In choosing a Marketing Automation system such as Eloqua, I have recently been reminded of the importance of direct marketing experience. Marketing automation has helped us increase our efficiency and effectiveness to one level, but I see certain marketers have even better results when they are thinking like a direct marketer and not just about the technology.
Direct marketing is about strategy, implementation and ongoing analysis. The best programs to date, which have hit response rates as high as 70% are those that take the time to really segment their list, making sure the offer is relevant and then dealing with the “creative” and technology implementation next. On the other spectrum I’ve seen the results of marketers that think about the technology first, have results in a much lower response rate because they are not taking the time to consider their audience.