How We Used AI to Increase HubSpot Email Conversions by 82%: A Case Study

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We turned our commonplace nurture e-mail movement 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 workforce started discussing easy methods to strategically incorporate AI into our workflows, we knew we wished huge outcomes. However this is the factor about huge outcomes: They don’t come from attempting every thing without delay.

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

E-mail advertising appeared like a pure place to begin for us. We might been operating optimization checks on our nurture flows for years, however after some time, the good points grew to become incremental by a number 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 workforce. However what — and the way?

In a latest Advertising In opposition to the Grain episode, HubSpot VP of Advertising 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 realized alongside the best way.

Figuring out the Problem

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

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

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