Utilising HubSpot’s Analytics to Enhance Email Campaigns

A graphic showing a woman clicking a phone to send emails..

Sending an email campaign can often feel like a roll of the dice. Will this campaign resonate with my target market? Will it not? Will it get me a nice flurry of sales, or will I get a not-so-nice flurry of unsubscribe requests?

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For decades, businesses have wrestled with the problem of enhancing the effectiveness of email campaigns, and in 2024 the fine line between ‘click through’ and ‘spam’ is as tenuous as it ever was. HubSpot’s suite of analytics tools were designed to solve exactly these problems, taking the uncertainty out of email marketing, and giving users a data-based foundation on which to strengthen their email campaigns.

How does HubSpot email analytics work?

Like any analytics tool, HubSpot uses engagement data to help you view key email marketing metrics such as your open rates, click through rates, conversion rate, and unsubscribe levels. This data is interesting and useful, but what sets HubSpot’s analytics tools apart is the way that it helps translate this raw data into actionable insights that help you make better informed decisions about how to craft and direct your email marketing strategy.

You can create custom reports around any combination of the following:

  • Open rates and click through rates: The two ‘golden’ engagement metrics for email marketing are open rates and click throughs. HubSpot give you granular insight into open rates, allowing you to see how many recipients opened your emails, how many times, and what they did when they opened them (e.g. clicked through, purchased a product, downloaded a guide, unsubscribed, deleted!). This helps you gauge the effectiveness of your subject lines and preview text. When you add click through rates to the picture, you get a clearer understanding of how many recipients engaged positively with the content in your emails, including links to your website or specific CTAs. Tracking these metrics over time will help you improve the relevance and personalisation of each email campaign.

  • A/B testing: open rates and click through rates give you a snapshot of engagement but can leave you guessing as to why a customer chose to engage or not with your email. HubSpot’s A/B testing tools let you crash test two slightly different versions of the same email, comparing performance metrics between different subject lines, content messages, or designs, before selecting the approach that works best.

  • Bounce rates: an email ‘bounces’ when it is not successfully delivered to the recipient’s inbox, usually because you’ve got the email address wrong, or the user has blocked you. Bounce rate isn’t an engagement metric per se (more like a non-engagement metric), but it does give you insight into the quality of your subscriber list, and monitoring it over time helps you maintain a healthy sender reputation.

  • Conversion rates: HubSpot’s conversion tracking tools enabling monitor the effectiveness of your calls to action (CTAs), using metrics such as form submissions, sales, or lead generation, so you can align your CTAs with your recipient’s lifecycle stage.

  • Send time optimisation: Tracking comparative engagement data at different send times helps you determine the optimal days and times to send emails based on your recipients’ behavioural patterns. By paying attention to this data, you can schedule your email campaigns for maximum open rates and conversions.

Improving your email marketing performance with HubSpot

The reason that HubSpot’s analytics tools are so useful is that they let you track the performance of your email campaigns over time, through a series of intuitive visual reports, graphs, and graphics that you can run off and share at any time. Through your dashboard, you can access performance data across all your email campaigns, helping you to refine your email strategies for greater impact and ROI.

To find out more about email marketing and how HubSpot can help your business achieve the results you need, please contact JDR today by clicking here.

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