Extend the Value of Inbound Marketing to Employee Email

August 16, 2022

The number one vehicle that businesses underestimate - and undervalue - when it comes to marketing in the 21st century…is email. On average, each employee at your organization sends about 10,000 emails per year. What if each one could incorporate personalized content that helps drive awareness, downloads, and registrations automatically? This approach to strategic inbound marketing has helped organizations turn their numbers around and see drastic results, all without breaking the bank.

What is Inbound Marketing? 

If you’ve ever hoped to inspire long-term customer relationships, inbound marketing is the way to do it. By leveraging valuable content and genuine opportunities for connection, inbound marketing helps your audience address their needs (and wants) while feeling empowered. There are three main ways to implement inbound marketing strategies, including attraction, engagement, and delight.

When creating content for an inbound marketing strategy, it should prioritize at least one of these three feelings. 

👉 Attract your audience by positioning yourself/your business as an expert in your industry and providing entry-level content to draw them in.
👉 Engage your audience by sharing lesser known insights that help them solve their problems or address their pain points.
👉 Delight your audience by helping them feel empowered and successful after shopping or engaging with your brand.

Simplify Inbound Marketing With HubSpot + Opensense

Because Opensense enables marketers to get the most value out of their email marketing initiatives, we’ve prioritized HubSpot integration to allow you to extend the value of your inbound marketing campaigns even further through employee emails. 

The HubSpot and Opensense integration can help marketing, sales, and customer success teams amplify their brand reach by tapping into every single email that leaves through HubSpot. In fact, it’s the best of both worlds: beautiful and consistent email signatures throughout your communications and targeted email ad campaigns that leverage contact data from your HubSpot CRM. 

But wait, there’s more 👀

As if this integration wasn’t already the dream come true for many marketers, the benefits don’t stop there. By combining the capabilities of both Opensense and HubSpot, you can enhance your current investment to squeeze even more ROI out of each dollar. 

Picture this: you’re currently utilizing HubSpot CRM to deliver automated, personalized experiences to customers in high volumes. Your employees are also sending daily communications through email. Now, you can deploy email ad campaigns across HubSpot sequences, workflows, and conversations to deliver a totally customized email experience that drives engagement - and profit - through every send.  

Thanks to Opensense’s integrations, you can now take advantage of powerful targeting tactics to deliver personalized ads through every single email that’s sent to targeted prospects. How? You can customize email signature content based on HubSpot attributes with just a few clicks, allowing you to capture leads into HubSpot automatically when recipients interact with email signature banners. 

You can also take advantage of the conversations your team is already having. Most interactions with targeted accounts are housed in either Google Workspace, Microsoft 365, or your CRM/marketing automation platform - HubSpot included. For example, your sales team might use HubSpot CRM to engage current customers. Your sales development representatives (SDRs) might use HubSpot Sequences to engage prospects. And your customer success team might use HubSpot Inbox or Conversations to engage customers. 

Step-By-Step: How to Leverage Opensense + HubSpot Integration

Step 1: Segment your database

Start by segmenting your contact database by interest, role, industry, product tier, or another relevant segment. Doing so can deliver specific pieces of content that drive the most value to that segment. For example:

  • Interest → Growth Marketing
  • Role → IT
  • Industry → Mortgage
  • Customer Lifecycle Stage → Customer

Step 2: Map your content to your segments

You’ll want to identify key pieces of content that will resonate with that specific segment. If you don’t have any, use this opportunity to invest in the development of content that specifically addresses the interests of your top personas. If you want to take this one step further, map your content to the corresponding stage of each of those segments. Here are more details on launching email ad campaigns at every stage of the buyer’s journey.

Examples of content tailored to each stage:

  • Interest: Growth Marketing Strategies: Capture More Leads with Employee Email
  • Role: The Best Email Signature Tech Stack (Approved by IT)
  • Industry: Top Email Signature Designs for Mortgage Companies
  • Lifecycle Stage: Intro to Employee Email Signatures

Step 3: Deploy your banner ads

Develop engaging and creative email ad banners that will link directly to the corresponding piece of content. You can even set up attribution links in order to track the performance of each individual banner campaign.

Here’s some sizing and dimension guidelines for email signature banners: 

  • 500-700px wide, 15-25% height
  • Best aesthetic: match your signature width
  • 72 dpi resolution
  • .PNG file type (recommended) or .GIF
  • Under 500kb file size

You’ll want to include a very clear call to action (CTA). For example, “Get Your Gift” outperforms “Click Here.” If your design team is able to add movement to the banner, this can also increase your banner performance. GIFs are supported through email signature and can be compressed to reduce email weight. 

Step 4: Set up tags and triggers

You’re almost there, all you have to do is seat your enrollment trigger in HubSpot. Marketers can leverage Opensense tags to target contacts using content tailored specifically to them. Tags will map the appropriate email ad campaigns to recipients, resulting in a beautiful, engaging ad banner beneath your employee emails. Once this process is implemented into your marketing strategies, you’ll have mastered the art of inbound marketing at your organization. 

Learn more about the Opensense + HubSpot integration with this playbook - and ask any questions you might have - here

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Jass Binning
Director of Marketing
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