Why is this hack helpful?

By tapping into workflows and marketing automation, you can send targeted, relevant emails based on the pages people actually view. Hello, engagement and conversions! The trick is knowing how and when to do it without turning into a spam-bot.

The Magic of Email Personalisation and Smart Rules


Quick heads up! Catch it! These workflows only trigger for contacts who already exist in your HubSpot database. Think of it as rewarding your existing subscribers with personalised content based on what they're actually interested in (rather than what you think they might fancy). You’re not blasting the same email to everyone. You’re crafting a tidy engagement loop based on real behaviour. It’s loop marketing at its finest! 

Set it up:

  1. Go to settings > Properties > Contact Properties
  2. Create a new drop-down property called “Topic of Interest”. Add values relevant to your business (e.g., Inbound Marketing, Sales, Website Creation)
  3. Create a list: Contacts > List > Create List > Static List > Save
  4. Build a workflow: Workflows > Create Workflow > From scratch > Contact based
  5. Set the trigger to when a specific page has been viewed
  6. Add a new step to set property value > Topic of Interest > Drop-down option.
  7. Add a new step to add to static list > Pick the list you created in step 3
  8. Keep adding relevant blogs to the enrollment trigger as you publish them (consistency is your superpower).

The property value may change over time. Luckily, your static list is the scrapbook of their evolving interests, so you capture the lot. Since the contacts are already in your database, you can whip out personalisation tokens and Smart Rules to make emails feel extra relevant. 

Up-selling and Cross-selling

For upselling and cross-selling, page view tracking is your trusty sidekick. If you offer a range of products or services, it’s vital to spot those who are laser-focused on a specific category.

Here's how to do it: 

  1. Create a static list called “Engaged Customers”.
  2. Make a new workflow: Workflows > Create Workflow > From scratch > Contact based
  3. Set the trigger to be when a specific page has been viewed and the contact is a current customer
  4. Create a task and send an internal email or notification to the contact owner to follow up on that interest (polite and timely wins)
  5. Add them to the “Engaged Customers” list for your marketing team to target
  6. Add a delay of at least 31 days
  7. Then add a step to remove the contact from the list as they are no longer engaged

You can enable notifications to alert you when a contact you own visits the website, but workflows let you create tasks and properly bridge marketing and sales. Again, this only works for existing contacts. Take advantage of this brilliance and personalise follow-ups.

Wrapping Up

And there you have it! Turning page views into targeted email gold without breaking a sweat, or your unsubscribe rate. Set up the workflows and watch your “just browsing” crowd turn into “tell me more” super fans. Go forth and personalise!

 

Ready to turn clicks into conversions? Get in touch with us today! We promise we won't send you generic emails 😉