Inbound Marketing Insights

Our client, a global leader serving diverse industrial markets, from automotive and medical devices to consumer electronics and industrial process control, specializes in testing, measurement, inspection, and assembly solutions. Despite maintaining an extensive database and offering high-value, complex products, they faced a critical challenge: their email marketing efforts weren’t effectively engaging prospects or nurturing leads through the buyer’s journey.

To address this, we developed a targeted email marketing program aimed at building thought leadership, staying top-of-mind with customers, and generating qualified leads. By creating a structured monthly cadence of content-driven emails, including re-engagement campaigns, blog notifications, and event promotions, we helped the client deliver high-quality, persona-driven content that aligned with each stage of the buyer’s journey.

The results? A significant lift in engagement, website traffic, lead generation, and revenue, with email marketing directly generating over $214,000 in revenue and influencing more than $1.3 million in revenue in just six months.

Email Marketing Program Objectives:
Our client sells a high-value and complex product to a B2B audience. Given their product and lengthy sales cycle, they needed to continue educating prospects further and staying top-of-mind to drive revenue and repeat business. The primary objectives of this email marketing program were to: 

• Build Thought Leadership with Prospects 
• Stay Top-of-Mind with Customers 
• Generate Re-Engaged Sales Qualified Leads for the Sales Team 
• Build Interest in Downloadable Content with their Prospects
• Send Prospects High-Quality Content to Bring Them Through the Buyer’s Journey

Strategy, Tactics & Results:
The following results and data are from January 2024 - June 2024 compared to the 6 months prior. To bring their email marketing to the next level, we created a cohesive program to engage top-of-the-funnel prospects and bottom-of-the-funnel sales opportunities. This includes a monthly program consisting of a monthly lead re-engagement email for a downloadable piece of content, in-person and webinar event promotion, and blog notification emails to subscribers every 3 - 4 weeks based on when content is new.

Increased Email Marketing Opens & Email Clicks: With a more strategic and ongoing tactical approach to email marketing, they saw the following results: 

• 97% increase in emails sent 
• 88.7% increase in email opens 
• 16.9% increase in email clicks
  

Increased Website Sessions and Leads from Email: Because of a focus on calls-to-action for specific personas, we saw the content resonate much better with their audience. This resulted in:

• 62% increase in new website sessions from email
• 1200% increase in new contacts from email

Improved Blog Engagement from Email Marketing: To ensure subscribers were aware of new blogs, we implemented blog notification emails that are sent to subscribers daily, weekly, or monthly. This is based on how frequently the subscriber selects to receive these emails. In addition, we implemented quarterly blog round-up emails for everyone else in the database so they could see the latest blog articles. This resulted in:

• 34% increase in blog views from email 
• 28% increase in new blog subscribers from email

Increased Revenue: The goal of any marketing department is revenue generation. They saw over $214,000 generated from email marketing efforts where the original source of a deal was email marketing. This is a contact who was generated by email marketing or filled out a sales inquiry form from an email marketing campaign.

• Total of $214,336 in revenue in the first half of 2024, where the lead was generated from email marketing.

• The revenue influenced by email marketing (the last touch point before someone became a customer) was $1,391,214 in the first half of 2024.
  
  

Increased Email Deliverability: Deliverability is one of the most critical but underutilized metrics tracked. If emails aren’t delivered, they don’t serve the purpose of the email program. To start, we used a system called NeverBounce to cleanse the database. This ensured the contacts in their automation platform were all valid. During this timeframe, they saw a: 

• .79% increase in email deliverability 
• 1.09% decrease in hard bounces
• 43% decrease in unsubscribes

Increased Email Re-engagement: In addition to HubSpot, we use Seventh Sense to optimize the engagement of their email sends. This send-time optimization software allows companies to email their contacts on a specific day and time based on their contacts’ engagement habits. They’ve seen much success utilizing this software to re-engage existing contacts in their database with email. During this timeframe, they saw:

• Approx. 2,950 existing contacts who re-engaged with email
• 34% increase in existing contacts who re-engaged with email
• 14% increase in the number of existing contacts who opened at least one email sent to them
  
  

Business Impact:

• $214,336 in revenue generated from email marketing as the first source
• 62% increase in new website sessions from email
• 1200% increase in new contacts from email 
• 88.7% increase in email opens
• 16.9% increase in email clicks

If you're looking to achieve similar results as the company featured in this case study, we invite you to speak with one of our inbound marketing experts today. We will discuss your current marketing and sales goals, how you're leveraging HubSpot, and the potential impact you could achieve when working with a HubSpot partner.