How We Used AI to Improve HubSpot E-mail Conversions by 82%: A Case Examine

We turned our customary nurture e-mail stream into an AI-driven conversion powerhouse. Right here’s what we did, what labored (and what didn’t), and what we realized alongside the best way.

When our advertising and marketing workforce started discussing the way to strategically incorporate AI into our workflows, we knew we wished large outcomes. However here is the factor about large outcomes: They don’t come from making an attempt every thing directly.

With restricted sources and limitless prospects, we wanted to hone in on which AI functions would ship the most important influence.

E-mail advertising and marketing appeared like a pure place to begin for us. We might been working optimization assessments on our nurture flows for years, however after some time, the features turned incremental by a couple of share factors right here and there.

We would have liked one thing that was a complete game-changer. One thing that had each significant affect on top-of-funnel metrics and sensible usability throughout our advertising and marketing workforce. However what — and the way?

In a current Advertising and marketing Towards the Grain episode, HubSpot VP of Advertising and marketing Emmy Jonassen and I share how we experimented with AI to remodel our e-mail efficiency. We’ll additionally clarify how we achieved an 82% improve in conversion charges — plus, all the teachings we realized alongside the best way.

Figuring out the Problem

First, let me clarify what we have been doing earlier than AI. Like most advertising and marketing groups, we approached e-mail personalization by way of segmentation — grouping leads primarily based on comparable traits, then tailoring content material to these teams.

For instance, if somebody downloaded marketing-related content material, we might ship them extra advertising and marketing sources fairly than gross sales content material.

It wasn’t a nasty method. Nevertheless it was primarily educated guessing on the group stage. We have been saying, “Individuals such as you usually need this,” fairly than understanding what every particular person individual was making an attempt to perform. We wished to do higher than that.

The Speculation: Transferring From Teams to People

The extra we checked out AI’s…