Hi there!
I was wondering if there is an overall stat that gives credibility to following up with engaged leads - for example with the most opens? Is there a success rate for that?
Hi @MariaDP,
Just to make sure I understand your query correctly – are you looking for research / KPI on what an average success rate for following up with leads that have engaged with marketing emails?
If so, I’m fairly certain this does not exist as it’s both very specific (in terms of metrics) and too broad (not focused on B2B or B2C, industries, products, services etc).
My recommendation would be to create funnel reports and to create your own benchmarks. Create custom funnel reports
Create one report that filters for contacts who have opened marketing emails before, another for those contacts who didn’t. That’s how you can compare and also measure marketing effectiveness.
Best regards
Hi Karsten,
Thank you for your prompt response!
I’m particularly interested in real-life examples where people have seen success by following up with engaged contacts. Do you happen to have any insights or data on what kind of success rates they’ve experienced?
@MariaDP of course, happy to help – in general, marketing touchpoints warm up a contact for sales. A contact has a better understanding of the concepts and principles behind the product and services.
In terms of real-life examples and success rates, I would emphasize what I mentioned before. It depends. Could you please specify what you mean by real-life example? What defines success for you (an introductory call, a deal created, a deal closed) etc?
In any case, I do think that it’s a good idea to look for inspiration but I don’t think it’s a good idea to obsess about benchmarks. I would rather use your existing data to build your own benchmarks.
In general, it is intuitive that marketing touchpoints will increase conversion rates – and you can measure it using funnel reports.