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

We turned our customary nurture electronic 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 and marketing group started discussing the best way to strategically incorporate AI into our workflows, we knew we needed huge outcomes. However this is the factor about huge outcomes: They don’t come from making an attempt all the pieces directly.

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

E-mail advertising and marketing appeared like a pure start line for us. We would been operating optimization assessments on our nurture flows for years, however after some time, the positive aspects grew to become incremental by a couple of proportion 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 group. However what — and the way?

In a current Advertising In opposition to the Grain episode, HubSpot VP of Advertising Emmy Jonassen and I share how we experimented with AI to remodel our electronic 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 had been doing earlier than AI. Like most advertising and marketing groups, we approached electronic mail personalization via segmentation — grouping leads based mostly 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 fairly than gross sales content material.

It wasn’t a foul method. However it was basically educated guessing on the group stage. We had been saying, “Individuals such as you sometimes need this,” fairly than understanding what every particular person individual was making an attempt to perform. We needed to do higher than that.

The Speculation: Shifting From Teams to People

The extra we checked out AI’s…