Tips, Tricks & Best Practices

Adriane
Participant | Diamond Partner
Participant | Diamond Partner

Optimizing Content Delivery: A Proven Method for Personalized Follow-Up Emails

We frequently partner with clients who offer a diverse range of informational brochures for download on their websites, catering to educational providers showcasing details about their various study programs or similar offerings.

 

Typically, interested individuals make requests for this informational material via distinct forms. Upon submission and completion of the obligatory double opt-in process, users are directed to a thank-you page containing the requested file, among others. On occasion, a follow-up email is dispatched, also providing a direct link to the requested content.

 

However, some of our clients opt for an alternative approach, allowing their target audience to request multiple files simultaneously through a unified form. Here, prospects have the flexibility to select the content they desire, subsequently receiving precisely what was requested in a single follow-up email — no more, no less.

 

To implement this functionality in HubSpot, our process unfolds as follows:

 

  1. We create a 'Multiple checkboxes' property for integration into a form. Within this property, we enumerate each downloadable file as a separate value:

    Create a contact property with the name of each download file as a seperate valueCreate a contact property with the name of each download file as a seperate value

     

  2. We upload the corresponding files to the HubSpot database.

  3. For each file, we establish two contact properties of type 'Single-Line Text':
    1. The first property encompasses the link to the file within HubSpot.
    2. The second property contains the file name.

      These properties are pivotal, as they will later be showcased in the follow-up email. Their presence aims to instill confidence in the prospect, encouraging them to click on the provided link:

      Create two seperate contact properties for each of your files in HubSpotCreate two seperate contact properties for each of your files in HubSpot
  4. We create a contact-based workflow designed to capture leads who have submitted the form, seamlessly integrating the 'Multiple Selection' property established in Step 1.

  5. We employ 'If/Then' branches to check the values selected in the 'Multiple Selection' property:
    1. Within the 'Yes' branch (denoted by green), we appropriately configure the values of the pre-established contact properties. This ensures the accurate assignment of the file's link and an enticing file name.
    2. Subsequently, a 'Go to'-action directs to the 'No' branch (indicated by red), where we ascertain whether additional or different content requests were made.
    3. We iterate this procedure until all available selection options within the 'Multiple Selection' property have been reviewed:

      Create a contact-based workflow that sets the values for the previously created contact propertiesCreate a contact-based workflow that sets the values for the previously created contact properties

       

  6. Finally, we utilize all of these contact properties as personalization tokens within the follow-up email:

    Use the previously created contact properties in your follow-up emailUse the previously created contact properties in your follow-up email

     

    The distinctive aspect of this approach is that only the placeholders for which the contact has indicated interest will contain the link to the informational material in the follow-up email.

    All other placeholders remain vacant and are consequently omitted from the email, ensuring a seamless presentation without any unsightly gaps, contrary to common expectations:

    This is how a lead reveices the follow-up email when he selected Wirtschaftsinformatik and Angewandte InformatikThis is how a lead reveices the follow-up email when he selected Wirtschaftsinformatik and Angewandte Informatik

     

    What are your thoughts on this workaround? Are you familiar with any alternative methods? Let me know in the comments ✍️

Adriane Grunenberg

HubSpot Automation & Digital Analytics Expert

Pinetco GmbH

emailAddress
adriane@pinetco.com
website
https://www.pinetco.com/
Kostenlosen Termin vereinbaren
3 Replies 3
Crystal_Hopper
Key Advisor

Optimizing Content Delivery: A Proven Method for Personalized Follow-Up Emails

Wow! That's slick! Thank you for posting this!

***************************
Did my post solve the questions or challenge? Please mark it as a solution for others to find.
BérangèreL
Community Manager
Community Manager

Optimizing Content Delivery: A Proven Method for Personalized Follow-Up Emails

Hi @Adriane, I hope that you are well!

Thank you so much for sharing this great workaround with the Community!

Hi @danmoyle@Jnix284@jonchim@CHawkins@Crystal_Hopper@louischausse@Shadab_Khan, @tverdokhlib1, @jonnoprice and @andrus this may be of interest for you and/or your customers! Do you have other ways to achieve this? If yes, how, please?

Thanks and have a great day!

Best,
Bérangère


Saviez-vous que la Communauté est disponible en Français ?
Rejoignez les discussions francophones en changeant votre langue dans les paramètres !

Did you know that the Community is available in other languages?
Join regional conversations by changing your language settings!


Jnix284
Most Valuable Member | Elite Partner
Most Valuable Member | Elite Partner

Optimizing Content Delivery: A Proven Method for Personalized Follow-Up Emails

Thanks for sharing this with me @BérangèreL!

 

This is pretty cool @Adriane, appreciate you putting this together to share with the community!

 


If my reply answered your question please mark it as a solution to make it easier for others to find.



Jennifer Nixon - Delivery Lead at Aptitude 8

connect with Jen on Linkedin