Welcome to your email playbook Intro to your email playbook Knowledge is power Understanding how your tools work is extremely important Many people do not have a full understanding of email in Eloqua This playbook will help you with common issues encountered when building and deploying email out of Eloqua Feel free to customize the provided checklist to suit your process Also consider using a tool like Litmus or Email on Acid to improve your email testing top 3 tegaways Use a deployment checklist Test test test Learn why to use one editor over another 2 No matter how expert you may be welldesigned checklists can improve outcomes section 1 Steven Levitt Email Checklist Settings are correct Subject Line Images are the right size include static sizes for Outlook Footer Signature Layout is correct and approved optional Header Email Group From Name From Address ReplyTo Name ReplyTo Address Content Copy is correct and approved Header has correct copy and links Footer has correct copy and links Imagery is correct and approved Images have Alt text 3 Images resize as expected on mobile Shared Content is correct and approved optional Dynamic Content is correct and approved optional Cloud Content is correct and approved optional Links Links have hover text Links have correct URLs Links are correctly tracked company sites without the Eloqua tracking script third party websites and assets have Track checked There are no numbers in red by Draft Email follows established naming convention section 2 How do I know if a page has Eloqua Tracking 1 Navigate to the page 2 Open your browsers Developer Tools OR View Source 3 Search for elq this will generally lead directly to the script 4 If step 3 shows nothing search for elqCfgminjs 5 You can also check the Network tab of your browsers Developer Tools for entries starting with svrGP The Eloqua asynchronous tracking scripts allow you to track visits to your website seamlessly without affecting the page load time for your visitors 4 tegtip Preview See Field Merges and Dynamic Content for a Contact by going to menu Preview tegtrick Test Campaign Use a Segment and MultiStep Campaign for large seed lists Be sure to start reporting after these tests 5 section 3 What is an Email Group Email Groups achieve 3 main goals 1 Create default configuration of emails 2 Help with Subscription Management Email Groups are required for sending emails You wont be able to send without one Once an Email Group is set it cannot be changed Tip if you set an Email Group in error simply copy the email and set on your new version Be sure to remove the old email as well Once youve set an Email Group on an email it will pull in its default Header and Footer Be sure these are the ones you are expecting Email Groups make it easy for Contacts to Subscribe and Unsubscribe in a more granular fashion than Globally Opting In or Out Check existing Email Groups to see if your email logically fits within one If not it might be time to create a new Email Group 6 3 Create a taxonomy for emails section 4 Can I host my images somewhere else like Amazon S3 or my website We recommend you host images and assets within Eloqua as much as possible Eloqua is partnered with Akamai to host your images and assets on what is known as a CDN Content Distribution Network In email this means your imagery looks like it is all coming from the same place Having your imagery come from the same place as everything else may have a positive impact on your sender score 7 1 Send using Test Content from the email menu Test Content allows for the sending of emails to an individual or a list section 5 TegTip Send Test Emails You have a few options for sending emails of Contacts separated by commas Use the HTML Email option for these tests If you would like the email to appear like it is coming from a specific Eloqua user or you have a Signature Layout to test be sure to also select the user under 2 Select a User from whom to send Use option 1 when sending to an email testing tool as well Look out for instances when the tool does not seem to be running You may need to follow additional steps to send your test Which one you pick depends on a few factors 1 Do you need to send to a seed list 2 Send from a test campaign 2 Do you have a number of emails that Testing can be done using a MultiStep Campaign Here are a few key need to be tested at once steps for testing with this approach 3 Do you have an inbox testing tool like 1 Create a Test Segment with your decision makers a Tip under settings check Allow contacts to enter the Litmus or Email on Acid campaign more than once 2 Add emails to the canvas a Tip check Allow emails to be resent to past recipients under Sending Options 3 When activating set the expiration far into the future in case you will need to rerun tests 4 If you need to rerun the test remember to add the Segment again a Segments should be set to add all participants upon activation 8 section 6 WYSIWYG Awesome Editor Emails vs HTML Emails Eloqua allows for the creation of two types of email What You See Is What You Get style emails and 100 HTML emails Deciding which editor best suits your needs can be difficult Use the following table as a quick guide to help determine which is best for your needs Editor Features Uses Mobile Friendly WYSIWYG Drag and drop interface Quick emails No Sidebar buttons For nontechnical users What You See is What You Get HTML Locking elements Full control of HTML Sidebar buttons Some direct editing ability in the preview area Small distribution lists For technical users who understand HTML email coding Yes The ability to create robust imaginative and unique emails Responsive emails can be very complicated Eloqua ships with two responsive templates that are built with the HTML editor and two mobile templates that are built with the WYSIWYG editor The mobile templates are coded differently from the responsive templates The WYSIWYG editor is not as flexible as the HTML editor and can be an uphill battle for responsive emails 9 section 7 Templates Standard vs Protected Did you know Eloqua allows for the creation of templates There are two kinds Standard and Protected You can create these templates for both WYSIWYG Awesome Editor and HTML emails What are the differences and why would you choose to create one or the other 10 Feature Standard or Protected Description Header and Footer Both All emails receive a Header and a Footer Images Both Field Merges Both Signature Layout Shared Content Dynamic Content Standard Standard Standard Cloud Content Standard Full Code Editor Standard HTML only Images are handled differently in each kind of template but can be changed in both Field merges can be inserted into copy and subject lines in both types of template Signature Layouts can be included in the template itself on Protected templates but cannot be included in an email based on a template without one Shared Content can be included in the template itself on Protected templates but cannot be included in an email based on a template without one Dynamic Content can be included in the template itself on Protected templates but cannot be included in an email based on a template without one Cloud Content can be included in the template itself on Protected templates but cannot be included in an email based on a template without one Protected Templates only allow for editing and removing predetermined areas At Tegrita we typically create templates in each style for our clients This allows users who are not versed in the intricacies of HTML email to be able to create highly effective emails At the same time power users are capable of producing emails with more advanced content and features 11 Visit wwwtegritacomblog for more info 2016 Tegrita Corporation 100 King St West Suite 5700 Toronto Ontario 18007713308 learnmoretegritacom