Use Eloqua’s campaign canvas to your advantage – part of a series on Oracle|Eloqua best practices

Author: Rajkishan Rawat | Categories: Marketing Automation, Oracle | Eloqua

Many times marketers have last minute changes in their campaigns. But due to complex setups in various marketing automation tools, marketers always need to depend on experts when they need to make such changes.

To help marketers that do not have technical expertise on marketing automation, Oracle|Eloqua has developed a wonderful module known as the Campaign Canvas. Equipped with all the features that a modern marketer may need, the Campaign Canvas has a unique drag and drop a model that is very easy to use.

Eloqua best practices

Now, marketers do not need to spend hours thinking “how will I do this now?” and “what do I need to do?” when making campaign changes. There is a list on the left-hand side of the UI of the Eloqua campaign canvas and marketers have to simply drag and drop required elements into the canvas.

There are two types of campaigns you can create: a simple email campaign and multi-step campaign. You also have a wizard using which you can create fully functional A|B testing in a matter of a few clicks.

A|B testing

The campaign canvas takes care of each and every aspect of campaigns including:

  1. Provides complete tracking of emails, landing pages and forms used in specific campaigns
  2. Eliminates worries related to duplicate emails sent to the same contacts – campaign canvas automatically removes such contacts
  3. Easily moves your contacts across different steps of your campaign

Campaign Canvas has a variety of elements that you can use to create customized campaigns. Elements are broadly classified into four categories:
i. Audience
ii. Assets
iii. Decisions
iv. Actions

While creating any marketing campaign using the campaign canvas, there are few points that every marketer should keep in mind:

  • Think about actions and resulting decisions when designing campaigns
  • The behavior of users to past campaigns should drive the use of contents/assets used in future campaigns
  • Always decide “what’s next” when a campaign is at its end point
  • Do not forget campaigns once launched. Always measure results and optimize the campaigns on an ongoing basis