How Do You Measure the ROI for Your Marketing?
An Educational Email Course with high opt-in rates looks like a win.
But opt-ins alone don’t tell you if it’s working.
Opt-in rates show your topic resonated. That matters. But the real question is whether EEC subscribers are turning into sales conversations. To answer that, you need to watch three things.
1. Open and click rates across all 5 emails
Consistent or improving open rates as the sequence progresses mean your content is delivering on the opt-in promise. Declining rates after email 1 or 2 are a signal to fix the content. Click rates on links and CTAs show active engagement — not just passive receipt.
2. Conversion from subscriber to sales conversation
Track how many EEC subscribers take a next step: booking a call, replying with a question, or filling out a contact form. This is what ties the EEC directly to your pipeline. Even a modest conversion rate adds up fast when your opt-in volume is high.
3. Quality of leads entering your pipeline
Are EEC-sourced prospects better qualified than leads from other channels? Buyers who complete a 5-email course already understand what you do and why it matters. That shortens the sales conversation and improves your close rate. Track deal velocity and close rates for EEC leads vs. everything else.
Opt-ins tell you the door is open. These three metrics tell you if prospects are walking through it.
What metrics are you tracking for your marketing?
Drop a comment or get in touch.
Kathleen Allardyce is the founder of Getting It Write, Inc., a B2B content and marketing consultancy specializing in Educational Email Courses for companies with complex sales cycles. If your pipeline feels harder to fill than it should be, let’s talk.
