One of the pillars of any inbound strategy is capturing new leads or potential customers. At least once a month, you should review this data thoroughly, focusing on two aspects in particular:
Are they in the research phase or already making a purchase decision? Knowing this information will allow you to target them in the best way and with the most appropriate content.
- How many of these leads ultimately become customers? If the percentage is very low, it could be due to two reasons: your strategy is poorly designed and you’re not engaging your buyer personas, or you’re not offering the right content at the right time.
With inbound marketing strategies, you can email data optimize your lead generation campaigns and attract better-qualified leads.
4. Email
Did you know that email usage is expected to surpass 4 billion users this year ? This fact already makes one thing clear: having an email marketing strategy will be essential for many years to come.
If you’re already implementing this type of strategy month after month, you should consider:
Open rate: This will help you identify whether your emails are relevant to your audience. We recommend comparing this number with previous months’ figures to see if your users’ interest has remained the same, decreased, or increased over time. To calculate it, you can use the following formula:
Number of users who opened your email) ÷ (Number of users who received your email) x 100
Bounce rate: This is the percentage of sent emails that couldn’t be successfully
delivered to the recipient’s inbox. There can be cell phone data numerous issues that can cause your contacts to not receive emails: a full inbox, issues with the recipient’s server, etc. The formula for calculating the bounce rate is as follows:
(Total number of emails returned) ÷ (number of emails sent) x 100
- Conversion rate: A conversion occurs each time a user completes an action after clicking on a link in the email (a purchase, downloading content, etc.). This percentage will help you see if what you’re offering your contacts is truly engaging; it also lets you verify that other elements, such as the CTA, are working properly. To calculate this percentage, use the formula as follows:
(Number of users who performed a what is benchmarking? 8 free tools to try desired action) ÷ (number of emails that were opened) x 100
Source: HubSpot
5. CTR
It’s one of the indicators that will measure our audience’s interest in the content we offer, whether in our blog posts, social media, emails, etc.
Inbound marketing tools provide you with this information in a simple way. If you don’t have any software, the formula would be as follows:
