How to Analyze and Measure Your Marketing Emails
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How to Analyze and Measure Your Marketing Emails

(upbeat music) – Do you know if your
email marketing strategy is successful? Even so, do you know what’s
driving those results? You need to know what
works and what doesn’t. You can’t build an email
strategy if you don’t know what to focus on. Hey, everyone, my name is Shauna Carroll and I’m a Principal Channel
Consultant at HubSpot. Working with marketing
agencies and direct clients, trust me, I’ve seen a lot, and I’m here to give you the
low-down on email marketing. So, let’s dive in on how to
analyze your marketing emails by getting advice from
HubSpot Academy’s free email marketing certification. So, how can you analyze
your marketing emails to begin optimizing and growing your email marketing strategy? Well, there are three metrics
that you want to keep in mind. – There are three types of metrics that you want to analyze and track, individual email metrics, whole email marketing channel metrics, and return on investment. Each of these metrics is a part of your email marketing strategy, and to work towards improvement, you need to know what to track and what that metric signifies. These metrics will help you
analyze the full picture of not only what is occurring
on individual email sends, but how your entire email
marketing strategy is performing. – Okay, cool. So, let’s start with one,
individual email metrics. Those are send metrics, open rate, click-through rate, conversion
rate, and conversations. – The first number you will
look at is the send metric. This is the number of emails
your email tool tried to send. This number indicates
what happened after any of your suppressions took place, whether from your list you added or unengaged contacts that
were suppressed from the send. This number shows you any email recipients who can’t be sent to, either
because they unsubscribed, bounced, or were suppressed. You’ll want to decide if
these contacts should remain on your email send list,
or even in your database, and this is the first
step in your analysis. I recommend making a list
of these types of contacts for you and your teams to review and see what decision
you’d like to make on them, whether you want to remove
them from your database or enter them into your
reengagement campaigns. This ongoing process will
help you keep a healthy contact database. – Courtney makes a great point here. I think understanding what
emails aren’t being sent to your contacts lets you
go in, do a deep analysis, and figure out, how can you
make that database more healthy? – When you created your
email, you took a lot of steps to make sure the content was
conveying the value you wanted, but you also spent time
aligning the information outside of the body of the email
to encourage someone to click into it. – Email open rate is actually one of my favorite metrics to look at. If your contacts aren’t
opening your email, you can spend all the
time you want in the world making the perfect email,
but if it’s not being opened, what’s the point? This is one I would
really pay attention to. – The definition of
your click-through rate is the percentage of people
who clicked on a link in your email after opening it. These are the contacts you
entered into your email and took the first step
in completing the goal that you set when sending your email. – I totally agree with Courtney here. The click-through rate is gonna show you how you’re progressing towards your goal. If you have a low click-through rate, it’s time to re-look at that CTA. How can you make it more
enticing for that prospect? – How many of your
contacts opened, clicked, and then took the desired action? This measurement helps you
see who made it all the way to your goal, and thus,
engaging at the level you were hoping for. Another measurement here is,
were any conversations started? Did someone reply to your email? Reach out to you about the content? Your goal with any email you send as an inbound professional
is to create conversations with the contacts you’re interacting with. – Conversions are a
great way to understand, how relevant is that
content to your persona? Do you really understand what
that persona is interested in, and is your content
capturing their attention? Secondly, let’s look at
your email marketing channel as a whole. Metrics to look at here are the traffic your channel is driving, conversions, and any click-through
rate or open rate trends, and what device your
email is being viewed on. – When you’re analyzing your
email channel performance, you’re asking questions like, how many people engaged
with my emails last month? How do emails impact the way
I’m converting my contacts into long-lasting customers? And, how is my email
database growing or decaying? Each of these metrics will
help you see the impact that email has on your business. Doing this channel analysis means looking at a few different metrics, traffic driven by email as a whole, conversions driven by your emails, the trends you see for
clicks and open rates, and mobile versus desktop usage. – This is a great opportunity for you to look at your email
channel versus other channels that you’re using for your business. How effective is email marketing
for your overall business, and do you need to invest more time, or maybe do you need to
change that strategy? This is a great way to get
that overall bird’s-eye view. Thirdly, in the last
part of email analysis, we’ll take this data one step further and discuss your return on investment. – Your email marketing
return on investment is the overall return your
email campaigns bring in from your business’s initial investment. Your contacts are interacting
with you on multiple channels and having different
conversations with you, but email is still playing a
part in those conversations, and you wanna be able
to report on the return you’re receiving from your efforts. When specifically looking at
your return on investment, you’ll analyze the numbers, but also the engagement in conversations that you started with your contacts. This interaction is also
a return you’re receiving when sending emails, making
or continuing relationships with your contacts. For the return on
investment dollar amount, take the following math and
apply it to your email sends. 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. This is your return on investment. – Okay, so I think I have
one more thing to add here. In my role, I deal with business owners, and I can stress, they really
care about this metric. ROI is the one thing they wanna see for their marketing investment. Make sure to pay careful attention to this when you’re
looking at your overall email marketing campaign. Analysis is important
for the continued growth of your email marketing strategy, and you can apply the learnings
to other channels as well. When you find that a
metric is underperforming, now you know how to investigate to figure out what’s happening. Your email strategy won’t
be perfect from day one, but with analysis, you can
constantly be improving and trending towards your goals. So, where do we go from here? Once you start your email
marketing certification, you’ll get access to a lot
more email marketing tactics that are both proven and effective. You can get started by
checking out the link below. Now, go forth and create
those email campaigns. I’ll see you soon. If you want more content like this, subscribe to our HubSpot
Academy YouTube channel.

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