Marketing Automation Trumps Email Marketing

Over the past month I’ve met with a number of Eloqua customers. They’re all doing amazing things and getting results from their campaigns. However, some are really running their campaigns with one hand tied behind their back. Taking advantage of Eloqua’s Automation is critical to getting the most out of the platform and is the driver to a better Customer Experience (CX).

Why Marketing Automation trumps Email Marketing

Email Marketing is very much a batch and blast process. Essentially, you have a list or lists and you have a message. You send one email to one list and you wait and watch.

That’s where it ends.

Marketing Automation allows you to take a step back, look at the experience you want to deliver and then execute that experience over a period of time that you believe will deliver the best results.

Examples of Marketing Automation

The motivation behind this blog post was a specific discussion with an Eloqua client this past week. They have a recurring offer that gives prospects a free-trial-period on their software platform.

They have 12 logins and passwords ready to go today, one for each month and each login lasts for 30 days. Each month they were building the campaign from scratch.

Ouch!

We walked them through the process of how to build a single Campaign Canvas that will dynamically add people to the campaign based on a form submission presenting the offer as part of a seperate campaign.

 

The Eloqua Campaign Canvas

Click on the image above for an enlarged view.

In the example above you can see the Campaign entry point as a Segment in the top left hand corner. This could also be from a Form by way of the “Add to Campaign” form processing step.

From there, we wait for 3 days and then we send a follow-up email from the one that was sent from the original offer campaign, which was a form submission.

Step A

This is where the smarts start to kick in and it’s how we build one campaign to cover the monthly changes to the login and passwords provided in the offer email.

We use the Compare Date Decisions Step to determine the date and time the contact enters the campaign and then through a Yes & No response we send the appropriate email.

Step B

This Shared Filter Decision Step can be many things. Essentially, a Shared Filter allows you to check very specific behaviour. In this example we want to confirm that the contact has reached the software platfrom login screen.

This doesn’t mean they’ve logged in, it just means they’ve reached the screen. If the URL that appears following login is constant, we could create a Shared Filter to confirm this and then continue the campaign as needed.

TIP: You will need to make sure your organisation has the Eloqua Tracking Script loaded onto this website. Otherwise Eloqua will have no visibility into Contact behaviour.

Step C

It’s generally the case that with offers like this, where the goal is to convert a contact to becoming a paying customer, some additional attention could be beneficial.

In this specific example, now that we know the person has logged in and has access for 30 days, it would be valuable to now move them to an educational campaign.

This campaign could consist of tips on how to get the most from the software platform. We see again and again that videos are the best way to address this need. You could schedule one email a week for four weeks driving prospects to Eloqua Landing Pages where they can view short videos helping them navigate the platform.

Calls to action on these pages could make the purchasing process quick and easy. Avoid sending people to YouTube or to your website, they can easily be distracted. Landing Pages are the best way to keep people focussed on what you have to offer.