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