The key objective this month was to provide members with a “refresher course” when building in-person event registration campaigns. While COVID-19 is delivering different scenarios around the world, Australian & New Zealand clients are optimistic about in-person events in the first quarter of 2021.
When you ‘begin with the end in mind’, you’re likely to save yourself time & deliver a more magical CX for your event registrants.
Regardless of in-person or a webinar, you need to be clear about the registration process you’re wanting to deliver. Your choice will drive very different campaign canvas designs and form builds. These are covered in detail this month.
In addition, if you access the replay this month we’ll send you a copy of our Eloqua Event Registration Guide, filled with Campaign Canvas examples, step-by-step instructions and more.
What will you ask your intended audience to do? Register? RSVP? Or purchase a ticket?
You want to be sure that you have made this decision BEFORE you build your Campaign Canvas and Form. They will behave differently and need to be built differently. Shared Lists play an important role in the event registration process. As people register for an event or RSVP Yes or No, you’ll use the form to “conditionally” place them into respective Shared Lists and then reference those same Shared Lists on the Campaign Canvas to navigate their journey through the campaign.
When you ask a person to RSVP – répondez s’il vous plaît; “please reply”, the implication is that a polite person should respond with a Yes or No.
The RSVP process requires a few extra steps compared to simple registrations. The Eloqua Form is where the smarts are applied. Use of Shared Lists to manage RSVP Yes and RSVP No in combination with the Campaign Canvas ensures you don’t send a second or third invitation to someone who responded RSVP No.
With the integration of various APPS, Eloqua can support the purchase process/e-commerce requirements of a
paid for event.
Capturing payments was not covered in this User Group. You may want to consider pre-built apps like Cvent or Eventbrite.
Contact us today if you have specific e-commerce questions about your next event.
Our suggested approach to building your assets
Generally speaking, we always start with the Registration Page, Form and the Confirmation email. We can then get these linked to the Upcoming Events section of our website. Once those assets are live, we then move to building the Segments/Audience and the invitation emails.
Flexibility to support your processes
I generally look at an event registration campaign as having three main pieces:
- The registration page, form & confirmation email. (no canvas needed for these assets)
- The Invitation Campaign – its own Campaign Canvas 001
- The Reminder Campaign – its own Campaign Canvas 002
If you try to build everything on one canvas, you have to have all assets built, approved and ready to go before you can activate the campaign and get the invitations sent.
For larger teams, this process provides for a better “divide and conquer” approach and for smaller teams i.e. one of two marketers, I find it helps you to get a campaign up and running faster.
Try this sequence of asset build for your next event
- Registration Page & Form with the form delivering the confirmation email and adding the registrant to the reminder campaign canvas 002, which is still in draft.
- Build your Reminder emails and Reminder campaign canvas 002. Reminder emails go to people who have registered.
- Create your segment/s, build your 1st, 2nd etc invitation emails and launch campaign canvas 001. You will send multiple Invitation emails to people, always checking before each send that they haven’t already registered or RSVP’d.
- Will you have links to the registration page from your website or Social campaigns?
- Start to think about post event communications. Potentially campaign canvas 003.
Forms, the unsung hero for Eloqua users
Your Eloqua Form Design Editor is an amazingly powerful tool. Once I really understood what’s possible with Forms I quickly saw them as an unsung hero of many campaigns. In the context of Events and the registration/RSVP process, the vast majority of the heavy lifting and the routing of your contacts will be driven from the form.
When you invite people to “register” for your event they will either submit the form, or they will not submit the form. It’s really that simple.
This means that your Eloqua form is also quite simple. However, you want to take advantage of the richness of capability in the form to do things like this:
- Create or update the Eloqua Contact
- Send the event confirmation email to all registrants
- Add all registrants to the Reminder Canvas – 002
- Add all registrants to a single Shared List which serves as your source of truth for “unique” registrants. The form does not show “unique” people in the Form Submission Data, it shows you all data from every single submission. If someone registers twice, you see them twice in the Form, but only once in the Shared List.
- If you ask additional questions of registrants, you may use the conditional processing feature to drop them into various Shared Lists. For example, you may offer SMS as a reminder, add them to a unique Shared List which you can then reference on the canvas and route them through the SMS app.
- Send them to the CRM if they’re a net-new/unknown Contact.
- Present the confirmation page to all registrants.
and the list goes on.
Release 20D will be a strong end to 2020 with a refreshed User Interface (UI) and more
Along with the refreshed user interface, archiving of emails will be generally available. This will help tidy up your asset filing and reduce some clutter. The enhanced ZOOM app allows you to associate individual ZOOM User Credentials to the Eloqua App and from what we can see, data returning from ZOOM to Eloqua is now available. Previously all you could bring back to Eloqua was their attendance status. We’ll know more in mid November.
- New Look and Feel for Eloqua: Eloqua UI is getting an exciting new look and feel. You’ll notice a design refresh applied to different areas of the platform starting with the Eloqua login screen, main navigation menu, hamburger menu, and MyEloqua home page
- Archiving Emails and Forms: You can now archive both forms and emails, and choose to include or exclude archived assets from reports in Insight.
- New (updated) Zoom App: You can now send Webinar or Meeting registrations to Zoom and we have brought back participant information from Zoom onto the Campaign Canvas in Eloqua. UPDATE JAN 2021 This update is delayed, as soon as we know when it’s available, we’ll update this post.
Send Time Optimisation*: With STO, Eloqua can determine the optimum time for you to send an email in a campaign
Contact Fatigue Analysis*: With the power of AI, you can identify how fatigued your customers are so that you can change your message frequency to reduce disengagement and minimise opt-outs.
And so much more!
*As at 14th November 2020: Now generally available with the Eloqua Advanced Intelligence Add-on package.