We turned our commonplace nurture electronic 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 group started discussing the right way to strategically incorporate AI into our workflows, we knew we needed huge outcomes. However here is the factor about huge outcomes: They don’t come from attempting every part directly.
With restricted assets and limitless prospects, we would have liked to hone in on which AI purposes would ship the largest impression.
E mail advertising appeared like a pure start line for us. We might been operating optimization exams on our nurture flows for years, however after some time, the beneficial properties turned incremental by a number of proportion factors right here and there.
We wanted 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 group. 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 electronic mail efficiency. We’ll additionally clarify how we achieved an 82% enhance 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 groups, we approached electronic mail personalization by 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 would ship them extra advertising assets somewhat than gross sales content material.
It wasn’t a nasty method. However it was primarily educated guessing on the group degree. We have been saying, “Individuals such as you usually need this,” somewhat than understanding what every particular person individual 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…