What Are Eloqua Campaign Types?
Oracle Eloqua offers two core campaign types—Simple Email and Multi-Step—plus repeatable patterns (nurture, event/webinar, re-engagement, onboarding) built on Campaign Canvas. Here’s when to use each, how to structure them, and the KPIs to track.
The two Eloqua campaign types are:
1) Simple Email Campaign — one-time or recurring send of a single email to a segment, with scheduling, A/B testing, and basic reporting. Best for announcements, newsletters, and one-off promos.
2) Multi-Step Campaign — a visual Campaign Canvas with decisions, waits, and actions across channels (email, forms, landing pages, CRM). Best for nurtures, events, product onboarding, win-back, and complex routing.
Rule of thumb: If you need branching logic, multiple touches, or CRM handoffs → use Multi-Step. If it’s a single blast with no branching → use Simple Email.
Common Multi-Step Patterns in Eloqua
How to Choose the Right Eloqua Campaign Type
Use this sequence to pick the right model and launch reliably with clean data, QA, and measurement.
Scope → Segment → Orchestrate → QA → Launch → Measure → Optimize
- Scope: Single email or multi-touch journey? Any branching (opened/clicked/attended)?
- Segment: Use shared filters for recency, exclusions (customers, competitors), and compliance lists.
- Orchestrate: Build on Campaign Canvas (decisions, waits, A/B nodes); add CRM tasks and alerts where needed.
- QA: Seed lists, link checks, form field mapping, preference center, and seed rendering.
- Launch: Schedule windows, throttling, and error notifications to ops channel.
- Measure: Track delivered, open/click, form submits, MQL/meeting, pipeline, revenue influenced.
- Optimize: Test subject, creative, offers, send time; prune non-engagers to protect deliverability.
Eloqua Campaign Execution Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Segmentation | Lists rebuilt per send | Reusable shared filters with governance (opt-in, recency, geography) | Marketing Ops | Reach % (qualified audience) |
| Assets & QA | One-off emails/pages | Component library, link/form checks, seed rendering, approvals | Content / MOPS | Error rate, cycle time |
| Journey Logic | Single blast | Canvas with branches, waits, and goal exits | MOPS | Goal conversion % |
| Sales / CRM Handoffs | Manual follow-up | Automated alerts, tasks, meeting links, SLA routing | RevOps / Sales Ops | Speed-to-Lead, Meetings set |
| Compliance & Preferences | Basic unsubscribes | Granular preferences, regional policies, suppression governance | Legal / MOPS | Opt-down %, Spam complaint rate |
| Attribution | Opens & clicks | Form submits, MQLs, pipeline & revenue influence | Analytics / RevOps | Pipeline influenced, ROMI |
Client Snapshot: From Simple to Multi-Step
A B2B SaaS team moved from one-off blasts to a Multi-Step onboarding + webinar nurture. Result: higher demo-to-opportunity, faster time-to-first value, and more qualified meetings—without increasing send volume. Explore results: Comcast Business · Broadridge
Need help mapping patterns to your funnel? Our team builds canvas-ready templates, QA checklists, and reporting to make Eloqua campaigns repeatable.
Frequently Asked Questions about Eloqua Campaign Types
Build the Right Eloqua Campaigns
We’ll help you pick the right type, design the canvas, and launch with QA and reporting that ties to pipeline and revenue.
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