If you want to improve the performance of your email nurture, it’s essential to understand the effectiveness of your campaigns and utilize your reporting for data-driven decisions. Our superheroes’ Marketo Engage 101 top tip: Create actionable reports.
It’s important to note that marketing measurement has shifted significantly in recent years. With changes to email privacy and tracking, metrics like open rates are less reliable. Modern teams are focusing on pipeline contribution, revenue attribution, and engagement signals, often supported by real-time dashboards and AI-driven insights.
Here are 7 steps to reports that move the needle for your campaigns:
1. Identify key metrics. Metrics that are important for your nurture programs, such as click-through rates, engagement, conversion rates, and lead score changes. Many teams now place greater emphasis on pipeline impact and revenue contribution.
2. Set up tracking. Create ways to track each of your key metrics in Marketo Engage, so you can collect data and create comprehensive reports for comparison and refinement of your program.
3. Create a report template. The template should include all of your key metrics. Make sure it’s easy to read and understand. Dashboards and real-time reporting views are increasingly used alongside traditional reports.
4. Schedule regular reports. Utilize reporting subscriptions to automatically generate and send reports to appropriate team members for review.
5. Analyze the data. Identify any patterns or trends in your reports, such as which emails have the highest engagement or which leads are most actively moving through your nurture’s funnel. AI-assisted insights can help surface trends more quickly.
6. Take action. Use your report data to make data-driven decisions and take action to optimize your email nurtures.
7. Continuously monitor. Regularly review your reports and metrics, making adjustments as needed to improve the performance of your email nurtures.
Are you securing all the steps to nurture success? It’s a rigorous process, but so worth the effort when every piece of the puzzle informs the nurtures to come.
If you‘d like to learn more about actionable Marketo Engage reports, templates, and data analysis, please contact us.
Editor’s Note: This post was originally published in Jan 2023 and was updated in February 2026 to include new information, updated statistics, and relevant resources.
