Measuring MQLs Based on Email Campaigns

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briankoe
Member

Hello,

 

I would like to build a report that would show how many existing subscriber leads were MQL'd as a result of a specific email campaign. In short, if they exceeded the lead score thanks to an interaction with that email, I would like that to be counted.

 

For example, we just sent out a monthly newsletter that contained a downloadable asset. If a lead clicked on the email and downloaded the asset, they would most likely hit the MQL threshold. 

 

Ideally, it would be nice to see this laid out for individual email campaigns sent over the past 30 days.

 

Thanks in advance for the help.

 

Brian

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Accepted Solutions
karstenkoehler
Solution
Most Valuable Member

Hi @briankoe,

 

HubSpot doesn't have a default report for this, you'd have to create a custom report (Menu > Reports > Reports > Create custom report). And unfortunately, you'd have to create a report for each email. There isn't any way to visualize how many MQLs were influenced by emails from a certain timeframe.

 

First, you'd create an active list of all contacts who clicked the link your email and submitted the form for the downloadable asset.

 

Then, in your custom report, select Single object > Contacts, click Filters on the upper right, add a filter for List membership and select the list you created above. Additionally, set Create date to "is all time", Became a marketing qualified lead to "is after [your email send date]" and consider by filter for Lifecycle stage "is any of MQL". You can now Hide Filters and select a visualization, e.g. Count of contacts by Persona.

 

At this point it's probably worth mentioning that, if you're simply interested in the number of contacts, an active list would do the trick as well. Just apply the same filters as above. Also keep in mind that these criteria ensure that a contact downloaded the asset because of the email, only that they did it after receiving the email.

 

You might want to look at this from a different angle, for example you could also visualize the number of marketing emails received by contacts who filled out a form. Also, the analytics of a landing page cannot be added to dashboards flexibly but they let you know where the contacts who submitted the form came from.

 

tl;dr: HubSpot isn't particularly good at answering this specific question.

 

Hope this helps!

Karsten Köhler
Freelance Digital Marketing Advisor

Beratungstermin mit Karsten vereinbaren


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karstenkoehler
Solution
Most Valuable Member

Hi @briankoe,

 

HubSpot doesn't have a default report for this, you'd have to create a custom report (Menu > Reports > Reports > Create custom report). And unfortunately, you'd have to create a report for each email. There isn't any way to visualize how many MQLs were influenced by emails from a certain timeframe.

 

First, you'd create an active list of all contacts who clicked the link your email and submitted the form for the downloadable asset.

 

Then, in your custom report, select Single object > Contacts, click Filters on the upper right, add a filter for List membership and select the list you created above. Additionally, set Create date to "is all time", Became a marketing qualified lead to "is after [your email send date]" and consider by filter for Lifecycle stage "is any of MQL". You can now Hide Filters and select a visualization, e.g. Count of contacts by Persona.

 

At this point it's probably worth mentioning that, if you're simply interested in the number of contacts, an active list would do the trick as well. Just apply the same filters as above. Also keep in mind that these criteria ensure that a contact downloaded the asset because of the email, only that they did it after receiving the email.

 

You might want to look at this from a different angle, for example you could also visualize the number of marketing emails received by contacts who filled out a form. Also, the analytics of a landing page cannot be added to dashboards flexibly but they let you know where the contacts who submitted the form came from.

 

tl;dr: HubSpot isn't particularly good at answering this specific question.

 

Hope this helps!

Karsten Köhler
Freelance Digital Marketing Advisor

Beratungstermin mit Karsten vereinbaren


Did my post help answer your query? Help the community by marking it as a solution.

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briankoe
Member

Thanks for the thoughtful response Karsten. Some great insight.