Many marketers implement email marketing without truly understanding how to interpret the metrics so that you can optimize your demand generation programs.
Eloqua is a powerful marketing automation tool but requires human intervention. Every week I review the campaign metrics of our firm. If the bounce rate is high, I know the database needs to be cleaned up. If the click thru rate is below 1% and the bounce rate is low, then it is likely a poor offer for the audience; especially if the open rate is high.
I then review each campaign for the same metrics and send specialists to speak with the marketer that implemented a campaign where metrics don’t fit best practices.