lead magnet examples

18 Lead Magnet Examples That You Can easily Use for your Business

lead magnet examples

Real lead magnet examples are great if you are new to the content marketing world or want to extend your lead generation efforts. Therefore, I collected 18 types of lead magnet examples for you and each of them are different types of hooks. Get inspired for your next lead generation campaign and grow your email list!

What are “lead magnet” or “hooks”?

Free content that you offer to your visitors and ask for their contact information if they are interested in it. There are lots of types of hooks, such as ebooks, infographics or even free trials. This collection shows you 18 different types of lead magnet examples.

1. Email course

An email course can be a very good lead magnet. Teaching people highly specific and valuable knowledge is always a thing that makes people opt-in.

One of the best things about these courses is that it doesn’t need as much resource as you would need for a video course for example.

The Automizy email course, for example, teaches subscribers how to manage their email list in order to save money and always be able to send highly relevant messages.

Automizy email course

Creating a good email course as a lead magnet works only if you truly can provide valuable information – a badly constructed course can easily ruin your company’s reputation!

There are courses with different length, we wrote about it in our email course guide.

2. Checklist

Downloadable checklists are great because these are actionable, teaches something that is highly specific and easily consumable.

What can you write a checklist about? About almost everything:

  • How to improve your SEO via backlinking?
  • How to outsource your contents to agencies?
  • How to do sales without selling actually?
  • How to do gardening in the inner city?

Think about your own industry, find 5-6 topics, write them down and create PDFs from these. Always think about lists that can be done step-by-step.

3. E-book

E-books are great because you can relatively easily create them based on your blog articles for example.

Choose a topic, collect your best-performing articles, connect them, add additional value, and done!

For example, Unbounce offers The Conversion Marketer’s Guide to Landing Page Copywriting” ebook in order to collect emails.

Or Zapier offers a lead magnet on project management.

Or you can download an ebook on Product Management from Accompa too.

free ebook

4. Your newsletter

Believe it or not but your newsletter can be a good lead generation tool for you. But you have to pay attention to send relevant, interesting, truly valuable content.

For example, The Hustle is a newsletter for entrepreneurs about the most recent tech news. Every June they organize an event around “Startup tactics for non-techies” and this is why they have their newsletter as their most important lead generation tools.

the hustle newsletter

Best newsletters are great lead magnets because their value proposition is unique, entertaining and does not say that boring “subscribe to our newsletter” message.

5. Educational video

Educational videos can be used easily as lead magnets. Companies usually give the first lesson for “free” so you can watch without giving your email address. But in order to be able to watch the next ones, you have to provide your contact information.

Video is a good medium as it is quite engaging and also have higher possibility to go viral. On the other hand, it can be difficult to create one: you have to be prepared to create good quality videos.

But you can save time if you can repurpose your existing content. Just pick a topic you already wrote about and tell more about it, dig deeper.

Videos can work as a lead magnet even if they are not educational. It can be your opinion, something funny or interesting – it only depends on your industry.

For example, Brain Dean, the founder of Backlinko does it very well:

6. Webinar

Live, limited time webinars can work very well too for your business. As you restrict the number of people who can attend your online event, you create the VIP feeling that is one of the most catchy things.

A good webinar does not only help you generate more leads but it can easily help you get actual subscribers for your business’ email list.

For example, Content Marketing Institute regularly offers free webinars.

content marketing institute webinar

7. Infographics

Good infographics require a lot of work from you:

  1. Generate data
  2. Identify patterns
  3. Outline key takeaways
  4. Visualize data in an understandable, simple way

For example, Antavo created an astonishing infographic about loyalty programs that was republished by Hubspot.

8. Case study

What would you tell if somebody would ask what do you do? You would tell a story of your customer and how he used your product and what results he/she got.

These case studies give your prospects ideas on how to use your product and assure them that it truly works.

But not only successes are important. You can also tell stories about failures. This way you can teach others what not to do in different situations.

For example, Hootsuite created an amazing case study with their client’s achievements.

Hootsuite case study

The Kissmetrics blog created a good guide on how to write a great case study.

9. Presentation

Slideshare is a great place to upload your presentations. If you speak somewhere (on a conference or a meetup) you can easily use that as a lead magnet as well.

For example, my colleague, Viktor created this awesome presentation below that teaches a lead generation method for online businesses.

10. VIP content

If your business provides membership permission levels, you can easily hide different sections of your blog content from visitors.

In order to read the rest of your blog content, ask for an email address!

This is one of the best strategies to generate more leads – using your own blog as a lead magnet will insanely increase the sign-up rate.

The only drawback of it that it can easily ruin the experience for your visitors – I don’t really recommend it until you have a big audience.

11. Podcast

Get a good quality mic and record your thoughts on a topic. Be entertaining and professional, chat with experts in your field and promote it on your channels.

Podcasting is a great community-building tool and you can target these people with other lead magnets easily to grow your subscriber list.

For example, Duct Tape Marketing has an amazing podcast.

Duct Tape Marketing podcast

12. Interview

Research the professional your audience would love to listen to. It can be an industry expert, an opinion leader or even a celebrity.

Interviews are great because it can be a good incentive, it builds your trustworthiness and very easy to advertise it on social media.

13. Free tools

The reason I listed this as a lead magnet example because it is a great opportunity to collect high quality leads for your business.

For example, Crazyegg asks for your website URL and then gives you heat map analytics.

Or we offer a free email editor. You can craft your emails but in order to be able to send it… well, start a free trial!

free tool email editor

14. Calculator

Calculators are great tools: show the problem in an interactive way you solve!

IonInteractive does this well with its ROI calculator. You choose your interest, tell something about your business and then it shows you what you lose.

It explicitly shows you the pain you face and offer you a solution via its service.

roi calculator

15. Consultation

Offer consultation to your prospects and provide customized, personalized value and experience.

Don’t be too salesy though’, it can easily frighten your prospects away.

The marketing of the new era is more about solving difficulties by introducing an approach instead of hard selling. Keep it in mind!

For example, the Holini team does it quite well:

Free consultation

16. Buyer converter product

If you would like to know more about the concept of buyer converter product, you can read about it in our post about the buyer converter product.

These are low-ticket offers that convert leads or visitors into customers. They only pay a few dollars… but it fundamentally changes the relationship between you and your prospect.

17. Waitlist

If you are about to launch a new product, a newsletter or something that deserves a standalone campaign, it is usually good to create a separate landing page for it.

On this web page, you can tell your value proposition and allow people to subscribe – so you can build an audience way before you launch it. And there will be a list of people you can tell about your offer when it released.

Waitlists can create a VIP membership feeling, therefore it can be a powerful lead magnet for your business.

Another way to use it is to test a market with a value proposition.

Just build a landing page around an assumption. Promote it and check whether there is a need for it – validating your products even before creating it can be a good way to find product/market fit sooner.

You can create a wait list with any type of web page builder such as Unbounce. In addition, this waitlist builder tool below helps you get started and provides enhanced gamification opportunities to help your landing be viral:


18. Trial offer

Free trials are usually offered by SaaS solutions and gives an opportunity for people to give the tool a try.

It also means that you get their contact information so it can be a good lead generation strategy.

Trials vary company-by-company: they can be 1 or 2 weeks, 1 month or even longer.

The length of your trial should fit your sales cycle length – but it usually requires a long learning curve for you to truly understand it.

In the example below, you can see Dropbox’s 30-day free trial for the business plan.

dropbox trial

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marketing technology landscape 2017

How Automizy is different on the Marketing Automation Landscape in 2017?

On the May 10th Chief MarTec’s Scott Brinker released this year’s Marketing Technology Landscape Supergraphic now also know as the Martech 5000. One of the most notable changes – at least for us 😉 – is that after little more than a year of development, Automizy is included in the Marketing Automation category. We truly appreciate it!

In this article I’d like to tell a little about Automizy’s story, recap and expand on the most intriguing findings of the report and focus especially on the marketing automation landscape.

marketing automation landscape 2017

How Automizy became recognized in just 1 year

I’m really pleased to announce that Automizy is now on the marketing automation landscape and is climbing the ladder in a huge tempo.

We started to work on our automation solution approximately 1 year ago and we are still testing, asking users’ opinions.

Our story this year is mainly built around learning and iterating solutions, experimenting with different things.

One of the main experiments was the Artificial Intelligence powered optimization feature. It improves the open, click and goal conversion rate of your automated emails. We collected 100 subscribers in just a few hours. They were interested way before we even started the programming part and actually running pilots with multiple clients.

Other experiment was about using multiple lists or contact tags. As old-school email solutions built around using multiple contact lists, we thought that challenging that question would be a good thing to help your users achieve better results.

This type of growth is the result of our actual users’ amazing, constructive attitude. On the other hand, customer satisfaction is the highest priority in our company. Being agile, fast and adaptive to our customers’ needs is the most important goal for everybody at Automizy.

We were mentioned multiple times on Mattermark Daily, on SaaSInvaders, on Business Rockstars, on newsletter. Feedspot also mentioned our blog as one of the best marketing automation sources.

We’re really thankful to people around the world who helped a lot and gave us the opportunity to launch our journey: for example Trevor Hatfield (founder of Inturact and, Tim Chard from (AdEspresso), Zsuzsa Kecsmar (Antavo), Ed Fry (Hull) and lot of other helpful people.

But enough of Automizy, let’s dive into the report itself!

Massive Growth

Yes, I know this is the dream of most people. Whether we’re talking about personal or business growth, educating and bettering yourself is crucial in every field of life.

But the massive growth I’m talking about now is happening in the number of marketing technology vendors. It’s amazing to look back at the surge that happened in the previous 6 years. According to the research by Chief Martec: in 2011 there were about 150 vendors on the landscape, and now there are more than 5000 (hence the name Martech5000), 5381 to be exact. That’s a significant amount of increase in the number solutions.

In the 2016 landscape 3874 vendors were represented, which means that in a year the number of solutions increase by a whopping 39%. And only 4.7% percent of the solutions from 2016 were removed in this year’s landscape. But as you can see the number of new additions far exceed the volume of removals.

Martech vendors: the different shapes and sizes

Another key statistic of the report is the distribution of the solutions by their size and funding:

6.9 percent (over 300 companies) are enterprises, 44.2% are private businesses and 48.8% are investor-funded startups at any pre-exit stage. The majority of vendors (2000+) on the landscape are fully bootstrapped, private companies, which can be explained with the low entry barrier.

As you might expect the funding and size differences between these companies makes for a colorful picture. Scott Brinker uses the notion of The “Long Tail” of Marketing Technology to describe the state of the martech landscape. I think it is a great way to illustrate the situation. Essentially, there are a few big enterprise companies who control the majority of revenue and market share. In the middle, there are hundreds of companies with significant market share and revenue. And at the end of the tail there are thousands of businesses with smaller share and revenue.

Platformization & focus on integrations

As Scott points out this distribution of the MarTech space is really interesting. It has a pattern we often see in digital platforms: a few giants and thousands of niche offerings.

This is because the pioneers of the martech space started out with “all-in-one” types of solutions. But as the needs of marketers shifted in different directions it became harder and harder to achieve the user’s desired outcome with just one software. So even the industry leaders had to shift their strategies to accommodate to the needs of their users.

And because these needs are really specific the focus is now on integration. How seamlessly can a solution communicate with another or a number of other ones?

So marketers nowadays can not only decide on whether they want to use a suite or best-in-breed approach but they have to see if the tool fits into their existing net of apps.

Marketing Automation for specific needs

The number of marketing automation tools insanely increased in 2016. The reason for this is because even small businesses started to implement these solutions but the bigger companies’ solutions are too expensive and too complex.

Therefore companies started to develop solutions for these specific, focused needs.

Right now there are approximately 200 vendors on the marketing automation landscape.

Very rarely these companies offer unique solutions that could differentiate them from each other – only their feature set is a little bit different.

Automizy differs from any other solution with its unique AI powered solution – we’re proud of that. No other solution offers this opportunity.

We do it only because we believe that the future of marketing deeply relies on Artificial Intelligence and that the industry applications will improve even SMEs’ marketing and sales efficiency. Also, it will help them get the most out of their campaigns faster and with less struggle.

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lead generation examples

8 Awesome Lead Generation Examples and Tools in 2017

Lead generation is a big challenge for businesses… but it’s a must. Here are 2 well-known and 6 less-known lead generation examples with explanations and solution-specific tools for you to get started today!

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Now that you have a landing page

Now that you have a landing page – What’s next? | Guest Post

Now that you have a landing page

Landing pages have multiple functions: lead generation and nurturing, cross and upsells, and building loyalty. However, if you want results you need more landing pages: at least one for each buyer persona and their position in the Marketing and Sales Funnel. In addition, according to data collected from 7000 businesses, there’s a 55% boost in the number of leads when the number of landing pages is increased from 10 to 15.

Generally, when people talk about a Marketing Funnel, they talk about three main sections with three distinct objectives:

Top of the Funnel

You want to reach out to as many of your target segment as possible.

So in terms of digital marketing, you will want to create a content marketing assembly line which creates lead magnets and owned assets that attract your potential customers.

Alternatively, you can pay for online ads which will help build a pipeline of visitors.

Middle of the Funnel

Once you have a stream of visitors who have clicked on your content trigger or your advertisement, you want to convert those visitors to leads.

This is achieved by a top-notch landing page. You can get a great landing page using a landing page builder which offers ready-made templates for mobile-responsive, fast-loading and conversion-focused landing pages.

So now the question is – once you have your landing page, what’s next?

For most products and services, visitors need several days for research and consideration. They need several interactions and they need convincing in order to make a ‘buy’ decision.

So in that in sense, a landing page in isolation is not enough to complete the marketing funnel or the sales life-cycle. This is where we look into strategies for the bottom of the funnel.

what is landing pages

Bottom of the Funnel

The main objective of this stage is to convert those leads into paying customers. So here’s what you should do once your landing page is ready –

User onboarding

On the digital medium, you should be able to educate, train and convince your users of the value you bring without having to do in-person meetings or telephone calls.

Make it super-simple for the users to understand the features, the best practices and the route to success.

You can achieve this through a variety of tools such as help-tours, in-app surveys, a series of emails, webinars etc.

Remember, only successfully on-boarded users will ever consider becoming a paying customer.

Segment your Audience

Persona building and lead intelligence are powerful concepts. By understanding more and more about each prospect, you can provide a more granular approach to your messaging.

You might have a product range or a product set with multiple types of users. If you don’t differentiate your message according to the segment, you’ll only be able to make a weak and generic proposition.

Segmentation of your audience and creation of email list segments will let you deliver a much stronger and personalized approach.

what is landing pages

Create Drip Campaigns

While every product category is different, we see that businesses see a large benefit by creating a set schedule of messages to assist the visitor in their research, consideration and buying decisions.

Drip campaigns assist people in their buying journey by providing consistent, educational and an emotional connect without being overbearing.

Email marketing is one of the highest ROI activities and drip campaigns are an integral part of any email strategy.


Every landing page has a conversion rate. On average, over 99% of visitors will leave a landing page without converting to leads.

Remarketing is a clever way to recover some of those visitors. Re-marketing providers will get into the visitor’s social media feeds and publisher content to be able to remind the visitor about your proposition.

Measure, Analyze and Optimize

Now remember, your campaign is only as good as the metrics. Make sure you invest time in your web analytics and continuously optimize the journeys with micro-experiments.

It’s not about getting it perfect the very first time but getting it better and better through iterations.

what is landing pages

So, you see, there’s a bunch of stuff for you to do once you’ve published your landing page. Don’t choke the bottom of your Marketing Funnel!

Before you go, make sure you integrate your Landing Page with your Automation platform

You will need to start by integrating your landing page with your marketing automation platform. This is needed for two main reasons.

First, manual interventions are prone to human errors. E.g. downloading and uploading spreadsheets, comparing and refining multiple databases, manually replying to prospective customers are all recipes for disaster. There are bound to be data handoff errors and you are bound to miss out on opportunities

Second, the true results of automation are realized through a series of actions which can only be done through programmatic scale. I’ll talk about these features in detail.

Now, the easiest way to integrate a landing page with your marketing automation provider is through Embed Forms. Once you embed your sign-up form or contact form on your landing page, the lead data will automatically get updated in your CRM/marketing automation database.

Alternatively, you can use Zapier. Automizy has also integrated Zapier making it super simple for you to connect your marketing apps.

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Product marketing for SaaS businesses

The most Comprehensive Guide of Product Marketing for SaaS businesses

This product marketing guide helps CMOs, customer success managers, product-, email and content marketers at SaaS companies design their products for growth. How to choose a marketing model, how to design your product to convert more users and clients, and how to scale your business when needed.

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4 Amazingly Effective Ways to Nurture Leads for Your SaaS Business | Guest Post


If you have a sales team that feels discouraged and revenue targets that are far out of reach, you may be missing an essential element of marketing success. The common challenge at-hand: Software-as-a-Service (SaaS) companies are failing to convert leads into paying customers. By implementing effective lead nurture strategies, the likelihood of improving conversion rates and return on investment will skyrocket. The solution is simple: Provide leads with the information they need and allow for trust to build gradually. This post will explore efficient techniques on how to nurture prospects during their free trial. Keep reading to recognize the benefits of lead scoring and learn game changing automated triggers. Finally, discover what data you should be using to help your leads.

#1. Let prospects know what to expect

We live in a time of notifications, reminders, and alerts…

It’s almost as though we expect to get updates on current and future developments. Therefore, be sure to stay engaged and share relevant content.  How can we nurture prospects with effective messaging? Consider sending emails catered to where they are in their journey. Most SaaS companies offer a FREE trial of their product. Try out this stage-based messaging strategy:

The beginning of the trial:

1st message: Welcome the user that signed up and provide a useful guide to assist in setup and implementation. Consider sharing a helpful video tutorial to visually train and inform prospects.

The middle of the trial:

2nd message: Showcase the benefits [success stories, review from other users, etc.]

Toward the end of the trial:

3rd message: Explain that the trial will be ending shortly & influence the user to take their next step with the paid edition.

The very end of the trial:

4h message: Notify the user that the trial has ended. Consider adding a bonus/coupon to help prompt the transaction.

+ Tip:

If a user signs up for the full edition before their trial ends, add an early exit condition or an automated rule in your program to ensure that the trial emails do not continue to send.

#2. Score leads to determine what kind of messaging you should be sending

Lead scoring is based on the amount of activity your lead has with your company. Within your marketing automation platform, assign a value to each behavior that equates with the importance of each action. For example, if a sales qualified score is 100, and a lead downloads a media file, you may want to give this action a score of 10 points.

(Keep in mind, the 10 point score is subjective, and may vary from each instance.)

The result: This action is not enough to send an email inviting the lead to schedule a call with your sales team. We want to avoid reaching out too early, as this will scare leads away. Now, if a lead downloads a media file, attends a webinar, and views your pricing web page, perhaps these actions will collect enough points to send an email with a call-to-action inviting the lead to make an appointment with a sales rep. Ultimately, the goal is to understand what each lead needs, and nurture them until they become “serious hand-raisers” ready for that next step!

#3 Setup effective triggers in reaction to behaviors

Use these 3 productive triggers to convert leads and increase sales:

  • Renew product/service reminder:
    If your customers are subscription-based, enter them into an automated program workflow at the time of their purchase. If typical subscriptions are 1 year, send the user a reminder 11 months after their purchase date, kindly letting them know they must renew their subscription for continued use. Include an easily visible call-to-action that will directly take customers to a subscription page.
  • Add-on features & upgrades:
    Create a dynamic smart list that will continuously enter qualified customers into an automated program workflow that will trigger email sends about helpful add-on features, or upgrades related to the product that they have previously invested in.
  • Inactive leads:
    Use parameters to track how much time has passed after a lead’s last landing page visit, form submission or attended-a-webinar action occurred. Once they have met the criteria, they will enter the appropriate automated program workflow, and your “inactive lead” emails will trigger. In your message, include recent updates that are now available in your products, or critical improvements that apply. Also, consider offering discounts or coupons to interest your leads.

#4 Send prospects & customers targeted messages based on data

Are your users implementing every feature available?
If you have data on how prospects/clients are using your product, consider creating emails that will inspire and motivate individuals to get the most out of it! Create multiple segments based on “no usage” for each feature (or at least the features critical to their success). It is imperative to provide content that will help your users thrive.

Better your lead nurture strategy today

Now you’re all caught up on 4 incredibly effective tips to strengthen your lead nurture process. So, without delay, put these tactics to use and convert more leads.

Final Tip:

Be sure to create nurture programs for customers. Just because they have converted, doesn’t mean that your marketing efforts should stop. Maximize their lifetime value by sharing relevant, and helpful messaging.

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kpi examples for drip campaigns

7 Must-Track KPI Examples for your Drip Campaign

kpi examples for drip campaigns

Use these 7 KPI examples for your drip campaigns to increase their effectiveness.

Track the value and cost of each workflow, the conversion rates, the time to conversion, the effectiveness of your lead generation campaigns and the engagement level of your contact database!

1. Value and Cost of Leads per Drip Campaigns

I could have started with other metrics but what is the purpose of your drip campaigns?

Your ultimate goal is to make money. No matter what type of business you are in that is your ultimate goal (hopefully).

So knowing every lead’s value is very important. Why?

Because after that, you can compare it with the cost of lead easily.

Therefore you will know how much money you have to spend to acquire new leads (or users). If you know the overall value and costs of your leads in a drip campaign, it can easily show you which are the drip campaigns that deserves more traffic!

Yes, it helps you in budget planning and go as cheap as it is possible with your lead generation and user acquisition process.


2. Conversion Rate Over Time

I really recommend you to have 1 goal for every drip campaign. As you would have for an email: you send out a drip campaign to achieve 1, well-defined goal.

For example:

  • I want to teach something to my leads (email course)
  • I want to give a new giveaway (nurturing your leads)
  • I want to generate more users (offering trial)
  • I want to sell my product (onboarding with sales message at success milestones)
  • I want to upsell (sales message)
  • I want to reactivate leads/users

…and more.

Every drip campaign has a goal: get the lead go “deeper” in the funnel, be more committed.

Therefore every drip campaign has a conversion rate too.

Just like in the example below:

You send 3 emails in a row that offer the trial.

In this case, you will have a conversion rate for each email (naturally, when a lead achieves the goal he won’t receive the next email).

It means you will know how many emails you should send: if the last email doesn’t get traffic, that is good – you managed to convert people previously.

If it gets too much traffic, your previous messages are not good enough or you didn’t send them at the right time (or to the right people).

The overall conversion rate of your drip campaigns will be comparable. But only if your drip campaigns have the same goal!

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3. End-to-End Conversion Rate Over Time

That’s nice if you know what is the conversion rate of your dip campaign. But every drip campaign should have a level that represents the leads’ stage in their buyer journeys. The third piece of the KPI examples is a must-have!

Therefore – as you probably have more drip campaigns – you create workflows for leads who are at different stages of their decision-making process.

As a result, you will be able to create a “funnel view” which shows you the different conversion rates between stages. Every stage of the funnel consists of drip campaigns (filled with content types that are relevant to each decision stages).

In the end of the day you will be able to:

  • discover the behaviour-flow of your leads between the different drip campaigns and find patterns in the behaviour to refine buyer journeys
  • have end-to-end conversion rate for the different buyer journeys

The end-to-end conversion rate is one of the most important KPI examples that can be tracked and a must-have if you want to calculate the real ROI of your campaigns.


4. Time to Customer Conversion

One of the most important is the average length of closing a deal. It’s not different in the case of drip campaigns.

As mentioned previously, you can have an end-to-end conversion rate. In addition, you can draw a funnel view that is basically the behavioral flow of your leads between different drip campaigns.

If this is the case, you can calculate the necessary time to convert for a specific buyer persona that is in a specific decision stage.

With marketing automation, you can continuously lower the necessary time by tracking this KPI and experimenting with your contents.


5. Contact Generation Over Time

One of the KPI examples you need to track is how many contacts are generated in a certain period of time for a drip campaign.

This metric gives you information about your lead generation efforts. But it should be interpreted only in the light of your traffic generation efforts: basically, it’s a conversion metric.

Although’ it seems really easy to track: you have a form somewhere on the internet and in most systems you can track how it performs on a timeline. But it’s not always the case!

Let’s take an example:

You have an email course that is free and the goal is to educate your prospects. It is a common use case of drip campaigns.

So you set up a 5 part email series and use a landing page (for example Unbounce) to ask for contact information. You connect the form on the page with your marketing automation system and build your workflow. Now you can measure how many contacts ar arrived at the landing page and how many contacts you generated.

But what happens if you want to put your forms on different platforms and web pages? On your blog page as a pop-up, on your web page as a banner, you run a paid ad on different platforms that have a specific and unique landing page and you add it as a “bonus information” in your blog articles.

In this case, it will be challenging to measure how many contacts you generated for your online course. But it’s still important – segmenting your database according to forms and using “OR” logical operation between your sets of contacts will be very important.


6. Contact’s Engagement Level

That is good if you see that the trendline of your lead generation is increasing continuously. But you need to keep your contacts engaged!

Engagement level is a merged metric that consists of open and click-through rates.

The higher this number the healthier your email list. This metric is also good for identifying bad performing drip campaigns: if you have an engagement level for each, you can sort out the low-performers easily.

It is very useful if your drip campaign doesn’t have a very easily trackable goal (like payment, subscription on a form or starting trial).


7. Unsubscription Rate Over Time – a misunderstood metric from the KPI examples

The last one is a well-known piece of the KPI examples but it’s often misinterpreted.

Every workflow has an unsubscription rate: the number of unsubscribers divided by the number of contacts.

This metric can easily show you which messages need to be sent another time (for example sales messages are sent too soon) or which information is not good enough for the stage a lead is currently in.

But it is very important that this metric should be interpreted in the right context! It is possible that the messages you crafted for a specific drip campaign are good but the quality of traffic you sent there is simply not good enough.

Another very important thing is that your unsubscription metric won’t show you the health of your list. It may happen that your leads simply stop to open your emails at all without unsubscribing from your list.

Therefore it is important to check the engagement level of your contacts on your drip campaigns!

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