Written by: Matthew Stephen Gatchalian Read time 7 minutes

Do you have a clear picture of what’s happening with your marketing automation tools? Are you tracking the correct data to help drive your business and identify improvement opportunities? If not, it could be costing your company revenue. 

In 2021, 84% of marketers surveyed said they successfully used marketing automation to achieve their top priorities with a marketing automation tool. Marketing automation software is one of the most powerful and effective tools you can use to grow your business. The problem is that it’s also easy to get overwhelmed by the amount of data your marketing automation tool generates.

You can have all the best ideas in the world and a million dollars to spend on implementing them. But if you don’t know what works, it will be impossible to measure your efforts or make any improvements.

So how do you make sense of all that data and actually use it to drive better marketing decisions? Here are seven of the most important data points you should be tracking in your marketing automation tool—from email open rates to conversion rates and everything in between.

Subscription Rates

Subscription rates are an important metric for measuring the success of your email marketing strategy. After all, if people aren’t signing up to your list, you won’t have much to market to.

Subscription rates can be used as a measure of how effective your campaigns are at getting people on board. With your message, you drive them towards other actions like purchases or downloads.

This is why you want people to subscribe to your email list. When someone signs up for your emails, it’s a great sign that they care about what you have to say. They are invested in your brand and its message because they want more information from you. Use this opportunity to build up trust with them by sharing helpful content that solves their problems.

Email Open Rates

An email open rate is the percentage of emails that are opened by recipients. You can divide the number of times a recipient opens an email by the times an email was sent.

Email open rates are a great way to track how many people are engaging with your emails. If you have high open rates, then you know that people are interested in what you’re sending them—and it’s working! Use this metric to test subject lines and content to see what resonates best with your audience.

If you don’t have any open rates or click-throughs, it’s time to rethink the content of your emails. Are they providing value? Is it something that people will actually want to read? Try changing the format of your emails or sending fewer emails each week until you see what works best.

Track Bounce Rate with Marketing Automation Tools

There are many things to look at when it comes to your marketing automation tool, but one of the most important is bounce rate. Bounce rate is the percentage of visitors who leave your website without visiting any other pages. It’s a metric that indicates how well your landing page is performing.

If your landing page has a high bounce rate, it means that visitors aren’t finding what they need and leaving. As such, you may want to add more content or make the copy clearer.

You can use marketing automation tools to track bounce rates and keep the number below 50%. This will help you understand what’s causing people to leave your site prematurely and how they are navigating through it.

Identify Top Performing Content

Top content metrics are based on the number of times a piece of content is viewed, clicked, or downloaded. Let’s look at some of the most important data you need from your marketing automation tools online.

• Most popular articles: A good way to find out what your audience is interested in is by looking at the most popular articles. You can use a tool to measure campaign performance, how many people have read each content, and how much time they spent reading it.
• Most shared articles: Another way to see what your audience wants is by looking at the most shared articles. This will help you get an idea of what types of messages they want to share with their own networks.
• Most viewed articles: You can also look at which articles have received the most views. This information will help you identify which types of content your readers want to see more of.

Knowing which pages resonated with your audience gives an indication of how much attention they’re getting within their broader communities. This will help you identify what types of content to create in the future.

Marketing Channels

What types of marketing channels do your readers use? If you’re looking for a deeper understanding of your audience, look at the different ways they interact with each other. These might include forums and social media groups, where people discuss topics related to your site and its content. 

Doing so can be helpful in understanding your readers’ culture, so you can create content that will help them. This could include sharing engaging content or creating articles that are similar to what is already popular among your readers.

Conversion Rates

Conversion rates are the number of people who take a desired action divided by the total who viewed your content. This rate can vary widely depending on your business and industry.

For example, a website that sells shoes might have a conversion rate of 10%. On the other hand, one that sells software might have a conversion rate of just 0.1%. It’s important to keep in mind that your conversion rates may not be immediately apparent or easy to measure. 

You can improve them by using specific landing pages and making sure the links included in your articles send people directly there. In general, it’s a good idea to set goals for your content and then measure how well you achieve them. 

Most Active and Engaged Users

One of the most important metrics to track is who your most active and engaged users are. This can help you understand how to better target them, as well as what drives them to engage with you. To score high in user engagement, you can dive deeper into these questions:

• What are their interests?
• What are their demographics?
• What are their behaviors and preferences?
• How can you use this information to target them more effectively?

It’s important to note that this type of analytics for eCommerce is highly useful if you have a large enough sample size. In general, the more data points you have, the better your understanding will be.

Drive Your Business Forward With Marketing Automation Tools

When it comes to marketing automation, you need to have a clear idea of what data is important and why. This will help you gain a deeper understanding of your customers and how they interact with your brand—allowing you to build stronger relationships based on mutual trust.

Companies that use marketing automation are also able to leverage data better than their competitors. They can create more personalized experiences and make better predictions about what their customers want—leading to higher conversion rates and more sales with tools like Zoho CRM. 

Marketing automation tools are also great to make sure your message is relevant and targeted at the right person. Ensure that you are only sending the right message at the right time, to have the greatest impact possible.

With the right software, you can better prepare for the future and use data-driven decisions to drive your business forward.

AUTHOR BIO:

Matthew Stephen Gatchalian is a writer at Intercorp Media, where he crafts engaging content that captivates audiences. With a talent for storytelling, he specializes in email marketing campaigns, PR strategies, and marketing automation. Stay updated with Matthew’s latest projects and insights in media and marketing by connecting with him here.