Marketing Automation Strategy: from Insight to Action
Looking for real results from your marketing efforts? Say goodbye to guesswork and hello to the practical power of insights. In our upcoming blog post, we'll show you how to use Eloqua Insights to take the most informed decisions for your campaigns and lead you to better results in the future.
Analytics, reporting area, or Insights, as we call it in Eloqua, learn to use it in your favor! This is where you’ll determine the most effective marketing automation strategy for your business.
Are you seeking ways to improve your campaigns? Start by checking your campaigns' performance and identifying the things you can optimize. This will provide you with solid hypotheses and solutions to your needs that may work for you. And, of course, another helpful tool: running tests and gathering valuable insights.
How often do you wonder how to write e-mail content that resonates with your target audience, but you still aren't close to "cracking the code"? Well, that's where Eloqua Insight comes to the rescue. This testing tool allows you to formulate hypothesis by considering your past marketing efforts and Insight reports. Embrace the exciting process of piecing everything together, as it will allow you to discover which strategies and decisions are the most effective.
- Email Open Rates: This is a key area that highlights your marketing automation performance. In addition, it is a good indicator of whether your email strategy is working. By testing different subject lines, preheader text, and sender names, you can determine which factors are most likely to lead to higher open rates and which version resonates with your target.
- Email Click-through Rates (CTR): also known as email click rate, it’s a metric that requires a keen eye and constant monitoring. It measures how many people click on a CTA, hyperlink, or image within your email content. Is there an optimal way to start this process? Test different versions to determine which elements are most likely to lead to higher click-through rates, and compare them across regions, segments, or time spans.
- Conversion Rates: the old and gold business metric. Depending on your qualification process you can measure how many people take the desired action after clicking through to your website or landing page. It’s a no-brainer that testing different landing pages, forms, and offers can help you determine which elements are most likely to lead to conversions. But how can you stay on top of everything without losing important information? One word: Insights.
Let's see, have you ever had a campaign with low click-through rates? Do you have one right now? This discussion aims to give you real hypotheses you can test to improve your overall performance. Before we begin, check the main global or by-region email benchmarks to know what to compare your activity to. You can also check our general excellence benchmarks for campaign configuration.
*End-of-2022 Oracle benchmarks
The report that will help you see all the metrics you need is Email Analysis Overview. You can find it in the Catalog/Shared Folders/Email.
Test, optimize, and personalize. As a rule of thumb, always test one hypothesis at a time. And if you need a practical guide, check out our hypothesis samples below and use them to evaluate your emails. Also, if you want to test your landing pages, we have just the article for you!
The difference between average and exceptional results boils down to how skillfully you test, interpret, and act based on the results you have in hand. Remember, as we emphasized above, finding the right testing balance is vital. Too many changes will negatively affect your campaign, even if they're good.
Everything is subjective to your brand, audience, and your unique goals. But, in the end, is there a one-size-fits-all marketing approach? We can say from our experience that the finest results come from consistency, learning from mistakes, and being bold in your actions. So, if you think you might benefit from an extra push from outside your company, contact us. Adding our expertise to your business will save you time and empower you to enjoy all marketing automation benefits without being overwhelmed.
Marketing Automation Expert
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