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7 Posts authored by: Rob Heerdegen-Oracle

If all of your current web forms are not integrated with Eloqua, you are 'driving blind' missing some valuable intelligence about your site visitors. In this article we will discuss how to connect an existing form on your website with Eloqua.

 

Eloqua has to have a receptacle for all of the data on your web form. Thankfully there's an easy way to make this happen!

 

To get started in Eloqua10, go to Assets > Forms and press Integrate following the Wizard.  However, we do suggest watching this Eloqua Power Hour Session.

 

In Eloqua9, to begin, go to Automate > Forms > Forms (tab) > Manage Forms (menu) > New Form.  Enter a Display Name for your form and place it in a folder if you wish.  Leave the two radio buttons on Yes and click Create Form.

 

Scroll down to the Field Definition section and enter the full URL of the page where your form is currently located, then click Capture Form Fields.

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You will see all of the fields on your form. You must select which fields you want to add into Eloqua. The easiest thing to do is to click the top checkbox in the first column which will then check all of the lower boxes.

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Click Create Fields at the bottom of the field listing, then click Close.  Click Save.  You are done!

 

What to send to your Webmaster

Your webmaster will need to make some edits to the form on the website in order to point it to Eloqua.

 

RECOMMENDED: Ask your webmaster to make a copy of the current form and place it on a web page that is not linked to anywhere else. You can use this form for testing, then when everything works correctly you can copy the code to the real web page.

 

In Eloqua10 this will be presented at the end of the wizard.  In Eloqua9, on the Form Details page click the Integration Details button.

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You need to send the following items to your webmaster: the two lines in the first box (Form Integration Fields); the action line in the second box (Form Integration Destination). Note: If you do not have Eloqua tracking scripts on your website or if you are reposting from a 3rd party, you will also need the code on the lower half of the page, although this is rare.

 

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Form Processing Steps

 

All of the work of a form happens in the Processing Steps. We have linked to a more definitive list and explanation of all of the possible processing steps. We will cover a couple of basics here to get started.

 

  • Save to Contact Table OR Update Contact: Every form needs to have this step. It places the email address of the submitter into the Eloqua database and in Eloqua10 will allow you to map your standard fields, such as First Name, Last Name, Phone ,etc.. In Eloqua9, do not add any additional parameters to this step.

 

  • Update Existing Record OR Update Contact - Custom: Almost all forms have this step.  In Eloqua9 this will include standard form fields as well as custom, whereas in Eloqua10 this will only map custom field values. These mappings from form fields into Eloqua fields will then ultimately pass to your CRM system (if the two are integrated).  

 

  • Add to Program Builder: Use this step if you want to have all of your form submission data go into your CRM update program and then on to your CRM system.

 

Eloqua9: Form Processing Steps - Complete Definition

Eloqua10: Form Processing Steps - Complete Definition

Verifying the Integration

 

In order to verify that you have correctly integrated your form, use the Form Data report to view the form submissions, in Eloqua10 by the Gear menu or in Eloqua9 by the drop down arrow next to the form name in the left-hand tree column.

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.


Simplify your HTML Emails

 

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.

 

Make your Text Versions Look Great

 

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.

 

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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."  

 

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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".

 

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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.

 

Preparing a Text-only Email

 

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.

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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

 

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Step 2: From within the group, you will see a button 'Show Advanced Options'.

 

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Step 3: Select the option "Allow only Text emails to group members".

 

advoptions.png

 

Step 4: To finalise this setting, press "Apply Advanced Options". 

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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.

 

How to Test a Text-only Email


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.

E10TestSend.pngScreen shot 2011-07-06 at 17.16.49.png

 

Follow the steps, but on Step 4, ensure you pick Text as the option to test.

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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.

 

Happy Marketing!!

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:

 

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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
  2. Decision Rule - Who Clicked Thru on Email 1?  
    • Yes Path - Those who clicked, remove from program
    • No Path - Retry for 1 week, and those who have not clicked, Send Email 2
  3. Try one more time?  Repeat 2 & 3. Or simply remove from program.

 

Screen shot 2011-07-06 at 15.03.45.png

 

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. 

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Secondly, find the 'Marketing Action" > "Send Batch Email" and chose the email.

 

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Save and Close.  On the first step, click on black arrow and select "Edit Step Path".

 

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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.

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Save and Close.  From the black drop down arrow on the decision diamond, select "Edit the Yes Path".

 

Screen shot 2011-07-06 at 14.59.49.png

 

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".

 

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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.

Screen shot 2011-07-06 at 15.01.51.png

 

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. 

 

Screen shot 2011-07-06 at 15.03.14.png

 

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.

 

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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.

 

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Finally, activate the program, from the upper right hand corner select 'Program' > 'Enable Program'.  Select the 'Standard Mode' for this type of program. 

 

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Happy (Re)Marketing! 

The control buyers have in the way they wish to shop, demands us marketers to always ask, "What's next".  In other words, if my audience responds to this first email, this one call to action, what's the next thing I want to give or promote?  And how quickly can I get it in front of them?

 

Digital Body Language is extremely useful, but more useful when you sort and categorise your content, and then follow-up with the right message to the right audience, in real or near time

 

In Eloqua, one point where an individual's explicit details (i.e. Email, Name, Phone, etc.) are married to  their online visitor profile (i.e. visited content A,C,D & F but not B & E) is during an Eloqua-integrated form submission.  Which means, at the moment they've responded to one call to action (i.e., submitted the form), you can evaluate instantly, "conditioning" your immediate auto responder based on recent activity or set of activies, called "Segments".

 

Let's get started. In my example, I've decided to page tag the Topliners Community, distinguishing between "Imagine It", "See It", and "Do It".  Based on how frequently visitors look at these areas, I'm going to add to my next form, a promotional email I think will prove useful based on the audience's most frequently accessed content. I could easily switch it up and target the opposite audience, sending a promotion based on what they ARE NOT naturally drawn towards!

 

I've created three (3) conditions and then added them to three individual segments. (1) Has visited 'See it' >= 50, (2) Has visited 'Do it' >= 50, and (3) Has visited 'Imagine it' >=50.**  Here's a screen cap of my segment. 

 

Screen shot 2011-03-08 at 17.43.41.png

**NOTE: 50 is actually 50%, but you don't add alpha characters.

 

I'm going to my form now, to create a 'Segment' field to evaluate whether, on form submit, an individual is a 'See'er',  'Do'er', or an 'Imagine'ator', by checking to see which area they visit, on average, at least 50% of the time they have visited 'Topliners'.  There will be three (3) emails for each audience, a.k.a. Segment.

 

How: Go to Automate > Forms > Create New or Edit Existing form.  From within the form, in the upper right hand corner, drop down 'Fields' > New Segment Field. 

 

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Give it a meaningful Display Name, leave Data Type = TEXT, and pick your Segment.  Define values.  If 'in segment', or rather has 'Done it' greater then or equal to 50%, then populate 'TRUE'.  If less then 50%, then populate 'FALSE'.  It is only the positive value we care about in this example.   

 

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Setup the autoresponder, go to Processing Steps > New Processing Step > Send Email. Describe for which segment THIS email is intended. Click ADD. Complete the usual settings. 

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NOTE:  With this type of communication, likely you DO NOT want to resend continuously. Promotions they should receive once, but only once. Making sure not to inundate your audience should be considered when you configure autoresponders of this nature.

 

Below, set your 'Condition' for this processing step. Pick your Segment Form Field, and have it equal to TRUE.

 

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Done! This email will be sent to only Topliner Do'ers, once, when they submit this form. 

 

This example assumes you have experience creating page tags, profile fields and segments. Unsure how to do this?  Visit the Customer Central knowledge base for the exact 'How to', looking under 'Web profiling' for various articles. Remember, you have to have either advanced or administrator user rights to setup profile fields and segments, BUT any marketer who can create a form can USE profile fields and segments like exampled above. If you're struggling, no worries, reach out to your company's Eloqua administrator or to the Eloqua Support team.

 

Happy Marketing, all!

In a hurry and need to find that email in under 1 click? Easy. Immediately after logging into Eloqua, note the search bar on your home page. Drop down to change to the asset you're looking for, i.e. Emails, Landing Pages, Forms, etc., and type in the name and click Search!

 

Not sure EXACTLY the name, but you have a great naming convention? Equally simple. Use boolean search terms like ? to represent any AlphaNumeric character, or * as a wildcard for all characters before or after your search terms. Example: *eloqua* would return any asset with the word "eloqua" in it, while *eloqua would return only assets that end with the word Eloqua.

 

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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'.

 

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

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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.

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