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

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

When our advertising and marketing crew started discussing strategically incorporate AI into our workflows, we knew we needed large outcomes. However here is the factor about large outcomes: They don’t come from attempting every thing directly.

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

E-mail advertising and marketing appeared like a pure start line for us. We might been operating optimization assessments on our nurture flows for years, however after some time, the positive factors grew to become 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 crew. 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 rework our e mail efficiency. We’ll additionally clarify how we achieved an 82% improve in conversion charges — plus, all the teachings we discovered 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 via segmentation — grouping leads primarily based on related traits, then tailoring content material to these teams.

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

It wasn’t a foul strategy. Nevertheless it was basically educated guessing on the group stage. We have been saying, “Folks such as you sometimes need this,” relatively than understanding what every particular person particular person was attempting to perform. We needed to do higher than that.

The Speculation: Shifting From Teams to People

The extra we checked out AI’s…