Apr 16, 2020 3:53 PM
Hey Power Users,
I’m Shane, one of the Marketing Email Product Managers at HubSpot. It’s my job to make it easy for you to personalize emails based on your recipients’ information.
As members of a sophisticated group of customers, many of you are stretching our email tools with complex, customized sends. Lots of you are sending to highly specific customer segments and using dynamic/smart email content in creative ways (sometimes with third-party tools).
I’d like to know more about the ways you’re personalizing and customizing emails right now and answer any questions you have around using the HubSpot product to send personalized emails.
Some questions to kick us off:
Apr 17, 2020 2:05 PM
Apr 17, 2020 6:58 PM
While I don't know that we check all of the boxes you mentioned, I am highly interested in this topic and hope to make our email efforts a bit more robust so here's what I've got:
Hope this helps & definitely happy to explain further if need be!
Have a great weekend!
Apr 20, 2020 12:17 PM
Thank you @huntermgorman, for your message,
This is really amazing insight. All you mentioned make total sense. I had one clarifying question for you. When you say post send changes, do you mean where email content can changed based on global or database updates even after send?
Apr 20, 2020 2:09 PM
While I'm sure you can speak more to the requirements and or feasibility of this, I have tested some tools that allow our sales reps to make these changes or recall messages post-send that are similar to what I am speaking. I also remember reading about functionality similar to this on a roadmap that I saw.
I think this could be useful in a few ways. First would be the instances where you send a regular email to a list of segment of contacts and shortly after you notice a typo or other discrepancy. Try as we might, marketers are still humans and make mistakes and I think this would be a powerful tool for myriad use cases.
The other, more to your point, would be for updating messaging entirely, in theory serving them an entirely different message since contacts may take actions outside of a particular email send that could change their need for some information or specific messaging, etc.
Happy to discuss more if you'd like - I could brainstorm on this all day! 🙂
Apr 21, 2020 12:01 PM
I can totally see the benefit here. I will review this item for sure with the team as we look to build out scope for wheats next in this area and see if this has been tabled before.
Apr 20, 2020 5:11 PM
Apr 22, 2020 5:22 AM
Hi @amwilie ,
Thank you for your repsonse, you are trying to do some pretty cool stuff here and its a super intersting use case. I will for sure bring this back to the team to review whats possible with If/Else statements. Is there any way you could share more detail or send/ screenshot me an example of one of your quizzes so i can understand better the flow here? My email is firstname.lastname@example.org.
I can circle bak after that.
Apr 20, 2020 8:56 PM
Hey @ShaneJ - thanks for the questions
What does “dynamic email” mean to you?
How are you currently managing email campaigns with lots of personalization and segmentation involved?
Not sure what you mean by this. We usually use a spreadsheet to map out the list with the appropriate content.
How easy/difficult do you find it to send personalized emails with HubSpot?
What do you wish you could do with HubSpot that you currently can’t do?
Are you using any third-party tools to customize emails further than you’re able to with HubSpot?
Apr 22, 2020 5:27 AM
Thank you for the feedback and ideas @davecriswell,
A quick question on the additional requirements. For number 2. are you referring to something like recommeded product email/ block and/ or maybe extending that to something like an abandoned cart? For 3. what other options are important to you with your emaisl. Can you give me an example of something your business specifically would like to do here with smart content?
Apr 24, 2020 11:56 AM
Hey @ShaneJ -
For 2 - correct, and, if there is content that only applies to a certain set of customers, for instance, we might want to include a special callout for a specific set of recipients that we don't want the rest of the audience to see. Right now to do that, you need to have a block of content there for both groups. Ideally, the block could be non-existent for one group but show for the other.
For 3 - thinking through that one a bit more, I think the current options work.
Apr 21, 2020 10:03 AM
Hi, @ShaneJ - thanks for taking the time to get our feedback. A few thoughts/notes:
Overall I've been very pleased with the ease of personalizing marketing emails. A couple other things that might not fall in your world, but I'll mention them anyway:
https://www.clubready.com/joinus/contact.store_id_value/429921/in the snippet, but I can't actually create linked text with a URL that includes a token.
Apr 22, 2020 5:33 AM
I appreciate all the ideas here. Some very good ones. I will take these away and review with team also. I iwll come back on the dynamic footers question and see if it possible.
I iwll also share your feedback wirth appropriate teams on last 2 points.
May 14, 2020 2:02 PM
Coming from our earlier AMA with Elena, "Dynamic Email" for me is "Personalized, interactive content, that adjusts to contacts' interests and the best time for them to receive emails."
I use a few tools currently to try and help with this:
Personalized content: https://www.humanautomation.ai/personalize
Personalized Send Times: https://www.theseventhsense.com/
May 26, 2020 7:36 AM
Not sure I can provide insight on all of your questions but to me, truly dynamic email means being able to use any data field in the CRM to personalise emails and being able to do so conditionally. As mentioned by some other users in this thread, in the past I have wanted to use some if then HUBL statements in emails to control which CRM data to show but that hasn't been supported. That would be extremely useful.
Sep 2, 2020 10:35 AM
A big thing I would love for email is the ability to do if/else statements in HUBL for email. One example I have of this is displaying a different hero image based on a contact property. I found I wasn't able to achieve this as if/else statements in email are not possible with contact properites. These hero images are added to/changed throughout the year, and we found a different way to do it outside of HubSpot, but I have to get a co-worker to do that work for me... whereas it would be easier if I could just make the update myself.
Sep 2, 2020 12:53 PM
Right now the easiest option for this would likely be to use a smart content via the image being in a rich text module and an active list based on those contact properties. Something else that can work is creating code that is stored as a contact property and then used in the email as a personalization token. Someone also mentioned movable ink above which I've known several customers to use with great success.
That said, we recognize there are more powerful options that could natively work here so I will note this to our product team and would recommend to keep a close eye on upcoming updates in this space!
Sep 2, 2020 1:16 PM
Yeah, basically what we are doing is passing the values from the GTM event into contact properties to then use them as personalization tokens in the email. It works fine, it's just an extra step for updating and required more contact properties.
I appreciate you taking this feedback to the team and look forward to future updates!