Delight new contacts with a memorable welcome campaign.

August Eloqua User Group 

Hero Photo by Ashim D’Silva on Unsplash 

Overview

You have one chance to impress new contacts, your welcome campaign is the best digital chance you have. Your campaign needs to be underpinned by a strategy, then you can build the assets & go live. 

Why this topic?

As the last episode for our Always-On series, the Welcome Campaign was a logical choice. 

As with any always-on campaign, it’s easy for it to be ignored while it works away in the background.

The challenge then becomes keeping the campaign fresh, up-to-date and relevant.

This episode explores the welcome campaign from a strategic point of view and the webinar provides some examples and suggestions for more effective Eloqua Campaign Canvas design.

Which is it, “Welcome” or “On-boarding”?

There is no shortage of acronyms and terms used to describe campaigns in the marketing world. For the purpose of this episode we’ve defined the two as follows:

Welcome Campaign

The objective of this campaign is to target net-new additions to your Eloqua database. 

You will likely want to use the Segment editor to filter exactly who enters the welcome campaign.

You can use the Eloqua Contact Field “Date Created” to determine net-new additions to Eloqua.

On-boarding Campaign

The objective of this campaign is to specifically target new customers, people who have parted with some cash for your products or services.

You may begin with a generic “welcome to the brand” and then channel people into more specific campaigns based on the specific product or service they’ve purchased.

With both of these campaigns, it’s critical to ensure they’re fresh, current and calls-to-action make sense.

Creating automated Oracle Insight reports will serve as a reminder to review the content on a regular basis. It will also help you evaluate the effectiveness of both campaigns providing a basis to optimise the content.

Where in buyer’s journey should your Welcome Campaign begin?

The obvious response should be “at the start”. Ok, if we agree it’s at the start, how do you know where “the start” is? It could be a little presumptuous to imply that when a person engages with you, that it’s the start of their buyer’s journey. 

Define a starting position.

From a digital perspective, the most obvious starting point would be the date the person is created in Eloqua as a new Contact.

From there, you should qualify the new contact further from an attribution point of view

If they’re a new customer (someone you’ve invoiced) is the Welcome Campaign the most appropriate campaign? They should probably enter an onboarding campaign.

Once you determine the new Eloqua Contact qualifies for the Welcome Campaign, are there any other considerations to factor in?

How much do you know about them? What profile data do you have that’s going to enable you to tailor your campaign further?

What’s the objective of your welcome campaign? If Eloqua can see your CRM, are there changes to the Lead or Contact that would require you to alter the welcome campaign or perhaps remove someone from the campaign? 

Define your intended audience before you design the experience.

Understanding your audience will help you tailor your welcome campaign. You may have underlying data that helps define people, but it’s more likely that what you know about a new contact will grow over time. This is one of the core objectives of most welcome campaigns, to gather information about the person as they progress through the campaign. This means a single “welcome email” won’t cut it. 

Graduating university students.

Prospective students, alumni, parents

Professional women in the office.

Business professionals, thought leaders

Crowds at a sporting stadium.

Fans, members, corporate sponsors

Father and son cooking in the kitchen.

Families, individuals or community groups

This month’s Eloqua Hack

Grow profile data by asking the right questions

Eloqua’s Form Design Editor is a key way to help you grow the profile data stored against each contact. If all of your forms just ask for an email address or perhaps an email address, first name and last name, you’re not going to get any really helpful information. Refer back to your overall marketing strategy and objectives and then filter that down to your campaign objective.

How does Eloqua’s Progressive Profiling work?

“Progressive profile allows you to drag and drop contact and custom fields into a section that provides control over when and how these fields are presented to your contacts.

For example, you can continually enhance your marketing campaign while reducing the number of times contacts must complete certain fields by opting to only show fields they haven’t yet completed. You can also set the maximum number of fields displayed to optimize your landing page layout and design.

Progressive profiles can be configured using either List mode or Staged mode. You can modify several progressive profile fields in List mode including the number of fields to be displayed, whether the fields should be randomized, whether you want to display only empty fields, and field width. 

Staged mode allows you to decide which contact fields are displayed together and on which visit they appear to the contact. Individual form fields can be configured to suit your needs and fields that are outside of the progressive profile will always appear.”

SOURCE: Eloqua Help Centre

Welcome email best practices: Making a great first impression

In his November 17, 2020 blog post, White proposes 5 strategic approaches to your welcome campaign. You can access his blog post here. The five strategies are listed below.

The days of batched welcome email sends are long, long gone. Today, welcome emails are like transactional emails in that consumers assume either they did something wrong or your systems don’t work if they don’t get one immediately after they sign up. Don’t disappoint or confuse them. Trigger yours immediately.

Chad S. White

Head of Strategic Research | Oracle Inc.

1

Promotion

The welcome tries to drive a purchase through incentives or product promotions, since getting a purchase, especially the first purchase, is a major predictor of getting future purchases.

2

Education

The welcome tries to deepen brand affinity and loyalty by educating the new subscriber about your brand’s history, products, services, values, and social causes. 

Today’s consumers, especially Millennials and Generation Z, want to feel good about the companies they buy from, so this approach can pay dividends long-term.

3

Profiling

The welcome tries to gather more information about the new subscriber so that the company can serve them more relevant messaging going forward. 

While analytics are great for the long-term understanding of a customer, profiling efforts are superior in the short term when you don’t have much, if any, customer behavioural data to leverage.

4

Expansion

The welcome tries to connect with the new subscriber through additional channels by promoting their mobile app, social channels, direct mail catalogue, and other channels.

The more channels that a customer uses to engage with your brand, the more valuable that customer tends to be.

The welcome may also ask the subscriber to deepen their relationship via email, asking them to opt up into additional mail streams.

5

Evangelism

The welcome tries to get the new subscriber to refer their friends or colleagues. Often this is incentivised by offering a discount to the referrer for each referee that makes a purchase or takes some other desired action.

Start with your audience & campaign objectives

You really need to watch the August User Group replay to get the most value from this section. We present you with a couple of Campaign Canvas examples of live welcome campaigns we use here are Marketing Cube.

You’ll find tips and suggestions to use Shared Lists, multiple entry points into the campaign and more.

What’s new? What’s coming soon?

Release 22C is due at the end of August and into early September depending on which POD your instance of Eloqua is hosted. Many AsiaPac clients are on POD1 or POD7. 

These two PODS will move to Release 22C on Saturday 27th August, Sydney/AEST. Other PODS will be completed no later than Friday 9th September, New York/EDT.

If you’d like a more detailed breakdown, SUBSCRIBE to our Important Eloqua Updates. You’ll receive a maximum of two emails a quarter with further details and tips about the upcoming releases

Release Highlights

  • Auto Open and Auto Click Reporting: Auto Open and Auto Click metrics now expanded to more subject areas
  • You can now track who clicks on a phone number or “mailto:” link in the Design editors
  • Oracle Eloqua SMS Enhancements for the Keyword Management, Folders and Asset Management, and Reporting feature
  • The long-awaited ZOOM App 2.0 is now in Controlled Availability. The program is currently closed, meaning no additional users can gain access until it’s GA – “Generally Available”. We anticipate that being November 2022 or February 2023. 
  • Integration Enhancements and more!

Marketing Automation Agency Services

Since 2007, Marketing Cube has been a trusted partner for marketing automation clients, specialising in Eloqua. In 2018, we expanded our expertise to include services for Salesforce Marketing Cloud clients. Our team excels at implementing your chosen platform and providing comprehensive agency services.

With a track record of assisting nearly 150 customers across diverse industries and geographies, we offer traditional application support and efficient help desk services.

If you’re seeking agency services, such as strategic guidance, end-user coaching, training, campaign support, and more for Oracle CX Marketing or Salesforce Marketing Cloud, reach out to us today to discuss how we can best assist you.