Design your Eloqua campaigns with reporting in mind

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Written by Stephanie Pence

September 21, 2016

Have you ever deployed an email campaign and afterwards gone to Insight to run reports only to find out the metrics, and the information you really cared about, were missing or not easy to get to? Have no fear, you’re among the many marketers today who struggle with these same scenarios. Here are a few of my favorite simple ways to ensure you’re setting up your email marketing campaigns in Eloqua to support the reporting you (and your managers) really care about.

Segments

As you know, it’s always best practice to include seed lists in your segments for all Eloqua campaigns to monitor and ensure they are deploying correctly. However, it’s not always easy to remove your internal seed list from the activities reporting in Insight. The easiest way to accomplish this is to create a separate segment for your seed list, it should not be a member of the broader email audience segment. This way, you can run an Email Analysis by Segment report and select only your Audience segment to display activity metrics for the people you truly want to see. This will save you from manually exporting the Email Analysis Overview report and filtering based on email domain or email address prior to submitting your campaign numbers.

Email clicks on specific links within an email

Often times I see clients wanting to know email click metrics around specific links within the email. This is not something that is natively easy to determine within Insight reporting. The easiest way to accomplish this is to add a blind form submit to the URL you care about tracking most. Then, within Insight, simply pull the Form Submission report or Form Submission Overview to get the number of clicks on that URL within that email. This works best if there is only one email you wish to view this.

Another view (although you are unable to export it so make sure to take a screenshot) is to view the Visual Click Through report from the >> menu while having the specific email opened.

Google Analytics conversion

Google Analytics (GA) is a very popular (and free) tool used by many marketing and inbound teams. However, when running reports from GA, it can sometimes be tricky to determine whether a contact or prospect actually completed the form and “converted” or if they abandoned the form. Always use a Thank You landing page (even if it is simply delivering the asset rather than redirecting straight to the asset) and marking Conversion in GA as hitting that Thank You page.

Best performing campaigns based on Type, Region or Product

This should be a no-brainer, but thinking long term is always key when building marketing campaigns in Eloqua. As a best practice, you should always complete the campaign settings fields (Region, Product, Type, Budgeted Cost and Actual Cost) at a bare minimum. These values should be picklists to choose from and can only be configured when a campaign is in the Draft status and cannot be edited once a campaign is marked as Completed.

Showing results based on specific types of campaigns that have a focus on XYZ product in ABC regions is valuable information to have when requesting additional budget for marketing. This is also very valuable when evaluating what types of campaigns are under performing in a given area and where to spend more effort to revamp or rethink the messaging to improve KPIs.

Reporting on emails with dynamic content

This is a huge pain point in Eloqua today. Unfortunately, there is still no way to report on which “version” resulted in a click, form completion and eventual conversion to an opportunity when using dynamic content. Dynamic content offers many benefits and helps provide 1:1 communication by serving up tailored messaging, but it is not easy to report on or dive into performance for each piece of content that is being delivered. The best way to review these pieces and look for optimization opportunities is to build this out as static emails and compare email metrics. I know that’s not the answer you were hoping for, but the reality is, that’s the best way to evaluate dynamic content and targeted messaging today.

Reporting on like campaigns

The best way to report on like/similar campaigns is (no surprise) to use consistent naming conventions. This is helpful when trying to evaluate campaigns over time and to establish benchmark numbers. Having a consistent naming method is also especially helpful if you have product specific, preference center categories, campaign types, or any other campaign groupings. Being able to search within the prompt of a report in Insight will be less painful if you can use key terms to find exactly what you’re looking for (and ensure you haven’t missed any key campaigns) and will give you more accurate reports.

I hope these tips and tricks have provided some “ah-ha” moments for you and can help make reporting on the awesome campaigns you’re building much simpler.

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