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Marketing challenge:

We use third party Return Path (RP), which is an email deliverabilty monitoring tool, to monitor our email delivery rate and to optimize our email marketing.

As a tool requirement, all of marketing email campaigns must include a RP seed list. This RP seed list has up to 600 email addresses.

RP would not be able to monitor deliverability rate correctly if any of the email addresses from RP seed list is missing from our email campaigns. One challenge we faced was that contacts from this RP seed list

somehow get unsubscribed often which prevented RP from getting our emails. We had to check and manually re-subscribe contacts in this RP seed list.

 

Goal:

To have a robust solution to subscribe contacts in this RP seed list or internal seed list automatically and to avoid manual work and improve team efficiency

 

Solution:

From luminary learning courses and Topliners community tips, we leveraged program builder and program canvas functionalities in Eloqua to build a robust solution to replace manual work that includes the followings:

- A program builder with action to subscribe list of contacts at "Site-Level"

- This program builder also use "Subscribe to Campaign" action

- Build a program canvas to feed contacts daily into the program builder to automatically subscribe contacts from RP or internal seed lists.

 

Program Builder:

 

 

- Program canvas to feed contacts daily into the program builder to automatically subscribe contacts from RP or internal seed lists.

 

 

 

Result:

- All of our marketing emails were able to reach Return Path inboxes

- As a result, Return Path is consistently able to monitor and provide accurate reports, analysis and recommendations for our email marketing optimization.

- Significantly improved team efficiency

 

 

Influential Course:

B2B: Program Canvas

B2B: Develop & Design

Marketing challenge:

Improving marketing campaign effectiveness has always been top priority of our marketing department. In order to do this, we must keep an eye on everything we do in marketing from data to content, collateral, to tools and systems. Data and insights are always critical for us when it comes to improving marketing effectiveness. If we don’t have accurate reporting, it would be a big challenge to optimize. One of the optimizing tools we use is Return Path (RP), which is an email deliverability monitoring tool, to help improve deliverability rate, sender score and identify blacklisted IP addresses and to optimize our email marketing. As a tool requirement, all of email campaigns going out from Eloqua must include a RP seed list. This RP seed list has up to 600 email addresses which are used by RP to monitor deliverability. RP would not be able to monitor deliverability rate correctly if any of the email addresses from RP seed list is missing from our any email campaigns. One challenge we faced was that contacts from this RP seed list somehow get unsubscribed often which prevented the seed list from getting our emails. We had to check and manually re-subscribe contacts in this RP seed list. But, of course, manual process takes more time and sometimes is forgotten which caused the business wasting so much money paying to RP but not having proper use of it.

 

Goal:

  • To have a robust solution to subscribe contacts in this RP seed list or internal seed list automatically, to avoid manual work, to have proper use of RP tool and improve team efficiency.
  • Something we can set and forget, but still can expect great result.

 

Solution:

From luminary learning courses and Topliners community tips, we realized Eloqua has lots of functionalities that can easily solve our problem. Therefore, we leveraged program builder and program canvas functionalities in Eloqua to build a robust solution to automatically subscribe seed list contacts and to replace manual work that includes the followings:

 

  • A program builder with action to subscribe list of contacts at "Site-Level"
  • This program builder also use "Subscribe to Campaign" action
  • Build a program canvas to feed contacts daily into the program builder to automatically subscribe contacts from RP or internal seed lists.

 

Program Builder:

Program canvas to feed contacts daily into the program builder to automatically subscribe contacts from RP or internal seed lists.

Result:

Since we have implemented this program in Eloqua, RP seed list contacts being unsubscribed is no longer an issue. In the past, 30% of our RP seed list contact get unsubscribed after every email campaign launch. Now with this Eloqua subscribed program, 100% of contacts in RP seed list stay subscribed. This helps our promotional emails and product update communications are able to reach RP inboxes. RP is then able to correctly monitor our email deliverability and provides accurate reports, analysis and recommendations for our email marketing optimization. Based on Return Path reports and recommendation, we keep fixing and optimizing our data and email contents which resulted in an increase in deliverability rate from 83% to 98% which in turn helped to increase our email open rate by 5%. This Eloqua program helped us maximizing the value of Return Path tool.

Also, without leveraging this Eloqua cool technique, we would still have to manually subscribe contacts. This program has improved team efficiency by 10%. This gets us excited and keep looking for more ways to optimize email marketing by leveraging more Eloqua functionalities. Eloqua is truly a solution for our marketing needs.

 

Influential Course:

B2B: Program Canvas

B2B: Develop & Design

Initiative Overview:

 

Recently our legal team reached out to my marketing automation regarding an initiative they are hoping we have a solution, which is to build out automation to capture people who do not wish to be called by our sales organization on product selling or promotion, due to an increase in complaints from prospect or customers in regard to this matter. This is a bad experience for our customers as for how our legacy business process managed different brands and channels, and as you can imagine on how customers can become a lead from going through different brands' lead generation flow and our sales team was structured on selling different brands and channels versus brand agnostic. There wasn't an efficient way from Salesforce for them to ensure they don't call the same customer over and over again. It is on my road map to redesign the leads management flow to follow the SiriusDecisions Demand Waterfall, but that would take time and resources due to the complexity of how our business operates. For this legal matter, I would need to assess from Salesforce and Eloqua to see where is best for this solution to be built and I felt it is best to have this build in Eloqua, as we already have an integration and auto sync set up between our Eloqua and Salesforce instance. And it is much easier to leverage a combination of Data Washing Machine app, updates rules and the campaign canvas to program this.

 

Goals:

The goals for this initiative were mostly feature-based. The new solution should contain the following:

  • A Master Exclude Look Up Table for the user to maintain the "Do Not Call" list through a request from legal
  • Also as sales reps flagged "Do Not Call" in Salesforce per request from customers we would sync that back to this lookup table to ensure new entries into Eloqua would be flagged accordingly
  • A program to clean up the business phone number data in order for us to accurately match to this "Do Not Call" lookup table as you can imagine the different variation of phone data coming from different countries.
  • Auto-sync between Eloqua and Salesforce to ensure both systems are synchronized.
  • Most importantly to reduce risk to our organization from unnecessary lawsuits and improve customers experiences.
  • A maintenance plan on how to maintain "Do Not Call" list in the future

 

New Feature:

  1. New program to flag every phone number in "Do Not Call" master exclude list to every email which associates with those phone numbers in Eloqua as well as Salesforce.
  2. One time to update the database in both Eloqua and SFDC
  3. Incremental update when new contacts enter in both systems as well as when the new phone number was added to "Do Not Call" Master Exclude.
  4. An ability to Opt-in to Do Not Call if Opt-Out

 

One Slight Problem:

  • Phone number data are not consistent
  • Different format for the US and international number

Screen Shot 2019-02-10 at 2.07.02 PM.png

Our Solution:

We decided to use a combination of Data Washing Machine cloud apps and update rules to manage the cleansing of phone number variations.

Screen Shot 2019-02-10 at 2.10.23 PM.png

Example of some of the actions using RegEx Replace & RegEx Extract to clean up the phone number

Screen Shot 2019-02-10 at 2.12.17 PM.png

Update Rules set would update all contacts in Eloqua associated to Do Not Call phone number to ensure all of those emails would have Do Not Call Flag checked "Yes"

Screen Shot 2019-02-10 at 2.15.16 PM.png

We would then create auto sync with SFDC to flag all email with "Do Not Call" = Yes in SFDC.

image002.png

Results:

As we just implemented this solution, however, this should solve the legal issue we are facing, create more awareness for our sale organization from reach out to our customers and ensure as an organization we need to do whatever it takes to solve the problem at hand especially when it comes to legal and improve our customer experiences. A great feeling is when we can leverage Eloqua as a marketing automation platform to deliver a solution that would benefit both marketing and sales.

 

Influential Courses:

  • B2B: Insight for Reporters
  • Eloqua 10: CRM Integrations
  • B2B: Program Canvas
  • B2B: Advanced Editing and Form Processing

Campaign Object Creation: Target Your Audience Where They Are

Get ready for some good news: No matter which campaign you're creating, you'll go through the same simple steps you're going to learn about in this lesson. That means that once you learn the initial steps for setting up campaigns for emails, you'll be able to reapply them when you want to create a campaign for SMS and Mobile App channels, and vice-versa.

Once you select “Create Campaign”, you'll identify which type of campaign you want to create. There will be an orange icon for email, light blue for push, purple for in-app, and pink for SMS, like this:

This image shows the options for the types of campaigns to be created after you select "Create Campaign".

In this step, you'll create your campaign and provide the general campaign characteristics (which you'll learn about below).

The Low-Down on Your Campaign Characteristics

Your campaign has a personality all its own, and you want to show it. That's where defining your campaign is key.

Let's get started at the beginning and see where you can create and define your campaign. Here's an overview of all the options you have when it comes to campaign creation:

  1. First, do one of the following:
    • On the Home page, click the Create a Campaign shortcut.
    • OR
    • On the Manage Campaigns page, click Create Campaign.
  2. In the Create campaign dialog, select the type of campaign you want.
    • To create a Classic email campaign, select the Classic email checkbox and then click Done.
  3. Then, specify the following:
    • Name: This is required. It will be the unique name for your campaign. Keep in mind that the campaign can't have the same name as an existing campaign or form in any folder. The name can't be longer than 150 characters and can include only the following characters: A-Z a-z 0-9 space ! - = @ _ [ ] { }.
    • Description: Add any description or notes you feel will help contextualize your campaign. These can be for your use, or they can help your colleagues understand when or why the campaign was created.
    • Purpose: This element is required, but only applies to email campaigns. You'll select either Promotional or Transactional from the drop-down list available to you. Transactional campaigns are typically used for purchase confirmations and similar communications, and have no automatic suppression, no footers, and no automatic opt-out mechanism.
    • Marketing Strategy: Here's where you can detail the overarching marketing strategy that your campaign falls under. Marketing strategies are defined by the Account Administrator on the Account Management page.
    • Marketing Program: This component will identify your marketing program, the values of which are defined by the Account Administrator in the Campaign Management section of the Account Management page.
    • Folder: This piece is required – it's the folder that will store the campaign.
    • List: Note that this doesn't apply for push and in-app campaigns but acts as a general list for the campaign. If you don't select a list, you can select one later using the Campaign Workbook.
  4. Click Done.

You want to make sure all systems are go before you send your campaign out into the world. The QA Tool provides an easy way to test your campaign before it sees the light of day. With the QA Tool, you can preview experiences and validate metrics before you publish. You can also make sure your content is displayed in the most accessible and precise way possible.

Let's get to know the QA tool and its features:

  • Experience panel
  • Timeline panel
  • Site Info panel
  • Campaign Info panel
  • Change Settings panel
  • Sandbox vs. Production

Experience Panel

Use the Experience panel to preview the list of campaigns that are running on your page. The Experience panel will show the campaigns you're included in, as well as the campaigns that you're excluded from.

An image of the QA tool Experience Panel.

As Events Unfold: The Timeline Panel

As you browse your site, the Timeline panel captures the events as they're triggered on the page. It'll keep track of error messages, page URLs, and actions. It's the sheriff in town that'll make sure actions are being recorded correctly for your campaign. As you move through your site, any action that gets triggered will appear in the timeline as an entry that looks like the images below.

Sample Timeline for Production and Sandbox Environments

 

As Events Unfold: The Timeline Panel

As you browse your site, the Timeline panel captures the events as they're triggered on the page. It'll keep track of error messages, page URLs, and actions. It's the sheriff in town that'll make sure actions are being recorded correctly for your campaign. As you move through your site, any action that gets triggered will appear in the timeline as an entry that looks like the images below.

Sample Timeline for Production and Sandbox Environments

 

QA tool timeline panel.

Your Web Scribe: The Site Info Panel

The Site Info panel will keep track of important info about site scripts and visitor data, like IDs. This nifty panel will help you keep track of site-level configuration and site-wide attributes, like your Maxymiser visitor ID.

QA tool site info panel.

A Bird's-Eye View: The Campaign Info panel

The Campaign Info panel gives you a key overview of campaign pages, scripts, actions, or segments on a page.

QA tool campaign info panel.

Keeping it Tight: The Change Settings Panel

You can use the Change Settings panel to tweak the position of the QA Tool on your screen, and fiddle with the list of items on display in the Timeline panel.

QA tool change settings panel.

The following table describes the features on the Change Settings panel:

Feature

Description

Position on Screen

To specify if you want to display the QA Tool on the left or right-hand side of your web page. You can also choose to show the minimized QA Tool on the top-left, bottom-left, top-right or bottom-right corner of the web page.

Filter Timeline

To specify the items you want to display in the Timeline panel. The QA Tool displays only actions and page URLs in the Timeline panel, unless you select the check box for the items you want to view.

Give Them Something New: The Change Experience Panel

Right from the get-go you're assigned an experience (when the QA Tool is loaded.) But you're not bound to this fate. You can change the experience, and select different variants you want to preview.

When you're testing an MVT campaign, you might want to preview all the functionality right away to make sure you're cycling through all the many variant combinations.

When you're calling up a new experience, there are a few things to keep an eye out for:

  • Make sure different elements don't interfere with each other. Common issues might be shifted elements, overlapping, unintended word wrapping, misalignment, and blinking of elements when the page loads.
  • If you're able to log into the website, you should always check the test thoroughly, both logged in and logged out.
  • Look closely at each element and make sure it appears exactly how you want it to.
  • Production: The environment where visitors actually see campaign content.

The background color of the top panel will change based on the environment you choose: Sandbox is orange and Production is green.

Note: Switching between the two environments ends your session and deletes the info in the Timeline panel. Keep an eye out for that!

An Ad on the Go (That Isn't on a Billboard)

So, what are Mobile In-App Campaigns and how do you create them?

Mobile In-App Campaigns are HTML messages that appear in a container in front of the app that has been opened. To put it in plain terms, they're the box that pops up to show you a pair of shoes you might be itching to buy, or the ad that takes over your screen to show you a cool new tool that's also available at your fingertips.

You, the marketer, can take advantage of the interactions your users have with an app by sending them direct and personalized campaign messaging, like ads. A Mobile In-App Campaign can use events that are triggered by a user's actions in an app, so the user receives a personal campaign targeted around their personal app behavior. For instance, if a user likes a product in the mobile app, that can trigger an event which sends that user a promotional offer in the form of a Mobile In-App Campaign. Pretty neat stuff.

How Are Mobile In-App Campaigns Different than Other Campaigns?

While Mobile In-App Campaigns might look similar to them, but they are different than a Rich Push campaign. A Rich Push campaign sends HTML campaigns outside of the app as Push notifications without any In-App events triggering those campaigns. This is in the effort of making it seem like a seamless experience, and interacts with users outside of their app use, kind of like how your calendar will send a reminder on your home screen for that important meeting you have coming up.

When a Mobile In-App Campaign is executed, on the other hand, the message is delivered silently to the app and displays only on some pre-defined user action within the app, without engaging the mobile application development team.

The Mobile In-App campaign comes in two different supported message styles:

  • Full Screen
  • Alert

Here's what they look like:

In-app Campaign Ad views showing full screen and alert options.

As you learned earlier, the big difference with Mobile In-App campaigns is that they can be triggered through the creation of custom events. This in turn allows savvy marketing strategists to target users with more precision. Marketers can have Mobile In-App campaigns open up after a purchase, an app upgrade, or when someone's viewing a specific page in the mobile app.

By default, Responsys comes with the standard trigger of launching the Mobile In-App campaign when a subscriber opens the app. When a mobile application is opened, the marketer can insert a campaign in the experience to influence the subscriber. The Mobile In-App campaign is sent using a silent Push notification.

For your purposes, keep in mind that when you want to work on Mobile In-App campaigns, you can also find them available on the Mobile App Channel.

Making Your In-App Message Look Just the Way You Want

Now, let's take a quick look at the In-App Message Designer in the image below. You might be thinking it looks a lot like Email Message Designer (EMD), and that is because it does.

When you want to create a campaign in this view, you will pick the app, upload the HTML, and select a Message Style, whether it's Alert or Full screen. You can use the options you are used to such as Preview, Tracking Links, Targeting, and Launching, because all campaigns are created similar despite their channel.

This image shows the In-App Message Designer view.

Watch Your Presence Grow with Responsys

So, you know that Responsys can help you plan your Push notification strategy. Well, these are not only plain Push notifications, but also Rich Push notifications with full HTML, and can include a range of images and sounds, as well as Mobile In-App campaigns. You can also store messages to your users in a Message Center. The possibilities are truly endless.

Imagine having all of this at your fingertips with a bank of knowledge all your own. In this case, marketers like you who use Responsys and already know how to send email or SMS campaigns can ramp up extremely quickly.

What You Can Do to Expand on Your Own

Your campaigns with Responsys will be largely promotional: Your customers will receive things like flash sale notifications onto their devices, limited stock notifications that are based on a device browsing a particular product, or transactional campaign messaging in general that will rock your customers' experience. You might know from experience that there is nothing like getting a Push notification when a package you've been waiting eagerly for has arrived or a shipment has gone out.

Ultimately, mobile app campaigns allow marketers much like yourself to:

  • Quickly reach out to a growing mobile audience
  • Reduce sales cycles
  • Create more personalized experiences for customers
  • Stay ahead of the competition
  • Push Campaign Management
  • In-app Campaign Management
  • Rich Text Editor

You'll also need:

  • Push IO SDK version 2.13.x or greater
  • An app developer to code the app to raise an event using a specific name.
  • The Account Administrator to register the trigger event on the Manage Mobile App Configuration page.

Lists: They're Your Friends

  • Create an App Channel List for the Profile List to be used with the app. The App Channel List holds all known user and unknown device information for all apps.
  • Associate the app with a Profile List.
  • You also have the option to create the App Channel List Filter to separate known users for the given channel from anonymous users. You'll use this filter if you're orchestrating cross-channel messaging.
  • You also have the option to associate the app with a preferences PET, as well as select custom triggers for the in-app campaigns.

Push Notifications & Rich Push

Using the mobile app channel, you can send out various types of campaigns.

The first two will be considered Push messaging, which are notifications that are sent to a user's device and are pushed through a publisher or central server. The app doesn't actually have to be open at the time the notification comes, but the app must have been downloaded and have been opened once. For iOS the user must have agreed to allow Push notifications. Then, users will see a notification on their phone with Push notifications. This notification can help drive the user into the app, which is an extremely important metric that you can use to measure your retail space.

 

The same goes with Rich Push notifications, except that they have graphics and sounds. An actual HTML message can be displayed with Rich Push, allowing you to send a creative in this form factor without the app developer. From a user experience perspective, users can automatically open the app after tapping on the notification. Or, using deep linking, a user can be directed to a specific page inside a mobile application after tapping the notification. With both these messaging options, it's encouraged that the user open the app, engage with the company, and drive user retention.

This image shows the difference between Push Notifications and Rich Push Notifications.

Opening a Line of Communication

Here's an overview of your choices when it comes to SMS campaigns:

This image shows all the types of mobile SMS campaigns available with Responsys.

Let's take a closer look at what these entail.

The Email Acquisition Template

With SMS campaigns, you get the email acquisition template, an option that's used for campaigns where you would like your customers to text in their valid email address, so they can opt in to email marketing communications. This means that you can now talk to your customers on email, like old friends might do.

Along with texting in their valid email address, the person you're talking to would also need to text a specific keyword. This keyword is what triggers Responsys to execute the email acquisition process to occur. Then, Responsys will see that the keyword is associated with a campaign that's part of an email acquisition, so it validates the email address in the incoming SMS message, and also performs a data list merge to the profile list. This merge may update the email address and/or mobile number of your person of contact. Pretty cool, huh? It's like the system knows all the gaps and holes to fill to make sure you can talk to your customer directly and without issues.

How You Can Use This Awesome Feature

To use this feature, which is available for both dedicated and shared codes, you'll need one of those keywords we mentioned earlier.

For clients that have a dedicated code, the customer's response message can start with an email address and then a keyword. For instance: "john@company.com JOIN". The email address is then automatically mapped to the EMAIL_ field.

Alternatively, a customer must start with the keyword if the account uses a shared code. Here's how that works:

  1. To specify the field to which to map the email address, select the field from the Email Address dropdown list.
  2. The Email Address drop-down box pre-populates with the default SMS environment variables. For instance, the recipient should text the keyword JOIN and an email address to use to join your newsletter.
  3. You'll receive an incoming message that reads "JOIN john@company.com". In this case, you'll select SMS_USER_INPUT1 as the email address maps john@company.com to the field SMS_USER_INPUT1. You could use a SetData program element to merge that data into the profile list.

The Always Optional Opt-In Template

  • When turned to the 'Off' position, you can send a message to all subscribers, even if they have an Opt-Out in their mobile permissions. This allows for important messages like emergency alerts or messaging that is deemed more critical and deserving to circumvent an Opt-Out record.

The Text for Response Template

  • Response Messages Only

The SMS Notification Template

  • Outbound Message Only

The Direct API Template

  • Outbound Message Only

The Custom Template: Make it Your Own

  • Response Message

Sharing Screen Time with Your Valued Customers

Connecting on Screen with SMS Campaigns

Within Oracle's Responsys, marketers can orchestrate SMS with other marketing channels, like the campaign manager, for example. Using the campaign manager, marketers can quickly coordinate their custom SMS messages as part of a cross channel journey, making your customer feel like part of the holistic vision of your product and services.

Here, there are Actionable Customer Profiles that allow marketers to identify the attributes, behaviors and preferences that comprise their ideal customers. There's also the Mobile Insight capability that allows marketers to analyze how these messages perform and ultimately drive revenue for your business.

So, in a nutshell, the Oracle Responsys SMS gives you the ability to:

  • Define new keywords and invalid keyword responses for dedicated mobile codes.
  • Create SMS campaigns, preview outbound and response messages, and proof launch outbound messages.
  • Provide two-way SMS messaging using Program.
  • Use templates that support various SMS use cases for your SMS campaigns.
  • Use SMS Recency Attributes for behavior-based targeting.

Working with Your Very Own SMS Campaigns

  • The name and status of the campaigns that use the keyword and the name of associated programs.
  • The keyword forwarding status of the keyword.
  • The position of opt-out keywords in the customer message.
  • Opt-in: This label automatically subscribes the mobile number. If multiple records with the matching mobile number exist, then by default the record with the most recent modified date will be subscribed.
  • Help: This doesn't automatically perform any action.
  • Custom: This also doesn't automatically perform any action.

Once your keywords are defined, you will:

  • Create the campaign.
  • Use the Campaign Workbook to review and edit campaign settings.
  • Activate the campaign using Program.

Key SMS Terms You'll Want to Know

  • Use personalized link tracking and conversion reporting

To refresh your memory, here's a helpful image showing you all the things you can do with SMS Campaigns in Responsys:

A list of all the thinks Responsys SMS Campaigns can help you do.

Customizing Your Campaign Experience with Decisions

Like in any good “Choose Your Own Adventure” story, when you add a decision element to your campaign, you customize the campaign experience for your contacts based on how they interact with your material. Any decision you add to your campaign will have a Yes path and a No path. When the criteria of the decision are met, the contact will flow down the Yes path. And when the criteria of the decision aren't met, the contact will flow down the No path. Ready to jump in and learn some the details of each of these decision elements? In the next section, you'll get an overview of each. But first, here's a quick rundown of the decision elements that you'll see on your campaign canvas:

  • Clicked Email?
  • Compare Contact Fields
  • Compare Custom Object Fields
  • Shared List Member?
  • Shared Filter Member?
  • Opened Email?
  • Sent Email?
  • Submitted Form?
  • Visited Website?
  • Compare Date
  • Cloud Decision
  1. Select the email you want to evaluate from the drop-down list or click the Folder icon and browse until you get to the email.
  1. Set your preferred evaluation details by selecting:
    • The minimum number of times that a link in the email was clicked. You can choose this number from the drop-down list.
    • The time period during which it was clicked. This is the section denoted by “within the last” on the display. Start by typing in a number in the box and then choose hours, days, weeks, or months for your measurement.
    • The Evaluation period, which is the time period in which you want to evaluate for this criterion. To fill in the evaluation period, type a number in the box, then specify whether your measurement is in hours, days, weeks, or months. Here are a few tips related to the evaluation period that you'll want to keep in mind:
      • If the evaluation period is set to 0, Oracle Eloqua will evaluate the contact immediately.
      • If the evaluation period is set for 24 hours or less, Oracle Eloqua will retry the evaluation every 10 minutes.
      • If the evaluation period is set for more than 1 day, Oracle Eloqua will retry the evaluation every 30 minutes.
      • If the evaluation period is set for more than 1 week, Oracle Eloqua will retry the evaluation once every hour.

Understanding Decision Elements: Compare Contact Fields

  1. Navigate to the “Evaluate Contacts whose” section and select values in each of the following fields:
    • Select a field: Here, you can select a field from the drop-down list or narrow the selection by typing the name in the field.
    • Select an operator: This is where you can select the operator for the comparison. This value tells Oracle Eloqua how you want to route the contacts based on the specified field. The operators vary depending on the field type that you selected. For instance, if you select Date Created as the field type, you might choose Before as the operator to look for contact profiles created before a certain date. If instead you select Job Roleas the field type, the operator might be Contains, which will allow you to search for a keyword in a contact's job title. You can also exclude an operator by clicking the not checkbox.
    • Enter a value: Here, you can type the value or select a value from the drop-down. This information is used as the point of comparison within the specified contact field.
  1. Set the Evaluation period, which is the period of time you want to use for evaluating this criterion. To set the evaluation period, start by typing a number in the box, then specify if you're working with hours, days, weeks, or months.
    • If the evaluation period is set to 0, Oracle Eloqua will evaluate the contact immediately.
    • If the evaluation period is set for 24 hours or less, Oracle Eloqua will retry the evaluation every 10 minutes.
    • If the evaluation period is set for more than 1 day, Oracle Eloqua will retry the evaluation every 30 minutes.
    • If the evaluation period is set for more than 1 week, Oracle Eloqua will retry the evaluation once every hour.
  1. Select values in each of the fields in the “Evaluate Contacts whose” section. These fields include:
    • Select a Custom Object Set: Here, you can choose a custom object set from the drop-down list.
    • Select a field: You can choose the field containing the data that you want to use for comparison and filtering purposes.
    • Select an operator: This value lets Oracle Eloqua know how to route the contacts. The operators will vary depending on the field type that you've selected.
    • Enter a value: Here, you'll either type a value or select one from the drop-down. This information is the point of comparison within the specified contact field.
  1. Set the Evaluation Period, which is the time period you want to use when evaluating this criterion. Start by typing a number in the box and then specify if it is hours, days, weeks, or months. Here are some notes to keep in mind when setting the evaluation period:
    • If the evaluation period is set to 0, Oracle Eloqua will evaluate the contact immediately.
    • If the evaluation period is set for 24 hours or less, Oracle Eloqua will retry the evaluation every 10 minutes.
    • If the evaluation period is set for more than 1 day, Oracle Eloqua will retry the evaluation every 30 minutes.
    • If the evaluation period is set for more than 1 week, Oracle Eloqua will retry the evaluation once every hour.

Understanding Decision Elements: Shared List Member?

  1. Select the contact list from the drop-down list or click the Folder icon and browse the list.
  1. Set the Evaluation Period, which is the time period you want to use for evaluating this criterion. Type a number in the box, then specify whether this time period is in hours, days, weeks, or months. As with the other decision elements, here are a few tips for selecting the time period.
    • If the evaluation period is set to 0, Oracle Eloqua will evaluate the contact immediately.
    • If the evaluation period is set for 24 hours or less, Oracle Eloqua will retry the evaluation every 10 minutes.
    • If the evaluation period is set for more than 1 day, Oracle Eloqua will retry the evaluation every 30 minutes.
    • If the evaluation period is set for more than 1 week, Oracle Eloqua will retry the evaluation once every hour.

Understanding Decision Elements: Shared Filter Member?

  1. Select a shared filter from the drop-down list or click the Folder icon and browse to the list.
  1. Set the Evaluation Period to establish the time period in which you want to evaluate for this criterion. As with the other decision element evaluation periods, you'll first need to type a number in the box and then specify if it is hours, days, weeks, or months.
    • If the evaluation period is set to 0, Oracle Eloqua will evaluate the contact immediately.
    • If the evaluation period is set for 24 hours or less, Oracle Eloqua will retry the evaluation every 10 minutes.
    • If the evaluation period is set for more than 1 day, Oracle Eloqua will retry the evaluation every 30 minutes.
    • If the evaluation period is set for more than 1 week, Oracle Eloqua will retry the evaluation once every hour.

Understanding Decision Elements: Opened Email?

  1. Select an email from the list or click the Folder icon and browse to the email.
  1. Set the evaluation details by selecting:
    • The minimum number of times that the email was opened. You'll choose this number from the drop-down list.
    • The time period during which it was opened. If you look at the figure above, you'll see this is the number that follows “within the last.” After typing a number in this box you'll need to specify if you're working with hours, days, weeks, or months.
    • To set the evaluation period, type a number in the box and then choose if it is hours, days, weeks, or months. Remember that the evaluation period is the period of time over which you want to assess the criterion at hand.
      • If the evaluation period is set to 0, Oracle Eloqua will evaluate the contact immediately.
      • If the evaluation period is set for 24 hours or less, Oracle Eloqua will retry the evaluation every 10 minutes.
      • If the evaluation period is set for more than 1 day, Oracle Eloqua will retry the evaluation every 30 minutes.
      • If the evaluation period is set for more than 1 week, Oracle Eloqua will retry the evaluation once every hour.

Understanding Decision Elements: Sent Email?

  1. Select the email from the drop-down list or click the Folder icon and browse until you find the email you're looking for.
  1. Set the Evaluation Period by typing a number in the box and then specifying whether it's in hours, days, weeks, or months. Here are some helpful tips for setting this evaluation period:
    • If the evaluation period is set to 0, Oracle Eloqua will evaluate the contact immediately.
    • If the evaluation period is set for 24 hours or less, Oracle Eloqua will retry the evaluation every 10 minutes.
    • If the evaluation period is set for more than 1 day, Oracle Eloqua will retry the evaluation every 30 minutes.
    • If the evaluation period is set for more than 1 week, Oracle Eloqua will retry the evaluation once every hour.

Understanding Decision Elements: Submitted Form?

  1. Select the form from the drop-down list or click the Folder icon and browse until you find the form you're looking for.
  1. Set the evaluation parameters by selecting the time period during which the form must have been submitted to be routed differently. You'll fill in this number after the words “Sent within the last.” Don't forget to choose hours, days, weeks, or months here as well. To give you an idea how this works: if you set the value as 1 week, Oracle Eloqua will route segment members that submitted a form during the past week separately from those who did not.
  1. In this step you'll set the Evaluation period to designate the time period in which you want to evaluate for this criterion. Start by typing a number in the box, then specify whether you're working with hours, days, weeks, or months.
    • If the evaluation period is set to 0, Oracle Eloqua will evaluate the contact immediately.
    • If the evaluation period is set for 24 hours or less, Oracle Eloqua will retry the evaluation every 10 minutes.
    • If the evaluation period is set for more than 1 day, Oracle Eloqua will retry the evaluation every 30 minutes.
    • If the evaluation period is set for more than 1 week, Oracle Eloqua will retry the evaluation once every hour.

Understanding Decision Elements: Visited Website?

  1. Set the evaluation details by selecting:
    • The minimum number of times that the website was visited. You'll choose this number from the drop-down list.
    • The time period during which it was visited. Fill in this information by typing a number in the box then choosing if the time period should be measured in hours, days, weeks, or months.
    • The Evaluation period that you want to use for this criterion. Type a number in the box then choose if it should be evaluated in hours, days, weeks, or months.
      • If the evaluation period is set to 0, Oracle Eloqua will evaluate the contact immediately.
      • If the evaluation period is set for 24 hours or less, Oracle Eloqua will retry the evaluation every 10 minutes.
      • If the evaluation period is set for more than 1 day, Oracle Eloqua will retry the evaluation every 30 minutes.
      • If the evaluation period is set for more than 1 week, Oracle Eloqua will retry the evaluation once every hour.

Understanding Decision Elements: Compare Date

  • Select an operator from the drop-down list. Your choices will be:
    • Before
    • After
    • On or before
    • On or after
    • On
    • Between
  1. Specify the date and time. If you select “between” as your operator, you'll need to specify two dates. Otherwise, there wouldn't be any time period to fall between. Keep in mind that the minimum level of time that can fall between two dates is 5 minutes.
  1. Specify the time zone from the drop-down box.

Understanding Decision Elements: Cloud Decision

  1. Click Edit to configure the cloud decision. The configuration screen opens in a new tab.
  1. Click Save and close the tab once you have completed your configuration.

Making Marketing Magic with Multi-Step Campaigns

If you're looking for a marketing tool that's highly customizable to fit your exact needs, adaptable in real time, and can be used to intrigue contacts, multi-step campaigns are exactly what you need. All you need to do is add the elements of your campaign to the campaign canvas and then connect them to create your campaign flow. It really is that simple. Here, you'll walk through the steps.

First, let's go over some things you'll want to get sorted ahead of time. It's kind of like planning a trip: sorting out the fine details ahead of time allows you to have a lot more fun when you head off on vacation.

The Steps Before the Multi-Step

Before launching right into a multi-step campaign, you'll want to take care of a few things that will make your life a bit easier in the long run. Here are some of the most important items you'll want to check off your to-do list:

  • Thoroughly plan out your campaign. This includes documenting your campaign goals, target audience, and key messages. You'll also want to identify the appropriate channels to reach your audience and create emails, forms, landing pages and any other assets required for your campaign. It's great to get these bits and pieces sorted now, because if you need to add something after you've activated the campaign, you'll have to deactivate the campaign to make any changes. Any time you deactivate a campaign, it moves into Draft state, where it can stay for up to three months.
  • If you want to be able to report on all of the form and landing page activity resulting from your campaign, be sure to add these to the campaign canvas. This will allow you to attribute form submits and page visits back to the campaign.
  • Before activating your campaign, there is one important step you absolutely don't want to forget: testing. Always test your campaign before activation in order to catch typos, broken links, and other errors, and to make sure you're sending the right emails in your campaign flow.

Jumping into Action: Crafting a Multi-Step Campaign

  • Click Create a Multi-Step Campaign.
  • You'll have the option to select a template or use the blank campaign. At this point, the campaign canvas will open. Take a look at the image and key below for an idea of what you can expect to see:
  • At the top of the canvas double click Untitled Campaign and type in a name for your campaign. The image below illustrates this: An image showing where to add a name for the campaign.
  • Now you're ready to configure the settings for your campaign.
    • Click Options, then click Campaign Settings.
    • Add a description of the campaign and set the campaign's start and end dates. Take a look at the figure below to see your options when selecting these dates.
    • Click Advanced to configure a few additional details:
      • If you want to allow a contact to enter the campaign more than once, click the Allow contacts to enter the campaign more than once option. If you select this option, after a contact enters the campaign, the contact can enter the campaign again. For example, use this option if you want to allow contacts to flow through a different path of your campaign and receive a different email, or if you have an ongoing campaign where assets regularly change each time the contact flows through the campaign.
      • If you want to sync the campaign with your CRM, click the Sync with CRM option (check out the example of this below). For now, don't worry about filling in the CRM Campaign ID field - it will populate after Oracle Eloqua syncs with your CRM. An image of the campaign's advanced settings.
      • Click X to close the settings.
  • Configure any additional campaign information used by your organization by clicking Options > Campaign Fields. The Campaign Fields dialog is a perfect place to provide further information about the campaign that can also be used for reporting purposes. This will range from budget information to any custom campaign fields required by your organization. You can also add an end date notification on the Notifications tab.
  • Now you're ready to add elements to the campaign canvas by double-clicking the element in the Campaign Steps pane. Popular elements are shown by default, but if you want to view all the available elements, click the Campaign Steps heading. By clicking the star icon, you can mark your favorite elements.
  • To configure each element, double-click it. You'll be able to configure audience elements, asset elements, decision elements, and action elements.
  • Connect the steps on the canvas to form the campaign flow.
  • Click Save.
  • Ensure that any Oracle Eloqua AppCloud apps on the campaign canvas are fully configured.
  • Thoroughly test your campaign and the campaign assets. This includes sending test emails, previewing your landing pages, and submitting forms associated with the campaign.

It's Go-Time: Activating Your Campaign

  • Open the campaign you want to activate.
  • Click Activate. The Activate Campaign window that's pictured below will open. If you're an administrator, you'll also see additional Campaign Activation User options on the activate campaign window. As you can see, there are options to Start Now or Start Later and add a start date, and a field to decide the campaign's end date. You'll use these in the next step.
  • Configure the activation:
    • To start the campaign immediately, click Start Now.
    • To choose a date for the campaign to start, click Start Later and schedule your specified start date and time. The default time zone will be based on your user profile, not the time zone from your local machine.
    • Specify the campaign's duration using the Campaign Activation End Time field. The end time will always be midnight on the date selected. Remember that after this date, the campaign will become read-only.
  • Click Activate or Schedule to save your changes. Oracle Eloqua will activate the campaign according to the schedule you set, and the campaign's status will change to either Active or Scheduled.

All Eyes on Your Campaign: Tracking Contacts After Activation

  • The campaign will become read-only. From this point forward, you cannot reactivate the campaign, add contacts to it, or modify any settings. If you want to reuse the campaign, you'll need to copy it.
  • Oracle Eloqua will remove all contacts who were members of a campaign element and they will exit the campaign.
  • Oracle Eloqua will continue to track all campaign activity for 12 months after the campaign end date. If a contact opens an email, submits a form, or performs any other campaign-related activities, Oracle Eloqua will capture those actions and you'll have the opportunity to report on them.

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