Traffic, Lead & Email Data from 150K+ Brands

If you are a marketer, this is likely to be a very – strange – Q4!

A horn sounds from a marketing campaign in the middle of Q4.

On top of racing to the end with year-end reports, campaign and project memos, you’re also involved in making annual plans for the new year.

And, to add another complicated layer to the mix, many marketing teams are waiting in limbo to see how our uncertain economy and the continuation of unprecedented global events will affect their work.

While we don’t have a crystal ball, our final analytics report of the year aims to give you an insightful glimpse into how the industry is performing in Q4, and help you make the most informed decisions for your brand as 2023 begins. will gain help in.

Without further ado, let’s dive in.

Download Now: Free State of Marketing Report [Updated for 2022]

About this data: These insights are based on data collected from 158,000+ HubSpot customers globally between November 2021 and November 2022. Because the data is aggregated from HubSpot customers’ businesses, please be aware that the performance of individual businesses, including HubSpot’s, may vary based on their market, customer base, industry, geography, platform, and/or other factors.

Mid-Q4 Marketing Themes

overall theme

with seasonal which we started seeing in our last recap – In full swing, industries involving retail, travel and leisure are seeing unprecedented month-on-month growth in conversions, leads and even traffic. Meanwhile, industries like construction – which are often less active during year-end and uncertain financial times – are seeing some MoM and YoY contraction.

Overall, leads and conversions are up year over year, which can be a positive sign for marketers who want to show that their work affects their brand’s bottom line.

Below, we’ll go over some specific marketing topics.

Website performance continues to see seasonality

website traffic

Compared to October, websites across industries saw significant traffic decreases in November, with construction and financial activity seeing the biggest declines. Only comfort and hospitality saw significant MoM gains, which is understandable due to holiday-related travel and annual holiday planning on the rise.

Fortunately, many industries are seeing year-over-year traffic growth.

Along with manufacturing, trade, transportation and utilities (which includes the retail industry) lead the pack with growth of 6.3% and 6.2%, respectively. The only industry that didn’t get a boost was construction, which saw a slight decline of 2.6%.

as we mentioned in previous reportsThe performance of the construction industry may be partly due to weather as well as current macroeconomic conditions.

website conversion rates

Month-over-month, website conversions were relatively flat across all industries. This may be due to seasonality.

The one big exception to the MoM data was leisure and hospitality which saw a significant growth of 9.5%. No surprises during the end-of-the-year holiday and shopping season.

Year-over-year, we saw the largest conversion growth from education and healthcare, followed by leisure and hospitality. In previous posts, we have highlighted that leisure and hospitality brands are seeing growth as global regions and major travel cities reopen with fewer COVID-19 restrictions.

industry

Mother

Year after year

sample size

all

-1.3%

+9.2%

127169

Construction

-2.5%

+2.3%

1177

Education and Health Services

+2.0%

+17.6

3374

financing activities

+0.8

+1.7%

3628

comfort and hospitality

+9.5%

+13.4%

972

Production

-0.7%

-0.7%

3606

Professional and Professional Services

-3.0%

+10.2%

11,708

Technology, Information and Media

+2.2%

+3.4%

14,208

Trade, Transport and Utilities

+3.69%

-2.8

3,087

Inbound Leads See Positive Movement

Despite low or flat traffic and conversions, both YoY and MoM key trends are actually ticking up across most industries: a positive theme for marketers who are hyper-focused on their business’s bottom line.

The largest MoM gains were seen in trade, transportation and utilities (which includes the bustling retail industry), and leisure and hospitality.

Year on year, leisure and hospitality also saw huge year on year growth along with education and healthcare. And, as a consistent theme, only manufacturing saw annual and monthly declines.

Email freezes despite being sent a lot

While most email marketers expect to see a decline in email engagement as the holidays begin in November, there was only a 1.3% decrease in open rate despite a large 13% increase in sending (likely due to year-end campaigns and final Due to the -minute push) to hit the numbers). Additionally, more subscribers were likely to open and potentially engage with email this month as all industries saw open growth of 10.3%.

Despite the positive movements in November, marketing email is still dealing with some long-term challenges as open and unopen rates decreased by 14.5% and 10.1%, respectively – even as more companies sent a small amount of email. Despite admitting a higher number.

metric

Mother

Year after year

sample size

sends email

+13.9%

-3.9%

144,733

email opens

+10.3%

-14.5%

144,733

email open rate

-1.3%

-10.1%

144,796

start the year with full view

While these November figures show that some industries are working their way back from slower growth in 2022 — and some still continue to put up numbers in seasonal and current macro-economic times — it’s important for marketers to adjust their View all possible data when planning strategies for January and the coming new year. Therefore, on top of such a report, it is important to look at:

  • Your annual and MoM website traffic and conversion data
  • your leads, sales and revenue, especially in comparison to direct competitors
  • Direct and indirect ROI of your inbound campaigns, such as marketing newsletters.

To keep you informed as you embark on your new marketing plans next year, we’ll begin a series of posts on the HubSpot Blogs in January to give you an idea of ​​how businesses fared in 2022, as well as Told how to do business. Heads, marketers, sales teams and other departments can adapt in 2023. stay tuned!

In the meantime, read our previous reports below:

Or, download our free marketing report below for an in-depth look at what marketers focused on this year.

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