Email Marketing: Oracle Cloud Infrastructure Campaigns

I managed end-to-end email campaigns for Oracle's Cloud products, overseeing content creation, audience segmentation, A/B testing, and campaign success. The goal was to generate marketing qualified leads, increase pipeline creation and closure, and drive higher email open rates and event attendance.

01 — Project details

I worked cross-functionally to create 11 email marketing campaigns to promote our best Oracle Cloud product offerings with a focus on driving Oracle Cloud Infrastructure product adoption and partnership announcements in order to acquire new Cloud customers

A variety of sales plays were focused on such as:

Move Oracle On-Prem Packaged Apps to Oracle Cloud
Oracle DB Customer App Migration & Consolidation
Security & Disaster Recovery
Modern Data warehouse for Central/Departmental IT

Example email campaigns created:

Oracle and Azure Cloud Partnership: The Accenture Perspective
Oracle Cloud Strategy: PeopleSoft Cloud Infrastructure
Phenix Real-Time Streaming Customer Oracle Cloud Story
2020 Cloud Strategy: Oracle E-Business Suite Infrastructure
JD Edwards Modernization: Embrace the Cloud with Oracle Consulting and Deloitte

Sample Email: Partnership Announcement

Subject: [Webinar] Oracle Consulting & Deloitte Accelerate JDE Modernization

Sample Landing Page

02 — Creative process

My philosophy is to meticulously align campaign goals with strategic sales plays, targeting each stage of the buying cycle to drive interest, education, and value reinforcement.

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.
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.
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.
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.
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.