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Eloqua All About Revenue Success Tour: MCG’s Top Five Highlights

Posted By Virginia Roper, Market Creation Group, Friday, August 12, 2011

This past Wednesday (August 10th), Erin and myself had the chance to check out the Eloqua All About Revenue Success Tour up in Boulder, CO. The presenters gave a lot of great information, and it was useful to have Erin there absorbing information from an account perspective, as well as myself there to absorb information from a technical perspective. We gleaned some great tips, which we wanted to share with you here.

1.) Five Emails a Month is Just Right For Reaching Out to Your Lists
Trying to figure out how often to reach out to the members of your email lists? Five contacts a month is the recommended number if you are varying the contact types. For example, one can be a newsletter, and one can be an invitation to a webinar. Five (or thereabouts) is an ideal range – too many contacts and your prospects and customers might get sick of you and unsubscribe, but with too few, you run the risk of their forgetting about you.

2.) Short and Frequent Emails Always Beat Out Long and Occasional Emails
One presenter noticed that the click-through rates in his company’s newsletter had 80% of clicks coming from the first 3 articles listed in the newsletter. Rather than waste all of that content sitting lower in the email, his company’s solution was to make the newsletters shorter, and send them out more frequently.

3.) Marketing Automation is the BEST Way to Scale
No, really. If you’re not doing marketing automation yet, now is the time to get started!

4.) Content Personalization is the Future of Marketing
The key, of course, is how to make it personalized. Here’s an amazing scenario for how to get great data about your customers and prospects: So you’ve got campaigns, with forms, where users fill out those forms and submit them. You want as much information as you can get, but you also don’t want to overwhelm your users with a bajillion fields and inadvertently frustrate them. Or worse, scare them off. So, mix up the fields. Include fields for name and email in every form – these are expected and it would be confusing to not include them. Then, in one form a user might be presented with "Company name" and on another form they would be presented with "Which of our solutions are your most interested in?" What this also means is that the subscribers you end up with most information on are also the subscribers that are most interested in what you have offer – they’re the ones that keep coming back again and again and downloading your whitepapers and watching your webinars, and thus the ones that answer the most questions.

5.) Qualify Webinar Attendees with Concise Titles and Email Reminders
So you’ve got a webinar coming up and want to promote it. But when it comes to what emails to send out, you’re afraid of harassing users who sign up right away, yet don’t want those last-minute people to miss out. Eloqua partnered with ReadyTalk and now give you the ability to set up a decision tree that sends out emails based on how members of your email list have already responded. Those that sign up early can get an email with "Reminder! Awesome webinar impending!” in the subject line, but those who have yet to sign up can get "Hey! Don’t forget to sign up for this awesome webinar!” You can customize the heck out of your email reminder process this way!

Some other neat things that are upstream in the Eloqua world include:

  • The Eloqua Revenue Suite is launching this Sunday. You’ll be able to, among other things, compare your stats against others in your industry. And based on the sneak preview we saw, if you’ve a chart and graph fetish, you’ll definitely want to check this out!

  • Eloqua 10 is coming out soon as a tiered release depending on account type. Those of us that actually build the emails in Eloqua can look forward to a full html source editor! With a split screen, you’ll be able to write your code, and then preview it in the accompanying screen. And, as someone who’s built her fair share of emails in Eloqua, I’m definitely excited about this feature!

  • If you want to save yourself some work when integrating Eloqua with outside systems such as ReadyTalk (along with personalizing your process by setting up sweet custom rules) check out Eloqua Cloud Connectors.

The Colorado stop of the Eloqua All About Revenue Success Tour was one of the earlier ones, so be sure to check out their website to see if the tour is coming anywhere you.

Tags:  All About Revenue Success Tour  clickthrough rates  cloud connectors  content personalization  Eloqua  eloqua 10  eloqua revenue suite  marketing automation  Readytalk 

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