This publish is part of Made @ HubSpot, an inside thought management collection by way of which we extract classes from experiments carried out by our very personal HubSpotters.
My role at HubSpot is the French Advertising Automation Supervisor — basically, I’m in control of the advertising automation for HubSpot leads and free customers in our French market. This previous January, we observed that one among our key automation applications — our onboarding and nurturing e mail program for our free customers — was dated and wanted a revamp.
When our free customers join, they obtain a collection of onboarding emails that helped them get arrange and answered any potential questions. Listed here are some screenshots of the previous onboarding emails:
As useful as these emails have been, we determined we may do higher by our customers and leads.
As we began brainstorming and creating proposals for this program revamp, we got here throughout a core problem: We did not actually perceive our customers’ wants, challenges and targets.
At HubSpot, we do numerous person analysis, however a lot of this analysis is concentrated on English customers. Additionally, as entrepreneurs, we don’t speak to our clients as a lot as our gross sales and customer support groups do. But, we are able to all agree on one factor: The higher you know your audience, the higher you possibly can serve them and assist them.
Section One: Researching our Free Customers
Earlier than engaged on our e mail program revamp, we determined to get to know our viewers higher. We selected to conduct analysis on our French free customers. We did this by releasing one survey and holding a number of interviews.
The survey was first despatched to 2 audiences: energetic free customers and inactive free customers (those that have not used their portal for greater than 30 days). We have been curious if there have been variations between the 2 audiences, however we didn’t uncover many.
When analyzing the survey outcomes, we recognized contacts with numerous job titles and completely different expectations after they signed up. Customers that I named “finish customers” characterize about 80% of our free customers and signed up solely to make use of the free instruments. The opposite 20% characterize what I name “evaluators,” they usually signed as much as uncover HubSpot whereas pondering of shopping for a paid model. They’re right here to guage the software and use the join as a trial.
For the interviews, I wished to get a mixture of evaluators and finish customers and in addition folks from completely different job fields and departments to higher perceive their wants. So, I interviewed all kinds of our free customers. Listed here are just a few responses that stood out after I requested “Why HubSpot?”
“[To] discover a database, extra automated and fluid and tailored than Excel.” — Advertising Supervisor
“The target was to carry collectively [my] numerous contacts from completely different bases. [I] then found the opposite options of HubSpot. ” — CEO
The outcomes of the survey and interviews have been extremely insightful. We realized quite a lot of vital issues about our free customers. Listed here are just a few foremost takeaways:
- Most of our free customers are a part of small to medium-sized enterprises (SMEs) and subsequently, put on a number of hats and do a number of jobs. For instance, some of us have been CEO and made gross sales.
- They primarily come to HubSpot for the free CRM. They need and wish a CRM, and that’s why they signed up for HubSpot.
- Our free customers are not conscious of every thing that’s included of their free plan, so they’re even much less conscious of what’s included within the paid plans. For instance, some customers didn’t know they’d entry to the Form Builder or Email Marketing instruments and have been utilizing exterior instruments for these features. Moreover, some customers didn’t notice the Landing Page Builder and Workflows options have been obtainable with the paid plan. When discussing this throughout the interviews, they confirmed that they’re desirous about understanding extra about HubSpot paid plans.
What we found about our viewers and free customers modified our pondering fairly a bit. For instance, earlier than conducting this analysis, we weren’t selling our paid plans and options to our free customers. That was about to alter.
Section Two: Electronic mail A/B Testing
With our new analysis in thoughts, we have been prepared to deal with our onboarding and nurturing e mail program.
Earlier than rolling out a brand new nurturing e mail sequence to our free customers, nevertheless, we first wished to check their reactions to the brand new content material. They’d advised us throughout the market analysis that they’d be desirous about studying extra, however how would that translate to actuality?
We determined to run an email A/B test to measure how our viewers responded to this new method.
First, we set a speculation: Our free customers weren’t conscious of the probabilities and options included of their free plan and even fewer of these included in paid plans. If we supplied extra visibility into what they may do with a paid HubSpot plan and made an effort to coach them about easy methods to strive these premium options, they’d be pleasantly stunned and join trials — and finally buy.
We believed this as a result of our free customers talked about they weren’t totally conscious of what was included within the paid plan and why they need to subscribe.
So, we developed an experiment to check this new method. For this our A/B take a look at, I didn’t wish to goal all of our free customers — solely those who’d been actively utilizing the HubSpot free instruments in prior few months. I assumed this viewers could be desirous about studying extra about what they may do and obtain with a paid model since they have been already so energetic within the free model.
We divided these energetic free customers into two segments:
- Our management group didn’t obtain any nurturing emails, as this was the case earlier than the experiment.
- Our variant group obtained a collection of two emails selling key paid options, together with Attribution Reporting, Workflows, and Sequences, and providing them a trial to check out these options.
Listed here are some screenshots of the textual content emails:
Our Electronic mail A/B Take a look at Outcomes
We ran our email experiment over the course of 4 weeks and despatched about 3,000 emails.
On the conclusion of the take a look at, we have been happy with the outcomes as they have been extremely conclusive and confirmed our unique speculation. Once we in contrast the management and variant teams after one month, we discovered that the emails despatched to the variant group:
- Generated 71% extra certified leads
- Created 125% extra offers
- Generated 12% extra trials
- Generated 15% extra income
Learnings and Takeaways
Each the analysis and experiment we carried out yielded priceless insights and takeaways. Listed here are my prime 4:
First, get to know your viewers. As entrepreneurs, we don’t usually have the chance to debate with our viewers.
In the event you can chat along with your goal market and clients, I extremely advocate it! This is usually a gamechanger in your advertising methods and provide you with a warning to insights and developments you in any other case wouldn’t have recognized.
Second, align with Gross sales. Sales talks to tons of of prospects and free customers per week, so that they know what options and parts of your services or products are most vital for sure leads.
You in all probability can’t promote your complete product in a single e mail and have to pick some options. Because of this, you must higher align with Gross sales to higher perceive who your viewers is and what their targets, wants, and ache factors are.
Third, test your content material codecs and data to know what your viewers prefers.
For instance, we’ve seen in France that doing quick movies or GIFs of HubSpot instruments was extremely appreciated. For every characteristic or performance of the software, our emails included a textual content description, and, subsequent to it, a video or GIF of it. This helped our readers see what the software regarded like in motion.
Lastly, experiment as a lot as you possibly can.
Even when your experiment is just not conclusive or doesn’t yield the outcomes you have been on the lookout for, it’s not a waste of time in case you’ve realized one thing new and priceless about your viewers, content material, or product.