Advance

Landing pages play an important part in powering engaging cross-channel experiences. A contact may be directed to your landing page via social media, events, or search, as well as from an email campaign.

The landing page can be used to inform, providing a clearer picture of your organization with details that won’t fit in an email or social media post. It can host a form, so your contacts can request more information or give you a better idea of who they are.

Creating landing pages in Eloqua uses a similar design editor as emails, with the same drag and drop components you are familiar with.

Forms are one of the most powerful and effective means of collecting information about your audience. A few common uses for Eloqua forms are:

• Subscription preferences – Contacts can select which communications they want to opt into or out of.

• Registration – Capture registrations on a custom Eloqua form and follow up dynamically with a multi-step campaign.

• Request for more information – Allow your contacts to tell you more about themselves and their interest.

Forms can be very simple, or quite complex depending on your needs. You can host them on an Eloqua landing page or your own site. If you have a WiscWeb site, you can connect a Gravity Form to an Eloqua form, copying form submissions into Eloqua.

A multi-step automated marketing campaign is a highly customizable tool that gives your contacts a tailored journey. For example, you can recontact those who did not open or click on an email, or route them in various ways depending on their past behavior. You can create drip or nurture campaigns (automated periodic email messages), by adding elements such as emails, landing pages, decisions and actions. You can then configure these elements and connect them in a flow that works for your timing needs. All elements can be added and configured directly on the campaign canvas.

After you have created and activated your campaign canvas, the contacts you select will travel through your campaign, depending on the decision steps and wait times you select.

Use Eloqua’s field merge capabilities [“Dear First Name”] to address each recipient by name, or personalize forms and landing pages using information from contact records, events, custom objects or query string values. This approach is known across the industry for garnering a higher level of engagement by building relationships. In Eloqua, a field merge can also be created to pre-populate form fields with information you already have, for example, filling in pertinent information that might differ between contacts in your campaign.

Dynamic content is customer-specific content that changes depending on who the recipient is. When used effectively, dynamic content makes your email and landing page assets more flexible by adapting to the preferences, location or other relevant contact information tied to the contact.

Dynamic content is conditional. As you create alternate versions of content for an asset, you also set the criteria as to who sees which version of that content. The result is a more versatile asset, with fewer overall assets to manage in your library. Instead of sending out five different-yet-similar emails to different groups, you can create five different versions of a newsletter and place it in one sent email, reducing file management and clutter, while providing targeted content to your reader.

With signature rules, emails can be sent on behalf of many different people at once in a one mass email send. The senders are dynamically defined based on the recipients of the message. Rules link a specific sender to a contact based on the field values in that contact’s record or custom object.

Custom data objects (CDOs) are containers for data that is specific to your user group. CDOs can hold data that should not be edited and/or viewed by other users. Once a CDO is set up, you can upload data (CDO records) into it and then segment and personalize (via dynamic content and field merges) off of that data.

One of the highlights of working with Oracle Eloqua is the robust reporting, data and analytics capabilities if offers. In Eloqua, you have access to enterprise-grade, deeply granular insights into campaign performance and user engagement, in more than 250 standard, out-of-the-box reports.  Using Eloqua, you can track complex, multi-channel customer journeys, enable advanced lead scoring, and provide actionable, customizable data to optimize your strategy.

Referred to as “Insight Reports” Oracle Business Intelligence (BI) is a powerful tool included in campus Eloqua licenses. With Insight Reporting, you can get actionable performance details via customizable, interactive reports and dashboards to help inform your marketing strategy, make adjustments and grow your engagement capabilities.

Eloqua can be configured to manage a simple event invitation and response tracking process. The Multi-step Campaign canvas is the anchor for a series of elements that work together to manage the invitation, registration, confirmation, response, reminder and follow-up phases of event invitations.

Note: Eloqua does not offer the best solution for management of an event itself, beyond simple invitation and tracking. Conditional form fields (i.e. If.. .then… relationships), event management functions like room assignment, cancellations, wait list clearing or other advanced functions are not available. For these needs, we recommend contacting Campus Conference and Event Management.