One of my first projects in Eloqua was to work on the Marketing Status Program. It was a great way for a new user to dive into Eloqua and learn as you go. Our team wanted to pass useful information to our CRM system to help our various CRM users. Our CRM system is not integrated with Eloqua, such as Salesforce, so we had to work on processes to exchange data between our system and Eloqua. One piece of information needed was the bounceback status to help the sales and admin teams correct invalid emails.
A field was created in Eloqua and in our CRM system called ‘Marketing Status’. This status would be used to help determine the activity an individual did in Eloqua and information could be passed back to our CRM system where appropriate. In particular, we needed to be able to let our sales and admin teams know the contacts that had a bounceback or unsubscribe.
We discussed the various types of status’ and came up with the below criteria. The criteria can be modified and changed for your own specific needs. Over a period of time we also made changes and enhancements to these statuses (and predict more changes in future).
There are 5 main Marketing Statuses:
- Active is a contact who has, in the last 6 months, opened an email, visited a landing page, visited a website, filled out a form or attended an event.
- Inactive is a contact that has been sent an email 1 time in the last 6 months and has not opened an email, visited a landing page, visited a website and not submitted a form.
- No marketing is a contact who has had no email in the last 6 months and no form submitted.
- Bounceback is a contact that has a hard bounceback email.
- Unsubscribed is a contact that has globally unsubscribed.
In order to capture this a Program was created where filters and rule sets were created in order to have the field ‘Marketing Status’ updated in Eloqua. The below screenshot shows the program that was implemented.
After monitoring for some time I noticed that contacts that were no longer unsubscribed or had a bounceback were not getting updated correctly. A change was made and a step was added to replace the traps so the contacts could exit the program and be revaluated.
For the various steps the decision rules, filters (using the logic mentioned on page 1) and update rules were added to determine the activity of the contact. For each status ‘Inactive, ‘No Marketing’ and ‘Active’ the following were set up as below in the program:
Active Status Settings
The edit decision was set up so it looked at the filter that was created for the 'Active' status criteria.
The following shared filter was set up as below using the criteria agreed on:
The following update rule was applied which updated the marketing status field:
This set up was duplicated for the other two marketing statuses as shown in the below screenshots.
Inactive Status Settings
No Marketing Status Settings
Bounceback and Unsubscribe Status Settings
For the bounceback and unsubscribe statuses the following were set up for the decision rules. The bounceback decision rule checked if a contact had a current bounceback or in the case of the unsbuscribe, checked if a contact had a current unsubscribe. The bounceback steps were set up in the following way:
And finally the unsubscribed set up was done in the following way:
Once all contacts went through the program and were assigned a marketing status based on the decision steps and criteria, the last step was to remove from the program so they could flow through again and be revaluated.
Once the program was enabled and the ‘Marketing Status’ field was updated the info was then sent to our CRM system. This status in combination with the lead score and prospect profiler has helped to enable the sales teams. They are able get an idea of the activity of a contact to help determine the contacts that could be good leads. By having unsubscribe and bounceback information they can also see why a customer may not have received an email for important updates such as price changes.
We have also found this field useful in many aspects other than providing info to our CRM system. This status helps determine what gets sent to our CRM system. Using an API and filters we send the contacts that are engaged, have a bounceback or unsubscribe status to help keep the CRM users with up to date information.
This status field has also helped with data cleansing efforts. The bounceback status details can be viewed by our CRM admin teams as well as our sales team to action invalid emails and assist with working on any issues that have come up with respect to bouncebacks. They can follow-up on invalid emails or encourage contacts to re-subscribe to particular information that may be of interest.
We have also used this status in segmentation to easily determine those contacts who have been inactive and not engaged for some time to try to engage them to update their preference center. If these contacts remain inactive over a particular time period then they will be removed from our Eloqua database. This helps to help keep our system cleansed to remove contacts that have shown no interest or invalid or made up email addresses.
This process has been tweaked and enhanced over time and as my team and myself have been learning lots and I’m sure we’ll have many more tweaks and enhancements.
- E-10: Data Cleansing
- Eloqua SFDC Integration Guide
- E-10: Fundamentals of Segmentation
- Program Builder WBT
- Eloqua Data Student Guide
Also my EMEA and global marketing Ops teams and information on Topliners has helped immensely in my learning curve within Eloqua…and still learning