We wanted to increase the reach of our marketing communications and recognised that there was a lot of missed opportunities within our existing contact database. Our website was already capturing consent correctly but this was not the only potential source of consent capture.
Sales were having great conversations with interested leads, but these leads were often were not opted in to receive marketing communications. We were frequently receiving requests via sales from these leads asking to receive marketing communications but any such request needed to be documented and stored as proof. We needed a less manual way of accurately capturing and recording these opt ins.
Allowing sales to directly edit a person’s consent was not going to be an option. We needed the person to update their own consent status.
- Increase the number of market contactable records
- Efficiently fulfil opt in requests
- Record the contact’s consent status
Consent data was already being reflected in Salesforce and accurately maintained through Eloqua external calls and a Program Builder specifically for this purpose.
We created a new field to host our ‘Send Opt in Email’ button.
We used the value of the consent field to conditionally show or hide the ‘Send Opt in Email’ button.
- If the person was not opted in, the button would be visible – as they have potential to be opted in through this process
- If the person was opted in, the button would be hidden – as they do not need to opt in again
The ‘Send Opt in Email’ button contains a blind form submission link (http://s[SiteID].t.en25.com/e/f2?elqFormName=[FormHTMLName]&elqSiteID=[SiteID]&EmailAddress=[lead/contact’semailaddress]) and is clicked by sales when their contact requests to receive marketing communications.
This begins the process.
The Eloqua form captures the email address and shows the sales submitter a thank you page, confirming that their contact has entered the process.
The form also adds the contact to a campaign, which sends them the opt-in-request email.
The email contains a CTA button that is a blind form submission link which, when clicked by the contact to opt in, shows them a confirmation page, updates their record to be opted in and adds them to the Program Builder used to update Salesforce with their new consent status. Now that the contact is opted in, salesforce hides the ‘Send Opt in Email’ button from the page layout.
After a contact is sent the opt-in-request email, they enter a ‘Compare Contact Fields’ step that assesses if they have opted in – this step evaluates for 6 months. As well as giving the contact time to respond to the email, this step prevents sales from sending the same contact through the process too frequently. We could have disabled contact re-entry into the campaign but it was possible that contacts might need to change their consent status more than once over a long period of time.
In this way, the contact updates their own consent status, Eloqua stores their new status and we in marketing gain more contactable records for our email communications!
We've experienced a 5% increase in our contactable audience - which is a large volume considering the size of our database.
The speed and ease of the process was commended by the team.
The main benefit of this process is that we're now able to effectively communicate to interested prospects, increasing the number of people within our marketing campaigns and improving the results of those campaigns as well.
Moving forward we may add alternative opt-in-request emails and confirmation pages to the campaign to cater for the other languages we use in our marketing communications.
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