How to Measure the Success of My Email Marketing

Transcript

Email marketing is rooted in every marketer's inbound strategy. But between segmentation, managing your contacts database, and creating effective lead nurturing content, it can be a lot to manage.

How can you tell if your email marketing has been helpful to your business in hitting its goals?

I’m Rich – Head Writer at Insynth

And today, I’ll be discussing how to measure the success of your emails within the HubSpot CMS.

To measure the success of your email marketing efforts that you want to report on, analyze these three key areas:

• individual email metrics
• Channel-wide email metrics
• Return on investment

Each level will give you a different perspective on the overall performance of your email marketing.

So, Let's dive into how to track each area in HubSpot.

 

Firstly, individual email metrics

This information typically lives on the post-send details screen within your email platform. Also known as the Performance tab, this will give you a breakdown of how your email performed among your contacts.

Key metrics include:

Sent, open rate, click rate, successful deliveries, bounces, unsubscribes and bounce reports.

As well as a ClickMap to see the percentage of people who clicked on various CTAs within the email.

Secondly, you’ll want to explore your channel-wide email metrics.

It's not enough to know how a single email is performing. After all, each email is part of a greater conversation you are having with your leads.

As a whole, how is email positively impacting your building product business?

Enter your analytics tools.

A great first place to start when identifying trends is with the sources report in your traffic analytics tool, whether it be through HubSpot or Google Analytics.

This empowers you to first compare the volume of traffic your email marketing efforts are generating compared to the rest of your marketing efforts.

 

Finally, your return on investment

Quite often, the true success of your marketing bubbles down to your return on investment.

To calculate ROI,

Subtract the amount of money you invested in the campaign from the amount of money you made in additional sales. Divide that total by the amount invested in your campaign and then multiply that result by 100. That is your return on investment.

You can actually take this a step further in HubSpot, and this is where your conversations inbox comes in.

With conversations, you can easily communicate with your contacts through email by connecting and creating tickets for your email marketing alias. This will help you start to sustainably track the responses you're getting to your marketing emails.

Sound interesting? Just get in touch to find out more. It’s quite a lot to go through in one short video.

 

And there you have it.

By reporting on these key areas, you can get a sense of how well your email marketing is performing overall.

Each contains different, but necessary insight, whether you're creating a single email or responsible for allocating the budget for the channel overall.

Hope you found this video useful.

Don’t forget to download our essential guide to email marketing. It’s been written specifically for people like you – building product manufacturers. So go ahead, do