As campaign developers, we help the stakeholder set up campaign canvas and build Eloqua assets such as emails, landing pages, forms, and segments. Once these assets are created, we send them to the stakeholder to review before activating the canvas.
One of the challenges I found was that building segments can sometime be very time consuming. The stakeholder will first set up a quick call and give us an idea of the campaign’s purpose, and then provides us a list of criteria to use for the target audience, from Job Role, to Organization Type, to Asset Focus, to Product Family and so on. We will then use these criteria to build the segment, then export the data and send to the stakeholder to review. Often, the stakeholder will make some adjustments to the list criteria to expand or reduce the target audience, and send it back to us. We will then modify our search and send it back to the stakeholder to review when completed. This then goes back and forth several times until the stakeholder approves the list.
When a similar campaign has been used, the same audience can be retargeted by checking on the email sent or checking from which campaign(s). This will significantly reduce the time for building segments and cut the back and forth time with the stakeholder.
A step by step implementation.
There are many cases you want to retarget the contacts that you have previously contacted. One of the most common cases is you want to reach the same group of people for similar events or campaigns that you have reached in the past. To do this, you can use the Sent Specific Emails criteria.
Here are the steps:
1. First, create a new Segment from your preferred templates. For example, select the Events template and give a name to the new segment.
2. Click on the [+] sign on the left panel to add a new Filter Criteria
3. Then drag the Sent Specific Emails filter from the Right panel to the working area.
4. Double click the Sent Specific Email filter, then click on the Down Arrow and choose the email from the Dropdown that you previously used for the similar campaign. For faster search, just type in the first few letters of the email asset name.
5. Click the Add button after you selected your email. This will then add the Email Asset to the main box as shown below.
6. Once you finished adding the email asset in the box, the final step is to choose the time frame that the previous email was sent. For example:
7. You can now Save the segment and see the total contacts you will be including in your new segment based on the previous email(s) sent.
Note: If you have sent multiple emails within the same campaign, and you want to include all these contacts from different emails sent, instead of adding each email individually, you can also use Sent Emails from Campaigns filter.
This option will include all emails within that campaign, so you do not need to list each of the emails. You can also include multiple campaign names if you wish to include contacts from different campaigns.
Alternatively, if you want to have a higher conversion rate, you may also select the contacts only that have opened emails, submitted specific forms or visited specific landing page. The steps are the same, but with a replaced filter.
With these simple steps, I have saved a huge amount of time building the segment for the stakeholders and thereby increasing the overall productivity.
- Time taken to complete a segment before: 2-4 Business Days
- Time taken to complete a segment after: 1 Business Day
Courses that have helped me
The following courses have immensely helped me in implementing and developing the Eloqua segments:
- B2B: Fundamentals
- B2B: Targeting
- B2B: Segmentation
Please feel free to write to me or comment below if you have any queries or comments on this.