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A.- Emails sent
The number of emails sent says a lot about the strategy. Again, beyond the opening rate, it is relevant to see how often and why the company sends emails.
This is a reflection of the campaigns that have been developed to reach a particular lead. The more emails have been sent, always with a relevant topic, the better the relationship with that lead will be.
Maintaining a frequency as well as a theme is relevant to developing a better relationship with users or buyer personas.
B.- Trigger behavior
Marketing automation can be implemented through workflows. These are perfect resources to reduce the time spent on manual tasks. Although they can also help simplify the execution of complex projects.
Workflows work through rules that are based on the behavior of leads, especially the behavior of leads in the conversion funnel.
It is important to measure that these triggers are working correctly. If the metrics received do not respond to the established objectives, these marketing automation metrics must be changed.
Triggers are associated with tables and stored in databases. These triggers are triggered when something happens to the tables they are associated with. There are three types of events that triggers execute: insert, delete, or update operations. All of them modify the table and therefore activate the triggers.
In the event that triggers are not activated correctly, it is important to correct this, since the metrics for marketing automation depend on it. In addition, the fact that triggers fail implements errors in other services. To the extent that the database is not updated or is not optimal for developing a marketing automation campaign.
2.- Answer
marketing automation metricsResponse indicators offer superficial information about users' activities, from what they open to their own origin. This indicator is relevant to the extent that it allows you to know the buyer persona firsthand from the beginning.
It also directly affects the company's branding. First impressions are the most important and this indicator allows you to get closer to them. New customers, before they become leads, can offer a lot of information within the metrics for marketing automation.
A.- Opening and click rate
These marketing automation metrics show how well the campaign itself is working. In other words, how well an email can be accepted by users.
It highlights how well the emails sent perform, for example if they have a good subject or if the opposite is too boring. It may be a creative topic, an interesting subject, the graphics are appropriate and the CTA is effective . Or, quite the opposite.
The marketing automation metrics applied here are A/B testing .
This type of marketing automation metrics is used to perform tests with two variants. indonesia whatsapp mobile number One of the two is the control and the other is the variant. The objective is to identify the changes that increase or maximize a certain result.
but with a variation that can affect user behavior.
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B.- Origin of traffic
Within the metrics for marketing automation, the origin of the users is important. By knowing where they come from, that is, through which channel they entered, it is possible to discover which ones need to be increased or reduced in investment.
This can be direct, organic or paid search, or social media, among others. All of this also helps to understand which channels are more open to receiving leads. And therefore, it is possible to understand which ones need to be reformed.
On the other hand, the origin can be used to determine which pages have been most visited by leads and the behavior they reflect on them. These types of metrics for marketing automation are relatively useful. However, they do have a great application in the optimization of a landing page or web page.
These interactions come directly from user interactions on the brand's website. Therefore, they provide a lot of information about the brand. Thanks to these metrics, a company can change or improve its web design or better implement a landing page strategy.
3.- Conversion
marketing automation metricsThere are three different types of marketing automation metrics that come from conversion indicators. To the extent that these indicators are effective, marketing automation either improves or does not improve.
A.- Generated MQLS
Marketing qualified leads are leads that, after meeting certain marketing criteria, will possibly be passed on to the sales department. In reality, it is the marketing department that determines which criteria should be focused on to qualify one user or another.
The criteria set may change from one company to another, or even from one campaign to another. These marketing automation metrics are useful but at the same time changeable.
It is important that the person responsible for digital marketing campaigns has clear objectives and that the criteria necessary to achieve them are correctly established. To the extent that the criteria are well determined or chosen, the campaigns will be more or less effective. And generating MQLS will be better or worse.
B.- Generated SQL
Sales qualified leads are those leads that have previously been qualified for marketing and have been accepted in the sales area. Therefore, they may be qualified for a possible closing. In any case, these are leads that have been evaluated and accepted.
C.- Customers generated
Generated customers are those leads that went through the nurturing process through the different marketing automation campaigns. These are leads that, after showing an initial interest, have become established as customers.
It may be due to a purchase made, or on the contrary, to a decisive action but outside of sales. In any case, it is a step beyond the mere lead. Customers are users who have already shown their interest and this also lasts over time.
Importance of ROI in marketing automation metrics
ROI measures the profitability between the economic value invested at the beginning and the results obtained in the campaign. That is, within the metrics for marketing automation it is the last to take into account but one of the most relevant.
Knowing how useful the campaign has been and how much sales the investment has generated is essential to determining the usefulness of marketing automation. At the same time, it allows identifying possible errors made in the process.
Furthermore, like all marketing automation metrics, it allows you to improve the processes that are already in place through substantial improvements. Metrics allow you to improve and identify problems while providing useful data about users in order to develop more effective marketing campaigns.
With MDirector 's email marketing software, you can view these email marketing metrics quickly and easily. You will be able to analyse email marketing reports in real time and the results from the very first moment. Request more information and you will be convinced.