Include Manual Web Visit in Email Statistics

Many people will NEVER click on a link in an email. Instead, they manually go to the website by entering the URL by hand. We have found that as much as 30% of the success of an email campaign can come from visits that are not recorded as clicks.

It would be great if this could be measured within the Email Results as "Manual Visits". Essentially, if someone visits the website within a few hours after receiving an email, it is reported and tied to the campaign. 

 

We have a dynamic filter to measure this roughly:

The contact property Time of Last Visit is after Last email send dateand
The contact property Last email send date is less than 1 day ago. and
The contact property Last email click date is more than 1 daya ago.
 
 
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Community Manager
Community Manager
updated to: Idea Submitted

Hey @avanan could you share, if possible, more information on the research you carried out above? It would be helpful to know if these findings were pulled using HubSPot analytics or your own research methods - insights like these are always welcomed!

 

Have you considered leveraging the Sources Report to measure this? HubSpot buckets contacts who arrive at your website by manually entering your URL as 'Direct Traffic'. You could pull a sources report for Direct Traffic in the time period after an email was sent? 

 

 

avanan
Regular Contributor

We are doing this analysis entirely in Hubspot and it does have some weaknesses, but is much more accurate than the Sources Report that includes everyone that visited that day. Essentially we are measuring people that came to our website (on any page, not just the landing page) within 24 hours of being sent an email. Of course, this misses people that have never been to our site (not been cookied), but it includes a signficant number of people that will never click on an email link. Because we work in the security industry, it is actually a quite common practice to just enter the name of our company in Google and find us that way. (It is because they don't trust long URLs and they don't want us to know that they clicked.)

 

We find that for every 10 people that click on a link, there are 2 or 3 that hit our website without clicking on anything.