There are 2 steps to a great Nurturing Campaign
- Determine your audience for the nurturing campaign
- Build your Eloqua nurturing campaign
Your audience may be prospects, it could be new customers or could even be business partners. The principle behind nurturing is to provide a drip feed of information to a group of people. For Eloqua customers this could mean targeting a group of people based on their Digital Body Language or if targeting prospects, they may need to be nominated by a sales person.
Whoever your audience may be, a nurturing campaign follows a general flow or process. We’ve provided an example below, but it’s just that, an example. You could use this as a starting point, evaluate the performance of the campaign and then “tweak” it based on the flow of people through the campaign.
Build Your Eloqua Nurturing Campaign
Once you have your target audience chosen and you have the messages in place, it’s time to start building your nurturing campaign. Key considerations are:
1. Frequency of contact. Daily, weekly, fortnightly or monthly? Or, here’s a radical suggestion – ask people how often they’d like to hear from you?
2. Days of the week and the time of day you want your message to be delivered. From the campaign canvas you can adjust both of these metrics.
3. Using progressive profiling, you need to think about the questions you want to ask people in order for them to access the information you have on offer. The fundamental principle here is to not give away anything for nothing. Not that you should “charge” people for your content, just ask them one or two questions. If there’s perceived value in what you’re providing, they will answer your questions.
4. Once your nurturing campaign is active, you need to evaluate and measure the performance of the campaign. Are people moving through the campaign? Is the information you’re gathering of value?
5. Once you have insight into people’s Digital Body Language, you can then also review velocity i.e. the speed at which they’re moving through the campaign. For those people who open your email first time every time, you may deliver the next email a little faster than for those people who may only open the second email.
NOTE: See the “Opened Email? step above in the example from the Eloqua Campaign Canvas. From this step you can choose to send a reminder email i.e. “Looks like you missed my recent email” or for those that did open the first email, move them onto the next email in your campaign.