Your ability to personalise campaigns and target the right people with the right message at the right time is largely dependant on the quality of your data. Here’s some campaign suggestions Eloqua users can use today to help improve the quality of your data.
Don’t keep doing the same thing and expect something different.
For repetitive campaigns e.g. webinars, face to face events etc where you usually present people with the exact same registration form, why not use Eloqua’s Progressive Profiling function? Simple.
Build a form with the core details you need e.g. First Name, (do you really need their last name?), Email Address, Mobile and then add as many fields as you think are critical to your segmentation and what the sales team as profile information. If they’re currently blank, Eloqua will automatically present them to your contact in the form when your contact reaches the landing page.
If you’re running two webinars a month, that’s 20+ opportunities each year to grow the profile data you have against those contacts who register. This process will help clean your data amongst those who engage with you on a regular basis.
If people don’t want to play, it’s their loss.
There are a range of reports you can access in Eloqua Insight to show you inactivity data and more. However, I find a simple segment like the one you can see below, is also a good way to get an idea of those people in Eloqua that you can’t communicate with.
Unsubscribes & Hard Bounces.
Once a contact falls into either of these two filter criteria, Eloqua won’t let you send them anything. Even if you have them in a segment and on the campaign canvas, once the campaign is activated they will not be sent anything.
So, it begs the question, why have them in Eloqua? For those marked as a hard bounceback, create a seperate segment and then send them to your CRM Administrator and have them flagged as “Inactive”. You don’t want to delete the email address from the CRM, remember the email address is Eloqua’s unique identifyer. Using an Inactive flag i.e. a tick box, is a much smarter way to manage your contact data.
Once that is done, you need to make sure the Inactive flag is being synchronised to Eloqua, that way you can use it in your Segment template as an “exclude”. You may also want to have the customer service team reach out to the contact by phone to see if there’s a new email address or confirm that perhaps they’ve left the organisation.
NOTE: If you don’t have Eloqua connected to an external system e.g. a CRM, you can either use the inactive option or simply delete the contact. Eloqua will retain certain information, but if the email address is a hard bounce, that’s confirmation that the email account is dead or no longer active. It’s useless to you.
This is a great way to clean data and it will help the sales team as well.
Would you like to learn more about data and how it can help your business execute smarter campaigns? Join us at the February 2016 Marketing Automation Meetup in Sydney or Melbourne. Details below.