topic Best practice for communicating with clients' users for product marketing campaigns in Tips, Tricks & Best Practices

Best practice for communicating with clients' users for product marketing campaigns

Albus_Bui — Wed, 26 Apr 2023 11:25:55 GMT

Hi,

Our company is a CCaaS company and our Marketing team is utilizing HubSpot for mainly contact management and email communication. Currently, our clients' seats (user accounts) database is on a different platform and not synced with HubSpot.

From Marketing, we would need to send out monthly emails to those users in terms of product updates and upselling promotions. Our current practice is that we upload Excel lists of those user accounts to HubSpot, set them as Marketing contacts for sending out those emails, which is quite affecting our HubSpot database quality (while using up our Marketing contacts limit so quickly) and the performance of those emails has been (unsurprisingly) really bad.

Sharing the above background, I would love to ask for some advice from our experts here on the following:

Any different approach to handling user communication in our case?
If using HubSpot is still a nice approach, any best practice so as to properly segment those users for email communication.

Looking forward to hearing more advice!

Thanks a ton!

Albus

Re: Best practice for communicating with clients' users for product marketing campaigns

TomM2 — Wed, 26 Apr 2023 12:03:04 GMT

Hey @Albus_Bui keeping your database full of interested, quality contacts and keeping your email engagement up are full-time jobs! There's no single answer to this to be honest as it's generally quite a holistic project.

I would generally advise keeping contacts in HubSpot as opposed to deleting and re-importing as you're going to lose all analytics and timeline data after you delete them.

Setting up something like lead scoring also will help you define the quality leads and the disengaged ones.

https://blog.hubspot.com/marketing/lead-scoring-instructions

I'm interested in the low email engagement though, realistically being a new contact in HubSpot alone won't affect email engagement. What may happen though is if you don't have your email domains set up in HS you're hitting their spam folders or they just don't recognise you as the recipient! If that's not the case then it may be an issue where you need to re-evaluate the lists you do have, and if your email content is appropriate for them!

Are you seeing better engagement prior to sending from HubSpot?

There's quite a bit of analysis and a lot of different approaches to take on something like this to be honest! It's hard to provide proper insights without a clear understanding of the current analytics, but if you'd like to talk more in-dept about this feel free to drop me a dm!

Re: Best practice for communicating with clients' users for product marketing campaigns

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