As a company that operates globally, effectively managing the challenges of different time zones was critical in our email marketing planning. As international marketers we needed to ensure that we were delivering the right value to the right audience at the right time (THEIR time).
The Current Challenges
We wanted to avoid creating separate regional market segments or duplicating email components, as this was very time consuming and created additional workload for the execution team. It also meant that there were numerous campaign components created in Eloqua. It was critical however that we were able to provide detailed email reporting metrics, broken down by region.
Our goal was to improve the user experience by tailoring the deployment times to major regions as defined by our organization. From a technical standpoint, we needed to adjust the campaign activation time to specific/regional time zones without duplicating email assets and still have access to detailed regional email reporting metrics.
As we needed access to detailed regional email reporting metrics, we decided to implement a separate Campaign Canvas Template dedicated to global deployments. This consisted of three Regional Shared Filters that allowed us to deploy our global campaigns in specific local times. It also gave us greater flexibility as we didn’t need to create separate market segments or clone emails. Additionally we were still able to report on email metrics for individual regions which added additional value.
Step 1: Create Global Campaign Canvas Template that consists of basic campaign components:
- Placeholder for 'Market Segment'
- Placeholder for Regional 'Shared Filters'
- Placeholder for 'Email' Component (the same email copy included in the canvas three times)
- Campaign End 'Wait' Step at the end of the campaign flow (to verify who passed through the whole campaign)
Note: This scenario is applied only for English deployments targeting a global audience. Localized (region specific) campaigns are coordinated separately.
Step 2: Set up Regional Shared Filters as per business requirements
In our scenario we created three regional shared filters:
- APAC Zone
- EMEA Zone
- AMERICAS Zone
Note: At the back-end, each of the regional shared filters included a list of the respective countries.
Step 3: Apply the discussed settings to the Global Campaign
Once the respective email and campaign canvas was created, we replaced the place holders (described in Step 2) with the actual campaign assets.
Important: In order to make sure that the email was deployed in a proper time zone, we needed to adjust the email ‘Scheduling’ options accordingly:
- Navigate to the email ‘Scheduling’ settings
- Check ‘Only send during certain days and hours’ option and pick up preferred time range
- Define the time zone
- Pick up the relevant deployment date
Note: This needed to be applied to each of the email components separately, according to the respective regional filters.
Step 4: Digging into the reporting capabilities
We used the Eloqua Insight module to obtain reports per defined regional filters:
- Navigate to Eloqua ‘Classic Insight’ reporting Module > Click on Reports & Dashboards’ > ‘Emails’ > Emails Metrics’ Email Analysis with Delivery Type’
- Choose proper ‘Time Span’ and search for the respective ‘Campaign Name’. Click ‘Run Report’
- Double click on the ‘Email Name’ to drill into the details
- Eloqua will generate the report divided in multiple (regional) batches. We needed to merge them in an Excel spreadsheet, based on the deployment time (and then use Excel formulas to sum them up)
- To export the data, navigate to the left corner, and follow the steps below: ‘Home’ > Select ‘Export’ > ‘Excel with formatting’ > ‘Export’. Eloqua graph functionality can also be used if needed
Results and Conclusions
- Better user experience by adjusting the deployment time to specific regions (delivering the message in THEIR time)
- Obtaining granular campaign reporting at the regional level (which provided added value and allowed further optimization of campaigns at the local level)
- Manual efforts were reduced by decreasing the number of assets created (landing pages, emails) to obtain more detailed reporting
Courses that have helped
- B2B: Fundamentals of Segmentation
- B2B: Fundamentals of the Campaign Canvas
- B2B: Program Canvas (WBT)
- B2B: Insight for Reporters
- Eloqua 10: Insight for Reporters (WBTs)