Email Marketing & Automation

I’ve migrated, integrated, and launched over a dozen (16+) B2C and B2B business units into HubSpot. This painstaking process requires collaboration, detailed research, skilled communication, tech savvy, and diligence.

Effective marketing relies on accurate data. Below are examples of sections of HubSpot dashboards and reports I’ve created for easy stakeholder access to data.

I make it my mission to ensure accurate and transparent data reporting. Whether the source of truth is HubSpot, Marketo, Microsoft Dynamics CRM, Salesforce, Domo, Google Analytics, or another tool, when it comes to email marketing and automation, it’s crucial that users adhere to compliance and follow best practices and standards. This necessitates:

Clear, concise, accessible documentation with established guidelines
Education and training sessions for users
Providing “on-call” support during and after deployment

Additional phases and steps include ongoing monitoring, evaluating effectiveness, and providing evolving processes, to name a few.

HubSpot SOP

As the HubSpot SME, a key aspect of the role is establishing standards, documenting best practices, and providing ongoing training.

The slides below display a few pages of an HubSpot Email Marketing SOP that I created for the purpose of:

Establishing and documenting company standards, including:
- reasons for established rules (education)
- historical context
- strategy ownership
Documenting ongoing best practices, with references
Record-keeping purposes
Training and onboarding
Providing transparency and open lines of communication
Building automation and systems for ongoing governance

Resources: Email Marketing Intranet Site

I created multiple SharePoint intranet sites as well as Confluence & HubSpot Knowledgebases to streamline email marketing onboarding and training. By compiling all email marketing information, documentation, and resources, I was able to produce an easily accessible “all-in-one” resource hub for email marketers.

I also included my brief Email Marketing Best Practice “quick guide“ for easy access to (current) email principles:

email-best-practices

As the team and infrastructure grew, more digital resources were added to the site for a holistic, comprehensive digital marketing hub that included links to dashboards for inbox placement, IP health, and ESP scores. Additional resources included Affiliate marketing strategy, instructions for tools ranging from WordPress to Optinmonster, automation training, buyer personas, lead lifecycle, and more.

This ‘centralized resource hub‘ approach was adopted company-wide — evolving into an intranet for all employees and departments.

Marketing Alignment

Example of documenting standardized company terms

HubSpot Automated Email Workflow Overview

This animation gives an overview of a HubSpot automated email workflow that I built.

It’s triggered by a dynamic list based on user behavior, then nurtures the lead through down-funnel tactics. Various “offramps” are included for any conversion actions, removing user from the workflow — and entering them into another, relevant workflow for a “flywheel” approach.

Email Campaigns

By developing an omni-channel campaign strategy with assistance from our design team, creating cohesive graphics that followed new brand guidelines, we were able to improve the email marketing efforts with better brand awareness and professionalism.

It is apparent in the before and after email comparisons below (YoY email examples) that there was a drastic design improvement with the implementation of an overarching campaign strategy and brand guidelines that work in concert with paid ads, social media, and onsite promotions.

As a result, this campaign generated 42% more revenue than the previous year — the most successful, highest revenue-generating sale in company history.

Emails – Before | After

Old email campaign image — Before/after branded campaign strategy

Email campaign image — Before/after branded campaign strategy

Before/after branded campaign email strategy

Campaign Reporting

In accordance with the revised strategy, encompassing all media for an omni-channel campaign, the below slides show a portion of a brief, high-level presentation I shared with executives and team members. It also served as the template for examining campaign performance and results.