Eloqua Advanced Intelligence

Manage email fatigue

Classify contacts into nine email fatigue levels, from inactive to oversaturated. Oracle Eloqua Marketing Automation captures the fatigue level in each contact field so it can be used to improve your marketing campaigns.

• Segmentation and targeting. Use fatigue level as a segmentation filter to include or exclude contacts from campaigns and control the frequency of emails. Identify opportunities to make inactive audiences more receptive by modifying or changing campaigns. For example, you could send fewer emails, use different assets with less content, or try new channels where inactive audiences may be more receptive.
• Insights and analytics. A dashboard provides the overall email fatigue breakdowns for your contacts along with a fatigue-level view showing email send volume and performance. Knowing the level of contact engagement and disengagement helps you determine future engagement strategies, campaign and segment structure, and level of investment.
• Dynamic campaigns. Create decision steps that evaluate a contact’s fatigue level in Eloqua Marketing Automation’s campaign canvas. Automatically route contacts with varying fatigue levels to their next-best action, such as placing them in a wait step, sending additional emails and content, or retargeting them on a more preferred channel.
• Programs and data management. Eloqua Marketing Automation monitors and adjusts to contact data changes—such as fatigue level—in real time. So when a contact’s fatigue level changes, you can create a listener step within the program canvas to take specific actions—unsubscribe them, send them to reactivation or nurture campaigns, add them to an exclusion list, or update their data in Eloqua Marketing Automation or a third-party application.
• Lead scoring. Incorporate fatigue level into lead scoring models as a profile characteristic to prioritize leads. Focus on highly engaged, high-value leads versus leads that are saturated and not as engaged. Fatigue analysis uses AI to bring new depth and accuracy to existing lead models, making it even easier to predict the best contacts to send to sales.
• Dynamic content for personalized emails and landing pages. Use fatigue levels in dynamic content rules to more accurately match contact engagement. Tailor campaign content with different email or landing page versions that include personalized images, offers, calls to action, or supplemental content. Using dynamic content rules, you can send personalized offers and promotions, embed additional content, or send an event invite to selected fatigue levels.