Eloqua’s campaign canvas provides a huge amount of flexibility to help you tailor your campaigns far beyond simply sending one email to a group of people. This User Group we focussed on reminders and tips to help speed your campaign build, take advantage of the automation and deliver a unique & magical CX.
Thinking outside the box is a much-needed skill
If you’re still using Eloqua to simply send an email to a group of people, you’re missing the point of why your organisation made the investment with Oracle Marketing Cloud Eloqua. I often share with the customers my view that our job is not to send emails, it’s to deliver messages that people want to engage with, respond to and derive value from. If your KPI’s are focussed on the number of emails you send in a given period, they’re the wrong metrics.
Try these tips for your next Eloqua campaign
- For repetitive campaigns, access a Template to ensure CX consistency.
- Then, set your Campaign Settings, Start and End dates and provide a description and then save your canvas.
- You can copy and paste canvas elements, e.g. for multiple streams. TIP: make sure your canvas is saved before you copy & paste canvas elements,
- If you’re building a new campaign, get the team into a room and project the canvas on s screen so you can workshop the canvas and the CX.
- Add notes to your canvas elements so you remember the objective and purpose behind various canvas elements.
The magic often happens through consistency.
What you see as repetition, customers see as consistency. I see customers decide that they’re email is looking a little tired and decided to make changes. I agree, sometimes a refresh is a good idea, however, while you may get tired of looking at the same thing each day, your customers will probably enjoy the consistency of the experience. Plus, from your point of view, this helps brand recognition as people become familiar with your content and your brand.
1. Reduce the number of Canvases.
The simple example below takes advantage of Eloqua’s tracking of Digital Body Language to alter the Canvas flow and the CX. In the webinar, I shared how one client had used the canvas to send an email. They then created a new segment to determine who opened that email and created a second canvas to send a follow-up email to those who didn’t open the first one.
All of those actions could be done automatically on a single canvas, saving you time allowing you to move on to other more valuable tasks.
2. Things can change in the life of your campaign.
In the example below we’ve sent an email then waited for a period of time. The next step is the Compare Contact Fields element. You can use this element to validate any changes in a person’s contact profile that may require a change in the way you address them in the following email.
This could be new data about their geography, their job category, are they now a customer v’s a prospect. Whatever data you have on the Contact or a Custom Data Object you can integrate to alter the campaign flow.
3. Automatically add or remove people from your canvas.
There are several use cases where you will want to remove someone from a canvas. e.g. a Prospect in a lead nurturing campaign may become a customer and they’re midway through your nurturing campaign.
Use the Compare Contact Fields to determine if they’re a customer or not and use the Move to Campaign element before each email send in your nurturing campaign. You may “move” them to your onboarding campaign.
Add to Campaign will maintain the person’s membership of this campaign while adding them to a second canvas.
Reading Digital Body Language = Engagement.
Subtle observations enable you to engage when appropriate. At its’ most basic, Digital Body Language is your ability to observe a person’s online behaviour and then engage with that person as seems appropriate. This includes your ability to engage differently based on a person’s lack of engagement.
Oracle Eloqua Release 19A Highlights
Updates to all PODS will take place over the 15th & 16th February 2019.
- New Responsive Form Editor – will be generally available right away with the arrival of the 19A Release!
- Recommended Apps – Easier to discover Oracle recommended apps directly within Eloqua.
- Agent Export Limit Increase – within Eloqua Insight you’ll now be able to export 200,000 rows with Agent Exports.
- Eloqua Sales Tools for Microsoft Outlook – now supported for 32/64 bit versions of Outlook 2019 for Windows.