Email Analytics: The 8 Email Marketing Metrics & KPIs You Should Be Tracking

There’s a lot to say when it comes to how to do email marketing well. We could talk for days about the most critical components of an optimized email, common email marketing mistakes you might be making, and examples of brilliant email marketing that will inspire you. But at the end of the day, it doesn’t matter how optimized your emails are if you can’t see the results of your efforts — not to mention measure whether email is helping you hit your goals. So before sending your next email, pause for a few minutes and ask yourself: What is the goal of my email marketing? Is it to grow my subscriber database? Generate more leads? To convert more existing leads into customers? Whatever you decide your goal is (and you can have more than one), the next thing you need to do is figure out which metrics you’ll need to track in order to determine how you’re progressing toward that goal. Let’s take a look at the metrics you should be paying attention to in your email marketing efforts. We’ll start with the metrics every email marketer should be tracking, and then we’ll take a look at how to tie certain metrics to your specific goals. 1. Clickthrough Rate What It Is: The percentage of email recipients who clicked on one or more links contained in a given email. How to Calculate It: (Total clicks OR unique clicks ÷ Number of delivered emails) * 100 Example: 500 total clicks ÷ 10,000 delivered emails * 100 = 5% clickthrough rate (Using either total clicks or unique clicks in the calculation above works, as long as you...

Are Amazon ‘Sponsored Products’ Ads Worth It?

Say you’re in the market for a new pair of headphones or a new guitar tuner. Where would you start your search? Google, right? Not so fast. Amazon came away with nearly 40% of the US ecommerce market in 2018. Google still remains the top search tool for B2B purchases and services and informational queries that lead to purchases, but Amazon is the dominant front runner in ecommerce. Need help getting started with inbound ads on Amazon, Google, LinkedIn, or Facebook? Book a free meeting with The Center for Inbound Advertising here. So what does this mean for you? When you’re thinking about your online advertising strategy, you want to meet your consumers where they are. And if you’re an ecommerce company, that place is — more likely than not — Amazon.  That’s where Amazon advertising comes in. Amazon has several advertising programs to choose from, but the best one to get started with is Amazon Sponsored Products. Amazon Sponsored Products Sponsored Products on Amazon are pay-per-click (PPC) ads that appear in strategic locations on Amazon, giving your products more visibility and purchase opportunity. You select the products you want to boost, set your bid and daily budget, and write an ad to entice shoppers to click. The Sponsored Product ads are really just image ads — similar to display ads in Google Ads — but the cool thing is that they appear in search results on Amazon right next to the searched products. So, when I search for “acoustic guitars” in Amazon I get this: The only visible difference between the sponsored and the non-sponsored results is the...

How to Create a Revenue-Generating Google Ads Campaign

The trouble with search engine optimization (SEO) is that it takes a long time to work and doesn’t come with any guarantees. Pay-per-click (PPC) advertising, on the other hand, can provide results a lot faster. For companies that have no organic presence and need ROI fast, a paid ad is sometimes your best bet for driving traffic to (and conversions from) your website. The problem is that your competitors are using the same search terms and keywords you will. Not only do you need to know how to build a campaign through Google Ads, but you also need to know how to stand out from the crowd. What Is a Google Ads Campaign? Google Ads is a pay-per-click (PPC) system for advertising in the search engine results pages (SERPs) on Google. You can create Campaigns, which are used to organize groups of similar ads. Your Google Ads account can have one or many Campaigns running at a time. Let’s start with a few real examples of Google Ads campaigns — a service formerly known as Google AdWords — and then throw in some pro tips for succeeding with your own search engine marketing (SEM) strategy. By the time we’re done, you’ll be an expert. AdWords Examples New Breed Marketing: what is inbound marketing Nettitude: cybersecurity Rock Content: content marketing course Destination Canada: cheap holiday destinations FM Training: LEED certification online LeftLane Sports: hiking boots for women 1. New Breed Marketing Search term: what is inbound marketing Links to: Some searchers are experiencing a pain that’s led them on a path to purchase, but they may not be clear on...

Why CRM and Marketing Automation Need Each Other

When I was younger and I listened to Hannah Montana sing “The Best of Both Worlds,” I didn’t fully understand what she meant. Now, as a marketer, I get it. Having the best of both worlds is the feeling you have when your company’s marketing automation software and CRM work in tandem. But it’s not just about how much easier it makes your job. When the two software work together, your company will convert more MQLs to SQLs and make more sales. In fact, marketing automation software can increase sales productivity by 14.5%. That’s why marketing and sales teams need to integrate their software and work together. Below, we’ll review what marketing automation and CRM software do and why they need to be integrated. CRM and Marketing Automation Before we dive into why marketing automation and CRM need each other, let’s discuss what each software does. To start, marketing automation software helps marketers automate some of their processes such as sending email campaigns or posting social media posts. Marketing teams use automation software to produce and promote content. Additionally, this software includes reports and analytics for when leads visit your website, open an email, fill out a form, or read a blog. Ultimately, the goal is to streamline the process of taking a lead, nurturing them, and moving them to a sales qualified lead. Essentially, it’s all about lead generation and personalization. If your team needs more marketing qualified leads, a way to distribute content, or has a large email list, it’s time to invest in marketing automation software. Some of the best marketing automation software includes HubSpot, MailChimp,...

How to Write an Incredible Startup Marketing Budget for 2020

As a marketer, it’s undeniably critical you’re fully aware of your own budget and resources, and use that information when making decisions. For instance, let’s say you’re a marketer at a startup, and have decided to propose investing in Twitter Ads to the decision-makers at your company. Of course, one of the biggest questions you’ll be asked is, “How much is this going to cost?” If you’ve prepared a marketing budget, you can refer back to it for the answer. A budget shows how much you have to spend on campaigns overall, and the ‘Paid Advertising’ section shows how much you intend to spend on social ads. With numbers from the budget, you can demonstrate how Twitter Ads fit into the overall strategy, and prove your team can afford to make those purchases. Additionally, when you know the revenue available for marketing efforts, you can then decide how to maximize your spending to align with your goals. Marketing budgets are imperative to a company’s success. However, if you work for a smaller startup, resources and money can be tight, making it difficult to determine how much should be spent on marketing. Here, let’s explore the typical budget for marketing teams at start-ups, so you have a ballpark to consider when determining your own team’s marketing budget. Marketing Costs for a Startup When your company is new it can be confusing to determine an initial marketing budget. In some cases, budget decisions are top-down, inspired by competitors, or made by setting a goal. If all of those routes don’t fit your startup’s operations, begin with just one thing: revenue. Later, we’ll...

7 Amazingly Effective Lead Nurturing Tactics

As companies adopt inbound marketing as a way to generate more leads, the importance of having an effective lead nurturing strategy becomes very clear. In most cases only a relatively small percentage of your inbound leads will be ready to make an immediate purchase, leaving upwards of 90% of your inbound leads on the table. Implementing an effective lead nurturing strategy can have a huge impact on the results of your inbound marketing strategy. In 2018, lead generation, sales, and lead nurturing were the top three organizational objectives for content marketers.  How to Nurture Leads Lead nurturing is the purposeful process of engaging a defined target group by providing relevant information at each stage of the buyer’s journey.  You want to actively move the prospects you’ve created through your marketing and lead generation efforts, to the point where they become paying customers. Some tactics on how to nurture leads are through targeted content, multi-channel nurturing, multiple touches, timely follow-ups, and personalization. Despite the clear benefits of lead nurturing, marketers can struggle to build the right strategy around it. According to the 2019 Lead Nurturing & Acceleration Survey, 60% of respondents gave their nurture programs a failing grade. There’s a huge opportunity for savvy marketers like you to implement effective lead nurturing strategies and gain an advantage over your competition. So you are probably wondering… Which lead nurturing tactics work best? What do super successful marketers do differently? Or how do I get started with lead nurturing? Lead nurturing is of course just one component that goes into executing an inbound marketing strategy. If you’d like to learn what super...