To illustrate how to use Motiva AI, we’ll walk through an example of updating an existing Eloqua campaign step to use Motiva Message Testing AI to test multiple versions of an email.
Before you begin, make sure your Eloqua account has the proper permissions. Learn more about what permissions are required here.
The following screenshot shows a simple Eloqua campaign that sends an email to 10,000 contacts, waits 3 days, and then sends a follow-up email to anyone that did not open the first email.
Replace Existing Eloqua Email Component
We will replace the first email with a Motiva Message Testing AI component that will figure out the best email option from four message variations.
The first step is to delete the first Email in the campaign and replace it with a Motiva Message Testing AI component by dragging it on the canvas and reconnecting it, as seen below:
Configure the Optimizer
Next, double-click the Optimizer to open its configuration dialog. In that dialog, you'll see the following screen:
You can ignore the Scheduling tab. Click the “pencil button” to open the Optimizer's configuration screen, as seen below:
There are several options, and we will go through them all below.
Name - The name, which can be different than the Eloqua campaign. You might have more than one Motiva Message Testing AI component on the Eloqua campaign canvas.
- Optimizer Type - Choose whether the Motiva email is Bulk or Drip.
Bulk - This option is used for a “bulk” or batch & blast email, where you've got a static, segment with a predefined set of contacts.
Contacts should be added to the Motiva email only once, and Motiva AI will spread them evenly between the start and Scheduled End dates.
In this case, the Eloqua segment feeding into the Motiva component should be configured to “Add members once when the campaign is first activated”.
Drip - This option is used for a “drip” or nurture-style campaign, where contacts are dynamically added over time.
Contacts should be added to the Motiva email at regular intervals, and Motiva AI will process them when they arrive. With this option, there are no Scheduled Start and Scheduled End dates.
In this case, the Eloqua segment feeding into the Motiva component should be configured to “Add members regularly until campaign is deactivated”, and the segment’s Re-evaluation Frequency can be set to whatever you want.
In our example, we’re running a “batch & blast” campaign, so we’ll select Bulk, and we'll make sure our Eloqua segment is configured to “Add members once when the campaign is first activated”, as seen below:
2. Optimizer Criterion - This configures the optimizer to find the best performing email with respect to the Unique Open Rate or the Unique Click Through Rate.
- Select Opens when testing only subject line variations.
- Select Clicks when testing email content (and subject line) variations.
In our example, we will select Opens.
3. Scheduled Start / End Dates - Scheduled Start is only an estimate, and the default is today. This means the Length and Days with Sends are also estimates.
Motiva Message Testing AI starts when it receives the first batch of contacts from Eloqua.
The Scheduled End is the last day Motiva Message Testing AI will send emails. The default is 5 days from today.
NOTE: This option is only for Bulk emails. It is hidden for Drip emails. Drip emails run until the Eloqua campaign is stopped.
Immediately Go All In - For Bulk emails only, there will be an option to immediately go all in when a winner is found. When this option is turned on, Motiva will schedule all remaining contacts to receive the winning email in the next time slot after a winner is found. See this article for more information.
Timezone - This is the timezone for the Motiva email. The Scheduled Start & End and the Send Time restrictions will be in the selected timezone. Reporting will also be displayed using the selected timezone.
Send Times - This option is for restricting the days and hours when emails will be sent. As long as Motiva receives enough contacts, it will automatically schedule hourly sends inside of the Send time window you configure. This will allow Motiva to discover optimal hour slots for your segment.
4. Email Options - This is where the message variations are selected. When you click the Select Eloqua Emails button, you will see a list of the existing email assets in your Eloqua instance.
Note: Try running more than two variations of an email. You'll see much better and more interesting results! See Tips and Tricks for the reasons why and other tips.
Select the variations for this Motiva Message Testing AI component and press OK. The emails will now be attached to the Optimizer, as seen in our example below:
5. Optional Settings - These mimic options in Eloqua’s Email component.
- Allow emails to be re-sent to past recipients
- Include List-Unsubscriber header
Signature Rule - Similar to the Eloqua email option, you can select an optional Signature Rule to be used on any emails sent.
Confidence threshold (advanced) - You can optionally select your preferred confidence threshold. The Confidence Threshold is the level of confidence that any given message variation is the single best option among all other variations.
Once Motiva AI reaches that threshold, it will automatically invest all future sends in that “winner”, and stop sending other versions. The default is fairly high (95%), but if you prefer to can select a lower value - either 90% or 85%. Lowering the value basically tells Motiva to act more aggressively in trying to find a single winner among your emails.
Email Frequency Check - You can choose how often your contacts receive email from you. We set the default to 5 days, but you can set this to be any value you'd like. By checking the box shown in the image above, all contacts will receive the email regardless of whether they've heard from you recently.
We have a more detailed article on Email Frequency here.
Email Priority - If you have several emails running simultaneously but have one that's time-sensitive, you can ensure that Motiva email step gets processing priority in Motiva using Email Priority.
When used in conjunction with Frequency Management, the Email Priority feature can be used to ensure the most important messages are always sent.
You can read a more detailed explainer on Email Priority here.
Once Motiva Message Testing AI is configured, activate your Eloqua campaign as usual, and that's it. You are now using a Motiva AI-optimized email.
When contacts flow into the Motiva Message Testing AI component, they will be processed by Motiva AI and emails will be sent as configured above.
The example above has an Opened Email? decision service component, which should also be replaced with a Motiva AI component, since the Eloqua Opened Email? component only checks a single email.
To see how, please see this article:
Replace an Eloqua Decision Service