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In the April edition of the Fearless Forum, we received a lot of questions about how to use Marketo Engagement Programs. So we sat down with Chris Saporito of Paycor to discuss how he executes successful engagement programs within Marketo to onboard new clients.


Q1: What led you to develop an engagement program?

A: We decided to revamp the way that we are onboarding clients because we had a gap in the quality of the current process. Our service organization wants to combine automation and personal touches to make the process as seamless and easy as possible. By adding sophistication to the automation and mixing in personal touches we hope to improve the efficiency and quality of the onboarding process. The ultimate goal of the project is to reduce the number of no-starts that we have, meaning the clients don’t make it through onboarding and we lose the business.


Q2: Could you describe the engagement program you created for onboarding new clients?

A: Our engagement is a series of emails that are triggered throughout the onboarding process for new clients. We created a new custom object in SFDC and synced the object to Marketo so that we can key off of the values. There are 7 emails in the series that we use the custom object for to tell Marketo which dates to fire the emails and which versions of the emails to fire. Most of the emails are standard for all clients, where we do some tokening within the emails, but the fourth email in the series is critical for onboarding. The custom object that we created has a field that we can populate with the information that is needed from the client. So, when the email is triggered, we are dynamically sending a specific email based on what the client has or has not given us yet. This is important because the data and documentation are critical to have before the client can process payroll. Also, within the series of emails our client service department has a specific cadence where they are mixing in emails and phone calls with the client to ensure that the client is on track and has a good user experience.


Q3: What was the process like to build out the engagement program using custom objects to trigger emails in Marketo? How long did it take?

A: The entire process for the project took about 3 months due to some internal prioritization. It took some Salesforce development work to build the custom object and to dynamically populate it to meet the needs of the business. Also, during the process we were able to get a temporary Marketo Sandbox to test out these processes, which had a learning curve in itself. Once we had the custom object built I was able to easily sync it to the Marketo sandbox and begin QA’ing the processes. Within a couple of weeks of QA’ing and working out the kinks we were ready to pull the trigger on the program.


Q4: Before using the SFDC custom object, had you tried to create a similar engagement program in Marketo only?

A: We have an email series that we ran out of Marketo for a few years to help client onboarding. The issues that we ran into were that it was difficult to customize the process due to some nuances of our business. By creating a custom object and doing some of the complex decisions in SFDC, it made it possible to pass that information to Marketo and create a better experience for the client.


Q5: What was the most challenging part of building and executing the program?

A: The most difficult part of this project was figuring out what all was needed to build this out. There was a learning curve since this was the first time that we had built something like this. Also, with the customization there was definitely some trial-and-error to get it to where we wanted it. Anytime that you have multiple organizations within a business working together for the first time it can be difficult but overall, I think it was a great success.


Q6: What advice would you give to Marketo users who are creating engagement programs?

A: I would recommend with any project and especially projects of significance, understand what the ask is. Truly understanding what the project needs to accomplish before determining how to build it is critical to creating the best product that you can. Something else that is crucial to projects like this is to give yourself plenty of time to QA. Test everything and then test is again, that’s the best way to make sure these projects have the smallest chance of error when they launch.


We hope you enjoyed reading about Paycor’s new Engagement Programs. To start building your Engagement Program today, check out Josh Hill's 5 step guide to building a successful Engagement Program in Marketo.

Earlier this week I asked the good people of Purple Select a question. If you could give your younger self one piece of advice while you were learning to use Marketo, what would it be? It didn't take long before I had a wealth of valuable answers that covered a wide variety of ideas and best practices. It only made sense that I share my 10 favorite answers with the Community, one of the best (if not THE best) places to go for new Marketo users. Let's get right into it.


Top 10 Tips for New Marketo Users


1) Set aside time each week to really dig in and read the docs.


2) Learn how to do things the right way the first time!


3) Create better study material, you'll need it when you are renewing your certification.


4) Document everything! In addition to process documentation, take notes as your instance evolves. You will never remember all the changes it goes through so you can benefit from having historical details about what's been done.


5) Embrace the data. It may be a tough and dirty task to get data clean, but once you do you can focus on bigger and brighter things!


6) Organization! Be sure to keep all folder and assets well organized. Make sure to go through old programs and shut them down and archive them.


7) Ask how others solving the problem you are trying to solve. People have amazingly creative solutions.


8) I know it has been said, posted and talked about ad nauseum, but CLONE!! Clone all the things!! It is the best feature of Marketo, hands down! Instead of having to create programs and campaigns and reports from scratch, just clone a previous one and edit it to fit your current need.


9) Go to the Community! You can learn a lot just based on what people post every day, but it's great to couple that with Marketo docs. For example, when you read a doc about connecting GoToWebinar, go search the community to find out what people have posted about that product, about how to set up, common questions they have and best practices. You can teach yourself a LOT using these two tools.


10) My best advice would be not to rush into setting up your Marketo account until you have a strategy on how you want to set it up (ie - naming conventions, folder organization if you have multiple brands you marketo to, etc). I have no choice but to rush in getting my account set up and over a year later, I'm finding myself having to go back in and fix/reorganize a lot of things that I might have been able to avoid if I'd had more time to plan before hand.


Honorable Mentions

- Read everything and watch all the videos you can when you're getting started. You can start implementing the best practices the whole time.


- Immerse yourself in Marketo Community. I was self-taught and I found this to be the best resource.


- Tokens, tokens, tokens.


- Spend more time in the community! Even if you aren't answering the questions you should read about the successes, issues, and challenges other users are having. (See a common theme with Community?)


I want to extend a huge thank you to everyone who participated in this challenge on Purple Select. The Marketo Community continues to have one of the most active and engaged customer bases out there. Thank you for sharing your knowledge, expertise, and best practices with new and veteran Marketo users alike!




If you have more tips and tricks that you would like to share with us, then I want to share some rewards with you! The challenge is still available in Purple Select, so feel free to head over there and submit your advice. If you don't have a Purple Select account set up, you'll be excited to hear we just made it even easier to sign up! Our sign in page now has a "sign up" button near the bottom on the page that allows you to submit all of the necessary information. After a member of the Customer Marketing team confirms your nomination, you'll gain access to Purple Select! If you have any additional questions, please reach out to me at ( and I will happily assist in any way I can!

The goal of our Customer Advocacy Programs is to help our customers showcase their success with Marketo and engage with The Marketing Nation. We have a number of programs and opportunities available for Marketo advocates to network with marketing peers, share your success and best practices, and highlight your innovations in the marketing field.



Purple Select is our way to reward you for being an advocate for Marketo! Complete fun challenges, earn awesome swag, and climb the leaderboard to join other MVP advocates who are representing our brand to the fullest. Whether it’s checking out the latest and greatest in Marketo news or submitting a shiny new review of your experience with Marketo, we want to reward you for being involved in our Purple Community.


You can sign into Purple Select anytime by following this link or visiting Don’t have an account yet? Email Will Harmon ( and we’ll handle the rest. You are already doing these challenges daily, let us reward you for it!





Marketo User Groups (MUGs) are region-specific meetings held by Marketo users for Marketo users. The purpose of these groups is for customers to meet in person to collaborate, share ideas, network, and problem solve. In a digital world, we know how hard it is to ALWAYS rely on your global network for fast and relevant help, so we encourage you to join your local MUG to help you drive even more success with Marketo. Check out our 50+ MUGs worldwide and sign up for MUG email communications!


Virtual Marketo User Groups (VMUGs) are a unique opportunity to connect with fellow Marketo users who are facing similar challenges to you in a virtual forum. The VMUGs provide similar opportunities as our regional MUGs for those customers who don’t have a regional MUG in their area or would like to connect with other Marketo users in their industry. Sign up for VMUG email updates! For any additional questions or comments about our MUG program, contact Meghana Rao at (



The Marketo Champion Program is an elite user community uniting Marketo’s most passionate and strategic customers and partners. Champions are the trusted brand ambassadors and change agents of The Marketing Nation. Champions regularly share their expertise, best practices, and strategies to help Marketo customers thrive.


You must apply to become a member of the Champion program. Champion classes are inducted annually and applications open during the last quarter of every calendar year. If you are interested in learning more about the Champion Program, please refer to the Champion Community page! If you have any burning questions about how to get involved in the Marketo Champion Program, email Deborah Kim at (




Our Reference Program allows you to share your Marketo experience with prospective and fellow customers on a private reference call. Connect with peers to discuss best practices or engage with prospective members of The Marketing Nation. If you are interested in being a reference for Marketo, please fill out the form below and the Customer Marketing team will contact you with further details.


Customer Advocacy Sign Up Form



We love to capture and share our customers’ success stories. Take a look at our current Customer Success Stories! If you are interested in having your Marketo customer story published and share your success with The Marketing Nation, please fill out the form below.


Customer Advocacy Sign Up Form



As we continually strive to serve you better, we want to listen and learn about aspects of your Marketo journey, such as how you learned how to use Marketo, what challenges you face today, and what advice you would share with first-time Marketo users. If you would like to participate, the Marketo Customer Marketing team will invite you, from time to time, to sit down with us to share your experiences and feedback about your customer experience with us.


Customer Advocacy Sign Up Form


If you have any questions about the Customer Advocacy Programs mentioned above, please don't hesitate to email the Customer Marketing team directly at (

Have you heard the news?


Yay! Starting 2018 in style! First, I would like to thank our customers for the continued partnership and strong engagement. The feedback you provide in Case Surveys (I read every single comment) has been crucial in Marketo’s focus to deliver world-class service.


In 2017, we launched Chat Support, fine-tuned Premium service delivery, improved our communication channels, opened a new support location in Denver, and more. Our Premium customer satisfaction rating for 2017 was 93%, Case first-response SLA at 96%, and Case Update at 95%., And that’s with over 70,000 cases received! This high level of satisfaction was possible due our 100+ Marketo Certified experts working round the clock to deliver nothing short of world-class service to all of you, and I think of our TSIA Outstanding certification is a testament to our customer passion.


I will be the first to admit that improvements are still needed in the area of service delivery. Reflecting on 2017, we have documented lessons learned to implement process enhancements and are already putting these into practice.


In 2018, our support objective is to deliver “flawless Customer Service.” Yes -- flawless! We are expanding our customer support team with the focus to deliver personalized support. We are improving our workforce platform to increase live interactions through phone and chat. You will experience increased self-serve capabilities in our improved support portal, and our big focus this year will be to learn and implement preventive support model.


Thank you for a great 2017. I am excited to continue the journey with you all this year. On behalf of Marketo Support, we you a very happy and successful 2018!


Mohan Achar,

Vice President, Customer Support


Messaging. The 5 most popular messaging apps feature 3.5 billion monthly active users, according to Statista, and marketers are beginning to take notice. Facebook has already integrated branded campaigns into Facebook Messenger and plans to do more of this come Spring 2016. Whatsapp is opening up their platform for business accounts. Snapchat has introduced Snapchat Discover and the option for any advertiser or individual to create their own geofilter with Snapchat on Demand. Messaging is already huge in the digital world. Expect digital marketers to make it even bigger.


Live streaming. Facebook Live, Periscope, and even the smaller Meerkat, are rapidly becoming more relevant – people want their information in real time. What does this mean for marketers? A timeless piece of advice: go where your audience is. If your audience is hooked on Periscope, find a way to personalize and humanize your brand by creating interactive content. You need to be engaging with your audience more and more on these platforms.


Big data and real-time analytics. Historically, marketers viewed data as something static and tied to reporting. But data is now more dynamic, accessible, and broadly understood. This will open up new opportunities for messaging optimization – but, more importantly, this access to data will challenge marketers to become more nimble and responsive.

  • There are 215 marketing automation solutions currently on the market
  • Monthly Google searches for “marketing automation” have grown by 22%, from 12,100 in Feb 2014 to 14,800 in January 2015.
  • The majority of marketing automation users think it’s worth the price, with 47% saying it is “fairly priced.”
  • 73% of marketers believe that email is core to their business
  • B2B companies are twice as likely to use marketing automation as B2C companies
  • Over 60% of marketers use mass email to connect with their customers, but only 13% of them are using marketing automation software.
  • 79% of top-performing companies have been using marketing automationfor two or more years
  • The larger the marketing team, the more likely they are to use marketing automation software.
  • 44% of marketers say they are not fully satisfied with their marketing automation systems. The top reasons being that it takes too long to implement, is difficult to learn, and is expensive.
  • 63% of users plan to increase their marketing automation budget this year.

Familiarize yourself with the things to consider before you merge duplicate lead records.


Salesforce associates any related items from the duplicate leads, such as campaign or activity information, with the newly merged lead.

  • If you’re merging duplicate leads that are members of different campaigns, Salesforce retains the campaign Member Status Updated
  • The newly merged lead displays the Created By Modified By fields
  • The master lead replaces the duplicate leads in all the requested meetings they were invited to. Also, all meeting messages written by the duplicate leads are automatically associated with the master lead. (Meeting messages appear on the requested meeting's Web page and are visible to all invitees.)
  • The master lead replaces the duplicate leads in all the scheduled meetings that the leads were invited to. But make sure to add the new master lead to the meeting invitee list in the scheduled meeting.

5 ways to amp up your mobile strategy

Mobile marketing is a set of business strategies that enable organizations to communicate with people in an interactive and relevant manner through any mobile device.  Although how you do Mobile Marketing is different than what you might be used to, why we mobile market remains the same:  to delight, engage and sell!  Mobile Marketing is special in that it requires your audience to opt in and is therefore a great way to create a highly engaged lead list.  Another way mobile marketing is unique is that your audience is more likely to respond to your calls to action.  They are engaged, opted in and ready to communicate via their smart device.  So let’s take a look at some of the most popular and cutting edge strategies available to you on mobile.


  • Mobile Messaging. Messaging comes in two flavors; SMS (Short Message Service) which is your traditional text only message and MMS (Multi Media Messaging) which can include pictures, videos etc....   This is an incredibly powerful channel as 80% of mobile device users send text messages daily and most messages are read within 4 minutes.  Talk about access!  Wow!   The best way to leverage this channel is to set up shortcodes.  Shortcodes are numeric codes that can be acquired from your wireless provider that act as URL replacements.     Using your shortcode you can send a text to your audience that reads something like this: “text ‘shop’ to 99999 and receive a 10% coupon towards your next purchase.”   This will drive engagement, loyalty and most of all revenue!


  • Mobile Web. More people are accessing the web via a device than a PC, so it is imperative that you have a delightful presence accessible via any mobile device.  For many companies, their mobile web site is the primary access point for their entire business, a virtual front door.   To properly leverage the mobile web you need short easily consumable content that is appropriate for the web.  Location, contact information, breaking news and promos are all appropriate for your mobile presence.  But the executive team bios, well…not so much, that kind of information can be left for a laptop.   Furthermore, it needs to load fast and properly on all devices, so testing is going to be key.  Other things to consider when developing a mobile website, make sure it is compatible with touchscreens and that it is integrated with social. 


  • Mobile Apps. Mobile apps are built for the mobile platform and can be used online or offline.  On average people are using 6 – 10 of these apps per month.  Typically, mobile apps are designed to entertain, inform or make specific tasks easier and are intended for target audiences that are already on mobile.  The benefit to you is that you will gain opted in users, engage them in a deeper way and collect more information about their preferences and motivations. Before endeavoring to build your first app, first ask yourself, what is the value to my target audience and to myself. Furthermore, even if you do determine you need and app, there are over 2 million apps available so it will be difficult to break through the noise, make sure you pair this channel with killer marketing and promotional campaigns.


  • QR Codes. QR Codes are also known as Quick Response Codes and are used to quickly download content onto a smartphone. Usually this is done by taking a picture of the QR Code or scanning it.  According to more 50% of shoppers at brick and mortar stores have their smartphones with them and 40% of those are comparing prices while the shop.  Smart companies are including QR codes not only in their stores to get special discounts in real time, but including them in their emails, direct mails, business cards and post cards. 


  • Augmented Reality – Augmented reality is a live view of the real world enhanced by computer generated output as seen through your smart device or displays such as Google Glass.  The key to successfully deploying AR is to make it truly valuable to the user and integrated with their traditional buying journey.  For example, IKEA has an AR app that lets users see how furniture will look in their living room before they buy it.  Cover girl has an app that allows users to see how different types of makeup will look on them without actually applying anything.  Researchers at Harvard University have found that integrating AR apps into the buying experience generated a positive feeling for the technology and the products and more importantly lead to higher sales. 


Before going through the cost and time of deploying a mobile strategy you should ask yourself, is my target audience on a device, will having access to my mobile channels be beneficial to them when they are out and about?  If you are answering yes, then it’s time to get mobile.

Today’s consumers have unlimited choice, access to the best research, and are being bombarded by literally thousands of marketing messages each day.  So it’s no wonder that many marketers are finding it difficult to break through the noise and make a connection with their targeted audience. Ultimately, the modern marketer needs to develop a sound strategy so their message appears front and center in the consumers mind.  For each industry and product this strategy may be quite different, but what I can say is that there are 5 pitfalls some marketers fall into that ultimately undermine their success.

  1. Marketers are not treating their target audience as individuals.80% of the customer’s journey today is self-directed, which means that most of what a buyer learns about your products, services or company is a result of their own exploration.  Further, according to the best research, 87% of customers demand a personalized experience in all their interactions.  This means that your customers want you to know them and remember them every time they interact with your company or brand.  So if you are not taking the time to personalize each interaction with your target audience, then you are really missing an opportunity.  And I am not just referring to things such as starting your emails with “Dear Jane” but really personalizing content based on what their preferences and interests are.  This brings me to my next point.
  2. Actual user behavior is not being used to target the audience.  One of the best ways to engage your target audience is to trigger key messages based on what an individual person is doing. The fact is that messages sent based on customer actions get more opens, clicks and conversions they are contextualWhen David Daniels, co-founder of the Relevancy Group, was an analyst at Jupiter Research, he reported that targeting emails based on web click-stream data increased open rates by more than 50%, and increased conversion rates by more than 350%.  Triggering on user behavior and creating relevant scoring models are steps I often see skipped and marketers suffer because of it.
  3. Marketing efforts are not consistent.  As I outlined above, sending out random email blasts will not cut it these days as consumers are just too busy to remember such messages.  Marketing must shift from talking at people to building personalized and continuous relationships with people. They need to engage them throughout the buying cycle and beyond in a consistent, relevant and targeted way.  Furthermore, the message must remain consistent as well.  This means your marketing efforts should look, feel, and sound the same way across all of your channels. If your targets hear the same message over and over again, the same way each time, they are much more likely to remember it.
  4. Marketing efforts are not designed to meet key business objectives.  In my opinion the biggest mistake marketers are making today is not tracking key performance indicators back to corporate business objectives.  If you continue to collect traditional marketing metrics such as opens and clicks to support your decision-making, you may very well be setting yourself up to be excluded from a seat at the revenue table. Most of these metrics are meaningless to key stakeholders because they don’t tie directly to revenues. Focusing on driving revenue is the best way to align with your executive leadership and even your revenue teams. To put this in another way, ask yourself, “how are my efforts contributing directly to the company’s bottom line?”
  5. Not using an opti-channel approach.  During a recent conversation about opti-channel with Ashley Johnston, SVP, global marketing at Experian Marketing Services, she said, “People don't wake up and say, ‘I'm going to be a mobile consumer today.' They just use the channel that best fits the moment or task.” A customer rarely engages across every channel so you must be able to let them choose their channel and let them change that choice from day to day.  Opti-channel is about understanding how the customer prefers to engage.  This means setting up a communication strategy that actively listens for behaviors and creates a seamless and unified experience across them all as a customer engages with your brand.

At Marketo, avoiding these pitfalls is known as the abc’s of marketing.  To sum it up marketers need to engage people As individuals, Based on what they do, Continuously over time, Directed at an outcome, and Everywhere they are.  I hope you found this engaging and please let me know of any other pitfalls we should be thinking about when developing our next marketing strategy.   

How do custom dupe rules work

If all dupe fields match, the existing record is updated, otherwise a new record is created. However, if email address is blank, a new record will always be created.



Custom Dupe Field



New record


New record


Update record


New record


New record



New record



New record


So the matching is pretty strict, and only when both fields are exactly the same, the record is updated. A blank value for the Custom Dupe rule is also a value, and is therefore often the cause of duplicates.


If the email address is blank, Marketo will always create a new record. This is true with or without a custom dupe rule. The only way to update a record without email address is via the API, while specifying the Marketo ID or Foreign System Person ID (see below).


Keep in mind that Custom Dupe Rules usually apply to all input methods: API, list import and forms. So all forms need to provide all keys also. As an example, your unsubscribe page needs to include the Last Name (pre-filled, possible hidden), otherwise it will create new Leads when people unsubscribe (Last Name is empty and does therefore not match the Last Name on file).


If the dupe rule is by Lead Partition, there is a specific caveat: Lead Partition is not an actual field. For forms and List uploads, it uses the primary Lead Partition of the Workspace for matching purposes. That is usually the desired behavior. However, when using the API, you’ll need to specify the Workspace, which is only possible in some API calls, but not all of them.

Advanced configuration

There are a couple of advanced configuration options available for custom dupe rules. First of all, it is possible to enable them separately for API, list import and form submission. For example, if form submission does not have the custom dupe rule, it will simply match by email address, but list import and API would use the custom dupe rules. This is not a common setup, but it may be useful for some situations.


It is also possible to add more than 1 Custom Dupe Rule, using 3 or more fields. This is also uncommon, and you run the risk that a lot of unintentional duplicates are being created.


The SOAP API also offers some options to create duplicates. The most commonly used option is the Foreign System Person ID, or FSPID in short. This is an external ID that can be used instead of the email address. If you upsert a record with FSPID as the unique key, it will match on FSPID. On match it will update, otherwise it will create a new record. It is important to note that the FSPID can only be set via the SOAP API, and it is recommended to push forms through the SOAP API, as well as List imports, otherwise those Leads won’t have an FSPID.

Process to set up Custom Dupe Rules

Custom dupe fields can be set up by filing a ticket with Marketo Support. It is generally recommended to enlist the help of a Marketo consultant for more complex setups, otherwise you run the risk of unintentionally creating a lot of duplicates.


Although Custom Dupe Rules can be very useful in specific situations when the behavior is well understood, they often lead to the creation of large numbers of unintentional duplicates. It is recommended to carefully evaluate alternatives before implementing custom dupe rules and – if possible – enlist the help of a Marketo consultant to review the options.

De-Duplication in Marketo

By default, Marketo will dedupe new records by email address. If there already is a record in Marketo with the same email address, that record will be updated with the new information. If no matching email is found, a new record is created.

If you set up a custom dupe rule, Marketo will match on email as primary key, and another field as a secondary key. For example, if you add Last Name as a secondary dupe field, Joe Smith ( will create a new record, even though Catherine Doe with the same email address is already in the database. This is because both email address and last name need to match to update the existing record. So if Joseph Smith ( is entered, the first name will be changed from Joe to Joseph, because both email and last name match.

Custom dupe rules apply to list uploads, form submissions and to most API calls. It does not apply to the native CRM sync, which matches on CRM ID instead of email.

Common scenarios

Custom dupe rules are typically used for a limited number of scenarios.

Dupe by Lead Partition

The most common scenario is if the Marketo instance has multiple partitions that need to be independent from each other. Normally, the same Lead can exist in only one partition, not in multiple. However, when you add “Lead Partition” as a custom dupe rule, a record with the same email address can exist in multiple partitions. This can be useful if two completely separate business units are on the same Marketo instance.

Dupe by First Name

If multiple members of a household use the same email address, dupe by first name ensures that all members get their own record in Marketo. However, if multiple household members are part of the same email send, only 1 email will be sent (to the first created record). Trigger emails can be sent to both records individually. Communication Limits apply to each record separately, so with a  limit of 5 emails and 2 records with the same email address, the email address can receive up to 10 emails per week. If someone uses multiple variations of the first name (e.g. Beth & Elizabeth), this creates unintentional duplicates.

Dupe by Last Name

Dupe by Email and Last Name is often used if multiple employees of the same company use the same email address. The same caveats as for “first name” apply. Also, it is less and less common that people don’t have their own email address.

Dupe by Foreign Lead Key

Some companies maintain their own unique lead key, which allows multiple records with the same email address. To be able to replicate this in Marketo, this lead key can be added as a custom dupe field. However, all form submissions and list uploads will also need to include this Lead Key, otherwise additional duplicates are created. This scenario is therefore often not advisable.

Even though it seems like there is a new Marketing Channel available almost every day, I’m devising my smart fridge strategy as we speak, email marketing when done right, is still one of the most profitable acquisition and lead retention channels available.  To clarify, by “done right” I mean permission based email marketing with content that is personalized, relevant, timely and highly optimized.   If you do not have a great email program like this then you are certainly leaving tremendous value on the table.


So how can you craft a slammin’ email channel driving mucho value to your stakeholders?  The answer is actually quite mundane.  To do so you just need to have the right set of metrics to analyze your email marketing channel and optimize that thing to stardom.   This set of metrics is going to be called your Key Performance Indicators (KPIs) and should be very closely tied to your organization’s primary business goals.  In fact they will be a direct measure of how well you are achieving those goals. 


Now, let’s talk data.  When choosing KPIs that help measure your business goals it is important that you follow these three rules:  keep them very simple, produce them very timely and make sure they are instantly useful. The important thing here is make it so that people can view your KPIs and quickly understand what they mean and then take action on them immediately.  This is so important because in today’s world we all need to act fast!  


There are three categories of data you will be analyzing when it comes to optimizing your email marketing channel.  The first is Engagement, the second is Behavior and the third is Outcome.  When creating your KPIs you need to always be thinking about these three things Engagement, Behavior, Outcome. 


  • Engagement is a category that encompasses email campaign metrics and how emails are resonating with the target list.  It measures things such as how many emails were sent, to whom did we send them and what was the result.    Here are some great KPIs that help me measure my business goal of driving deeper engagement within my list:


    • Delivery rate - (# of emails - bounce backs)/ (# of emails) – measures the quality of your lead list.
    • Open Rate – (# opened/# emails delivered) – represents the success of your from field and subject line.
    • Subscriber Retention Rate - (# subscribers - # bounces - # unsubscribes)/# subscribers) - measures how well you are targeting your database and if you are delighting them. 
    • Click to delivery rate - # of clicks/# of emails delivered - helps you understand the mailing list quality and email content relevance.


  • Behavior is a measure of what happens after the viewer clicks a link on the email.  What do they do on my site, how well they engage, and do they buy? Here are some great KPIs to measure my business goals of deeper engagement on my website, elevated content consumption, and an increase in Sales Qualified Leads :


    • Bounce Rate – (# of clicks to the website with a single page view / # visits) –a great measure of the alignment between email and landing page.
    • Depth of visit. – (% of email campaign visits that last longer than xx pages) – especially important for non-ecommerce.
    • Actions completed – (% of visits that took the call to action on the landing page)


  • Outcome is a measure of the goals, conversions, and revenue you drove through your email channel.  Tracking all of these conversions and attributing it back to your email programs is critically important.   Here is my list of outcome KPIs that measure my business goal of increasing total revenue:


    • Macro conversion rate – (Revenue producing conversions / Visits) – How successful are you at targeting your audience with the right message at the right time.
    • Ave revenue per email sent – (Total revenue / # of emails sent) - Use this to measure how clean your list is.
    • Profitability = (Rev generated - cost - cost of goods sold) / # emails sent) – The holy grail of KPIs



One last thing to note is that there is no one size fits all when it comes to email KPIs, you must be willing to experiment with your campaigns and how you analyze them and change your approach accordingly.  Nor is it always possible to track all of these metrics all the time. I find that choosing one from each group may be sufficient.  For example, if I wanted to keep it simple I would choose Click to Delivery Rate for Engagement, Bounce Rate for Behavior and Profitability for Outcome as my top three and go from there.

First of all let’s answer this question, ‘what is website analytics?”  A good definition I often use for web analytics is “The qualitative and quantitative analysis of your website and your competitor’s websites for the continuous optimization of business outcomes for all channels, both online and offline”.  Web analytics are direct, specific and measurable.  Do not use faith in what you believe in but instead use data to measure the things that will drive revenue for your business. The benefits of performing robust website analytics are that we will increase accountability in our organization, fail faster when we are trying new things and delivering better business outcomes based on concrete data.

To begin to understand your website analytics you first need start tracking the most basic elements of activity on your sight. To do so you simply need to place a javascript code on your website provided by a free service like google analytics or yahoo analytics.  75% of the data you need are gathered just by placing this into the footer.  Typically these services help you answer the what. What are the top 10 pages visited? What are the top 10 sold products? What are the most popular downloads? To drive real improvement in revenue performance however we must answer the why.  Why did they go to those 10 pages?  Should those have been the top 10 pages? Which ones should have been and why weren’t they?  This is so important to your business and it is a must have for every marketer out there. To find out “the why” of your website’s performance you must endeavor to perform 5 key best practices and here they are:


  1. Clickstream analysis – As we mentioned above, this will tell you what is happening on your website and can be provided to you quite easily with tools such as Google, Yahoo, WebTrends, and CoreMetrics.  This will serve as the basis for your analysis, but is only the beginning.
  2. Multiple Outcomes Analysis - Ecommerce conversions - How much happened and more importantly, how much revenue did you generate? 
  3. Voice of the customer – This is typically done with a survey for about 2-3% of visitors and there are two types. 
    1. Site level surveys for measuring session experience. These are done upon entrance or exit and are usually a popup.  These are very good at understanding macro issues, big things that might be wrong such as experience, impression, navigation elements and overall effectiveness of site. 
    2. Page level surveys for measuring micro issues. These are usually part of specific pages and can be opened with a plus sign.  In page level surveys you gain information about micro conversions, transaction efficiency and overall satisfactions with individual pages on your website.
  4. Experimentation and testing – This is a key step to understanding you website in terms of what is working and what is not.  This will also give your customers a say as to how you website will work going forward, because the results will be based precisely on their behavior!  Only through experimentation and testing can you determine how to improve and optimize your website.  Typical types of testing are A/B and multi variate testing.
  5. What else? - Competitive Intelligence.  Understanding how your competitors are faring in the market place will provide bountiful insights for your business.  For example, do you know who their customers are, their demographics, and their lead sources?  The ability to understanding your competitor’s performance on the web is key to your success on the web.  A tool like can provide just such information to you, most of which at no charge.

Most Launch Packs* include  1 landing page template and 4 email templates that replicates the header and the footer of a submitted URL.




You have to submit the URL of the website that you want to have replicated.


Where to submit my URL?



Submit it here:


More info on Step 7 of initial set up:


* Check with your consultant if you are entitled to these email and landing page templates.


These are simple templates.

Speak to your consultant if you want to find out more about this.

How to delete a form from the landing page:


1. Click on the settings icon

2. Click delete

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