Give people the right tool and the tool can teach them how to work better and faster. Since implementing a review and analysis of the many campaigns run by our local marketing teams, and making it part of the Executive Operating Team’s report, our marketers are really learning from the system analytics.

The power of the measurement is a great tool for immediate feedback and then more experienced marketers help analyze the softer side of direct marketing – the offer, seeing the trends of a particular format.

There are some that still insist on pictures in the header emails and I’d love to hear from other marketers on their analysis of the header design in the B2B world. I don’t think it matters and that email really should look more like a regular email from another executive rather than a stylized HTML driven email. Give me your thoughts?

5 thoughts on “Eloqua Teaching Inexperienced Marketers

  1. Eric – I chatted to our best practices team and they recommended to test both ways and compare the results. Different industries/positions respond differently. The key component is the relevancy of the content of your email. If it’s great content and the time is right, the design will not be as important.

  2. Our customers have had great success utilizing pure text emails on-behalf of the sales team. Utilizing these as part of a larger lead nurturing campaign is a great idea. You’ll be shocked at how many prospects will response to an automated on behalf of email. Utilizing mail merge capabilities and/or dynamic content is critical.

    • Thanks for the response. I have been having a hard time convincing many field marketers that simple text emails are really better than worrying about design elements. It’s seems like I get a request for a new Eloqua theme or header/footer. We are getting there – improving things step by step.

  3. I think using HTML is fine, but the important part is finding a balance between engaging and distracting the recipient. You need to ensure that the e-mail attracts attention without distracting from the message.

    • Very true. I think there’s a thin line between what’s useful and what is distracting. My fear is that when people want to first concentrate on the look, their strategy around content and offer is weak.

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