What if you could reduce customer acquisition costs by as much as 50% and lift revenues by 5-15%
All while consistently engaging the middle of your funnel with the most relevant content for every member of your audience.
Personalized email newsletters: they're on everyone's wish list, and yet just about everyone we've talked to struggles with consistently getting a high-quality newsletter out the door.
In this playbook we'll show you exactly how to build an evergreen newsletter personalized to every contact in HubSpot, sent on autopilot.
After you've signed up for your ATC free trial, download our evergreen email newsletter Supered package that includes 1 simple workflow and an email template to send hyper-relevant evergreen email newsletters.
Who it this playbook for?
Marketers leaning into lifecycle emails, newsletters, and/or ABM campaigns as a growth channel.
What problems does it solve?
Fast, personalized, evergreen, scalable emails sent from HubSpot to your audience.
How long does it take to get setup?
After connecting to ATC and within a free trial our friend Stuart Balcombe (ConnectedGTM) was able to create a personalized email newsletter for an audience within 2 minutes and 30 seconds. How fast can you build that email?
How to send a personalized evergreen email newsletter in HubSpot
1. Once the Air Traffic Control HubSpot app is intsalled you'll see personalized content recommendations (from your existing content) based on each persons interest + engagement graph in their HubSpot contact record.
2. Create a HubSpot email template (either manual or automated).
3. Now, the fun part—personalization! 🔍
-> Add blog headlines, links, and images using Air Traffic Control properties. For each content type identified you'll get 3 recommendations in HubSpot with custom properties in the following format:
-> { content type} Headline 1
-> { content type} Image 1
-> { content type } Link 1
-> { content type } Meta Description 1
-> { content type } Meta Description 1
4. Repeat for as many personalized content blocks as you need!
*Just clone the section, update the personalization token and keep rolling.
✨ Preview your email for different contacts to see how they'll receive an email tailored just for them.
Always send the most relevant content with Air Traffic Control and HubSpot
Air Traffic Control pulls in data from HubSpot such as past content interactions, engagements, and other CRM notes. It can also supplement contact data records with additional insights mined from LinkedIn data (posts, engagements, interests).
This additional data lets you supplement your data with additional insights from social media, news, and company reports. Look for pain points, recent initiatives, and potential needs.
Once you’ve enabled Air Traffic Control with HubSpot, you can pull in all of the topics that prospect finds most interesting in an interest graph. This allows you to match a prospect automatically with the next best content relevant to them.
Modules with relevant content can be added immediately into your existing lifecycle and nurture campaigns. When you sign up with Air Traffic Control, we can automatically load in packages that help you load in these modules with one click.
These modules can be customized based on the properties passed between Air Traffic Control and HubSpot. So you can bring in any of the custom properties we populate to make a completely personalized email. You can watch a video tutorial our Head of Marketing Julia Winn made recently showing how this works below.
Additional Resources
AssetMule: Your bridge between sales and marketing, AssetMule allows you to create interactive sales assets in no time at all that are personalized to your target accounts. Powerful for sales but also enabling for marketing teams that want to make sure assets are consistent from a brand perspective across both functions.
BeeFree: The best HTML email builder that integrates with HubSpot (and a host of other marketing automation platforms). Loads of brilliant drag-and-drop templates that are incredibly easy to export, modify, build upon, and send.
Clay: Clay is building fast and furious but has emerged as an essential tool to help revops and growth teams implement outbound outreach. The 75+ enrichment tools + AI-agent (Claygent) maximize your ability to build a perfect personalized outreach list.
HubSpot: There's a reason why we prioritized building a seamless bidirectional integration with HubSpot. Regardless of if you are an ATC customer yet or not, HubSpot makes it easy to use contact, company, and deal properties to trigger customized journeys. It also has a really robust partner app program which means if you can't figure out how to do it inside of HubSpot, there's an app you can install to solve your problem (like ATC)!
