I am Hayley Whitehead, and I’ve been working with Eloqua since 2012. While my beginnings were humble (having no idea what Eloqua even was), I’ve since moved into a role where I’m logged in all day, every day ,and my focus is now creating lead nurture campaigns for the various software solutions across Dell. While not quite elevated to the “Eloqueen” status, I see myself more like an Elocello in an Eloquartet; part of a talented team and hopefully not too offensive to the ears.
When I was signed on five months ago, one of the areas I was assigned for lead nurturing automation was a product set that only had a few existing campaigns. Along with updating the currently existing campaigns, we thought another necessary step would be to market to those contacts who had never engaged. Where had they come from? Where did they go? They were basically our contact Cotton Eye Joes.
Since tackling an inactive campaign can seem like a daunting task, we broke it up into the following steps:
- Defining our business success metrics: For us, this would be at least a 5% open rate and 1% click-through. However, we’d be happy with industry benchmarks at 17% and 3%.
- Defining our highest converting assets: With the help of our campaign and product marketing teams, we analyzed reporting that showed what assets converted to the highest amount of leads and chose the top performers. We also developed special promos and offers.
- Developing the email content: We briefed Marcom on the target audience and made sure the copy would be short, sweet, and generate interest.
- Segmenting our audience: While we could get very granular, we kept it simple: the contact had been sent any email any number of times in the last 6 months and had not opened it.
- Built out the flow: This involved mocking up the campaign flow, defining wait times, and picking the order in which assets would be sent.
- Defined which areas to A/B Test: We needed to make sure we were continually targeting areas for improvement. We decided to start with timing between emails (1 week or 2 weeks?)
- Reporting: We identified stakeholders who would like reporting and made sure to subscribe them to the campaign in Insight.
One of the most important tasks was choosing assets. Regarding assets, I consulted the Eloqua community on whether or not to use an “Are you not interested?” type of survey. The response? A resounding no. This, of course, initially confused me. But then I thought of myself as a contact and when I had been completely unengaged with a brand. I certainly didn’t open their email unless I saw a compelling reason. Would such a reason be to fill out a survey? No. What if they’d offered 25% off coupon? Maybe. Special promos and offers seem to be the way to go. We leveraged two of these as well as our highest converting assets, like an ROI calculator and a live demo.
The result? We exceeded our open rate success metrics, but still have ground to cover with click-through, underperforming by about .1%. Also, the results are still a bit premature since activation was only two months ago. Despite this, we still see room for growth. We plan on implementing several A/B tests:
- Personalization in body and subject lines
- Timing between emails]
- Timing on what day sent, what hour sent
- Subject line
- Long vs. short content
- Image vs No image banners, and more
We also learned that the underlying data and analytics are critical. Since asking the customer directly isn’t an option, we’ve began a data append process and gone down 3rd party avenues for more information on title and industry. We’ve also began using data standardization for assigning regions. The E10: Data Cleansing and E10: Database Configuration were excellent resources, as well all of the RPM classes during strategy sessions.
Share what you’ve done to re-engage cold leads. Did you test? Did anything give you amazing results, or prove that what assets perform best?