Why? Because they underestimate the time and effort to make it work. Yes, a marketing automation platform can make your marketing efforts a lot more efficient, it also takes a lot of time to make it work, and this investment should not be treated lightly.
To start of with any marketing automation you need to have a solid strategy in place. Firing off weekly emails to the entire database without basing them on customer's preferences, is not going to get you the results you want. Always base the information you sent out on people's interests. If you don't know your customer's preferences, find out. Trust me, the extra time you spend on creating a solid foundation and strategy will not only make using the system more efficient in the long run, it will also make sure you can create great customer relationships.
About 44% of marketers say they are not fully satisfied with their marketing automation systems. Why? It is hard to master and even harder to maintain.