Eloqua’s Advanced Feature Areas
Once you’ve mastered the basics, take advantage of Eloqua’s power.
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 in 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 multistep automated marketing campaign is a highly customizable tool that gives your contacts a tailored customer journey. You can create drip or nurture campaigns, 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 campaign. 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 field merges to personalize your emails, forms and landing pages using information from contact records, events, custom objects or query string values. For example, use a field merge to add a contact’s name to a message or prepopulate form fields with information you already have.
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.
Oracle Business Intelligence (BI) is a powerful tool that can provide actionable insights via customizable, interactive reports and dashboards.
