Have you reviewed the Eloqua emails in your “always on” campaigns?

BANNER Have you reviewed the Eloqua emails in your always on campaigns? 1200x630pxl

You’ll typically run two different types of campaigns with Eloqua, one-off campaigns and the other always-on campaigns. It’s easy to keep your focus on the one-off campaigns. However, it’s critical to revisit your always-on campaigns on a regular basis to ensure they’re still relevant and the content is current.

There are a few ways that you can do this, I’ve found Eloqua Insight is the easiest way to get all the details you need. 

I’ve outlined below the fastest way to gather the details you need to conduct an audit of your forms where you can then evaluate any emails used via the Form Processing Step, Send Submitter an Email.

Where will you find the emails?

Besides the emails you have on the Eloqua Campaign Canvas, you will also likely have emails being sent from:

  1. Programs
  2. The Program Canvas
  3. Form Processing Steps

In this blog post, I will be focussing on finding those emails being sent as part of the Form Processing Step Send Submitter an Email.

Step 1: Access Insight

Once Insight opens, locate the Form button below and click on it.

Step 2: Locate the “Form Submission Overview” report

Once you locate the Form Submission Overview report, click the word “Open”.

Step 3: Determine the date range you want to include

Given this exercise is to locate the always-on campaigns and the emails associated, I’d suggest you go back at least two years. Click on the calendar icon highlighted below, you’ll see a pop-up calendar, go back to the date you believe most appropriate.

Then click OK.

Step 4: Suggested next step

You can work with the report here in Insight, however, I find by exporting the report to excel, I can then filter and create a check-list as I work through the audit process.

Click the Export link as highlighted below.

Why is this a good idea?

When the new Eloqua Email Editor arrived in early 2018, we started to build new templates for our various campaigns. I wondered about those “always-on” campaigns and the emails they send automatically. This is a process you should go through if you’re re-branding or have an update to your style guide.

You should also review your “Shared Content” assets as well. These are assets you build once and then use and re-use again and again across multiple emails and landing pages. 

What is Shared Content?

Shared content is reusable content snippets that you can create once, then reuse in emails and landing pages. It allows you to “build once, re-use everywhere” for your most valuable common pieces of content.

Here are a couple reasons to use shared content:

  • Increase your efficiency by writing content once and reusing it.
  • Ensure consistency of your marketing collateral and enforce standards in the production of your marketing assets.
  • Include text, images, hyperlinks and field merges in shared content. For more personalised content that changes based on conditions, use dynamic content instead.