Digital Sales & Marketing
Digital Sales & Marketing

Free digital sales and marketing courses

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Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

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Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

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They Ask, You Answer
They Ask, You Answer

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

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Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

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Case studies

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They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

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Virtual Selling
Virtual Selling

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

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Virtual Selling Summit

Virtual Selling Summit 2021 is in the works. In the meantime, enjoy the entire 2020 event on-demand, free for IMPACT+ Pro Members.

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Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

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Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

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The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

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Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

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Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

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Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

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Web Design
Web Design

Website Optimization Summit 2021

March 23, 2021, 25+ Speakers/Sessions, Free for IMPACT+ Pro Members or $59 for a day pass.

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5 Most Important Email Marketing Metrics Blog Feature

Liz Moorehead

Editor-in-Chief, Speaker, Host of 'Content Lab' Podcast

January 7th, 2015 min read

There are many reasons why email is such an effective marketing channel. For one, email is customizable. You can easily tailor your emails to a buyer persona. Also, email is focused because it gives you a chance to speak directly to your contact at a time that is convenient for them.

Lastly, email is action oriented.  You can use it to direct traffic to your website and ultimately drive sales.

But how do you know if your email campaign is effective? It's an important question, and there is no single answer. So, here are five most important email marketing metrics that should be monitored closely by results-driven marketers who want to make sure their efforts are moving the needle.

Deliverability Rate

The first metric to consider when evaluating the effectiveness of your email marketing is the deliverability rate. The deliverability rate is the number of emails accepted by the recipient’s server. You can reduce the number of spam complaints and subscription cancellations by updating your email list and deleting any addresses that bounce or are invalid.  

The goal is to grow your email list. If you are seeing a high number of unsubscribe requests, you might need to consider taking a deeper look into the content that is in your email messages, the frequency with which you are sending email messages out, and the subscribers to whom you are sending your emails

Open Rate

The email open rate is the best metric to tell you how effective your subject line is. Open rate is a metric that should be constantly monitored and improved upon.  This is because you are able to use A/B testing in order to assess your subject lines against one another. Soon, you will be able to create your own formula for writing effective email subject lines that have a high open rate.

Click-Through Rate

It isn’t good enough for your leads to simply open your emails. They must want to click on the call to action or respond to your offer. One thing you can do that will help your click through rate is to segment your email list. Doing so you will allow you to craft more targeted emails, and help you to deliver those emails to a more specific audience thus increasing click through rate.

Find out the best tips on growing your email list, improving your open rates, and sending emails people want to read.

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Conversion Rate

The conversion rate looks at how many people have downloaded your offer. It is the metric that matters most when looking at email marketing success. Compare the conversion rate to the overall open rate of your email campaign. To get a percentage, divide your open rate by the competed call to action rate, then multiply by 100.

Ex: Open Rate= 600

Completed Call to Action Rate: 29


.0416*100= 4.16 percent

To determine a good conversion rate for your business, check out You can examine the average email open, click through, bounce, and unsubscribe rates by industry or company size.

Social Sharing Rate

Fundamentally, social sharing is the sending of pictures, videos, product recommendations, or website links to the friends on your social media accounts. Social sharing is represented as small buttons on your website or email that your customers can click on to share their excitement about a deal or product.

Your social sharing rate increases your odds of acquiring new leads, or customers. While you do not necessarily have to include social share buttons in every email you send, you may want to increase your social sharing rate by occasionally including them at the bottom of your email.

Final Thought

Investing in a marketing automation program like Hubspot or Marketo is a good way to help manage and keep track of all of your email metrics. 

Why is email marketing so important? You don’t want to be wasting your time and money on email campaigns that suck. It is easy to track emails to better understand your email subscribers.

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