Measuring Your Marketing

Measuring Your Marketing

Table of Contents

    Marketing automation gives businesses the power to make specific choices about who, when, what, and how to communicate with contacts. To avoid getting lost in a sea of options, get actionable feedback by measuring the performance of your campaign and automation emails you send.

    But one size does not fit all—the tactics that work best for one business may not work as well for another business.  In this guide, we’ll look at some example measurements for different types of businesses.

    Campaign Engagement Rates

    Keep an eye on the open and click rates of your campaigns to gauge how engaged your contacts are with your marketing.

    The open rate is a percentage of the number of unique opens of a campaign email, divided by the total number of sends.

    The click rate is a percentage of the number of unique clicks in a campaign email, divided by the total number of sends.

    The larger your list, the more care you must take in keeping your open and click rates up. This means sending super-targeted emails to your contacts based on interest and behavior and avoiding frequent email blasts to your entire list.

    A pop culture blogger wants to send new post updates to their contacts. First, the blogger can use a form to find out which subjects their contacts are most interested in, such as books, movies, TV shows, and special events such as award shows.

    Example of a newsletter subscription form

    Next, the blogger can use an automation to apply interest tags to their contacts, based on their responses:

    LArge automation in ActiveCampaign

    The blogger can now use the interest tags to segment their contacts and send only the most relevant campaigns to each contact. Contacts with the “TV Shows” tag can be targeted with campaign emails containing the blogger’s newest content about TV shows. Contacts interested in special events can receive the information they want from the blogger regarding special events. Etcetera.

    The blogger can keep engagement high by targeting contacts with the content they’re most interested in. They can review each campaign’s open and click rates in the Campaigns Performance Report to track engagement.

    When you’re first getting started, 20% email open rates and 1-3% click rates are solid baseline rates. Mailing with care will help increase these rates over time as your email deliverability rates improve.

    Goal Performance

    Our Goals feature is a valuable tool for measuring how your contacts respond to your marketing automation. In Ecommerce, reviews can have a significant impact on your business. In this example, we’ll build an automation to ask customers who recently purchased to submit a review. This automation’s goal—or desired result- is to get more customer reviews. If you start seeing more customer reviews from contacts entering this automation, you know your marketing automation is working.

    The automation begins when a customer purchases a journal product your company offers. After one day, a thank you email is sent, asking the customer to visit a review page and fill out a form to rate the product they received:

    Customer feedback form

    When a contact completes this form, they will achieve the Goal: Completed Review.

    Automation in ActiveCampaign

    After the automation is active, return to the Automations section of the platform, and find your automation. In the Automation Stats to the right, you can see how many goals are in your automation, and view a goal’s completion rate.

    Review notification in ActiveCampaign

    A good completion rate will depend on your goal—some goals may naturally convert better than others, so keep an eye on this metric to better understand what’s working and what isn’t. Generally, goal completion rates should improve as you build trust with your list and sell more products.

    If you’re interested in other ways to measure the success of your automations, check out our automation stats Help article.

    Pipeline Performance

    Processes are vital in every business. You can use our Deals CRM to manage your sales process and track the performance of your pipeline.

    A consultant wants to keep track of interested clients by creating a new deal whenever someone requests a consultation.

    They can begin with a form that adds a deal to their consulting pipeline when someone completes their “Request Consultation” form.

    Form creation box in ActiveCampaign

    New deals will be added to the “To Contact” stage of the Consulting Client Pipeline. There is also an “In Contact” stage, for when a team member has reached out, and a “Re-engage” stage, for reviving a deal. Lastly, the consultant uses a “Closed” stage to signify that a deal has gone cold.

    Deal stages in ActiveCampaign

    When a deal is won or lost, the consultant simply drags and drops the deal card into the appropriate box. That deal will no longer be visible in the Status: Open view; it will now appear in the same stage but in the Won or Lost view. This allows the consultant to track which stages deals are won or lost in and see any patterns that emerge, such as where the most of their deals are converting or if many deals are being lost in a particular stage.

    Over time, the consultant can learn:

    1. The approximate value of their pipeline
    2. The value of deals won, and the stage where most convert
    3. The value of deals lost, and the stage where most are lost

    You can also learn more about the performance of your sales team from our Deal Owner Overview Report.

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