Eloqua Health check
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A health check of a company's Eloqua marketing automation setup can identify issues that may be hindering marketing strategies. The document outlines areas the health check would examine, including email content and delivery, form functionality, naming conventions, website tracking integration with Eloqua, and use of reports and dashboards. Recommendations are provided on improvements that could be made in each area to help optimize the use of Eloqua.
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Eloqua Health check
- 1. Why an Eloqua Health Check?
- 2. Summary – Why an Eloqua Health Check? A proper data "Health Check" can answer so many questions for you, and help put you on the right footing to move forward confidently for your Marketing Automation strategies. Eloqua setup, Smart start Data degrading check process Eloqua may not have been setup correctly Holes in Systems and Processes Email review, HTML Code quality , DKIM setup etc.
- 4. HealthCheck
- 5. 4Thought Marketing Methodology Rank Your Ranking 10 Excellent 8 Very good 6 Average 4 Less than average 2 Poor Rank Importance 5.0 Urgent and Critical 4.0 Very Important 3.0 Some Value 2.0 Nice to Have 1.0 Low Importance
- 6. Agenda Health Check overview Email review Form review Naming conventions review Corporate Website and Eloqua tracking Overall Pipeline review CRM Integration review System Usage Campaign ROI Reports / Dashboards
- 7. Health Check Overview No. Task Customer Ranking 1 Review of 10 emails – 20 3.0 2 Review of 10 active forms – 10 2.5 5 Naming conventions best practices and utilization. – 10 3.5 8 A review of the Corporate Website and its Eloqua tracking. – 10 2.0 11 Overall Pipeline review and flow (M) – 15 0.0 13 Review of the Integration to CRM – 25 2.5 14 System usage (Marketing Personnel discussions) M – 15 0.0 16 Campaign ROI Tracking (M/T) – 10 5.0 17 Reports Utilization (M/T) – 15 4.0 18 Dashboards utilization (M/T) – 15 5.0
- 8. Email Review
- 9. 10 Email Review Email Ranking: 3 Main areas of improvement Content - Use of personalization - CTA placement (see screenshot) - Link management (see screenshot) Subject line - Use of repeated subject lines - Connected display name - Subject line length Next
- 10. Back
- 11. 10 Email Review Visual Results - Text version (incorrect text, spacing, html coding) - No use of ‘Title’ tags in images Email design standards - Email length & width
- 12. Text is inconsistent with html text.
- 13. 10 Email Review Email HTML Code Quality - No inline CSS used. - Unnecessary use of <head> tags. - Ascii symbols should use special coding. - Table width should be in absolute values (no %)
- 14. Ascii symbols not rendered properly in iPad & iPhone
- 15. 10 Email Review Header / Footer - Privacy policy not being used - 1 email does not have a header/footer (05 - 2010-08-23- Tour FVW DE Letter 1) Social Media - No use of SM Email testing - Use of email checker - No use of A/B testing
- 16. 10 Email Review Deliverability 83% of the time, sender reputation is the cause of filtering. (Sender Score) Sender score is based on criteria such as: complaints, hard bounces, email volume, spam traps. • Main area of improvement: bounceback score
- 18. • DKIM not setup correctly 10 Email Review
- 19. 10 Email Review No. Email Ranking 1 05 - 2010-08-23- Tour FVW DE Letter 1 3.5 2 06 - Alliance Connection Portal 2010-08-18 2.5 3 06 - 7 Habits Public Training 2010-08-24 2.5 4 AP1006-JDADays10 Invitation Mailer - MUMBAI 3.0 5 05 - CSCMP Dinner Invite 2010-09-27 2.5 6 03 - CSS Webinar: 2010-08-26- Arthur 2.5 7 03 - CSS Webinar: 2010-08-19- Demand / Fulfillment Tips and Tricks:Post-Import Steps When Refreshing 3.0 8 03- CPFR_SOP Webinar: 2010-08-12- Value of Linking SOP to CPFR - Non Attendees 2.0 9 03 - Hershey Case Study Email 2010-07-15 2.5 10 06 - ITX Promo EMEA 2010-08-13 3.0
- 20. Email Recommendations Review text version of all emails. Review HTML code. Shorten subject lines & email length/width Use email checker – link management. Monitor email opens, click-throughs & bounceback ratios - Use inactivity filters to clean up your data and avoid sending emails to these groups. - Implement A/B testing Use the following reports: - SPAM - Email Batch Executive Overview report Monitor your sender score. Test email in different email clients.
- 21. Forms review
- 22. Form Recommendations Use key field requirement/validation. Avoid using captcha for lead conversion forms. Run the ‘Form Submission Breakdown’ to determine which forms are most successful. Improve confirmation pages (better branding, and messaging). Improve form submission by implementing: Help & Tips text. Use of asset picture. Offer consistency (in text and art). Maximize the use of Eloqua processing steps. Always check the ‘Form Data’ to identify fields not being captured.
- 24. Naming Conventions Naming Conventions Ranking: 3.5 Emails (3.5) - Email folder, group, email, distribution lists naming. - Lack consistency in naming conventions used. - Division/department category used but not always in same order. - Timing / geographical criteria rarely used. Forms (3.5) - Could improve sub-foldering - Lacks naming consistency (timing, division, geographical)
- 25. Website Review
- 26. Website Review Website Ranking: 2.0 Main areas of improvement - Some sub-sites are not being tracked. - The site does not use 301 redirects. - Some links on the home page are inaccessible if JavaScript is disabled. http://www.fdamarketplace.com https://fdauser.jda.com http://www.fdalearn.com
- 27. Standard Integration Review Item Description Priority Ranking 1 Marketing Interests (MI) 1 4 Don’t create MI from Eloqua Contact 2 Contacts 1 3 Contacts created after manual review 3 Accounts 5 5 4 Lead Source data on Contacts from Eloqua to CRM Campaign source and Lead status not integrated 2 5 5 Campaign data V - 6 Marketing Activities 2 1 7 Error Reporting & Oversight 1 2 8 Documentation 1 3 Missing field mapping between systems 9 Documentation Maintenance 1 4 Missing changes to process flow and field mapping
- 28. Integration Recommendations Integrate Eloqua and SFDC for new MIs Eliminate manual process to create MI Eliminate manual process in UK Automate linkage between Eloqua and MI in SFDC Combine internal notification into one process Clean missing data linkages between SFDC and Eloqua
- 29. A data “Health Check” can help put you on the right footing to move forward confidently for your Marketing Automation strategies.
- 30. HealthCheck Questions? Call us at 888-Eloqua4 (888-356-7824) EloquaIntegrations@4ThoughtMarketing.com