By Lindsay Khan February 9, 2017
Marketo Email Insights is a tool that allows you to gain more information and prepare various reports on the performance of your emails. In order to get the most out of Email Insights, there’s some important information you need to know, and some foundation work you’ll want to do to ensure accurate reporting. Below, I will share some advice on what you can do to ensure programs are properly setup to ensure that you are able to get the information you need.
Custom Dimensions Since it is currently only possible to enable 10 custom dimensions inside of Marketo Email Insights, it’s important to thoroughly evaluate program tags and their values, and your segmentations. Choose to enable tags and segmentations that provide you with the information you need in order to answer important business questions and allow you to better market to the leads in your database. For example, enable program tags that have to do with:
From there, you will be able to evaluate the time and day of week that is best to send to a particular audience, the types of content promoted in emails that have the highest engagement rates for each product, and more. The information in your Analytics section of the tool should be used to help you determine a communication strategy and drive the content that you send to the different groups that you market to.
Program Tagging Strategy In order to get the most out of Marketo Email Insights, it is also best practice to have a program tagging strategy, where a variety of tags are used during program setup. When creating programs, use program tags consistently and whenever possible. The more often the tags are used, the more information you will be able to get within Email Insights reports. A process for adding program tags should be implemented to ensure the tags are added during program creation.
Here are some helpful resources from Marketo that will help you understand the various Email Insights features and configuration: