Who says marketing automation says tool to improve the user experience, increase sales and generate a return on investment.
If you have invested in marketing automation , it is important to measure the effectiveness of your strategy.
But what indicators should be analyzed? And how to interpret them? We tell you everything!
Training your employees
The most frustrating part is investing in marketing automation software that isn’t suited to your needs.
There are dozens of solutions on the market : are you sure you have selected the platform that is right for you? Even if you have opted for the right software, are you sure that your employees fully know how to use it?
To make sure your team is making the most of your marketing automation tool , analyze some activity indicators:
1. The number of emails sent
This is the easiest indicator to check to see if your solution is being used correctly.
If your team sends their emails through another tool or there is no automated scenario in place, it means that there is a problem in the implementation of your solution.
Your employees may need more advanced training to take advantage of the tool.
2. Setting up lead scoring
To send effective emails, your software must be able to classify and segment your prospects. Following a score pass or during a specific action, the emails will then be triggered to promote an action.
If the tool is not correctly configured, your emails will remain unanswered…
The behavior of your leads
There is no better way to measure the effectiveness of your strategy than the actions taken by the recipients of your emails. If your strategy is working, you’ll know by watching:
3. The open rate
If prospects open your newsletters, it means that the object is well worked out and that your list is qualified.
4. Click through rate
Do recipients click through your emails? Perfect ! This means that your content is adapted to their needs, that it meets their objectives.
5. Conversion rates
The more effective your marketing automation strategy is, the higher your conversion rate.
6. The number of unsubscriptions
If your list subscribers are unsubscribing in large numbers, it’s time for you to rethink your strategy by improving the quality of your content and the segmentation of your list.
The return on investment
The goal of marketing automation solutions is to boost your sales by growing your customer base. Some indicators are not wrong!
7. Cost per customer
It should be as low as possible. The goal is not to have a ton of leads… without a customer. Better to have fewer leads, but more quick to convert to minimize the cost per customer.
8. Qualified Leads
Their number should increase if your solution is effective. These are leads who, depending on their profile and activity, are likely to become customers.
This metric is directly related to cost per customer.
9. Data on your leads
Are your leads regularly coming back to your site, opening more emails and downloading more content?
The more your prospects visit your website, the more they enrich the information transmitted to salespeople. They will be able to convert them more easily.
If your marketing automation strategy is working, your sales must be growing.
As soon as you have analyzed these indicators, you will be able to take stock of your automated strategy and make the best decisions to improve it.