E10 Subscription Management Flashcards
Targeting and segmentation, conversions, data quality, brand and reputation, automation and efficiencies, and resource alignment are all benefits of a…
Preference Center
What are the three types of choices people can make in a Preference Center?
When, How, and What?
Expand on the “When” choice in a Preference Center
Frequency of communications
Expand on “How” choice in preference center
Preferred channels
Expand on “What” choice in preference center
Types of content
A well managed Preference Center can help keep your data…
Current and up-to-date.
Name 3 pieces of legislation that regulate and protect contacts.
CAN-SPAM, CASL, and Directive on Privacy and Electronic Communications
CASL stands for…
Canadian Anti-Spam Law
CAN-SPAM is in what country?
US
Directive on Privacy and Electronic Communications is also known as?
Cookie laws.
Directive on Privacy and Electronic Communications is where?
EU
What does Directive on Privacy and Electronic Communications require?
Require people to opt-in before tracking across websites.
Don’t use false or misleading header info is required by…
CAN-SPAM
Avoid use of deceptive subject lines is a requirement of…
CAN-SPAM
Identify message as an ad is a requirement of…
CAN-SPAM
Honor opt out requests promptly
CAN-SPAM
tell recipients how to opt out
CAN-SPAM
Monitor what others are doing on your behalf
CAN-SPAM
What are the 2 types of email defined by CAN-SPAM?
Commercial email and transactional email
A one-off email related to current business with a customer is…
Transactional email
Prohibits sending of commercial electronic messages without consent
CASL
CASL governs communications through what three channels?
Email, social networking accounts, and texts
Prohibits a message being delivered to an alternate destination without express consent, e.g. forwarding messages
CASL
Prohibits installation of computer programs without consent
CASL
What is the penalty for violations under CASL
A fine of up to 1 million Canadian dollars per offense or up to 10 million Canadian dollars per offense for an organization
Ensures the user’s prior consent in relation to cookies and communications
Directive on Privacy and Electronic Communications
Regulates data storage and data sharing
Directive on Privacy and Electronic Communications
Under CASL do people have private rights of action against you for violations?
Yes.
To comply with the Directive on Privacy and Electronic Communications’ requirement to obtain consent to use cookies, what does Eloqua offer?
Strict-mode tracking
If someone who is unsubscribed submits a form with a processing step that sends email, what will happen and why?
They will receive a confirmation email, because Eloqua treats this as a transactional email.
If someone belongs to a Master Exclude List, will they receive emails through form processing steps in Eloqua?
No.
How can you override any exclusion status?
By sending a Quicksend Email through Program Builder.
What’s the main purpose of Program Builder?
Communications with CRM and automated data cleansing processes.
What are 3 types of exclusion statuses?
Unsubscribe list, Master Exclusion List, and Email Group Unsubscribes.
When would you need to send email to people who are excluded or unsubscribed?
To notify about security breaches.
What is a double opt in requirement?
A requirement for contacts to confirm that they want to receive email communication.
Is double opt in a legal requirement anywhere?
No, but it’s best practice.
What’s another phrase for double opt in?
Confirmed opt in
What are the different emphases of the legislation w/r/t opting out and opting in?
US legislation is about opting out, EU directive and CASL are about opting in.
What are the two things your contacts can update in a Preference Center?
Contact information and Preferences
How could you manage a complex bunch of offerings in a subscription center?
Nested Subscription Groups
Contact Experience - how would a contact typically access your preference center?
By clicking a link in an email footer
Does Eloqua offer an out-of-the-box option for a preference center?
Yes
What would you do after someone updates their preferences?
Send them a confirmation email
What would a confirmation email of preference update contain?
A link back to the preference center so they can change their preferences
Why would you prepopulate options on a subscription page?
To show the options that a user already has selected
What 6 things can a form add contacts to through automated actions?
Shared lists, campaigns, email groups, lead scoring, data cleansing, and CRM update
Membership in email groups is used to…
Manage subscriptions.
Do email groups offer default headers and footers?
Yes
What do email groups create in Eloqua?
System shared lists - Subscribed and Unsubscribed.
If a contact is on an Unsubscribed list for a particular email group, what happens when you try to send an email to that contact?
Eloqua suppresses the send of the email to that contact
When you add a contact, will they be in a subscribed or unsubscribed list for any email group?
Typically not.
People subscribe and unsubscribes to and from multiple email groups at the same time through one…
Form submission on the preference center.
Are system shared lists visible in the same way that a standard shared list is?
No.
How can you tell when someone has subscribed or unsubscribed?
You can’t see it, but you can use filters when you build a Segment.
Key point: It’s important to stay compliant with…
Laws and regulations
Key point: Listen to contacts and build preference update strategies into …
campaigns
Key point: Use automation and clean current data to achieve a…
1:1 personalization effect.
What are the three levels of subscription management options?
Global Opt Out, Campaign Level Opt Out, Subscription Manager Page
Checkboxes on a Subscription Manager page are prepopulated if…
Contact is subscribed
Footers are required for all..
Subscription management options.
Can you move the footer functionality into the header?
Yes.
Where do you build headers and footers?
Assets: Component Library
How can you quickly subscribe or unsubscribe people to groups using emails?
System Actions as Hyperlinks in Email Footers.
What are two ways in which the Custom Preference Center experience is different from the out-of-the-box preference center?
Unique footer link to preference center; visitors can navigate to the URL organically
3 places where Custom Subscription Data is stored.
Contact Table, Custom Objects, Email Groups
Do custom objects impact on our 302 available data fields in a contact record?
No.
Using the Contact Table to store preferences limits Insight reports to…
Segment reports
Using the Contact Table to store preferences limits any…
Audit trail.
What is a benefit of using the Contact Table to store preferences?
Easy integration with CRM system
3 ways to update Contact Table records
Forms, list uploads, or CRM integration
3 ways of updating Email Group records
Forms list uploads or CRM integration
The biggest benefit of using Email Groups to store preferences is..
The System Shared Lists
Highly complex subscription requirements can be
Custom objects
Custom object reporting in Insight is available only for…
Those with Analyzer license
When preferences are stored in custom object record fields, this is good for…
Additional segmentation
A hybrid solution using Email Groups and Custom Objects to manage preferences leverages…
Data card services
Custom Object Record services are a little bit like…
Form processing steps
Normally the most sensible place to store your preferences is…
Email Groups
2 options when building out a custom solution
Form Population Cloud App or Javascript/HTML
The form population cloud app uses…
built in Eloqua functionality
Where can form population cloud app pages reside?
Only on Eloqua landing pages
Can you build email headers and footers from email group creation screens?
No
What are the 3 Eloqua subscription statuses?
Subscribed, Unsubscribed, No Status
Can a Marketing user build email groups?
No, it’s an Admin function.
How do you get to email groups?
Settings: Setup
Where is the logo on the subscription page managed from?
Settings: Company Defaults
How are email groups ordered on the subscription page?
Alphabetically based on Eloqua system name for the group.
