In the realm of personalized marketing, understanding how to effectively segment your audience is crucial. Eloqua Segments allow marketers to tailor their campaigns and communications, ensuring they reach the right people with the right message. This blog post dives deep into the world of Eloqua Segments, covering everything from the basics of segmentation to advanced filtering techniques.
Video on How to Create Segments in Eloqua
Understanding Segmentation
Segmentation is the process of dividing your target audience into distinct groups based on specific criteria. This can include factors such as product interest, geographic location, or job title. By doing this, marketers can create more personalized and relevant campaigns that resonate with each segment.
The Building Blocks of Eloqua Segments
Eloqua provides several building blocks to create segments:
- Individual Contacts: You can select specific individuals to include in a segment.
- Lists: Create a static list of contacts that can be added to the segment.
- Filters: Use filters to find contacts that meet certain criteria within your database.
These building blocks can be saved as local or shared assets. Shared assets are accessible to all Eloqua users, while local assets are limited to the segment they were created for.
Creating Your First Segment
To create a new segment in Eloqua, follow these steps:
- Navigate to the audience icon on the Eloqua homepage.
- Select “Segments” from the dropdown menu.
- On the segment overview page, double-click on “Blank Segment” to open the segment editor.
- Give your segment a name (e.g., “Training Segment”) and save it.
Once saved, you may notice a draft error indicating that you need to add a building block to the segment.
Adding Contacts to Your Segment
A contact record in Eloqua contains all the data associated with an individual, including their email address, name, company, and country. The email address serves as the unique identifier for each contact.
To add a contact:
- Go to the audience icon and select “Contacts.”
- Click “New” to create a new contact record.
- Fill in the necessary fields and save the contact.
- Return to your segment and use the plus button to add the individual contact.
Using Lists in Eloqua
Lists are static groups of contact records that can be created by uploading an external file, such as an Excel spreadsheet. These lists can be shared or local, depending on your needs.
To upload a list:
- Navigate to the audience menu and select “Contacts.”
- Click “Upload” to open the upload contact wizard.
- Name your list and select the file to upload.
- Map the fields from your spreadsheet to Eloqua’s contact fields.
- Finish the upload process and verify the list has been created.
Excluding Contacts from Segments
It’s essential to manage who is included in your segments, which may require excluding certain contacts. Eloqua provides three ways to exclude contacts:
- System Exclude: Automatically excludes hard bounces, unsubscribes, and spam complaints.
- Master Exclude: A list managed by the admin that includes contacts you never want to email.
- Segment Exclude: Managed by the user, allowing specific exclusions when creating or modifying a segment.
Applying Filters for Advanced Segmentation
Filters are dynamic assets that query your database for contact records that meet specified criteria. There are three types of filters in Eloqua:
- Contact Field Filters: Based on values in contact fields (e.g., country, job title).
- Activity-Based Filters: Based on user activity (e.g., email opens, link clicks).
- Inactivity Filters: Show contacts who have not engaged in a specified timeframe.
Best Practices for Effective Segmentation
To maximize the efficiency of your segments, consider the following best practices:
- Regularly review and update your segments to reflect changes in your audience.
- Utilize shared assets for consistency across campaigns.
- Test different segment criteria to see what resonates with your audience.
- Leverage analytics to measure the effectiveness of your segmentation strategies.
FAQ about Eloqua Segments
What is the main purpose of using segments in Eloqua?
The main purpose of using segments is to personalize and target your marketing campaigns effectively, ensuring that the right messages reach the right audience.
Can I exclude multiple contacts from a segment?
Yes, you can exclude multiple contacts by using the master exclude list or by applying segment exclusions within the segment editor.
How often should I update my segments?
It’s advisable to review and update your segments regularly, especially after major campaigns or changes in your marketing strategy.
What types of data can I use to segment my audience?
You can segment your audience based on demographics, behaviors, interests, and engagement levels, among other criteria.
By mastering Eloqua Segments, you can ensure your marketing efforts are more effective and your campaigns achieve better results. Start implementing these strategies today to enhance your audience targeting and engagement.
