How We Used AI to Increase HubSpot Email Conversions by 82%: A Case Study

We turned our standard nurture email flow into an AI-driven conversion powerhouse. Here’s what we did, what worked (and what didn’t), and what we learned along the way.

When our marketing team began discussing how to strategically incorporate AI into our workflows, we knew we wanted big results. But here’s the thing about big results: They don’t come from trying everything at once.

With limited resources and unlimited possibilities, we needed to hone in on which AI applications would deliver the biggest impact.

Download Now: The Annual State of Artificial Intelligence in 2024 [Free Report]Download Now: The Annual State of Artificial Intelligence in 2024 [Free Report]

Email marketing seemed like a natural starting point for us. We’d been running optimization tests on our nurture flows for years, but after a while, the gains became incremental by a few percentage points here and there.

We needed something that was a total game-changer. Something that had both meaningful influence on top-of-funnel metrics and practical usability across our marketing team. But what — and how?

In a recent Marketing Against the Grain episode, HubSpot VP of Marketing Emmy Jonassen and I share how we experimented with AI to transform our email performance. We’ll also explain how we achieved an 82% increase in conversion rates — plus, all the lessons we learned along the way.

Identifying the Challenge

First, let me explain what we were doing before AI. Like most marketing teams, we approached email personalization through segmentation — grouping leads based on similar characteristics, then tailoring content to those groups.

For example, if someone downloaded marketing-related content, we’d send them more marketing resources rather than sales content.

It wasn’t a bad approach. But it was essentially educated guessing at the group level. We were saying, “People like you typically want this,” rather than understanding what each individual person was trying to accomplish. We wanted to do better than that.

The Hypothesis: Moving From Groups to Individuals

The more we looked at AI’s…

ObadeYemi

Adeyemi is a certified performance digital marketing professional who is passionate about data-driven storytelling that does not only endear brands to their audiences but also ensures repeat sales. He has worked with businesses across FinTech, IT, Cloud Computing, Human Resources, Food & Beverages, Education, Medicine, Media, and Blockchain, some of which have achieved 80% increase in visibility, 186% increase in month on month sales and revenue.. His competences include Digital Strategy, Search Engine Optimization, Paid per Click Advertising, Data Visualization & Analytics, Lead Generation, Sales Growth and Content Marketing.

Share
Published by
ObadeYemi

Recent Posts

Exploring Different Types of Website Structures and and How They Impact UX & SEO

Exploring Different Types of Website Structures and and How They Impact UX & SEO Thinking…

2 days ago

How Conversion Funnels Create a Better Customer Journey [+ Tips to Optimize Yours]

Conversion funnels are a fundamental concept in sales and marketing. Personally, I like to visualize…

3 days ago

Navigating Global Expansion: What Brands Can Learn from Liquid Death’s UK Exit

When Liquid Death, the edgy, death-metal-themed water brand that took American social media by storm,…

3 days ago

PalmPay rolls out Verve debit cards as Nigerian fintechs shift to local providers

PalmPay, the Nigerian fintech with over 35 million users, has launched its first debit card…

4 days ago

How to Create a Complete Marketing Strategy [Data + Expert Tips]

As a marketer, I know that a marketing strategy is essential to nurture future clients,…

4 days ago

How to Use Claude to Create a Virtual Assistant (in Under 10 Minutes)

Who wouldn’t want their own personal executive assistant? Sounds pretty awesome, right? Well, with the…

4 days ago