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Initial Overview:

As a financial industry, we were sending multiple emails manually based on the status that a member has.

That means, if member is in status_2 then we need to send status_2 email but, we need to make sure the following condition:

If Email sent (Status_1) then

Email sends (Status_2)

Else exit

 

They would receive multiple same emails without checking any criteria for their product they enrolled in. This was an extremely bad experience all around:

  •       Multiple campaigns, emails
  •       Data discrepancies
  •       Manual data upload
  •       No performance metrics were available, so we didn’t know if members were even opening the emails

 

Goal:

The goal for this initiative was mostly feature-based. The new solution should be based on:

·        Contacts entering this campaign should begin at the “Status_1” status. As the campaign moves along, we will begin receiving data on the back-end that could have various status designations. However, we want to ensure that before a contact moves through various statuses, that they initially receive Status_1.

·        The business unit will drop data on the back-end on certain days in a week, which will update contact status dynamically in the Eloqua system.

·        There are two “streams” included on this canvas and contacts can move at various paces between the “WeekStatus” and “AppStatus.”

 

New Platform:

The company decided to utilize Eloqua for all external email communications, and with Eloqua’s rich email editor, extensive reporting abilities, program builder/feeder, Update rules and Data Import, we determined Eloqua was going to be the platform that the new solution was built upon. Using native Eloqua tools and functionality, we created auto syncs to pull data from Data Import and populate contact fields on a scheduled basis; we created beautiful emails, landing pages with images and an easy-to-read layout, and Insight reports to measure our emails’ performance.

 

 

Our Solution:

 

Filters-Guiding contact flow

Contacts, regardless of Email status, when entering the campaign, will not be sent an email unless they’ve followed the logic in the scenarios below:

Weeksta_1 (Contacts with the email status Week 1)

Weeksta_2 (only sent if Week 1 has been previously sent)

Weeksta_3 (only sent if Week 1 and 2 has been previously sent)

Weeksta_4 (only sent if Week 1, 2 and 3 has been previously sent)

Weeksta_10 (only sent if Week 1, 2, 3, 4 and 6 has been previously sent)

Appsta_01 (Contacts with the email status 01 – They do no need to complete Week stream series)

Appsta_02 (Only sent if 01 Status email has been previously sent)

Appsta_03 (Only sent if 01 and 02 Status email has been previously sent)

Appsta_04 (Only sent if 01, 02 and 03 Status email has been previously sent)

Appsta_05 (Only sent if 01, 02, 03, 04 and 05 Status email has been previously sent)

 

One Slight Problem:

Campaign canvas elements: Audience issue

 

There are two options that we can select it on Segmentation from campaign canvas:

 

  • Add members once when the campaign is first activated. After you activate the campaign, members of the segment at the time of activation enter the campaign.
  • Add members regularly until campaign is deactivated and specify how often to evaluate the segment. Oracle Eloqua will evaluate the segment according to the frequency you specify and add new segment members to the campaign.

 

So, of those above two options, have data discrepancies since, the first option doesn’t let the existing member enter for the follow-up emails on the same canvas. In addition, there is an option to check for “Allow contacts to enter the campaign more than once.” If we select this option, after a contact enters the campaign, the contact can enter the campaign again whereas with the second option, it allows new members but it won’t allow the existing members and, here we can’t choose the “Allow contacts to enter the campaign more than once”, else we get a DRAFT error.

 

That’s why we created program builder, feeder to resolve this issue.

 

Program Builder:

Step: 1

It has a feeder that feeds the data from Data Import when it gets uploaded to make sure the “upload date” is dynamically equal to “Today.” Then, it enters into the program builder. It also checks for operational excludes like Deceased/inactive members.

Step: 2

It scheduled for some specific days like Monday, Wednesday, and Thursday at certain time range.

Step: 3

It moves to the campaign step where we have to send them to the canvas in order to receive emails.


Results:

This initiative resulted in multiple positive results:

  • It created a program to automate communications to members who have applied for a product. There are two streams: one is for "WeekStatus" and will include emails to be sent to members based on the amount of time that has passed since they submitted their application. The second "AppStatus" stream is for members who are progressing through the application/underwriting process and are engaged with us; these communications will be based on status triggers.
  • It reduces the workload on customer support and prevents a bad customer experience. Additionally, we have actually received feedback from customers, distributors, and resellers on how much they like the new email format.

 

Influential Courses:

  • B2B: Advanced Editing and Form Processing
  • B2B: Blind Form Submits
  • B2B: Effective Marketing with Custom Objects
  • B2B: Insight for Reporters
  • Eloqua 10: CRM Integrations (WBT)
  • B2B: Program Canvas (WBT)

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