What Is It?
HubSpot is enhancing email analytics by offering insights into engagement rates that take bot activity into account. On the email post-send page, you will now see open and click rates that factor in and exclude recognizable bot activity. The rates that include bot activity might be similar to what some customers observe in other marketing software that do not filter out bot activity at all.
Why Should You Care?
This update is important for obtaining a more accurate understanding of how people engage with your emails. By comparing bot-included and bot-excluded rates side-by-side, HubSpot allows you to precisely evaluate the effectiveness of your email campaigns. This insight enables better decision-making and a deeper understanding of your email marketing performance.
Key Benefits:
- Accurate Metrics: Distinguish between human and bot interactions.
- Improved Insights: Gain a clearer picture of how your audience engages with your emails.
- Better Decision Making: Use reliable data to refine and optimize your email marketing strategies.
How Does it Work?
The functionality of this feature depends on the status of bot filtering:
1. With Bot Filtering On:
- The primary open and click rate excludes bot activity, showing the percentage of interactions estimated to be made by humans. These metrics are considered more reliable than email service providers that do not filter bots.
2. With Bot Filtering Off:
- The primary open and click rate includes bot activity. While this metric is less reliable, it may resemble what you see in other marketing software that does not filter bots.
In both scenarios, you will have access to both metrics on the email post-send page, allowing for comprehensive analysis.
Who Gets It?
This feature is available to all HubSpot users across all hubs and tiers. No matter your subscription level, you can benefit from this enhanced visibility into your email engagement metrics.
Final Thoughts
The addition of bot-inclusive engagement rates in HubSpot's email analytics is a major step forward for email marketers. This feature distinguishes between human and bot interactions, providing the data needed to fully understand and improve your email campaigns. Take advantage of this improved visibility to enhance your email marketing strategies and achieve better results.
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