Lead nurturing is one of the most powerful marketing automation tactics. It’s also one of the more difficult tasks to do really well. We want to make sure we’re delivering the right content at the right time and HubSpot’s email workflow tool takes the automation and personalization to the next level. But where many marketers stumble is figuring out how to segment their lists, what the goal of each workflow should be, how many emails should be sent, etc. That’s why we’ve put together a few tips to help get going as you jump into HubSpot email workflows.
Do set a goal.
Like any strategy project, setting a goal in imperative to evaluating if the campaign has been successful or not. Do you want to grow your subscriber base? Get the lead to talk to the sales team? Whatever it is, don’t just send emails to send emails. Make sure every piece of content helps get you closer to that end goal. Be sure to pick a goal that can be tracked in HubSpot because after designating your goal in the workflow tool, you can then track goal conversion rates for each of your workflows.
Don’t skip the strategy.
Yes, it takes time. And time is money. But I assure you it is money well spent. Whether you’re working with an agency or planning in-house, take the time to plan the entire stream of communication down to the exact call-to-action on each email. You will execute a more comprehensive workflow but it also allows you to pivot and make changes more easily down the road.
Do speak to the lead.
To really harness the power of HubSpot’s workflow tool, you need to personalize your communication. It’s not just about merging the lead’s name into the opening paragraph. It’s about speaking to the lead and providing a clear call-to-action that is relevant to where they are in the funnel. Don’t give them a hard sell to talk to your sales team when they are still at the top-of-the-funnel. Your marketing automation tool is what enables you to deliver relevant content at every stage of the funnel.
Don’t stress out over the timing of each email.
Understanding the sales cycle is important but don’t lose any sleep worrying if you should send email two at 14 days or at 16 days. If you don’t have the data to support when emails perform best, use your best judgment to establish a benchmark. We recommend that you give a lead everything they need to complete the goal within two weeks to ensure that you won’t miss anyone that is ready to act now.
Do solve problems.
Even in email, your brand should be providing content that can help solve a lead’s problems. By focusing on their key challenges, you help move a lead down the funnel and be more ready to take action.
Don’t forget to measure and make adjustments.
Lead nurturing emails aren’t “set it and forget it” campaigns. By setting a goal and developing a strong strategy, you can identify success and failure a lot quicker. It’s important to be agile and make adjustments based on the data. Smart marketing is all about planning, measuring and adjusting – over and over again.
I firmly believe that success of any inbound marketing strategy relies on strong planning prior to execution. Email workflows are no different. Take the time up front to set goals, map relevant content for each part of the funnel and identify how you can be a problem solver for your leads. By following these tips, you will surely see success in your next workflow.
If you’re just getting started with HubSpot, be sure to download our free HubSpot Launch guide.