If you send out an email through your software automation email system and don’t track the stats, you’re missing the point.

By not analysing your email marketing campaigns, you don’t know how your subscribers are reacting to your content.

Did your email even get opened? Did you get any clicks? Did your email result in any sales for your business?

To answer these questions and understand how you can provide a better service to your customers, checking how your email marketing campaigns are performing is essential.

Email analytics gives allows you to discover the content that resonates with your audience and find opportunities to improve and increase the effectiveness of your campaigns.

Five Key Metrics You’ll Want To Follow

Open Rates

This measures the amount of people that actually open your emails and is one of the most important stats for your email marketing campaigns.

If nobody is opening your emails, your campaigns aren’t going anywhere.

If your open rates are very low, there are a few things you can do to improve them. Try increasing the urgency of your subject lines. Make them more captivating. If your subject lines are intriguing, people are more likely to check out your email.

You could also be sending your emails at a bad time. There are plenty of article case studies that show you the best time to send out emails to your subscribers.


To find out how many people are checking out your website directly from your emails, you’ll want to have a look at your sites traffic metrics. This can be especially useful when your goal is to drive people to a certain blog post or product page.

You also have the option of tracking clicks in your emails. This is a simple and effective way of finding out how many people are checking out your content.

It’s vital that you have one clear call to action in every email you send out. This enables you to have a steady flow of traffic to your website from your email marketing.


A high rate of email unsubscribes is bad for your company reputation. If you’re experiencing a high number of unsubscribes, it’s a good idea to ask your subscribers why they have removed themselves from your list.

When someone opt’s out of your list you can include a question asking them why they’ve decided to leave you forever!

Gathering feedback from your subscribers is the best way to figure out the mistakes you’re making with your email marketing. You’re then able to take action on this and make appropriate adjustments.

Email Deliverability

If you’re seeing super low email open rates and you have a high number of spam complaints, there might be an issue with the deliverability of your emails.

There are many factors that directly affect the deliverability of your emails but the best way to ensure the highest percentage of delivered emails is to adhere to the CAN-SPAM act.

The CAN-SPAM act is a US law that regulates the sending of emails commercially. Senders must abide by the following rules:

  • Enable subscribers to unsubscribe.
  • Contain a valid address.
  • Be clear and open about who is sending the emails.
  • Avoid misleading subject lines.

If you’re buying email lists from list brokers, you need to stop doing this immediately. This isn’t the way to grow your email list. This is like being stopped in the street and asked if you want to buy something. It’s plain intrusive and it doesn’t work.

Your best bet is to follow some basic marketing practices:

  • Create and send amazing content.
  • Email frequently.
  • Deliver exactly what you promised with your emails

These three things will make your emails more attractive and increase the engagement from your subscribers.

Tracking Sales

The tracking sales metric enables you to track and trace how much revenue each email is generating for your business. Having this information enables you to improve your emails and increase your profits over time.

To generate more profit from your email marketing, review the content that has resulted in a high amount of revenue for your business. Compare it to content that has produced low revenue and optimise your content.

Discovering the differences between your best and worst content will help you provide more value to your audience, which will help you make more sales.

marketing automation mistakes

Marketing automation is super powerful technology. It’s fair to say that it has definitely transformed the business landscape and enabled businesses to operate an approach that has never been so hands-off.

Bloggers, entrepreneurs, SMB’s and large enterprises can all take advantage of the fantastic marketing automation tools out there. It’s a way you can super-charge your lead generation and really start cranking up those daily lead numbers.

Over 50% of companies are already leveraging the power of marketing automation. In addition to that, almost 70% of the remaining companies are planning to start using it over the next few months.

While plenty of businesses are starting to use marketing automation, the number of organisations that have utilised it effectively is a much lower number.

If you plan on implementing any sort of marketing automation in the near future, here are some common mistakes you want to avoid:

Buying The Wrong Thing

The worst start you can have is to invest in the wrong marketing automation platform. Marketing automation needs to be closely integrated with social media accounts and CRM’s in order to provide all the features and benefits it has to offer.

Not all marketing automation tools offer the same level of features and compatibility.

Compatibility is something that needs to be taken into account as you can have a fantastic marketing automation system that has all the bells and whistles, but if it isn’t compatible with your systems then it’s not much more than a paperweight.

Quality Of Information

The data from your marketing automation is the most important part of the whole solution. If you have bad data you’re going to produce bad results.

It’s best practice for you to put systems in place that clean up your email database from time to time. You don’t want to have half your subscribers emails bouncing when you send them something.

Bad Quality Content

Marketing automation doesn’t just work on it’s own. It needs to be combined with a number of things to be effective, like awesome content. If you want your automation campaigns to exceed, you need to engage your customers. To engage your customers you need to provide high-value content for them.

Amazing content is the cornerstone of pretty much every successful business. Content marketing is an ever-green way for you to grow your business. Amazing content never gets old and will pay your company back in dividends over time.

Not Using The Features

Only 10% of companies that use marketing automation actually utilise all the features it has to offer. The overall objective for using it in the first place is to cut down on the amount of human intervention required. If you’re only using 10% of the product features, you’re not reducing the manual labour anywhere near as much as you can.

When you decide to implement a marketing automation solution, make sure the people who are going to be using the system are fully trained on the software. This way you’ll make the most of your investment and free up time for you and your employees to focus on other productive tasks in your business.


Marketing automation is a cheap way to automate a significant amount of marketing in your business. It’s definitely not a five minute fix-all solution but done properly, it can significantly reduce the time you spend on marketing analysis and lead nurturing. At the end of the process you want to have a buying cycle that doesn’t require any human intervention what so ever. Auto-pilot is the name of the game!

Marketing automation is a type of technology that enables businesses to automate and measure tasks that used to be performed manually a few years ago. This automation enables businesses to achieve a level of marketing efficiency that wasn’t possible previously.

Marketing automation simplifies lead generation for marketers. It enables a marketer to streamline the segmentation of lists, lead scoring, customer lifecycle marketing and more.

Some of these things are doable without marketing automation software but they can end up taking a significant amount of your labour time and once you start introducing high volume you can forget it.

This technology becomes a requirement when you introduce any level of scale, not to mention the ever increasing number of things marketers are required to manage.

More specifically, these processes require:

A CMD (Central Marketing Database) – A place to store all your marketing information. This includes data such as prospect interactions on your website. Collecting this information allows you to segment your prospects and deliver the right sort of message to them at the right time.

Engage Marketing Engine – This is the place where you can create and manage all your marketing automations. The thing that orchestrates the interactions with your customers.

Analytics Engine – This is a way for you to collect data by measuring customer behaviour on your site. It enables you to optimise your marketing understanding the behaviours of your visitors and customers so you can mould your services around their wants, needs and desires.

If you’re running a business that has any sort of online presence, marketing automation is an absolute must for you.

Who uses marketing automation?

It may come as a surprise to you but it isn’t just big companies that are using marketing automation. This technology has accelerated leaps and bounds in a few short years and it now super affordable for even the most frugal entrepreneur.

That said, Small to medium-sized businesses make up the largest growing segment in the marketing automation space right now. Thousands of small businesses use marketing automation to help them maximise their small monthly marketing budgets.

Companies across all industries use marketing automation. From financial services to healthcare, media, construction and even retail businesses. Everyone’s adopting marketing automation to capitalise on the highly effective engagement oriented approach to building and nurturing customer relationships.

Common functions of marketing automation

Some of the most common functions of marketing automation include things like:

  • Email marketing
  • Landing pages
  • Customer relationship management
  • Engagement marketing
  • Analytics marketing

How valuable is marketing automation?

You can expect two main big benefits from implementing a marketing automation strategy in your business.

The first one is more pipeline. Marketing automation enables you to drive more leads into the system so you can more prospects in the pipeline that could turn into customers at any time.

The second one is higher revenue. As a direct result of increasing the amount of leads you generate, you’ll be making more sales in your business.

A study completed by eMarketer found that B2C marketers that leverage the power of marketing automation have experienced conversion rates that are as high as 50%.

In addition to this, according to a company called Nuclear Research, 95% of companies said that they had benefited from marketing automation in some shape or form.

Marketing automation provides data and ROI for all the time you spend carefully crafting your marketing campaigns. It allows you to effectively track and connect the dots between seemingly unrelated marketing promotions. This type of information in invaluable to any digital marketer and business in general.