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Table of Contents

Email Marketing - Advanced Intelligence - OptimizationSend Time OptimizationFatigue AnalysisFatigue Level - DefinitionsHow Fatigue Levels are Calculated Insight Reporting

Email Marketing - Advanced Intelligence

Ensure our contacts are getting the right number of emails at their optimum time through automation that monitors send schedules using Fatigue Analysis and Send Time Optimization (STO) 

Send Time Optimization

STO - How it works

• Oracle determines time contacts are most likely to open based off history of email open times
• In the campaign canvas, within the email scheduling tab, option to enable STO and optimizes by time of day and day of week
• Email will send in the hour and/or day (if selected) most engaged; within a week of email of initiations.

When will STO be used?

The following table is to be used as a guide with exceptions as necessary.

• Use STO “optimize by time of day” for deployments that are scheduled on a specific day.
• Use STO “optimize by time of day and day of week” for deployments that are not time sensitive and have wait periods of at least one week.

When should I not use? 

Do not enable “optimize by time of day and day of week” for highly time sensitive emails, such as tax alerts, one or two-day email reminders, campaigns with multiple emails and wait periods under one week period

STO Performance Chart

Under Dashboards 

• Analyze email performance and the overall lift.
• View where to improve overall open rate and unique click through rate.
• View deliverability – overall in soft bounces and SPAM.

Fatigue Analysis

How it Works

• Evaluates email open engagement and number of emails sent in last 180 days (6 months).
• Email engagement is measured by how much fatigued, using frequency and recency of email sends.
• The fatigue model refreshes data every 2 weeks.
• Uses existing send and open activity on  Armanino Eloqua instance.

Used on Campaign Canvas

Make decision steps on a canvas.

• Remove contacts from the campaign that are over saturated.
• Use additional fatigue levels that show declining engagement for campaigns with a minimum timeline of two weeks.

Fatigue Level by Contact - Eloqua

In Eloqua select 'All Contact Fields' view.

Scroll to right of screen to view the Fatigue Level column.

Fatigue Level By Contact - CRM

In CRM select Contact Marketing Tab.

Fatigue Analysis Dashboard

The Fatigue Analysis dashboard provides an overview of the state of fatigue and engagement Eloqua. You can view fatigue analysis data from the last 180 days, including fatigue levels across all contacts and email send volume by fatigue group.

AI Data in Profiler View

Oracle allows AI data in the Fatigue Level and Account Score Views in Profiler. Under contacts you can view email engagement level on a contact’s fatigue level and the linked accounts engagement score.

Fatigue Level - Definitions

• Inactive: this contact has not received an email in the last 45 days, or is a new contact with no established engagement history. Any contacts that are Globally Unsubscribed or had a hard bounce back at any point in time in the past will be treated as Inactive. This is also the default or null value if, for any reason, a contact does not qualify for a fatigue level. 
• Under-saturated: emails have been sent to this contact, but there is not enough activity to classify that contact as Just Right (highly engaged) or Saturated (declining engagement).
• Just Right: this contact has exhibited an optimal level of engagement, and the number of sent email messages to this contact is also optimal for their engagement level.
• Saturated: this contact has exhibited declining levels of engagement and is possibly being sent too many emails.
• Over-saturated: this contact has exhibited poor levels of engagement, and there is a strong possibility of disengagement.

How Fatigue Levels are Calculated 

Fatigue Level is generated using Oracles proprietary Advanced Intelligence.

• Fatigue Level is calculated using both email open engagement and the number of email messages sent to a given contact in the last 180 days (6 months). It considers the recency and the frequency of email sends and email opens. 
• The fatigue model is refreshed every 2 weeks. Depending on send volume and engagement, some contacts may not change Fatigue Levels between model updates. Eloqua scores all valid contacts for the Fatigue Analysis. Valid contacts are globally subscribed and do not have a hard bounce back email status. If the subscription status changes or the bounce back status changes, Eloqua scores the contacts the next time the Fatigue Analysis model runs.
• When Eloqua Advanced Intelligence Cloud Service is first turned on for your account, Fatigue Analysis uses existing send and open activity in your Eloqua instance for Fatigue Level calculations. For best results, there should be 180 days (6 months) of consistent and high enough send volume.

Insight Reporting

User must have Eloqua Reporting and Eloqua Analyzer to access Insight.To access the dashboard, go to reporting icon in upper right hand corner, click Dashboards.

Scroll down and select Fatigue Analysis.