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What Is Lead Quality And How To Measure It

Want to know the secret that generates more revenue from email marketing?

Many marketers assume that driving more leads can help them generate more sales and revenue. While increasing the size of your email list should be a top priority, your leads are worthless unless they’re qualified enough to make a purchase.

Driving more qualified leads is the secret to generating more revenue from email marketing.

In this article, we’ll show you everything you need to know about lead quality and how to measure it.

What Is Lead Quality?
Lead quality is a factor that allows you to identify how likely your prospects are to become your paying customers. The higher the quality of your leads, the more likely they become your customers.

Exact measurements of lead quality may vary depending upon your lead generation strategy and the products you sell. However, there are a few methods to determine whether a prospect is right for your business.

Some of them are:

• People download your lead magnet that is part of your marketing or sales funnel.
• Visitors contact your sales team to ask pre-sale questions.
• Leads browse through various product pages or pricing page, meaning they could be thinking of doing a business with you.
• How to Measure the Lead Quality?

1. Download Tracking

Tracking downloads on your website is easy with MonsterInsights. All you need to do is to install and activate the MonsterInsights plugin. File download tracking works out of the box without any further configuration.

To find how many times visitors download your lead magnet, simply look at your events report in Google Analytics.

how to measure lead quality with download tracking

For more details, read how to track and view file downloads in Google Analytics.

In addition to measuring lead quality in Google Analytics, you might also want to tag or segment your qualified leads in your email marketing tool.

Identifying the quality of your leads is an essential step in lead nurturing. This way you can send emails that are more likely to be opened and engaged.

Read 50 smart ways to segment your email list like a pro.

2. Pre-sale Query Form Submission

To track presale query form submission, just install and activate the MonsterInsights Forms addon. If you’re using WPForms, you can even automatically add your users to your email list by including a checkbox to your contact form.


3. Important Pages visit

By setting up Google Analytics goals, you can track whether your visitors are browsing through important pages on your site. By visiting important pages on your site, your visitors are showing an interest in your offer, which makes them qualified.

And once identified a lead as qualified, you can target them onsite and offsite to show personalized marketing messages.

Below are a few ways you can target your qualified leads on various marketing channels.

Onsite retargeting: With OptinMonster’s onsite retargeting feature, you can show personalized marketing campaigns using popups, slide-ins, floating bar, etc. to your qualified leads that are proven to convert.

Remarketing: Target your qualified leads on Facebook through remarketing campaigns to convert them into paying customers.

That’s it!

We hope this article gives you some insights into tracking the quality of your leads.

If you liked this article, you might also read how to find your most profitable email campaigns.

And don’t forget to follow us on Twitter and Facebook for more Google Analytics tutorials.
https://www.monsterinsights.com/how-to-measure-lead-quality/

Are You Getting the Most You Could Be from Your Email List?

Let’s start out by facing a tough reality: many small businesses — even the most successful ones — aren’t getting the most they could be from their email list.

It’s not that they’re not working hard or seeing good results. In fact, for many, email marketing is already their biggest driver of new and repeat business.

But there’s one thing that many small businesses aren’t doing that could help take things to the next level.

Luckily, adding that one thing to your email marketing strategy is a lot easier than you might think.
It starts with understanding a term you may have heard before — segmentation.

Segmentation is the process of organizing your contacts into different groups with the goal of targeting them with content or offers that are relevant to their needs or interests.

Rather than sending the same message to your entire list and hoping the right people see it, segmentation makes it easy to create emails that you know specific groups of contacts will be interested in — improving the chances of them opening, clicking, and acting on the content and offers you send out.

Still not using email to market your business? Give Constant Contact a try for FREE!

Why is segmentation important?
Did you know that 39% of marketers who segmented their email lists experienced higher open rates; 28% experienced lower unsubscribe rates; and 24% experienced better deliverability and greater revenue?

One of the biggest reasons people ignore emails or unsubscribe from email lists is because the content they receive isn’t relevant to them.

Think about your own experience — wouldn’t you be much more likely to pay attention to an email if it were designed with your needs and interests in mind?

While you may have people who read and act on every email you send out, if you’re not taking the appropriate steps to segment your audience, it’s likely that you already have potential customers or donors who are tuning you out.

If you’ve never segmented your list — one of the questions you may be asking is “how can I get started?”
The good news is that Constant Contact makes it super easy to segment your contacts.

Segments allow you to create customized groups of contacts using campaign engagement, contact information, and list memberships. Segments can be saved to use for later campaigns and refreshed in real time to update the list of contacts that meet your selected criteria.

But before you can start organizing contacts into different groups, you’re going to need some information to work with.
If you’re like a lot of businesses, the amount of information you have available may be limited to name and email address.

But there are also details like: job title, company, address, birthday, interests, and purchase history, which could be used to your advantage.

How can you find the information you need? Here are a few quick ideas:

Use what you know
If you’re brand new to segmentation, you may want to start by creating a list of your most loyal customers or supporters. Even if you don’t have a ton of information about your contacts, you should be able to quickly scan your list and recognize a handful of names.

You can add a tag for VIPs, or create a separate list and send them exclusive offers to reward them for their loyalty.

Update your sign up process
Much of the information you need to segment your list, can be available right from the moment people sign up.

While you may only want to require people to give their name and email address, you can also add optional fields like address or company name.

You can also provide options for the type of content they want to receive and let new contacts opt-in to different lists right from the start.

Use a survey
An online survey is a quick and efficient way to collect information from your email contacts.

You can provide multiple choice questions to help gauge people’s interest around a particular product or service, and can also provide open-ended questions for people to fill out their own information.

Host an event
Events are a great opportunity to collect additional information for your contact list.

You can collect information when interacting with attendees face-to-face, and also use an online registration tool to collect important details before the event.

You can also create a separate list for people who attend your events, and send follow-up emails and invitations to future activities.

Use your reports
You can see which contacts are opening your emails each month, and export a list of people who have clicked on a particular link.

This is a great way to identify your most active readers, and can also be used to learn more about the content or products your audience is most interested in.

If you see a group of contacts clicking through to learn more about a particular product or to read a piece of content, you could then create a separate list and follow up with more information or an offer that’s relevant to them

With the right information, you’ll be ready to start segmenting your list!
Take some time to think about the different groups of contacts you have on your list.

Consider things like:

• Location: Do you have groups of contacts that live locally and others that visit from out of state?
• Customer Status: A lot of the people on your list will be customers, but you may also have a sizeable audience of potential or new customers, as well.
• Interests: Use your click-through data to create interest-based lists.
• Questions/Needs: Use survey data or questions you’ve received in-person to group contacts, and follow up with more information.
• Length of time on your list: Creating a separate list for new contacts is a great way to engage people right from the start.
• There are plenty of ways you can use segmentation to get more from your list.
• Remember that growing an effective email list isn’t just about adding names and email addresses to your database.

These are people who have opted-in to receive updates from your business. It’s your responsibility to offer an experience that meets their needs and inspires them to take action.
https://blogs.constantcontact.com/segment-email-lists/

Attribution Models for Marketers: The Definitive Guide

We would like to think that a visitor finds your blog or clicks an ad, and immediately converts into a sale or lead.

Unfortunately, that is rarely the case.

Today, people will visit your site several times prior to converting. They'll find your blog post, return directly a week later, and click a retargeting ad the next day. Then, they will finally convert!

So which marketing channel gets credit? Was your blog responsible for the new sale? Or was it your Facebook Ad?

When trying to show clients the value of each marketing channel, it can be difficult. With multiple touchpoints in the buyer journey, each channel plays its part.

These are the questions at the heart of attribution models.

What are marketing attribution models?
Attribution modeling is a framework for analyzing which touchpoints, or marketing channels, receive credit for a conversion. Each attribution model distributes the value of a conversion across each touchpoint differently.

A model comparison tool allows you to analyze how each model distributes the value of a conversion. There are six common attribution models: First Interaction, Last Interaction, Last Non-Direct Click, Linear, Time-Decay, and Position-Based.

By analyzing each attribution model, you can get a better idea of the ROI for each marketing channel.

There isn't necessarily a "best" attribution model. You may choose one as your primary attribution model for reporting and analysis. Different factors, like business goals or buying cycles, can make one model better than another.

Attribution modeling is an analysis tool. Don't limit yourself to one and stick with it. Compare performance under each model to understand the importance of multiple touchpoints in the customer's journey.

Let's look at an example.

Currently, your default reporting is based on a last interaction model (more on each type below.)

You look at your analytics and only see a few leads from organic blog traffic. You're evaluating if you should keep investing in the blog. How do you prove the value of the blog?

You navigate to Google Analytics attribution comparison tool and view your conversions under the first interaction model.

Under a First Interaction model, the conversion value of your organic traffic shoots up! You realize that your blog visitors comeback to your site after clicking a retargeting ad. Then they sign up or purchase.

Under the Last Interaction model, the retargeting ad received all credit for those leads.

By comparing multiple attribution models, it's easier to understand how two (or more) marketing channels work together to generate conversions, so you can assign a conversion value to each channel.

Attribution models are useful, but they're also one of the more complicated topics in marketing.

In our complete guide to attribution models, we'll walk through the primary attribution models and when to use them. Let's get started on each type of attribution model.

What are the different types of attribution models?
1. Last Interaction Attribution


Last Interaction Attribution is also referred to as "last-click" or "last-touch."  As the name implies, this model gives 100% of the credit to the last interaction your business had with a lead before they convert.

For example, a visitor finds your website through organic search. A week later they see a Facebook Ad and click the ad. Later that day, they go to your website directly and make a purchase.

The direct traffic, in this instance, gets all of the credit for that purchase. 100% of the value is assigned to that last interaction.

This is the default attribution model in most platforms, including Google Analytics. If you are looking at standard conversion reports in Google Analytics, you're seeing each goal attributed to the last interaction your customer had with your business.

Pros & Cons:

Last Interaction attribution is the simplest to implement and evaluate.

It is also often the most accurate. Digital marketing today is scattered. People may access from multiple devices, clear cookies, or use multiple browsers. This makes it difficult to track their entire journey.

However, you can always be certain of their last interaction prior to converting.

The downside is that this model ignores everything that happens before the final interaction. Many of the interactions and touchpoints prior to that last-click will be just as important.

This model may be a good fit for you if you have a short buying cycle. If there aren't many touchpoints prior to converting, only tracking the last one will give you a good idea of your strongest channels.

You will also find this model especially helpful if your sales funnel is wide at the top, but narrow at the bottom.

2. First Interaction Attribution


First Interaction is similar to Last Interaction, in that it gives 100% of the credit to one click/interaction. First Interaction (also called "First-Click") gives all of the credit for a conversion to your business' first interaction with the customer.

For instance, if a customer first finds your business on Pinterest, then Pinterest gets all of the credit for any sale that happens after that interaction.

It doesn't matter if the customer found you on Pinterest, then clicked a display ad a week later, and then went to your site directly. Pinterest, in this example, gets the full credit.

Pros & Cons:

The main appeal of using First Interaction attribution is how simple and straightforward it is. However, this model ignores the effects of any potentially important marketing channels that at a later point.

This model is also helpful if your industry has a short buying cycle. If there is a tendency to convert customers immediately, then their first touchpoint is especially important. Or, if your main business goal is bringing in new top-of-the-funnel customers, First Interaction is a great model for evaluating each channel.

3. Last Non-Direct Click


The Last Non-Direct Click Model is a bit more helpful than a standard last-click model. 100% of the value is still assigned to a single interaction. But, with last non-direct click, it eliminates any "direct" interactions that occur right before the conversion.

Direct Traffic is when anyone goes directly to your site by manually entering your url or clicking a bookmarked link. So this visitor already knows about your company.

How did they learn about your company? What prompted them to go to your website directly? By eliminating direct traffic in a last-click model, you can better assign value to the marketing strategy that led to the conversion.

Pros & Cons

As I mentioned above, eliminating direct clicks makes this a more insightful model than last interaction. However, it still assigns 100% of the value to one interaction. If your customer had 4 touchpoints prior to that last non-direct click, it's completely ignored.

4. Linear Attribution


With a Linear attribution model, you split credit for a conversion equally between all the interactions the customer had with your business.

For instance, a customer finds you on Instagram, signs up for your email list and later clicks an email link. The next week they go to your site directly and make a $120 purchase.

There are 3 touchpoints in this situation. Each touchpoint gets 33% of the credit, or a $40 conversion value attributed to the channel when the purchase was made.

Pros & Cons:

Linear attribution gives you a more balanced look at your whole marketing strategy than a single-event attribution model does.

However, this means it also assigns equal importance to everything.  Some marketing strategies are more effective than others, and this model will not highlight the most effective strategies.

If you want a nuanced attribution model that's straightforward and easy to explain to clients, linear attribution might be a good choice for you. It's a great way to demonstrate how each channel does have value.

5. Time Decay Attribution

Time Decay attribution is similar to Linear attribution - it spreads out the value across multiple events. But unlike, Linear attribution, the Time Decay model also takes into consideration when the touchpoint occurred.

Interactions that occur closer to the time of purchase have more value attributed to them. The first interaction gets less credit, while the last interaction will get the most.

Pros & Cons:

If relationship-building is a big factor in a business' success, using Time Decay attribution can be a helpful way to conceptualize that.

Keep in mind  that this model minimizes the effect of top-of-the-funnel marketing techniques. You may want to use a Time Decay attribution model when you're dealing with a particularly long sales cycle, such as for expensive B2B purchases.

6. Position Based Attribution


The Position Based attribution model (also called U-shaped attribution) splits the credit for a sale between a prospect's first interaction with your brand and the moment they convert to a lead.

40% of the credit is given to each of these points, with the remaining 20% spread out between any other interactions that happened in the middle.

For example, if a prospect first makes contact with your business through a Google search, looks at your Facebook page, and later signs up for your email newsletter, the first and third touches each receive 40% of the credit, and the Facebook visit receives the remaining 20%.

Pros & Cons:

Position Based is a strong attribution model for many business types that have multiple touchpoints prior to a conversion. It gives at least some credit to every interaction. But, it gives a stronger weight to your two most important interactions: the first time a customer found you and the interaction that prompted a conversion.

Bonus: Custom Attribution Models

Do you know a particular weight or valuation you want each touchpoint to have? Do you have a very specific funnel that you want to evaluate?

You can create custom attribution models in Google Analytics. A custom attribution model lets businesses give a custom amount of weight to whatever touchpoints they think are most important.

Pros & Cons:

A custom attribution model provides the most nuanced look at what's getting you sales. However, it can be difficult to create, and this type of model requires a lot of data. Businesses that have a long buying cycle and plenty of data on hand are the best candidates for using a custom attribution model.

Where to Find Attribution Model Reports in Google Analytics?
Google Analytics uses last interaction attribution by default. However, you can compare different attribution models in your account. You'll find this tool under "Conversions" > "Attribution" in your account.


By comparing each model, you can see the value each channel delivers under different attribution models. You can use their default channel groupings, or if you are customizing your links with UTM codes, click "Source" to see the value assigned to each source you are tracking.

In the above example account, direct traffic was attributed with 2,234 conversions with last interaction attribution. Under first interaction, that drops to 1,408 -- a 40% decrease!

By looking at both models, we can understand the value of the other marketing channels that led to the direct traffic and conversions.

Marketing Attribution Model Infographic
Attribution models are complex to use and understand. To help simplify it, we created an infographic that you can save and share.

marketing attribution model infographic

Let us know what you think in the comments! What attribution model do you use when analyzing your marketing campaigns?
https://agencyanalytics.com/blog/marketing-attribution-models

5 of the Best Tools to Build Your Email List Online

You know how to build your email list in store.

You’ve even gotten pretty good at collecting contacts during events, with tools like Text-to-Join and the ListBuilder tablet app.

What about your website and social channels?
Are you doing everything you can to build your email list online?

The good news is there are a ton of easy-to-use apps and tools that can automate this process for you, letting you get back to other parts of your business.

Looking to learn more list growth tips? Join us for a FREE webinar: How to Ask for Email Addresses, Anywhere. Can’t attend live? Register anyway and we’ll send you a recording.

Once you set up these list growth tools, many of them will run continually on their own.

Ready to get started? Check out these five ways to build your email list online.

1. LeadPages

LeadPages makes it easy to create landing pages to drive engagement on your website and grow your email list.

Like good email design, a great landing page provides a simple call-to-action and can be viewed on any device.

LeadPages follows these best practices with plenty of pre-designed templates to get you started fast.

Build email list online -- leadpages

Plus LeadPages’ integration for Constant Contact makes it easy for you to automatically sync your new website leads directly into your Constant Contact email marketing account.

Learn more about LeadPages here

2. MailMunch

MailMunch helps grow your list by converting website visitors into subscribers and customers. MailMunch provides beautiful opt-in forms that allow you to catch visitors before they leave.

They have a variety of forms like Popups, Top Bar, and Scroll Box —  all of which are optimized for mobile devices and integrate with Constant Contact, so your leads go directly into your contact list.

Build your email list online -- MailMunch

MailMunch comes with analytics so you’ll be able to eliminate assumptions and test designs that get visitors engaged.

Here’s how you can get started with MailMunch

3. Neat

Do you have a stack of business cards on your desk but haven’t had time to upload them into your account?

Neat’s scanning software eliminates manual data entry and digitizes your business cards in minutes.

Build your email list -- Neat

Neat has a variety of integrations that automatically send your new business card leads into a database of your choice, including Constant Contact.

Check out how Neat can work for your business

4. Join My Mailing List Facebook App


The Join My Mailing List App lets you collect email addresses easily from your Facebook business page that will automatically be added to your Constant Contact account.

It takes just a few minutes to get set up and you can customize the form with your logo and an introduction to let your audience know what they’ll receive.

Build Your Email List Online -- Facebook JMML

Set up your Join My Mailing List now

5. Constant Contact Forms plugin for WordPress


Add a sign-up form to your website in minutes. With the Constant Contact Forms plugin, you can create a form that automatically matches the theme of your WordPress site.

All forms are mobile-optimized and you can customize the fields your subscribers are required to fill out.

Choose which email list you’d like your new contacts to be added to and you’re good to go!

constant-contact-wordpress-form-example

Learn more about the Constant Contact Forms plugin

Looking for more tools to grow your email list?
Get ready to grow your email list quickly and easily.

We’ll show you how in our new webinar: How to Ask for Email Addresses, Anywhere. Can’t attend live? Register anyway and we’ll send you a recording.

And be sure to visit our Apps & Integrations Page for a full listing of our integrations — including integrations with Outlook, QuickBooks, and more. Search by your business needs to discover integrations that can work for you!
https://blogs.constantcontact.com/build-your-email-list-online/#