6 Must-Track B2B Email Marketing KPIs

Whether you’re a seasoned marketing pro or an email novice, check out the list of our top B2B email marketing KPIs we like to track. But before we dive into the metrics, we need to touch on one major email marketing necessity, goals. 

B2B Email Marketing KPIs

Email Marketing Goals 

You should know by now that random acts of marketing (executing marketing tactics that aren’t part of an overarching strategy) are a major don’t in our book and that definitely applies to emails. You might be thinking, “It’s just an email.” And in a sense, you’re right. However, all email communication whether it be a newsletter or a simple follow up email post-download needs to be part of a greater digital marketing strategy.

Learn all about Lake One’s Digital Strategy here.

Okay, so how do you go from the big picture down to your email campaigns? You break it down email by email.

HubSpot recommends doing a quick gut check before you send your next email by asking yourself these questions. What is the goal of my email marketing? Is it to grow my subscriber database? Generate more leads? To convert more existing leads into customers?

B2B Email KPIs

Once you have your goal(s) determined, you’re ready to figure out which metrics you need to track. Read on for our top 6 fav B2B Email Marketing KPIs.

Need help goal setting? Download our SMART Goals template.

#1. Bounce Rate

What is bounce rate? Bounce rate is the percentage of emails that could not be successfully delivered to the email recipient’s inbox. 

Why we track bounce rate: Emails can bounce for several reasons and fall into two categories, “hard” and “soft”. Soft bounces are temporary problems with delivery like issues with an email client’s server. Hard bounces are permanent problems such as a nonexistent email address and will never be delivered. 

Okay, so an email can’t be delivered, how does that affect you? Our friends at HubSpot say contact list cleanup is a must and we agree. All hard bounces should be removed from your list immediately because internet service providers (ISPs) use bounce rates as one of the key factors to determine an email sender’s reputation. Too many bounces = Spammer when it comes to ISPs. 

#2. Open Rate

What is open rate? Open rate is the percentage of recipients that open a given email.

Why we track open rate: Recipients can’t convert if they aren’t opening your emails, so the open rate can be a great place to start for optimization. We have to disclose though, not everyone is a fan of tracking open rate because it can be an unreliable metric. An email only counts as opened if the recipient also receives all embedded images within that email. Image blocking is an option via email clients- it’s definitely a possibility your number is off. 

So all of the above aside, we still like to keep open rate on our radar, especially when optimizing subject lines and using it comparatively. 

B2B Email Marketing open rate

#3. Click-Through-Rate 

What is Click-through-rate? CTR is the percentage of email recipients who clicked on one or more links in an email. We often refer to the links as the Call-to-Action (CTA) of the email.

Why we track CTR: CTR is a great indicator of how your email is performing and if your content is resonating with your personas. Are recipients actually clicking on the links that you want them to click on? According to Campaign Monitor, the average click-through rate for most campaigns is slightly over 4%. Here are some tips on how to optimize your followup email CTAs for a higher CTR.

#4. Conversion Rate

What is conversion rate? Conversion rate is the percentage of email recipients who clicked on an email CTA and completed the desired action. Think completing a form, signing up for a free trial, making a purchase, etc.

Why we track conversion rate: Conversion rate is the money maker! Both figuratively and quite literally in some instances. The first step in email marketing is getting the user to click on your link in the email and the second is getting them to convert. This is a major metric in determining if you are meeting your goals.

Lead to MQL/Customer Conversion Rate

Depending on your email campaign goals you can really drill down when it comes to conversion rate. It can also spin off into other metrics such as Lead to Marketing Qualified conversion rate and Lead to Customer conversion rates. 

#5. ROI

What is B2B Email Marketing ROI? ROI is the overall return on investment for your B2B email marketing campaign. 

Why we track ROI: ROI is a KPI staple. Just like any other initiative within your company, you need to track ROI. Are you making money? Are your marketing efforts helping the bottom line? ROI analysis can point out areas of opportunity and areas that are burning cash. 

While we’re talking about KPIs, are you tracking your sales and marketing team alignment? Here’s some more info.

#6. Unsubscribe Rate

What is Unsubscribe Rate? Unsubscribe rate is the rate at which email recipients are unsubscribing from receiving email communication from your company. 

Why we track unsubscribe rate: Unsubscribes alone shouldn’t be the only indicator you review for email performance; however, if your unsubscribes are high, check it out! Perhaps your email is too aggressive, your customers have outgrown you, or your persona messaging is off.

Whatever the reason, high unsubscribe rates are like a big flashing light saying, “Change needed here.” 

Smart Goals Worksheet Template

Words to the Wise

It’s easy to get lost in the numbers and become hyper-focused on the KPIs of B2B email, but here are few things to keep in mind.

  1. Keep it in perspective. Don’t rest solely on percentages. Make sure to look at how many recipients are contributing to the data before you go optimization crazy.
  2. Optimize. And then Optimize again. Perhaps it goes without saying, but if you see a number you don’t like, optimize! Emails are perfect candidates for testing. 
  3. Give it time. You want to give your email campaign time to do its thing. Rapid-fire changes aren’t helpful because it muddies the waters of what’s actually contributing to the change. 

10 Quota Crushing Sales and Marketing Alignment Statistics

“The leads from marketing are junk,” says sales. “Sales can’t close to save their life,” says marketing. On and on it goes as the two teams responsible for driving growth bicker. If only sales and marketing were in alignment.  It’s possible. More and more organizations are putting in the time to align their revenue teams – and it’s worthwhile. We’ve compiled ten statistics that show why sales and marketing alignment is important. More than just a nice to have, it’s a must-have for consistent quota crushing teams that move the top line.

sales and marketing alignment statistics

1) 61% of B2B marketers send all leads directly to sales; however, only 27% of those leads will actually be qualified. (Source: Marketing Sherpa)

2) 63% of teams without alignment report an inability to calculate marketing ROI (Source: Hubspot 2018 State of Inbound)

Are you sales and marketing teams aligned? Click here to take the assessment.

 

3) 58% of aligned teams say sales and marketing alignment improves customer retention. (Source: LinkedIn)

4) 78% measure alignment through revenue growth. (Source: LinkedIn)

Sales and marketing alignment Statistics

5) Companies with Sales & Marketing alignment are 67% better at closing deals and drive 209% more revenue. (Source: Marketo)

6) B2B organization’s with tightly aligned sales achieved 24% faster three-year revenue growth and 27% faster three-year profit growth. (Source: Wheelhouse Advisor)

7) Decreased sales productivity and wasted marketing efforts due to misalignment costs $1 trillion a year. (Source: Hubspot)

8) Highly aligned organization’s average 32% YoY growth while their less aligned counterparts see a 7% decrease. (Source: Aberdeen Group)

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9) Only 1 in 2 companies say marketing and sales have a formal definition of a qualified lead. (Source: Marketing Charts)

10) Misaligned sales and marketing can cost companies 10% of revenue every year. (Source: Kapost)

Four 2019 Marketing Trends You Can Count On

If you’ve been paying attention, the most likely 2019 marketing trends will come as no surprise. With an over-arching theme to connect to consumers personally, we expect 2019 to be filled with content intended to engage and meet consumers where they are rather than getting in their face. Here are the four trends we’d like to call attention to for the upcoming year.

Continue reading “Four 2019 Marketing Trends You Can Count On”

What is Modern Marketing?

Modern, measurable marketing. Sounds like a catchy tagline. But what is modern marketing? Great question. At Lake One we have a strong opinion about what modern marketing is and are often asked about it. Whether it’s what exactly would you say you do?

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Or more directly, what is modern marketing?

Quick Index

What is modern marketing?


We consider modern marketing any strategy that leverages a measurable, scalable approach to understanding audience/product alignment. What we mean by this, is that modern marketing is always striving to achieve two things.

First, to be accountable to the question of what did marketing deliver. Either in a financial return or measurable learning about a market.

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Second, marketing should seek to drive scale and efficiency. We’re not looking for a one-hit wonder.

Marketing today doesn’t have to be black magic. We don’t have to guess. With the democratization of complex analysis and machine learning, we’re able to learn quickly what works and what doesn’t work, whether we’re online, offline, or on the go.  Yes, there is still a place for great branding and brand strategy, but modern marketing seeks to scale and create efficiency in the lessons we learn along the way. Ultimately, this is where you start to see the kind of hyper-growth emerging from the startup community.

Leveraging the metrics-driven mentality and a desire to find avenues that can scale, modern marketing allows businesses to learn what works fast, and then ramp that up as sales and revenue follow.

Modern marketing in this sense is no longer the traditional marketing method where an ad was created and then that was that. Modern marketing is about customer experience at every touchpoint, building relationships with customers, adapting continuously the new digital landscapes, and marketing across multiple channels to reach different consumers. Modern marketing is personal. Traditional methods still matter, but they must be incorporated into modern marketing strategies. Building a modern marketing plan requires several components: (1) Tech Stack; (2) Skills (3) Team; (4) Measurement; and (5) On-going education. This guide will touch on each of those. But first, we need to address something else.

Modern marketing understands that buyers have changed. Modern marketing focuses on – you guessed it – a modern buyer

Take the Modern Marketing Assessment