If you’re running B2B email campaigns and tired of hand-waving about “engagement”, this is for you. You need real answers: What’s getting opened, what’s ignored, and what actually moves the needle? That’s where Encharge comes in. It’s not magic, but it does make the messy job of tracking, analyzing, and improving your email campaigns a lot more doable—if you know what to look for (and what to ignore).
Below, you’ll find a step-by-step guide to using Encharge to dig into your B2B email campaign data, figure out what’s working, and make meaningful changes. No fluff, just what matters.
1. Get Your Data in Order
Before you can analyze anything, make sure your email lists, segments, and campaigns are set up cleanly in Encharge. Sloppy data means junk insights.
Do this: - Import your contacts from your CRM or spreadsheets. Double-check for duplicates and outdated info. - Set up key segments (like “active leads,” “customers,” “cold prospects”). Don’t overcomplicate—start with just a few. - Map your campaigns so you know which emails belong to which sequence or goal.
Pro tip: Skip the temptation to create dozens of micro-segments. Stick to ones you’ll actually use, like “decision-makers” vs. “influencers,” or by company size.
2. Track the Right Metrics (Not Just Opens)
It’s easy to obsess over open rates, but they barely scratch the surface, especially with Apple Mail Privacy Protection and other blockers muddying the waters.
What matters for B2B: - Open rate: Useful, but take it with a grain of salt. - Click-through rate (CTR): Shows if people care enough to act. - Reply rate: Gold for B2B, since replies = conversations. - Conversion rate: The only metric that truly matters. Did someone book a call, sign up, or take the next step? - Unsubscribe & spam rates: Ignore at your peril. High numbers mean your messaging is off.
How Encharge helps: - The dashboard shows all these, but you’ll need to dig into individual campaigns and flows to see reply and conversion data tied to actual contacts. - Set up custom goals (like “Booked Demo” or “Requested Pricing”) to track conversions that matter to your sales process.
3. Analyze Campaign Performance
Time for the real work: figuring out what’s working—and what’s just noise.
A. Compare Campaigns Side by Side
Encharge lets you view multiple campaigns at once. Look for patterns:
- Which subject lines get the most opens? (Again, don’t obsess, but trends matter.)
- Which emails drive the highest click or reply rates?
- Are certain segments responding better than others?
B. Dig Into Flows & Automations
If you’re using drip sequences or complex automations, check each step:
- Where are people dropping off? (Use Encharge’s flow analytics to spot bottlenecks.)
- Are follow-ups getting more replies, or just more unsubscribes?
- Does timing matter? (Weekday vs. weekend, morning vs. afternoon.)
C. Look Beyond the Numbers
It’s tempting to declare victory when your CTR jumps 2%. But check the quality:
- Are replies coming from real leads, or just polite “not interested” notes?
- Are clicks leading to actual conversions on your site, or just bounces?
- Is there a pattern in which companies or job titles are engaging most?
Honest take:
Don’t get lost in vanity metrics. If a campaign gets tons of opens but zero replies or conversions, it’s not working—no matter what the graphs say.
4. Test, Don’t Guess: Run Experiments
You don’t need to be a data scientist, but you do need to try new things systematically.
How to test in Encharge: - A/B split tests: Try different subject lines, copy, or send times. Encharge lets you set these up easily—just don’t test 20 things at once. - Multi-step flows: Test different follow-up sequences. For example: one path gets a case study, another gets a demo invite. - Segmented sends: Try sending tailored emails to different job roles or industries.
What NOT to do: - Don’t obsess over tiny differences. If variant A gets a 0.5% higher open rate, it’s probably just noise. - Don’t rerun the same test over and over. If it didn’t move the needle, move on.
What to look for: - Big, repeatable improvements (like a new call-to-action that doubles replies). - Negative signals (like a test that drives up unsubscribes—kill it fast).
5. Turn Insights Into Action
Data is useless if you don’t use it. Once you spot what works, roll it out more broadly.
Do this: - Swap out underperforming emails for better ones. - Double down on segments that convert—don’t be afraid to trim dead weight. - If a certain campaign flopped, archive it. Don’t let zombie emails haunt your lists.
Pro tip: Document what you tried and what happened. Even a simple Google Doc helps you avoid repeating mistakes or chasing ghosts.
6. Watch Out for Common Pitfalls
B2B email is full of traps. Here’s what to avoid:
- Chasing the latest hack: AI subject lines, emojis, and endless personalization sound cool, but most B2B buyers just want clear, relevant info.
- Over-automating: Automations are great, but don’t let them run on autopilot forever. Review your flows every month or so.
- Ignoring replies: Some of your best insights come from actual email conversations. Set up Encharge to tag or score contacts who reply, and feed that back into your sales process.
Honest take:
Most “breakthroughs” come from small, consistent tweaks—not from buying yet another tool or copying a viral LinkedIn post.
7. Keep It Simple and Iterate
The best B2B email marketers don’t have fancier tools; they have better habits. Here’s how to stay sane:
- Check your dashboards weekly, not hourly.
- Run one or two meaningful tests at a time.
- Focus on what actually moves conversations and revenue, not what makes a pretty chart.
Don’t get paralyzed by data or jump at every new trend. Use Encharge to track what matters, make one or two changes, and see what happens. Then do it again. That’s how you get better—no B.S., just steady progress.