The Challenge
Despite regular communication, the client’s email program was underperforming. Key challenges included:
- Low engagement metrics: Open rates hovered at 6.26%, with click rates at just 0.13%.
- Poor list health: A HubSpot email health score of 4 negatively impacted deliverability and risked higher spam complaints and unsubscribes.
- Underperforming automated sends: Automated blog subscription emails, sent weekly, lacked optimization and consistently pulled down overall performance.
The Solution
To address these issues, the team implemented a strategic, multi-step approach:
- Re-Engagement Campaign & List Segmentation
- Launched a re-engagement campaign to identify engaged vs. unengaged contacts.
- Activated HubSpot’s “Don’t send to unengaged contacts” setting to improve deliverability and focus sends on high-potential recipients.
- Optimizing Blog Email Sends
- Shifted from automated blog subscription sends to manual sends.
- Customized subject lines, preview text, and other elements for maximum engagement.
- Ongoing Performance Monitoring
- Used HubSpot’s email health tab to identify underperforming campaigns and make iterative improvements.
The Results
These changes yielded immediate and measurable wins:
- Open rates: Increased significantly from 6.26% to well above previous benchmarks.
- Email health score: Rose from 4 to 8 indicating stronger deliverability and reduced spam/unsubscribe rates.
- Click-through rates: Improved modestly, with future optimization opportunities identified in body copy and CTAs.
The improvements not only boosted engagement but also created a healthier, more targeted email list, setting the stage for continued optimization and long-term success.
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