For many users, the automation capabilities are the reason they purchase HubSpot. But what sorts of automations are best? Do you focus on saving time for your sales team, or is nurturing stagnant leads more important?
The good news is that HubSpot has the functionality to do all that and more; it can just be hard to know where to start. That’s why we’ve put together our list of the 9 best email automations to create within your HubSpot portal:
1. Blog subscriber welcome email
When someone subscribes to your blog, they are demonstrating a keen interest in hearing from you. A great way to kick off this new relationship is to send them a welcome email. In this email, you can reiterate the value they’ll get from their subscription, remind them of how to manage their subscription settings, and point them toward some of your best-performing content.
2. Content download workflow
When someone downloads a piece of content, you can create workflows to send them additional relevant content that can help move them through the funnel. For example, if someone downloads an ebook about software integration, you could send them blog posts, webinar recordings, case studies or other content that is also about software integration and can help create more awareness of how your business can address their pain points around these topics.
3. Page view workflow
Similar to content downloads, you can also send someone automated emails based on more passive behaviours like page views. One of the most popular ways to do this is to send sales emails to people who view your pricing page. Similarly, you can send relevant gated content to people who view your pillar or product pages.
4. New customer workflow
If you have lots of onboarding materials like questionnaires or instructions, sending these through automated email workflows could help make the process more efficient. You can also track delivery of these items, allowing you to stay on top of the onboarding process.
5. Sales rep notification workflows
When a lead has behaved in a way to indicate interest, you don’t want to rely on sales reps noticing it in their dashboards or filters. You can set up workflows to notify sales reps with internal emails when someone hits a certain lead score threshold, meets a certain set of criteria or activates some other predefined trigger. You can even choose to update the lifecycle stage as a part of the workflow.
6. Re-engagement workflows
Many companies will run a big re-engagement campaign every year or two, but there is an easier, more automated way to do this. Create an always-on re-engagement workflow to send content to contacts who haven’t engaged with your brand in a certain amount of time, and you won’t need to rely on ad-hoc campaigns to warm up leads that have gone cold.
7. Upsell workflow
For businesses that sell multiple tiers of a product or complementary products, upsell workflows can be incredibly effective. When someone becomes a customer, you can send content and sales emails to help them reach the next level.
8. User adoption workflow
If you are tracking user adoption of your product through an integration, a user adoption workflow could be a great way to automate training and pre-empt some service needs. Sending additional training materials to those users could help them get more from your product and therefore make them happier and more likely to recommend you.
9. Upcoming purchase reminder workflow
These workflows are helpful if your customers tend to purchase on a cycle. Whether that’s due to a subscription model or just predictable need, you can begin engaging with customers when it’s growing closer to the end of that cycle, setting them up for renewal without you having to monitor their purchases.
The possibilities within HubSpot to automate content based on behaviour are nearly endless, you just have to know where to start. Hopefully this list gives you some ideas that will work for your business. If you’d like to learn more about HubSpot’s capabilities or talk about what automations would make the biggest difference for your business, click here to get in touch.