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      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