Multi-Series Campaigns

Identified using the keyword Re-Engagement / Re-Activation/ Nurture in the request names. Keyword to be used in all the related requests like email requests, landing pages and list segmentation requests.

Nurturing is about building relationships with prospects and enhancing customer relationships with the goal to convert them to the next stage in the customer lifecycle. It's not just sending out emails to a list of prospects. These emails are highly targeted and segmented communications sent to relevant audiences based on multiple factors.

Nurture campaigns are long term. Running a successful nurture campaign requires a tremendous amount of co-ordination. Emails are sent every month to those who are approaching the 12 month recency bucket. Contacts receive up to three email communications giving them a 'last chance to confirm activity'.

Click here to know more on Nurture Segmentation.

Re-engagement campaigns are characterized mainly by opens rates and clicks rates. If a large percentage of a list is inactive, the acceptable duration of inactivity decreases. Decreasing the frequency at which inactive subscribers are emailed is a defensive tactic used to boost the level of engagement, while continuing to give these subscribers opportunities to engage. Once a definition of inactivity is in place, the next step is to make changes in the messaging or frequency as part of a re-engagement strategy.

The process we follow for the re-engagement campaigns are similar to the nurture list execution but with retired leads and expired leads and few marketing parameters change.

Reactivation Campaigns are to strengthen the marketing database in the form of a reactivation programs targeting 12-24 month last active date contacts. This centralized program provides each regional business unit a “last chance” to win-back contacts by providing a targeted, exclusive, high-value offer in exchange for confirming the contact’s active status.

We run global contact re-activation campaigns to address the contacts in the database that fall into the 12 to 24 months recency category. The objective is to bring the contacts back into Oracle marketing campaigns and engagements.

The business objective of the Global Reactivation Program is to target inactive contacts in the CXD database no longer qualified to receive general marketing email communications from Oracle.  Inactive contacts for the purpose of this program are those contacts with a last response activity date of 12 – 24 months and are e-mailable.   More specifically, the inactive audience CXD records share the following characteristics:

• Are 12-24 month inactive (ie. Recency >12 months)
• Marketing status in (‘Active’, ‘No Lead Flow’, ’Inactive’)
• Are contactable by email due to (Opt in, or Inferred Consent response, or 14-day rule, or Opt-out country)

The process we follow for the re-activation campaigns are similar to the normal list execution but for recency with more than 12 months and few marketing status parameters change.

There is an automated program developed to process net-newly qualified inactive contacts on monthly basis.

Each inactive contact will be sent up to 3 reactivation emails containing an offer download in an attempt to engage the contact with a response. Contacts responding to the email will be returned to active status and normal email marketing cadence. Contacts not responding to the 3 reactivation emails will be flagged and not eligible for future contact by Oracle.

Embedded in the emails is an offer (whitepaper, e-book, video, infographic, etc). Depending on participation at the regional business unit level, the offer contained in the reactivation emails will be Targeted, or Non-Targeted.;

Targeted Offer

Targeted offers are supplied by the regional business units under an optional participation basis.   Any inactive qualified contact meeting the criteria for a targeted offer will be sent a targeted offer.   

In theory, a targeted offer matched to the contact’s interest will yield a higher response.  All program responders will be returned to the Eloqua database for normal email marketing cadence.   Each regional business unit is encouraged to participate in this program.

The targeted offer(s) submitted by the regional business unit, will be embedded in an optimized series of three reactivation email templates. The targeted reactivation offer program represents an efficient way to grow your marketing database, with nominal effort.

Targeted Offer Guidelines

• Relevant. A high-value offer targeted to a specific audience
• Top-of-funnel, educational-based content
• Low customer commitment - does not requiring additional steps.
• Ideally sourced by 3rd party for added credibility
• Ideally viewed by the inactive contact for the first-time

Defining the Audience

Below are the steps the business units and field marketers may wish to assume in identifying the right offer/audience mix:

• Brainstorm general audience and offer targeting strategy including collaborate with other business units and solutions across all regions.
• Identify the audiences you’d like to target and the profile attributes that would define the audiences
• Identify the offers (in inventory) to deliver to the audiences
• Identify estimate audience counts.  The most popular fields for audience definition will be, Job Title, Department, Specialty and Product Owned.
• Re-evaluate the original audiences and offers selected based on the counts and availability of offer inventory.  A targeted offer may not be appropriate or practical for each contact.  Some contacts might be best served under the centralized “default” content in which case no action is required.

Non-Targeted or Default offer

Any inactive qualified contacts not meeting any of the criteria for a targeted offer will be sent a generic, Non-Targeted or Default offer.  

For inactive eligible contacts that qualify for more than one targeted offer, a prioritization process was executed ensuring a contact receives on a single, highest ranking offer.