Eloqua Basics Part 1 010

Eloqua Basics Part 1
Segmentation and Email
2012
© 2012 Eloqua Education Services
Objectives  By the end of this course you will be able to…
 Create a contact  Define email groups

 Edit contact information  Define email folders
 Upload a contact list  Define the purpose of
 Create a list (shared) headers and footers
  Create emails
Create a segment
 Insert links
 Work with segment elements
 Insert personalization
 Create a filter
 Test emails
 Copy emails
 Send emails
© 2012 Eloqua Education Services 2

Segmentation
CONTACT CREATION AND

MODIFICATION

Contact
Definition
Every unique email address is a contact

Contacts  How is contact data structured in Eloqua?
First Last Email Title

Willy Smith willys@cool.com Actor
1. 2. 3.
Email address A single piece of A contact record is

is the unique data is stored in a the entire set of data
identifier that contact field. for one contact.
defines a
contact Over 250 fields
exist in your
database.
Growing Your Contact Database
Contacts can be added to your database in 4 ways:
1. Manual Contact Creation

2. External List Uploads
3. Online Forms
4. CRM Integration
Eloqua Users must perform

these tasks

Hands On Task Let’s try it:
 In this exercise we a) Create a new contact record

will learn how to
create, edit and b) Modify contact data
preview a contact
record. c) Find and preview a contact

Segmentation
LIST MANAGEMENT

List
Definition
A list is an asset list n.

type in Eloqua
A set of contacts grouped together
for the purpose of contact
It is a tool for segmentation. Lists are static.
contact
segmentation

Examples
• You need to send an email to a list of
contacts pulled from SFDC
A list can refer to • You need to send an email to a list of

external lists from
event attendees
other applications
or sources
• You have a rented or purchased list that
needs to be uploaded into Eloqua

List Sharing
 Eloqua has a
concept of
“sharing”
 Make your lists

available to other
users

List Management  Upload an external list into an Eloqua list
• CSV File Format

• Column Headers (Match to Eloqua Contact
Fields)
• Proper Case Values (Names, Countries, etc)
• Be Consistent - Standard Values

Uploading Lists  Do’s and Don’ts
 Columns of data must have a corresponding Contact Field present in Eloqua (if
there is not one, you can choose to ignore that data in the upload process)
 For non-Western characters, save as .XLS or Unicode text, and proceed as if it’s a
CSV.
 Order of the columns does not matter
 Each Column name must be unique, but doesn’t have to be EXACT

Deleting a List  List is deleted but not the contacts

 In this exercise we a) Download and save the test contact

will learn how to file
upload a list into
Eloqua. b) Upload the list using the Contact
Upload Wizard
c) Save the contacts to shared list in

Eloqua
d) Find your list in Eloqua and rename

Pop Quiz
Do the header row names need
to be an exact match for the
Eloqua Contact Fields?
Yes/No
What happens if your CSV file

has one row missing an email
address?
Eloqua upload will skip that row (contact).

Pop Quiz
What do you do if your upload
file contains non-western
(double-byte) characters?
Save as .XLS or Unicode Text file, then treat it
exactly as though it were a .CSV file.

FILTERS

Filters are dynamic…
Filter Criteria
Email Address contains

@domain.com
City = New York
Industry = Finance

Filter Examples:
• You need to find all contacts in NY, TX, and CA
• You need to find all contacts who opened any email in

A query or search to the last two week and visited the corporate website in
look up contacts in the last week
Eloqua
• You want to find all contacts in NY who are in the
finance industry, have a title of Director or CEO, and
have opened any product specific emails in the last
two weeks

Filter Types
Contact Field Value Filters
• Filter through your entire Eloqua database based on values

stored in Contact fields.
Activity-Based Filters
• Filter based on an individual’s Activity, such as opened an

email or visited a website.
Inactivity-Based Filters
• Can be used to create a Group of Contacts who have not

carried out the specified activities within the specified time
span.

SEGMENT

Segment
Definition
A targeted set of contacts in your database
to receive an email.
A segment is an asset
type in Eloqua that
helps to manage
contacts.

Examples • Industry Segment – Contacts in the
software industry
• Regional Segment – Contacts in North

West USA
• Product Segment – Contacts with previous

purchase of Product ABC
• Event Segment – Contacts who attended

previous online webinars for a particular
product line

Segment Building
Build a mailing list using one or more elements
Blocks
Five Segment Elements:
1. List
2. Shared List
3. Filter
4. Shared Filter
5. Contact Upload
6. Add a Contact

Automatic Exclusions  Segments leave out contacts who…
They get automatically excluded, because they are either

unsubscribed or they are a hard bounceback.
Unsubscribe: A Contact who decided to click Unsubscribe in order to

no longer receive emails.
Hard Bounceback: An invalid email address or invalid domain.

System Excludes
System Exclude: Contacts who fit criteria that the system recognizes as
being un-mailable.
These Contacts are dynamically added to the System Exclude list to
prevent them from receiving any emails.
Master Exclude: Contacts who fit criteria defined by Administrator who
should never be emailed, such as competitors or staff members

Bouncebacks Definitions
Hard Bounceback: An invalid email address or invalid domain

Pushed into System Exclude List
Soft Bounceback: An email inbox that is full or a server that is temporarily down.
Not pushed into System Exclude List

 In this exercise we a) Create a segment

will learn how to
create a segment b) Include your shared list
c) Include your contact record
d) Exclude Eloqua employees

Summary: Segmentation
• Eloqua is Email Centric!

• Contact Records can be created and edited manually
• .csv Format for List Uploads, Column Headers, Standardized Data
• Shared Library to view shared lists or shared filters
• Segments are the mailing list required to send an email
• Segments are constructed using smaller building blocks called segment elements
• Segment elements are filters, lists, individual contacts, uploads and shared
lists/filters
• Right click a segment element to switch to exclude – remove contacts
• Eloqua automatically de-dupes by email address, does not count anyone twice
• Always save and refresh segments to update contact count

Email
EMAIL MANAGEMENT

Email Organization
Folders
Organize Emails into High Level Categories such as regions and

business unit
Email Groups
Organize Emails into Subscription Groups. Each email group has

an associated header and footer assigned to it.

Email Folders  High level organization of content
North
America
Europe
Asia Pacific

 Campaign Specific Organization of Content
Email Groups (Equivalent to Subscription Groups)
Newsletters
Events
Product
Updates

Email Headers  Why Do We Need Them?
Display Blocked Images

Email Footers  Why Do We Need Them?
Option to
Unsubscribe
Company Address
Privacy Policy

Tracking
Clickthroughs Direct Link
Links to an Eloqua tracked webpage
Ex. Email to your corporate website
 Two Ways to Track

Clickthroughs
Redirect Link
Links to a site not tracked by Eloqua.
Ex. Email to a partner site or whitepaper

Direct & Redirect Links
Tracking
Direct Link
www.yoursite.com
www.3rdparty.com
file.pdf Redirect Link

Tracking Opens Images Blocked – No Open
Opens are counted

when email
images are
displayed
Images Displayed - Open

Ways to Create an Email
Build from Scratch Upload Use a Template Copy/Modify

Upload an html Use your own or an Copy an email you’ve
email into Eloqua Eloqua template already created
Design and build in
Eloqua

The Component
Library
Images
Images
File
File Storage
Storage
Management Area Hyperlinks
Hyperlinks
Field
Field Merge
Merge
Email
Email Header
Header
Email
Email Footer
Footer
Shared
Shared Content
Content
Dynamic
Dynamic Content
Content
Signature
Signature Layout
Layout
Signature
Signature Rule
Rule

Custom HTML  You may upload custom html emails into Eloqua
• An upload wizard walks users through a process to upload the html into Eloqua
• Users must be comfortable working in the html version to make edits to the
content
• Emails can be sent using the regular email sending options

Sending Emails  Multiple Options for Sending Emails
Test Send
Adds the word “test” to the subject line of the email. Will not count in reports. (5
recipients at a time)
Batch Send
An email batch is deployed using the campaign canvas. Included in reporting.
Send to a Contact
Send as a one off to one or a few contacts. These are reported on separately from
the campaign reports (batch sends).
Forms
Forms can send “auto-responders” which are sent to form submitters.

 In this exercise we a) Create a new email

will learn how to
create an email b) Add content components
c) Preview and Test Send
d) Send as batch
e) Copy and Rename
f) Edit Email Details

Which type of send has zero
Pop Quiz reporting?
Test Send
Can an email be sent to someone trick question?

more than once?
Yes, if it’s a Test or Quick Send.
Optional for Campaign, Batches and Forms!
What do you need in order to

send a Batch email?
A segment and an email

Pop Quiz To Direct or Redirect… that is the question.
I’m linking to an externally hosted pdf file. Which should

I use?
Redirect link
What details are in the Email Settings area?

Sender information and
advanced things like encoding.
Can you edit the Text version of the email?

Yes!

Summary: Emails
• Eloqua tracks clickthroughs with direct and redirect links

• Opens are calculated based on images rendering in the email
• Email Folders organize content based on high level structure (region)
• Email Groups are subscription groups and automatically apply headers and footers
to emails
• The footer is required to be legally compliant, share the privacy policy, and offer an
option to unsubscribe
• Email editor is drag and drop
• Test send does not count for reporting
• Email a Contact option does not count in batch reporting
• Eloqua automatically suppresses contacts from receiving the same email twice
• Upload custom HTML in Eloqua and work in source code to edit

REVIEW

Summary Key Take Aways
 Segments are the mailing lists for all Email Batch Sends
 Segments consist of one or more segment elements
 Emails may be sent as a batch, a test, or email a contact
 Only Batch Sends are counted in Batch reports
 Eloqua automatically suppresses duplicate emails from
being sent to a contact
 Shared lists and filters refer to items that can be used by
all Eloqua users for use in multiple segments/campaigns
 The email group is critical to an email as it assigns the
header and footer
 Emails can be personalized with field merges
 Links can be tracked as direct or redirect

RESOURCES

Questions/Resources/Help
Product Support (via customer central)

by email or phone
Resources, Documents, Recordings on Topliners

http://topliners.eloqua.com


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Eloqua Basics Part 1

Segmentation and Email

 Create a contact  Define email groups

© 2012 Eloqua Education Services 2

CONTACT CREATION AND

© 2012 Eloqua Education Services 3

Every unique email address is a contact

© 2012 Eloqua Education Services 4

First Last Email Title

Email address A single piece of A contact record is

Contacts can be added to your database in 4 ways:

1. Manual Contact Creation

Eloqua Users must perform

© 2012 Eloqua Education Services 6

 In this exercise we a) Create a new contact record

© 2012 Eloqua Education Services 7

© 2012 Eloqua Education Services 8

A list is an asset list n.

© 2012 Eloqua Education Services 9

A list can refer to • You need to send an email to a list of

© 2012 Eloqua Education Services 10

 Make your lists

© 2012 Eloqua Education Services 11

• CSV File Format

© 2012 Eloqua Education Services 12

 Order of the columns does not matter

 Each Column name must be unique, but doesn’t have to be EXACT

© 2012 Eloqua Education Services 13

© 2012 Eloqua Education Services 14

 In this exercise we a) Download and save the test contact

c) Save the contacts to shared list in

d) Find your list in Eloqua and rename

© 2012 Eloqua Education Services 15

What happens if your CSV file

© 2012 Eloqua Education Services 16

© 2012 Eloqua Education Services 17

© 2012 Eloqua Education Services 18

Email Address contains

City = New York

© 2012 Eloqua Education Services

• You need to find all contacts in NY, TX, and CA

• You need to find all contacts who opened any email in

© 2012 Eloqua Education Services 20

Contact Field Value Filters

• Filter through your entire Eloqua database based on values

• Filter based on an individual’s Activity, such as opened an

• Can be used to create a Group of Contacts who have not

© 2012 Eloqua Education Services 21

© 2012 Eloqua Education Services 22

© 2012 Eloqua Education Services 23

• Regional Segment – Contacts in North

• Product Segment – Contacts with previous

• Event Segment – Contacts who attended

© 2012 Eloqua Education Services 24

Five Segment Elements:

© 2012 Eloqua Education Services 25

They get automatically excluded, because they are either

Unsubscribe: A Contact who decided to click Unsubscribe in order to

Hard Bounceback: An invalid email address or invalid domain.

© 2012 Eloqua Education Services 26

© 2012 Eloqua Education Services 27

Hard Bounceback: An invalid email address or invalid domain

© 2012 Eloqua Education Services 28

 In this exercise we a) Create a segment