All of the metrics you should be measuring as part of your digital marketing strategy, such as email open and click-through rates, conversion rates, web page views, social media reach, and mailing list growth set the foundation for real growth.
If no one reads your emails or landing pages, or no one ever signs up for your newsletter, you will never have the opportunity to bring them in as loyal repeat customers.
So, it is important to continue tracking this data, and using it to add context to your marketing strategy. If you have not yet reached the level where you are able to track these metrics, now is the time to start.
Consider implementing a system like Salesforce, which can make it easy to implement digital strategies and track their effectiveness.
Once you have a way to measure and manage these data points, you are off too a good start. But they shouldn’t drive your marketing initiatives — they should inform them.
New initiatives and strategies should be tied to a company goal, and created in collaboration with others across the organization to ensure success.