Marketing challenge

One of my clients consistently had a large volume of unprofiled, barely contacted data supply on a monthly basis that caused them a lot of frustration. As my client’s marketing department didn't know much either about these prospects or the pool’s quality, any campaign in which this particular data pool was used basically hurt their reputation. Moreover, these campaigns didn’t resonate well with target audiences and may have resulted in unwanted communications, paving the way for a subpar user experience and a damaged brand reputation.

 

 

Technical improvement

Using such data also caused efficiency challenges, as there were no automated workflows behind the contact pull. Marketers had to manually load the data into Eloqua from the CRM system (SFDC).

 

 

Solutions

After having several discussions with the stakeholders, the following solutions were delivered.

  1. Automating the contact pull from CRM with appropriate tagging.
  2. Creating an always-on "warmup" campaign which automatically pulls in the appropriate contacts and washes them through a 5-step journey to introduce the brand and solutions, explaining why they receive the emails and what to expect. The contacts were also profiled based on their interactions. These contacts couldn't be added to any other campaigns until they’ve finished this journey.
  3. To be fully transparent and people-focused, driving people to custom subscription-management page to help them update their preferences as soon as possible – even if it means more unsubscribes; which is fine if that’s not their cup of tea.

 

 

KPIs and goals

When talking about improvements based on the above-mentioned solutions, that's typically a long-term benefit, however, the desired KPIs and goals were the following:

  • Significantly cleaner database
    • Hard-bounce email addresses instantly filtered out
    • Helping people to be unsubscribed as soon as possible if they don’t want to hear from my client's company at all
  • Much more actionable database
    • Entry points for further journeys based on my client's most crucial proposition areas
    • Anyone who had a certain period of inactivity automatically pulled into the re-engagement variant of this campaign
  • Opportunity for hand-raisers in the earliest stage
    • Helping hand-raisers to contact the company via a single click (using blind forms)

 

 

Setup

Integration sync - Program

  1. CRM campaign membership (first data pull): The process begins with CRM data load – new contacts are associated with the appropriate CRM campaign ID during the data load
  2. Eloqua auto sync 'Get campaign members' pulls them into Eloqua
  3. Campaign members are populated in the campaign members CDO - which shows the last CRM campaign membership for each contact
  4. On the CDO client services, Eloqua sends the new contacts to a program „Set to Do not disturb flag” (based on the appropriate campaign ID)
  5. In the „Set to Do not disturb flag” program:

1) Eloqua checks if the contact is already a member of the shared list „Welcome – do not disturb” (if member, then exit)

2) Eloqua adds the contact to the mentioned shared list for safety purposes

3) Do not disturbed field is set to checked through an update rule step

lab_program2.png

 

Campaign

  1. An always-on segment pulls contacts in based on the appropriate CDO campaign ID
  2. Eloqua sends the contacts through multiple steps during the campaign:
  3. Before exit, „Do not disturb” is set to unchecked through an update rule step (excluded contacts from any send go through the same process before exit)
  4. Before exit, Eloqua adds contacts to further campaigns based on their interactions - custom priority model exists within these campaigns
    1. Email steps based on industry
    2. Checking email activity and adding the clickers to profile buckets (shared lists)

  Note: over-communication limiter steps are unnecessary here as this is the first and only email sequence that these contacts can receive at this time.

lab_campaign_3.png

 

 

Measuring and reporting performance

To be able to measure impact, reporting was completely differentiated from that of other prospect-focused campaigns. Our focus was to monitor hard bounce backs, inactive contacts and campaign metrics. Our goal was to define the differences between the old and the new model regarding all the other prospect campaigns.

For wide-range visibility, we created multiple dashboards, focusing on the following:

  • Hard bounces (metrics: warmup and other prospect-related campaigns separately)
  • Unsubscribes (warmup and other prospect-related campaigns separately)
  • Inactive contacts across all prospect campaigns (excluding unsubscribes)
  • Main campaign metrics (landing page, form and email related engagement metrics) on a campaign level

We used our older metrics as a baseline, constantly checking improvements.

 

We gradually improved and iterated the campaign based on the results. We also executed multiple A/B tests regarding emails (mainly on subject lines and sender names), as well as landing pages.

 

 

Some influences