Marketing Automation has become an integral tool, not only in streamlining and simplifying marketing departments, but also in data collection and gathering actionable insight. By automating marketing workflows, monitoring direct results and ROI is much easier than it used to be. Reporting is built-in and can be customized according to business needs, as compared to the ad-hoc setups that were common in the past. After all, how can you justify the cost if you can’t report the results? Below are three examples of reports from which you can benefit when you use a marketing automation platform.
HTML Email Statistics
We know that generating leads is one of the main goals of a marketing campaign and we all strive to maximize that return. What we also need to consider, however, how the content that we’re sending is resonating and how the recipients are engaging.
In the above example, overall engagement can be determined by looking at basic stats–opens, clicks, bounces, etc. When we drive further and track trends in the data, bigger picture questions get answered like which content pieces need to be retired, how time and number of touches affect engagement and which pieces of content are performing the best. For businesses that have branches or other distributed teams, stats can also be pulled for certain groups of users–or just one single user–to determine success rates and if anyone needs extra support.
Associating spend with return is a necessity in generating an ROI. If one marketing channel is generating leads, it can be very easy to assume it is the most successful and deserves the most resources assigned to it. The story can change, however, when spend is factored.
Let’s say, for example, a company generates 1,000 new leads from a direct mail campaign versus 500 new leads from an email blast. From a top-level, you’d say that the direct mail campaign is the obvious winner. Let’s also consider the fact that the direct mail campaign spend was $50,000 vs. a spend of $1000 for email. At an ROI of 2% vs. 50%, we get a better understanding of where to focus efforts. This is, of course, a very simplified example, but with a marketing automation platform, comparing multiple channels at campaigns at once is easy.
Additionally, some companies set their users up with budgets that can be applied to their orders. This can be managed with internal funds or can be a hybrid of budget and credit card. This is useful, of course for accounting purposes, but can also be a good way of managing spend for certain groups of users (i.e. branches, teams, etc.).
Marketing automation is an investment and you want to make sure that your intended users are actually using it. By looking at usage reports, you’ll not only see how much the platform is used, but you’ll be able to determine other telling data points:
- When users are logging in
- How many users are active
- Number of orders are being placed
- What documents are most/least popular
- How many contacts are being managed at any point
These are only three examples of reports that a marketing automation platform can offer. Depending on your unique business, one may be more valuable to you than another may, but all should be considered when choosing your marketing automation platform.
To learn more, explore our complete capabilities or contact us today!