5 AI features of Oracle Eloqua Marketing Automation to embrace

July 21, 2022 | 5 minute read
Brad Yost
Manager of Client Services, Digital PI
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Martech platforms (such as Oracle Eloqua Marketing Automation) are rolling out more and more artificial intelligence (AI) and machine learning (ML) tools and features to help organizations gain a long-term competitive advantage.

The power of AI and ML allows marketers to:

  • Cut through the noise in their data
  • Surface clear, actionable insights in real-time and at scale
  • Then quickly act upon them in an automated cross-channel way

Ultimately, it gets us closer to marketing’s holy grail of consistently sending the right message to the right person at the right time on the right channel.

AI and ML produce better experiences for leads and customers, improved business performance, and increased brand trust. According to a global 2021 survey, 40% of reported gained more actionable insights from the data they collected, and 41% reported an increase in revenue and business performance by using AI and ML in their marketing campaigns.

So, it's not just about gaining insight and getting smarter, it's also about increasing your bottom line.

Learn more about the effectiveness of AI in marketing, its practical uses, and how it increases customer engagement. 

What does embracing AI and ML look like in practice?

Well, let’s look at five AI and ML features that are part of Eloqua’s Advanced Intelligence offering.

Fatigue analysis

Check out fatigue analysis on Oracle Eloqua Marketing Automation

 

What is it?

An AI-driven algorithm that analyzes email engagement over time and assigns a fatigue level: undersaturated, just right, saturated, or oversaturated. The fatigue level is written to a contact field and automatically updated by the AI.

How can I use it?

You can use it in segments. If, for example, you have a re-engagement campaign, pull in contacts that are undersaturated.

You can use it in your campaign orchestration. In a campaign, you can, for example, for contacts that are undersaturated, send them down path A, which has a decreased time between email sends. While path B contains contacts that are saturated or oversaturated and has an increased time between email sends, giving them a minute to hang out and engage with other pieces of content. Finally, you would have the default, path C, for contacts that are just right.

You can also use it for dynamic content and personalization. For example, you can send a different message in emails based on their level of fatigue.

Send time optimization

Find out about send time optimization with Oracle Eloqua Marketing Automation

What is it?

Allows marketers to optimize the time of day and/or day of the week you send an email for each contact based on that contact’s past open email engagement.

How can I use it?

If you’re like me, Sunday night sometimes, especially during the winter, is a good time to catch up on marketing newsletter emails in my inbox and get ready for Monday morning. Eloqua knows this about me, and if I’m in your newsletter campaign, the send time optimization feature will hold off on sending that email to me until Sunday afternoon, making it more likely that I will see it first and open it.

At the same time, someone else in the campaign might read newsletters Monday morning, so that Eloqua will hold their send until then.

Subject line optimization

Learn about subject line optimization with Oracle Eloqua Marketing Automation

What is it?

Provides an above-average or below-average prediction for your subject line in the email editor based on how past subject lines have performed.

How can I use it?

You can optimize your subject line before sending the email. In combination with A/B testing, you can cut down the time on subject line testing time. It’s an easy way to get a little bit smarter about your subject lines and tune the messaging to increase engagement.

Find out how National Express, the well-recognized UK transport brand, increased customer engagement on its website by 22% with Oracle Maxymiser Testing and Optimization.

Account engagement score

Learn about the account engagement score feature of Oracle Eloqua

What is it?

Like a lead score, the account engagement score quantifies the level of engagement the contacts of an account have had with your brand. It is a numeric value on a scale from 0 to 100. The higher the score, the more engaged.

How can I use it?

The main use is in assisting with the enablement of ABM strategies and provides a clear view of which accounts are engaging with your brand.

As the score is written to an account field, you can use it for campaign orchestration to move contacts of a particular account to a later stage nurture campaign.

To drive personalization efforts, use dynamic content based on the account score to display a different offer for contacts of a less engaged account in an email and on an Eloqua landing page.

Now it’s time to test and plan

These are just a few basic examples of how you can utilize these tools in your campaigns. Remember to start slow at first. Once you get a good sense of how each tool works, remember to think about and plan how you will scale.

If you have more questions about these tools, how to use them, or about marketing technology and marketing operations in general, drop our team of marketing problem solvers at Digital Pi a line here.


Check these further resources about using AI and automation together in your marketing campaigns.

See how with Oracle Eloqua Marketing Automation:

Brad Yost

Manager of Client Services, Digital PI

Brad brings over a decade of experience in B2B marketing communications, marketing operations, systems migration, and as an Eloqua administrator and power user. He graduated from the University of Iowa and found his passion for marketing automation and MarTech while at the Federal Reserve Bank of Chicago. Brad brings a desire for learning and implementing new technologies, building programs, and finding simple and creative solutions to complex problems.

 

Prior to Digital Pi, Brad worked at a wide range of organizations and industries from Fortune 1,000 to a 4-person non-profit to banking to clothing manufacturing. His experience is primarily focused in Eloqua and has knowledge and experience with other marketing automation tools.

 

Brad resides on the north side of the city of wind. When not working he enjoys spending time outdoors hiking and playing beach volleyball as well as traveling, checking out museums, and visiting breweries and wineries with his family and friends.


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