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Measuring Your Marketing

There are many ways to measure marketing success, or identify marketing shortcomings. Learn more about the various metrics, and relevant tactics, available in ActiveCampaign.

 

Marketing automation provides businesses with a lot of options and power to make a lot of specific choices about who, when, what, and how to communicate with contacts. In order to not get lost in a sea of options, measuring your campaigns will deliver actionable feedback. Different tactics will work best with different populations, and in different types of businesses.

We’ll take a look at some examples of different measurements, in different types of businesses.

Interaction Rate

Your interaction rate is available on the ActiveCampaign dashboard. If you don’t see this on your dashboard, simply click on the black arrow on the bottom of the dashboard screen. A drawer with additional options for your dashboard will pop up; click the Interaction Rate button to add it onto the dashboard.

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This interaction rate will give you a nice gauge, over time, of how engaged your contacts are with your marketing. Interaction rate is looking at the percentage of your contacts that open and interact with the emails you send. The larger your list, the more care you must take in keeping your interaction rate as high as possible. This means being sure to send emails targeted to your contacts based on a certain topic interest, and avoiding frequently sending blasts to your entire list.

A pop culture blogger wants to update contacts with new posts. Using a form in ActiveCampaign, they can ask their audience what their interests are, from many potential topics: books, movies, TV shows, and special events like award shows.

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Using a form like this allows a blogger to tag their contacts based on their interests. Creating an automation to apply tags based on their responses can help a blogger get their contacts sorted.

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Now, they can mail on the topics each contact is interested in, and keep their interaction rate up. Below we have provided some baseline metrics for when you’re first getting started:

  • 20% Email Opens
  • 3-5% Click Rate within email

Mailing with care will help increase these rates over time, as your email deliverability rates improve.

Goals

Our goals feature is a powerful tool to measure how your contacts are responding to your marketing automation. In ecommerce, reviews can have a big impact on your business. In this example, we’ll build an automation to ask customers who made a recent purchase to submit a review. The goal, and the item being measured, is obtaining more reviews.

The automation begins with a customer purchasing a journal from your company. After 1 day, a thank you email will be sent, asking for contacts to visit a review page and rate their product.
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This page has a form asking for their review.

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

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After the automation is active, you can preview your goal’s success in the automation screen. The goal achievement is previewed alongside the name.

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When you hover over the goal, you will be able to see how many people have opened your email and completed the goals you’ve set.

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Just like our example above, your rates will hopefully improve over time, as you build more trust with your list and sell more products.

Deals CRM

Processes are vital in every business. Our flexible CRM tool can help you to measure your success with the Deals CRM. Let’s say you’re a consulting firm, and you want to keep track of interested clients by creating a new card in Deals every time someone requests a consultation.

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

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New Deals will be added to the “To Contact” stage of the Consulting Client Pipeline. There are also stages for “In Contact,” for when someone on the team has reached out, and “Re-engagement” for the revival of a deal. Lastly, including a “Closed” stage will signify that a deal has gone cold.

Note: All of these entries are currently in the Status: Open stage of the pipeline.

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Now when a deal is won or lost, simply click and drag the card. Text will appear and you can quickly sort a deal into Won or Lost. The deal will no longer be visible in the Status: Open view. It will now appear in the same stage in the Won or Lost view. This allows you to track what stage you’re converting the most business, and where you might be losing.

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Over time, you’ll be able to measure several things:

  1. The approximate value of your 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 also have the ability to track how many times each deal is touched by a member of your team. You will be able to draw conclusions on how many times a contact needs to hear from you in order to convert to a win.

Summary

There are many ways to measure your marketing in ActiveCampaign; this is only the beginning of our posts on how to measure your results. What types of measurements would you like to learn more about to utilize in your business procedures? Let us know in the comments.