If you ask people what they want, they may just surprise you and tell you. The management of Subscriptions is easily actioned by Eloqua. Subscriptions can be enhanced if you also capture a person’s preferences.
Once you start capturing a person’s email preferences, along with their subscriptions, you will quickly identify the need to make changes to your Segmentation. Static “lists” of Contacts will no longer cut it; it’s time to lift your game. This Eloqua User Group replay provides tips and suggestions to help you manage new ways to Segment and understand the impact of those changes on your Campaigns.
As you learn what people’s email and general contact preferences and subscriptions are, your Content strategy should reflect what people are asking for.
It will take time to gather people’s preferences. However, as you begin to expand the profile of your Eloqua Contacts, you will begin to identify new campaigns, and you will also start to build insight to support your Content Marketing strategy.
Think of subscriptions as you did magazine subscriptions that were delivered to your mailbox at home – the one in the front yard, not in your Mac or PC.
You may have had multiple “Magazines” delivered, but each Magazine was unique i.e. Cleo, GQ, New Idea, Women’s Weekly. By comparison, each magazine would equal an Eloqua Email Group.
Preferences are topics that relate to your products or services. You may offer people the ability to subscribe to your email group “Events”, and then direct invitations via email to a subset of your subscribers based on a person’s expressed preferences.
To continue the magazine analogy, select subscribers may have received an “insert” in their magazine that related to a previously expressed preference.
Do you have questions about any of the points presented in this blog post?
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Moving on from batch & blast to a more tailored Segmentation strategy
Now that you’ve gone so far as to ask people what they’d like to hear about, you need to think further about how you will produce your Eloqua Segments for future campaigns. If you rely on muscle memory, that may not work so well. Utilise the Eloqua Segment Template function to help you deliver a far more consistent experience.
Seek preferences early, don’t wait until a person wants to unsubscribe.
By the time a person clicks on the link in the footer of your email e.g. “Click here to unsubscribe”, it’s probably too late, you’ve lost them. If you invite people to share their preferences early in your “relationship”, you have a far greater chance of providing them with the content their looking for.
What’s new & what’s coming?
At the time of the June 2019 User Group, details for Eloqua Release 19C, due in August, were not public. As soon as details become available, we’ll let you know. We did provide a quick update again for those that missed the detailed update of Release 19B from May 2019.
What we’ve heard…
Send Time Optimisation* (STO) is currently in Controlled Availability with a select group of clients. The opportunity to participate in that process has closed. We anticipate that all Eloqua clients will have access to STO by February 2020, Release 20A.
*If you’re searching for this feature, the Oracle Help Centre is not so culturally aware, you need to spell Optimisation with a “z”.
What is STO?
“Send Time Optimization allows marketers to send emails at the optimal time for each contact. The optimal time for a contact is when they are most likely to open the email based on historical data of their email open times. If marketers enable Send Time Optimization for an Email step in the Campaign Canvas, the email will send in the hour around that contact’s optimal time. Marketers can, therefore, engage more effectively with contacts, gaining contacts’ attention when they are historically most attentive to their emails.”