Need to send an email, integrate with a Salesforce.com campaign, or report on campaign member form submits? Look no further than the Campaign Canvas within your Oracle Eloqua instance.
Nestled within the Orchestration toolbox, Campaign Canvas can perform these functions and many others with its wide variety of elements, or campaign steps. Think of these steps like the different types of tools and paint brushes in an artist’s kit, helping you to paint the brightest picture and accomplish many of your marketing objectives.
The four main types of tools in Campaign Canvas are: Audience, Assets, Decisions, and Actions. There are add-on tools that can extend the functionality of the campaign canvas available through the Oracle Eloqua AppCloud, but today we’re going to focus on these core features available out-of-the-box in Oracle Eloqua.
Some tips before you begin:
- Plan out your campaign, there are many different elements to the campaign canvas and without a map in front of you of what you’re looking to accomplish, it can get a little overwhelming.
- If you want to report on campaign member form submissions or landing page visits, make sure to add these assets to your campaign canvas before activating(more on this later!).
- Before going live remember to TEST, TEST, TEST (did I mention it’s important to test?)
Now to the fun, accessing campaign canvas and configuring its elements! Campaigns are accessed through the Orchestration menu, either in the top navigation or the left menu (access through the top left hamburger icon).
Once on the campaign canvas, you’re going to name the campaign and configure the campaign settings. At the top of the canvas, double-click on ‘Untitled Campaign.’ Name your canvas following your company’s naming conventions.
Configure the settings for your campaign under Options on the top left of the canvas. Here you can choose when to begin campaign reporting and for how long the campaign should run.
Tip: If the campaign could potentially be deactivated and re-activated within the life of the campaign, make sure to choose a hard date for the campaign reporting start time. This way your reporting will always be reflective of when the campaign was first activated.
Under the Advanced tab in Campaign Settings you will find options for campaign re-entry and syncing with your CRM. If you want to allow campaign members to enter your campaign more than once, you will need to check off this box and adjust the settings in your segment (more on that later).
Learn more about Oracle Eloqua and CRM campaign integrations here.
On the left-hand side of the canvas is the campaign steps menu. From there you will see all of the steps within the Audience, Asset, Decision, and Actions sections.
Tip: If you don’t see all of the steps, expand the menu with the carrot next to the Campaign Steps header. Have steps that you use all of the time? Make sure to check off the star next to them so they will be favorited!
All campaign elements should have descriptive names added to their Step Name to help identify who they are (for segments), what their place in the flow is or what they’re offering (emails), or what landing page or form is being represented. The point of the campaign canvas is to give the user a visual representation of their campaign, so adding these step names will provide ease of use and further value to the campaign.
Adding steps to your canvas
All steps available in the campaign step tool kit can be added to the canvas by either dragging and dropping (will add directly to where you want it to go) or by double-clicking (will show up in a random location on the canvas).
Step 1: Audience
You have worked hard developing content, forms, and landing pages and are ready for folks to start receiving emails! You have identified your segment, so let’s add it to the campaign. By adding a segment to the campaign canvas, you are identifying who will be members of this campaign.
You add members to the campaign by selecting the contact segment tool from your campaign step kit and either double-clicking or drag and dropping onto the canvas.
Once the segment is placed on your canvas, you will need to configure the step.
- Double-click on the segment icon and give the step a descriptive name to identify who is in the segment.
- Choose a pre-existing segment from the drop-down list or click the folder icon to browse to the segment.
- You can also create a new segment directly on the canvas by clicking on New (pencil icon).
- Decide how you want your segment members to be added to the campaigns.
- Evaluate the segment one time, adding the contacts into the campaign flow when the campaign is first activated.
- Evaluate the segment continuously until the campaign is deactivated. You can decide how frequently the segment will be evaluated.
Tip: The step will pre-populate with a 1 hour re-evaluation frequency, but the recommendation from Oracle Eloqua is every 12-24 hours to avoid overloading the Asynchronous Commands queue.
- Click outside of the element configuration and you will see the segment turn from grey to green and the number of members in your segment appear in a blue count.
Tip: If you don’t see the count of segment members, access your segment again and click on the refresh icon.
- Once your campaign is activated, single use segments will once again turn grey; segments which are continuously re-evaluating for new members will remain green.
The same segment can only be used on the campaign canvas one time unless the campaign is set up to allow contacts in more than once. More on that a little later when we talk about campaign settings.
Step 2: Assets
Now we’re ready to add our big strokes of color to the canvas with asset campaign elements. These elements are what your segment members will interact with and what you will report on for engagement within your campaign.
There are three main assets available on the campaign canvas:
- Landing Pages
You will access these assets within the campaign steps menu under Assets:
Emails are the bread and butter of a marketing automation campaign. You will likely be setting up multiple email assets in your campaign canvas through which your segment members will flow. Same as with the segment tool, you will add emails to the canvas by selecting the email tool from your campaign step kit and either double-clicking or drag and dropping onto the canvas. Repeat this step for all of the emails you are wanting to send in this flow of the campaign.
Tip: If your campaign will have multiple emails but they aren’t quite ready yet, leave placeholders with descriptive names for the emails to be added when ready.
Once your email assets are on the canvas they will need to be configured:
- Double-click on the email icon and give the step a descriptive name to identify what email it is or what is being delivered. This will be especially helpful in larger or evergreen campaigns that may need to be updated months after your initial activation.
- Example: Email 1 – Welcome; Email 3 – Whitepaper
- Select an email from the drop-down menu or click on the folder to browse for an existing email.
- You can also create a new email directly on the canvas by clicking New (pencil icon).
- Add additional configurations on each tab in the window. Learn more about these tabs in the Oracle Help Center.
- Signature Rules
- Sending Options
Forms can be added to the campaign canvas for reporting and visibility purposes. If a form is linked within an email in the campaign, the form should be added to the canvas so that campaign member form submissions will appear in campaign reporting.
Once you add the form asset to the canvas select your form through the drop-down menu, folder, or create a new form by selecting New (pencil icon). If your form is hosted on an Oracle Eloqua landing page, you will add it to the canvas after configuring the landing page asset.
Like forms, landing pages can be added to your campaign canvas because they are being linked within an email, or required for campaign association in reporting.
After adding a landing page to your canvas, configure it by adding a descriptive name that identifies which landing page it is and selecting the landing page from the drop-down menu or by browsing through the folder icon. To create a new landing page directly on the campaign canvas, select ‘New…’ from within the window and you will be directed to your landing page template area.
If your landing page hosts an Oracle Eloqua form, after adding your landing page to the canvas, you will see a small black form icon on the landing page asset.
Double-click on the icon and the associated form will appear. Click Add and the form will be added to the canvas, linked with its hosting landing page.
Once the canvas is saved, the landing page will appear connected to the emails from which it is linked by a dotted line. This helps to visually see which emails in the campaign are linked to the specific landing pages and forms.
If your landing page is being used across multiple campaigns, use the campaign specific URLs provided by the landing page asset on your canvas to use in your emails. After saving your canvas, double-click on the landing page asset and select either URL provided.
Tip: Oracle Eloqua landing pages have built in tracking scripts, so there is no need to add the additional
?elqTrack=True in your email. The additional scripts will not allow Eloqua to identify the URL as an Eloqua landing page and will cause the page to not connect to the email on the campaign canvas.
Step 3: Decisions
Adding a decision step to your campaign canvas creates an action for your campaign members based on a their actions within the campaign flow. The steps taken after each action are made based on the criteria placed before them. Each decision has a Yes and No path. If the criteria for the decision is made, members will flow down the Yes path. If not, then down the No path they go.
Each decision step can be set up to be evaluated for a specific amount of time. This evaluation time is basically a holding pattern where the campaign members wait until they meet the criteria. Once they are eligible to go down the Yes path, they do so immediately. Members will continue to wait until they meet that Yes criteria for the pre-determined evaluation time. If they never meet the Yes criteria, at the end of the evaluation time, they will flow down the No path.
The available decision elements available in the campaign steps kit:
- Clicked Email?
- Opened Email?
- Sent Email?
- Compare Contact Fields
- Compare Custom Object Fields
- Compare Date
- Shared List Member?
- Shared Filter Member?
- Submitted Form?
- Visited Website?
Learn more about these individual campaign decision elements here.
Like with the campaign assets, decision steps are added to and configured on the canvas by dragging and dropping or double-clicking from the menu.
Tip: When adding decision steps related to an email on your canvas, when connecting emails to decisions, the decision step will automatically populate with that email file name. Timesaver!
Step 4: Actions
You’ve added contacts and assets, made decisions, and now you’re ready to take action! With Action elements in the campaign step tool kit you are able to tell Oracle Eloqua what to do with your campaign members based on where they are in the campaign flow or what decision was taken previously.
The available action elements available in the campaign steps kit:
- Add to Campaign
- Add to Program Builder
- Add to Program
- Add to Shared List
- Move to Campaign
- Move to Program Builder
- Move to Shared List
- Remove from Shared List
- Update Rules
For some of these steps, you will notice there are two variations on the same action, like Add to Program or Move to Program. When directing to ‘Move’ a contact, you are removing them from the campaign canvas. When directing to ‘Add’ a contact, they will take that action but remain in the current canvas and will flow to the next step in the campaign. If you want campaign members to be able to re-enter the campaign at a different time, moving them from the canvas would be important as campaign members can only be in a campaign step (and on the canvas itself) one at a time. As mentioned above in Campaign Settings, if you want to allow campaign members into the campaign more than once, you will need to check that box prior to activating the campaign.
Learn more about these individual campaign actions in the Oracle Eloqua Help Center.
Step 5: Extras
Now that you have painted this beautiful canvas there are some additional elements to take note of that add some extra flair. Campaign Canvas in Oracle Eloqua allows you to set up campaign notifications, upload external activities, and add notes all within the canvas.
Notifications can be important when running multiple campaigns at a time, especially those which are always on. Under the campaign Actions menu, select Notifications. From there you can assign users to be sent notifications prior to when the campaign will be completed. Now a campaign will not be set to Completed without you knowing ahead of time.
Upload External Activities
In order to have a complete, holistic view of what your campaign members are doing both in and outside of Eloqua it’s important to know their lead status. One way of doing this within the campaign canvas is to upload a list of leads who have taken action in an activity that is captured outside of Oracle Eloqua, like an event.
Learn more about capturing external activities here.
Notes are a newer feature available within Oracle Eloqua that can help you remember where you left off when building your multi-touch campaign or make sure you and your team are all on the same page (you never know, you might actually take PTO!).
There are general, campaign level notes and specific, campaign step level notes. Notes are accessible through the campaign settings. To add a campaign level note, click on campaign settings and then on the note bubble icon.
To add a note to a single step, right click (Mac control+click) on the campaign step on your canvas and then click Add Note.
Now that you have set up your multi-touch campaign canvas and have deployed your first email, what do you do now? Sit back and relax? Move on to the next campaign? Yes, but your work with this work of art isn’t done quite yet. Remember to run reporting on your campaign and if it is always on, go back and make adjustments based on the metrics you are seeing. It’s important to keep tabs on your campaign as things change within Oracle Eloqua and within your organization.
Need a partner to help with your campaign canvas efforts? Contact us here.