Chapter 3: Segmentation & Subscription
One of the biggest barriers I find new users to Eloqua face is the construct of “lists” and how Eloqua’s Email Groups and Subscriptions work together to deliver a powerful and easy to manage process.
To really get the most out of your investment with Oracle Eloqua I’d encourage you to set aside your “list” focus. You need to view campaigns as dynamic as well as people’s inclusion in those campaigns as dynamic.
The problem with the thinking that is often behind lists, is that they’re static or list members are manually added or removed in place of a robust subscription management process. The room for error is substantial.
With legislation, like the EU’s GDPR, there’s no room for manual error which is likely when excel spreadsheets are your source of truth.
What is a List?
When most digital marketers talk about Lists, they often mean a literal list of people, with an email address & perhaps their first name – often stored and managed in excel.
Or they may refer to Lists as a construct of their previous email marketing platform. MailChimp is the major culprit with the use of this term.
The major challenge with Lists is that they are often static in nature and exist in a silo. By silo I mean they are not connected to any source of truth e.g. a CRM or even an ERP system.
Email Groups are not Lists
An Eloqua Email Group is not a list of people. Think of an Email Group as you would a subscription to National Geographic magazine or some other magazine you have posted to your home on a regular basis.
You specifically sign up to that subscription and at some point, you may unsubscribe or cancel your subscription.
This “subscription management” functionality is built-in to Eloqua for all editions i.e. Basic, Standard and Enterprise.
Segments are not Lists
You could argue semantics on this one, but I will stick with the idea that Segments are NOT lists. Specifically they are not lists as you would experience in platforms like MailChimp.
The key difference being that Eloqua uses the email address as the unique identifier. So while some platforms will allow one person, with one email address to opt-in to multiple lists and use a different name in each list, Eloqua will not.
The person and their unique email address are at the heart of the Eloqua data model.
How should you group or assign Eloqua Email Groups?
Administrators can create email group defaults for various group types. It’s important to consider not only the type of email included in that group, but also the target audience; there should be some shared relevance between the recipients to ensure an optimised experience.
Here are a few suggested group types:
- By marketing asset type: One of the more common setups is to organise email groups by the type and instance of the marketing asset. For example, you may have different email groups for different newsletters, notifications, PRs, emergency bulletins, and so on.
- By department: You can group the emails by the department from which they are sent. This is particularly useful if you have several different departments sending different types of emails to contacts. For larger companies, the top-level categories might be by department, with functional groupings within each department area.
- By campaign: You could separate your emails into different campaign email groups. This will make it easier for you to isolate the responses to each campaign. Again, this structure could be within a department structure if more than one department (for instance: Marketing, Sales, Support) is distributing email to recipients. I would only encourage using an Email Group associated to a single campaign if the campaign is big. By big I mean a one off special campaign where you may want to section people off for some reason. Perhaps a joint campaign, you want to ensure people subscribed to a joint campaign do not get mixed into your always on campaigns. You can use their email group subscription as an exclusion.
- By event: In some cases, particularly for larger events (such as trade shows), you may want to have an email group for each event. In other instances, it may make more sense to organise by the type of event, such as seminars, trade shows, and webinars.
- By user or agent: In a really large operation, you may want to allow individual marketers or sales personnel to run their own email groups.
- By industry: If you are addressing multiple industry verticals, it may make sense to organise email groups by different industries.
- By product or service: If you have a large catalog of products and/or services, you may want to organise email groups by the different types of products.
Segments can be dynamic or static
You will be most familiar with the static segment approach with your campaigns and this is also the default position many marketers fall to. However, you want to take maximum advantage of the Automation Eloqua offers you.
Why do you want dynamic Segments?
Because you’re not using a b-grade email marketing platform anymore and you’re investment in Eloqua suggests you want more, you want to deliver a richer customer experience.
Once your campaign is active (notice the ACTIVE label in the top left-hand corner of the screen shot above) your Segment will change colour depending on the configuration you have applied.
The Dynamic Segment remains green and will continually add people to the campaign based on the filter criteria you have used in Segments Editor.
The grey Static Segments, shown above, have been configured to only add people once when the campaign is first activated.
All three Segments shown above have a number below them, adjacent to a green tick. That is the number of unique emails/contacts that have entered the Campaign via that Segment.
An example of why Dynamic Segments are a good idea
I host a monthly webinar for Eloqua customers, the Eloqua User Group. We have various ways people can join (subscribe to) the monthly Eloqua User Group Webinar. From links on our website and various calls-to-action in always-on campaigns.
The monthly campaign is launched around the first week of the month and runs for about two weeks, with the last day of the campaign being the day of the webinar. Because people can join/subscribe to/opt-into the Eloqua User Group at any stage, it’s possible that a person who subscribes the day after I launch the campaign, will miss out until the following month.
You want to strike while the iron is hot, having someone complete a form submission and then have to wait 30 days before they receive their *first invitation is crazy.
I create the Segment from a template which includes a filter which includes any form submissions for Eloqua User Group membership/subscription.
That segment is placed on the canvas and is configured to add members regularly until campaign is deactivated. The re-evaluation frequency is set to once every hour.
That means that once the campaign is activated, Eloqua will refresh the segment every hour, 24 hours a day, 7 days a week until the end date of the campaign.
If a person submits the form to join/subscribe/opt-in to the Eloqua User group and the monthly Eloqua User Group is active, they will receive an invitation to join that months webinar within an hour.
*NOTE: In the specific example of the Eloqua User Group, we market it as “membership” of the group. When a person “joins” the User group they immediately receive a confirmation email
In this screen shot you can see how a Segment can be either dynamic or static. When you add a Segment to the Campaign Canvas it’s static by default.
You will need to select the Add members regularly until campaign is deactivated option and assign a Re-evaluation Frequency to ensure the Segment is dynamic.