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Do You Know How Your Lead Nurturing Campaigns are Doing?

Do You Know How Your Lead Nurturing Campaigns are Doing?

When first jumping into inbound marketing, it is easy to get caught up in the creation phase. There is so much to do—blog posts to write, calls-to-action and landing pages to create, nurturing workflows to deploy, and leads to follow up on.

But as important as it is to keep feeding the content machine with fresh material, marketers need to be careful they don’t overlook one of the key steps in the entire inbound marketing methodology: analysis.

Analysis is the step that tells you how successful your efforts are. The most precise way of knowing how you are truly performing is to keep an eye on some key metrics, which will allow you to see what is working and what isn’t, and then optimize and improve along the way.

As leads start flowing through your lead nurturing process, track these metrics to make improvements that will optimize your efforts.

Metrics for Measuring Your Lead Nurturing Campaigns

Click-Through Rate

Click-through rate is the proportion of the audience who clicked on one or more links included in your lead nurturing email. There are two different ways to calculate the CTR:

  • Divide the number of unique clicks by the number of emails delivered

  • Divide total clicks (including multiple clicks by the same recipient) by the number of emails delivered

Either method works, as long as you use the same approach consistently.

CTR rates give you an indication of whether the content you are offering in your lead nurturing campaigns is appropriate for the audience segment or stage in the sales process. If you’re offering more product-focused content, such as a free trial, and your leads aren’t clicking on it, they may not be ready for this type of content and instead need more nurturing with top-of-the-funnel content such as ebooks or blog posts.

Conversion Rate

CTR tracks the beginning of interaction with your lead nurturing emails; conversion rate measures how many take the next step and complete a desired action, such as filling out an offer form or purchasing a product.

Like CTR, conversion rates can also be an indication of the effectiveness of the offer you are sending or the lead’s stage in the sales process. If conversion rates are soaring, you’re likely offering content that is in line with your leads’ needs at the time. If not, you may need to adjust the types of offers you’re sending at different points in the nurturing process.

Unsubscribe Rate

The unsubscribe rate is the percent of recipients who click the “unsubscribe” link at the bottom of the email to leave the workflow. A good campaign should have an unsubscribe rate of less than 1 percent.

Checking your monthly unsubscribe rate is helpful for calculating your overall list growth rate and to watch for sudden spikes after a particular email campaign.

New Leads

While the primary goal for lead nurturing campaigns is to move leads through the sales funnel, you may also be hoping to generate new leads when your nurturing email recipients share the emails and links through social media or by forwarding them to their networks. Track how many new leads come into your system through shared links.

Make Data Collection and Analysis Easier with HubSpot

Data analysis can be one of the most difficult pieces of lead nurturing, not because the analysis is hard, but because collecting the data is challenging. If you are combining several tools to implement your lead nurturing, you may run into difficulties pulling all of the leads and metrics together to find meaningful results.

That is one reason JONES has chosen to partner with HubSpot for our own inbound marketing and to support the efforts of several of our clients. HubSpot combines all of the pieces of inbound marketing—from blogging and social media to lead nurturing and data collection—into a single tool.

Request a HubSpot demo and consultation to see how the integrated system pulls all of your inbound marketing efforts together.

Are you ready to take a step back from all of the creation aspects of inbound marketing and jump into analysis? Our Introduction to Lead Nurturing ebook includes details for all of the steps involved in the process, plus examples of what to look for in a great lead nurturing campaign.

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