The Latest from the ABM Experts
April 22, 2016
Sigstr Metrics in HubSpot: Measure the Impact of Your Email Signatures
Written by Brad Beutler
At Sigstr, we help companies of all sizes see the potential of employee email as a new digital marketing channel. Your marketing and/or creative team spends valuable time and resources creating quality content that helps drive brand awareness and demand generation. As a company, all of your employees are already sending a ton of email to a handpicked audience. Why not marry the two and promote your latest content or most important company initiatives through your email signatures?
On average, an employee will send 28 emails/day. That’s 10,000 emails annually. For a 100 employee company, that’s 1,000,000 emails/year. The impact of adding this as a channel to your digital marketing mix is huge. And as a marketer, you probably want to measure the heck out of this to see just how big the impact can be. With that in mind, Sigstr offers analytics within its email signature generator to help you do just that. Impressions, clicks, average click-through rates, etc. We also understand, in some cases, marketers want to take it a step further with metrics such as leads generated, contacts added, and ultimately closed/won business.
Here at Sigstr, we make an effort to “eat our own dog food” (as some would call it). We pump Sigstr metrics into other tools that we use, such as Google Analytics (see the tutorial video) or HubSpot, to measure the impact a Sigstr campaign has on an overall company objective. Objectives like driving more traffic to your website, increasing exposure with a specific piece of content, or even number of leads generated within a specific marketing campaign. Effectively representing your brand and promoting content in your company’s email signatures can help with all of these.
Today we’ll focus on HubSpot, and how you can use Sigstr + HubSpot together to do some really cool things. There are two different ways to feed Sigstr metrics into HubSpot:
1. Create a Tracking URL
For us, we wanted to track how many visits a Sigstr campaign drove to a specific landing page promoting our new ebook.
Step 1: Generate a unique URL in HubSpot, label appropriately.
Step 2: Copy/paste your shiny new generated URL into your Sigstr campaign.
Step 3: Sit back, relax, and watch the metrics (in this case, visits to the landing page) flow into your campaign view within HubSpot.
2. Clone Your Landing Page in HubSpot; Rename Specifically for Sigstr Campaign
If you have a particular resource that is “gated”, meaning a visitor to your site will need to provide contact information and fill out a form before accessing, you can see how many contacts your Sigstr campaign generated. For us, we did this to take it one step further so we could see how many visits AND how many contacts our Sigstr Campaign drove when promoting our new ebook.
Step 1: Clone the landing page that is connected to the particular resource you want to promote and rename appropriately so you can quickly identify its relation to your Sigstr campaign. Also be sure to connect it to your desired campaign in HubSpot.
Step 2: Be sure to do the same with your form (clone and rename appropriately). Go to edit mode in the landing page, add in your new form. In the Campaign view within HubSpot, click on “Landing Pages” to view metrics on visits, contacts, and customers.
Step 3: You can now see this as an interaction (a prospect/contact clicking on your Sigstr campaign and downloading the resource) and how it relates to other touchpoints. This can be found in the specific contact view within HubSpot.
Bonus: View Sigstr Metrics within Salesforce
If you’re also using Salesforce as your CRM and have your Salesforce integration turned on within HubSpot, you can pinpoint specific interactions a lead or contact has had with your Sigstr campaign.
This can be found in the lead view within Salesforce. Scroll down and find the “HubSpot Intelligence” section, then see when that particular lead/contact interacted with your Sigstr Campaign in relation to other touch points.
Email Signatures + Sigstr + HubSpot = Your New Secret Weapon
At Sigstr, we’re all about making your life easier with employee email and taking advantage of this untapped digital marketing real estate. Metrics within Sigstr help measure the effectiveness of this. Pumping your Sigstr metrics into HubSpot or Salesforce helps you, as a marketer, see how your prospects, contacts, or even customers are interacting with your brand through employee email signatures. Add these all up and you now have a new secret weapon and new addition to your digital marketing mix.
For more on Sigstr, what to do with your email signature format, or best practices for your email signature template, check out our latest resource below: