Reflections on the campaigns to invite contacts to manage preferences...

As we are getting ready to launch Eloqua, we talked about how it would be to start with a campaign asking our contacts to manage their contact preferences. However, we receive some push back from executives who are worried that this will cause the size of our list to decrease drastically. I think that focusing on campaigns with committed contacts we will give best performance of our campaigns, but I'm curious to hear from others who have attempted similar campaigns. How at - it go? Have you seen good results? Your lists have significantly more children? I'd love to hear about your experience with such an initiative.

Thank you!

Hey mandyschnirel,

Following the remark of lkincke, agree to 100% on the idea of managing your contact base and remove contacts who are not now (or never were) you want to become a customer. One way I found to educate executives who serve as database size is a marker of penetration of TAM is with a smaller database, you can create several custom messages (which improve the CTR on average by 14% and the conversion rate of 10%, according to a study by the Aberdeen, found through Hubspot) and reduce also cancels the subscription because your content is to tail over a base of data that is active and reactive enough to create learning. Once you have the opportunity to talk through moving LTV to existing contacts and thus reducing your customer acquisition budget, you will get more people on board.

That said, if you are a beginner, here's a simple way (a little) to get fast enough in flight:

(1) before starting to develop programs, get a consensus on what means idle. It's surprisingly difficult to agree in some organizations, so be aware that there could be a surprise to repel. Usually, these are contacts who have gone from 6 months to 1 + year (s) without clicking through. Important note: these rules must be reconciled with what your current database is done to see if something else like open rates or downloads would be a scorer. Remember that targets customers and revenues, no e-mail will open or form Send. Another note: highly recommend involving sales to a certain extent, if possible. Get buy-in and alignment on their part can go a long way in these situations.

(2) you really want to identify the active contacts are such due to lack of interest in your offer or if they don't want to know more, but your plan of communication in the past did not have their advance through the buying cycle. This is a campaign of renewed commitment can help you - giving them content quality and same surveys asking what they want to learn more about. Consider thus that previous pace could have too fast ("Stop. Sending. So. A lot. Emails") or still too slow ("... Who is this new? »).

(3) from here, you can actually use Eloqua even more to your advantage by reducing the number of contacts who first reach the idle state. 3 months without having to open an email? This could mean that they were not interested in that particular content ("I need case studies of customers like me"), or it was not the right time ("I'd like to buy, but my budget just got reduced - next quarter looks more promising, but"), or that they prefer just another type of assets ("I like the videos, not the white papers", says everyone). Whatever it is, experiment with ways to keep your database by providing different content or maybe deliver it with a different cadence. I found that if someone is interested in your product and content, you cannot send them enough (i.e. consider to send more, faster, if possible). On the flipside, if I'm not interested, content should always be delivered - but maybe every 2-3 weeks instead of every week, depending on your typical schedule. Best way to do this: ask yourself - where if someone be in buying every quarter against our sales cycle existing cycle? It's more around a strategy of engagement, that it is a campaign, but it can help to ensure that the goal is to reduce people become inactive compared to just trying to save those that do.

A current customer of mine has led a campaign of re-employment and tripled the opening rate for a vertical touch due to a more personalized. It's a great way to show the initial successes, giving the leaders a much cleaner look to what our commitment really looks like. It now also allows to move to the next step — asking what they want to learn then these active contacts. This information helps us to build our roadmap to campaign for future content (to reduce costs on content creation by ensuring that it is usable from day 1 instead of "sitting on a shelf") but gives us also the ability to create welcome programs modeled with content that we know is that this audience seeks to make a buying decision.

I hope this helps!

See you soon,.

Josh

Tags: Marketers

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