Social media and email marketing have been the two most powerful digital marketing channels for generating brand awareness, engagement and sales. Today, many businesses are using Instagram as a major part of their full marketing strategy.

Brands need to audit their Instagram presence regularly to maximize Instagram results and create effective email campaigns, however. An Instagram audit is a data-driven insight into what you can improve with the content, how to improve the engagement, how to get more followers and traffic and ultimately how to convert.

Key Instagram Metrics to Track

To understand the performance of your Instagram account, you have to take into account the metrics that correlate to your goals. The metrics give you valuable insights into how your strategy is progressing from audience growth to content effectiveness. In this article, we’ll explore some of the most important metrics and how they can help you shape your approach.

Follower Growth

A strong, growing base of engaged followers is essential for Instagram's success. Use an Instagram audit tool to analyze follower growth over time and gauge how well your content resonates and converts visitors into followers. Benchmark follower growth against industry averages. Slow growth signals content improvements needed to captivate your target audience.

Engagement Rate

Instagram engagement rate is the number of interactions (likes and comments) divided by reach. Say, for instance, an account that has 100,000 followers, 5,000 likes and comments on its last post would have a 5% engagement rate. It is a rate that shows you how your content is performing among followers. Engagement Optimization opportunities benchmarked against the industry averages.

Saves/shares

Instagram Stories saves and content shares also reflect engagement. Track how often followers save your Stories and share your posts. Increasing saves and shares expand reach and signals you’re creating compelling content worth sharing.

Website Traffic

Link Instagram to analytics platforms like Google Analytics to measure traffic driven to your website. See which posts generate the most clicks, then refine on-brand content that drives traffic. Website traffic is a precursor to email list signups and eventual conversions.

Conversions

Install Instagram/Facebook tracking pixels to measure on-platform conversions such as link clicks, content downloads, purchases, and email list signups. Then, see which posts and creatives perform best to drive conversions. Use this data to optimize Instagram content and strategy further.

Influencer Content Performance

If you are running influencer campaigns and track engagement and conversions on those posts versus your content. Find out who your top-performing influencers are to help you determine which influencers you want to partner with in the future. It helps expand reach and it gives social proof.

Competitor Analysis

Regularly audit competitor Instagram activity in your niche—their content styles/topics, engagement levels, followers, etc. Use this intel to refine your own Instagram strategy, content calendar, and creatives. You want your brand’s Instagram to stand out while remaining on-brand.

Email/Instagram Integration Metrics

Instagram is a top traffic driver to websites and landing pages. Implement UTM tracking parameters and link Instagram to Google Analytics. See how much website traffic and email list signups come directly from Instagram. Use this data to build more conversion-focused Instagram content and email campaigns.

Optimize Instagram to Increase Email Subscribers

Now that we’ve explored key Instagram metrics let’s discuss how to leverage Instagram to build your email list. Email marketing remains one of the highest ROI digital marketing channels. An Instagram following is great, but email subscribers are much more valuable. You “own” their inboxes and can market directly to subscribers via email.

Here are proven tips to optimize Instagram to increase email list signups:

Promote Email Signup Offers in Bio. Your Instagram bio can only be 150 characters, but use this prime real estate to promote your email newsletter or other lead magnets. Include a strong value proposition and a clear call to action.

Share Signup Links in Stories. Use Instagram Stories to promote email signup links for your newsletter, guide download, webinar registration, etc. Stories are very visible, so take advantage of this channel.

Gate Content with Email Signups. Use paid access you have as a gate behind an email signup to share helpful resources like guides, templates, checklists, or training. This is also a way to capture more subscriber data for your email campaigns.

Run Lead-Gen Instagram Ads. Instagram Ads offer powerful targeting and creative options. Run highly targeted lead-gen ads promoting your email newsletter and other gated resources. Instagram drives qualified traffic to landing pages.

Add Email Signup Links to Posts. Strategically add email newsletter/lead magnet signup links within your Instagram feed posts when relevant. For example, if a post references a gated guide, include the signup CTA.

Cross-promote with Influencers. When you partner with an influencer, negotiate cross-promotions. They promote your email newsletter to their audience in exchange for you sharing their handle/content.

Integrate Instagram with Email Marketing Platforms. Integrate Instagram with native or third-party integrations to your email service. It automatically syncs Instagram followers to the appropriate email list for segmented campaigns.

How an Instagram Audit Drives Better Email Campaigns

Now that we’ve covered key Instagram metrics to track and tips to increase email signups, let’s explore how insights from an Instagram audit directly inform better email marketing campaigns.

Identify Best-Performing Content

In your Instagram audit report, analyze which types of posts, content topics/styles, etc., get the highest engagement and conversions. Next, use top-performing Instagram content in email campaigns.

Uncover Email List Growth Opportunities

In your audit, see which posts drive the most website traffic and email list signups. Double down on those styles of Instagram content, partnerships, and conversion campaigns. Optimize email signup placement/messaging on your profile, too. More quality email subscribers enable more targeted email campaigns.

Improve Email Segmentation with Instagram Insights

Sync your Instagram followers with email marketing platform segmentation tools. Based on Instagram engagement and conversion data, send targeted email content. For instance, tailor email campaigns and promotions to highly engaged followers instead of low-engaged accounts. Personalized emails increase the open and click-through rate.

Inform Email Creative Direction

Analyze the best-performing Instagram post creatives and styles, such as carousel posts, Stories, Reels, etc. Then, design email campaigns and assets that align with those styles, tones, and messaging. Consistent branding and style across Instagram and email perform better collectively.

Stay On-Brand Across Channels

Use your Instagram audit to assess whether your content or tactics have drifted “off-brand.” Re-align your Instagram presence with your core brand messaging and style guidelines. Then, ensure that your email campaigns also reflect consistent on-brand messaging and design.

Enhance Email Nurturing Sequences

Create your Instagram follower journey from a follower to a converted customer. Find all engagement touchpoints, pain points, and conversion successes. Now you can use this intel to improve your Instagram and email nurturing sequences for maximum conversions.

Boost Cross-Channel Promotions

Find any content, offers or promotions that land on both Instagram and email channels. Send them out in dedicated email campaigns and Instagram posts to earn more exposure and conversions across audiences on both channels.

Conclusion

Regularly conducting Instagram audits provides data-driven insights to refine content, maximize engagement and conversions, and grow your audience. When integrated with email marketing technology and campaigns, an Instagram audit also reveals optimization opportunities for both channels collectively.

Focus your next Instagram audit on benchmarking and tracking follower growth, engagement metrics, conversions, competitor performance, and cross-channel email integration data points. Use these key metrics and resulting analysis to create consistent, on-brand, and highly targeted Instagram and email campaigns.

The long-term result of consistently optimizing your integrated Instagram and email strategy based on audit findings is expanded reach, more subscribers and sales, and better relationships with customers.