Daniela Diaz

I’m excited to share some Email Marketing campaigns I created during my internship. As the manager for the email channel and HubSpot account, I was responsible for planning, designing, and implementing the action plan for these campaigns.

Without delay, let me present some of my projects from last year.

1. Migrating from Mailchimp to Hubspot

The goal was to integrate email campaigns by utilizing the existing HubSpot account.

Actions

• We stopped using Mailchimp for our communication and transferred all marketing assets to our HubSpot account..
• I worked with the production and design team, to transform the disorganized email formats into more visually appealing and branded templates. 

Before After

2. Tax Season Campaign

From January to April 2022, the Marketing team ran the ‘Stretch your refund with Adonis Auto’ campaign across various channels, including Facebook, Instagram, Google ads, and email marketing. The aim of the campaign was to encourage potential customers to make use of their tax refund by purchasing a car from Adonis Auto during the tax season.

Goal

The goal for the email campaign was to re-engage with previous leads that exist within the HubSpot database.

Actions

• That’s why we launched an email campaign to re-engage leads from the past 3 months, who did not purchase a vehicle from Adonis Auto.
• Also, anticipating that these leads may have extra funds from their upcoming tax return and may consider applying for a car once again. 
• I conducted the email campaign within HubSpot. Building the emails, providing the copywriting, and setting up the automation were my main responsibilities. 

Communication

• To ensure a successful campaign, I split it into two phases. The initial phase aimed to increase awareness, while the second phase encouraged conversions by submitting an application.
• Together with the design team, crafted a branded template that showcases our car inventory while staying true to our corporate colors.

Best Practices & Results

• We utilized the HubSpot attribution model to determine the impact of our email marketing campaign on sales.
• Both emails received an open rate of around 11%, which was an amazing improvement from the 5% achieved in the past using Mailchimp.
• I used the company logo and car photos to create easy brand recognition and industry association.
• We improved the communication with Sales and Customer Service by having weekly meeting to keep them informed about the campaigns.

Lessons Learned

• I got certified in HubSpot CRM and Email Marketing, solidifying my expertise in the field.
• I acquired the skills of configuring email automation, including adding segmented lists, editing senders, delaying actions, managing unsubscribed lists, and more.
• Based on click-tracking data, I discovered that including car inventory photos was essential to our readers.

Here are some examples of the graphics utilized in the campaign:

3. Summer Campaign

The ‘Destination Summer with Adonis Auto’ campaign ran from May to August 2022, and it was executed across a range of channels, including Facebook, Instagram, TikTok, Google ads, and email marketing. The campaign aimed to showcase the new summer inventory and encourage potential customers to complete an application over the phone with the agents.

Goal

The email campaign aimed to achieve a 13% open rate, as well as a 15% click-through rate.

Actions

• For this campaign, a total of 6 emails were sent. These were comprised of 3 main emails and 3 variations.
• To segment the contacts, I made a list of those who had recently been in touch with the company but hadn’t filled out an application or purchased a vehicle.
• Then proceed to create a drip campaign workflow, which sent a modified version of the original email to the contact within three days.
• I put a CTA to apply over the phone, but also tested a version for applying online.

Communication

• The primary objective was to highlight the car inventory, so I kept the text brief and straightforward.
• This campaign aimed to convey that the Adonis car will enable you to fulfill all your summer plans. Then being the ideal time to take advantage of this opportunity.
• I tested out various titles, subjects, and preview texts to determine which one performed the best.

Best Practices & Results

• The email campaign resulted in 264 sales being attributed to it.
• We achieved a 13% open rate on 3 out of 6 emails sent and a 15% click-through rate on 4 out of 6 emails sent.
• I utilized the HubSpot Campaign tool to monitor the emails, CTAs, automation, and links. 
• In addition, I created dashboards so my team could quickly access the information they needed.
• I found out that roughly 40% of people preferred to call to submit an application. This valuable insight was utilized in the subsequent campaign..

Lessons Learned

• I understood the importance of providing regular reports to the team to discuss the most effective practices.
• After receiving some email responses trying to reach an agent, I developed a customer service plan to ensure that Marketing and Customer Service can address these inquiries using a standard procedure.
• I discovered that improving our creative content was boosting our email open rates.

Here are some examples of the graphics utilized in the campaign:

4. Summer Promo

From July to August 2022, Adonis Auto ran a promotional giveaway to boost the number of applications. Anyone who completed an application during this period automatically entered into the giveaway, with a chance to win prepaid gas gift cards.

Goal

The goal of the email campaign was to achieve a click-through rate of 10%.

Actions

• The giveaway was primarily advertised on social media and through Google Ads. Therefore, email marketing was not a major focus but rather served as complementary support for these channels.
• I provided weekly contact reports to the social media and SEO/SEM teams, with all the necessary information to help them carry out their tasks effectively.
• For the CTA, I tested two buttons – one for the online application and the other for the phone application.
• For the segmentation, I compiled a list of contacts who have were in touch with the company but not submitted an application. Finally, to streamline the process, I created a simple automation to send them two emails.

Communication

• In the initial email, I emphasized the awareness providing details about the promo, as well as the terms and conditions.
• In the second email, I prioritized showing some of the winners and using the sense of urgency to push the call-to-action.

Best Practices & Results

• I organized all the information in a visually appealing way, adding dates and prizes to the creative elements.
• We achieved a click-through rate of 13%.

Lessons Learned

• It is important to ensure that the weekly report is provided promptly, particularly if a giveaway is being conducted.

Here are some examples of the graphics utilized in the campaign: