Details on my creative process of email campaign creation:

1. Establish Campaign Goals: I choose an aligned strategic and emerging sales play as a focus to drive the adoption of Oracle Cloud Infrastructure. Each email campaign was built to leverage and target the four stages of the buying cycle, awareness, consideration, preference, and selection with the goal to generate interest, provide high-level education, and reinforcing the value of cloud technologies.

2. Segment Audience: Based on the campaigns assigned sales play, an audience was then segmented in Endeca based on past purchasing history, the amount spent with Oracle, job position, expressed interests, and email engagement. Email lists on average for each campaign were ~20,000 - 430,000 customers. I would obtain approvals and build out the content.

3. Design Email Content: I cross-collaborated with Oracle Partners, Product Marketing, Solution Engineering, and existing customers to facilitate and record a live webinar/demo for the content of email using On24. The purpose behind this type of content recorded with our Oracle teams and partners was to build a connection with the audience and provide a personalized educational experience. The content targeted customers in the awareness, consideration, and preference/intent cycle. I built out all email templates in Template Builder: invite, landing page, confirmation, reminder, thank you email and test emails and all necessary campaign codes in Oracle MRM.

4. Automate, Schedule & Send: Working under tight deadlines, I obtained approval requests for each campaign for automation to run smoothly. Once approved, I updated the Oracle Digital Marketing event calendar and internal slack marketing groups to help promote the campaign to their corresponding sales teams.

5. Analyze & Optimize: I used OBIEE (Oracle Business Intelligence Suite Enterprise Edition) or Oracle Analytics Cloud to view a dashboard of results to analyze. We measured unique open rate, click-through rate, click-to-open rate, bounce rate, and unsubscribe rate. If necessary, I A/B tested subject lines and email copy to see which drove more registrations. Based on registrations, we reran the same campaign again, this time more optimized.