Marketing Metrics - What They Mean and How to Use Them

Marketing Metrics are a key indicator of how well your marketing efforts are delivering. Learn what to look for and how to interpret them

https://app.hubspot.com/academy/7003613/lessons/31/681
https://app.hubspot.com/academy/7003613/lessons/722/3689

BASIC METRICS AND WHAT THEY MEAN IRL:

  • Visits

  • Contacts

  • Contact to Visit Rate

  • Open Rates

  • Click through rates

  • Engagement rates

Sessions:

Definition: Unique sessions on your whole site by time frame


What you’re looking for: 

  • Rainbow effect - portfolio of sources
  • Upward trend on all sources
  • Nothing abnormal


What if?

  • Very big spikes
  • Very big dips

Contacts:

Definition: New emails in your HS database from marketing sources


What you’re looking for: 

  • Rainbow effect - portfolio of sources
  • Upward trend on all sources
  • Nothing abnormal
  • Proportionate to sessions
  • Quality contacts


What if?

  • Very big spikes
  • Very big dips

Session To Contact Rate:

Definition: Contacts/Sessions


What you’re looking for: 

  • 2+%
  • Expect fluctuation
  • Mix of session sources affects rate
  • Existing emails that convert again do not count


What if?

  • It’s very low
  • It’s very high

Open Rate:

Definition: Preview pixel shown (false positives for sure)


What you’re looking for: 

  • 20-70%
  • Expect Variation
    • Purpose/Audience
    • Subject Line


What if?

  • It’s low

Click Through Rate / Click Rate:

Definition: % of opens that clicked / % of sends that clicked


What you’re looking for: 

  • 2-10%
  • Expect Variation
    • Call to action / Offer
    • Content
    • Design
    • Number of links


What if?

  • It’s low

Engagement Rate:

Definition: Existing contacts playing along, Social engagement


What you’re looking for: 

  • Flat to increasing engagement
  • Engagement with a broad range of activities / content


What if?

  • It’s declining

 

WORKFLOWS 

https://app.hubspot.com/academy/7003613/lessons/477/2562

Current:

  • Lifecycle stage
  • Webinar
  • Email sends

Future:

  • Lead routing
  • Lead status
  • Closed Lost

EMAIL 

https://app.hubspot.com/academy/7003613/tracks/11/218/1142

Components For Success:

  • List
  • Offer
  • Creative

List:

  • Segment correctly for best results
  • Use a naming convention to keep yourself sane
  • Delete lists when you’re all the way done for housekeeping
  • Maintain a seed list

Offer:

  • Best to have one primary call to action for “promotional” emails
  • Always above the fold
  • Use it more than once, but only have one
  • Ok to have more for “informative” emails
  • Make offer something of relative value to the ask

Creative:

  • HTML vs “text”
  • Subject lines
  • Columns
  • Video/animation
  • Testing
  • A/B testing in HS