The final piece in utilizing your Pardot Marketing automation tool is understanding the return on your marketing programs. In order to best justify market spend, your stakeholders will need to see the ROI on your email marketing initiatives. In this section, we will discuss what metrics to report on and the features in Pardot that give your valuable analytics and pipeline visibility.
One of the most useful aspects of utilizing an automation software like Pardot is that your marketing efforts are trackable. From links clicked, emails opened, money spent, conversions, etc.
In this chapter, we will go over the most important email marketing metrics in Pardot, how to report on them, and what they are telling you about your campaigns.
We will mainly focus on:
Bounce rate is the percentage of email addresses in your prospect list that didn’t receive your message because it was returned by a recipient mail server. High bounce rates negatively impact the sender so it’s important to keep these low.
Soft bounce – Temporary issue. Either the mailbox is full, the recipient’s email server is down, or the email is too large to be delivered.
Hard bounce – More severe. It means the email is completely undeliverable. Either the email address does not exist, the domain does not exist, or the server has blocked delivery. (If this occurs don’t attempt to email this address again.)
Deliverability rate is expressed as a percentage and is the success rate of an email being delivered to the prospect’s email address. Think of it as a more accurate form of bounce rate.
How to improve deliverability:
There are safeguards in place to prevent Pardot users from spamming large email lists so if some emails are not delivering then you might want to remove those prospects from your database to improve this metric. Aim for a deliverability rate of 95% or higher.
When you first start out with Pardot, you will want to warm up your IP address to ensure email deliverability. This can be done by progressively sending out emails to your warm database, then to your colder database. By no means would you want to send an email blast out to thousands of prospects without warming up your IP first.
CTR is the percentage of prospects who click a link or image within an email. If the goal of your email campaign is to have the prospect click the link embedded in your email, then this may be one of the most important metrics to define success.
Tips to improve click-through-rate:
Open rate is expressed as a percentage and is a measure of how many people in your recipient list opened your email.
Ways to improve your open rate:
Form conversions (landing page success) shows the percentage of prospects that filled out a form on your landing page. This metric should be compared with click-through-rate.
For instance, let’s say you have a:
To improve this metric you need to rework your email campaign. Look at the tips listed in the CTR section to see how you can improve your emails.
The easiest way to do this is by utilizing Pardot’s automation tools to automatically associate new leads to the marketing campaigns that brought them to you.
Tracking your campaigns will tell you how many converts are credited to marketing, and allows you to calculate ROI. This is a very important tactic used to see which campaigns are not only successful, but cost effective. It will give you insight on what needs to be done in the future to improve your marketing.
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