HubSpot Elevates Marketing with SMS, AI, and Datetime Tools

HubSpot's latest updates are designed to bridge this gap, making your workflows smarter, your emails more worldly, and your reminders so precise you'll wonder if you've accidentally hired a personal assistant. Let's explore the three freshest features that will transform how you connect with your audience.

1. SMS Event Tracking: Finally, Visibility Into Your Text Message Campaigns

If you've ever wanted to know who's actually reading your SMS campaigns (and not just ghosting you), HubSpot's new SMS event filters are about to become your new best friend. With the SMS add-on, you can now build lists and lead scores based on real SMS engagement, think sent, delivered, clicked, and more.

Why SMS Event Tracking Changes the Game

Segmentation has always been the secret sauce of effective marketing. Now, with SMS event tracking, you can:

• Create hyper-targeted lists based on actual SMS engagement
• Refine your messaging for different segments of your audience
• Trigger cross-channel workflows that make your campaigns feel less like a scattergun and more like a laser-guided missile
• Enhance lead scoring by factoring in SMS behavior, ensuring your hottest leads don't slip through the cracks

For sales teams, this means a significant upgrade to lead qualification. You can now bump up (or down) a contact's score based on their SMS interaction patterns, helping you prioritise outreach to the most engaged prospects.

Getting Started with SMS Event Tracking

Implementation couldn't be simpler:

1. Navigate to CRM > Lists
2. Select Filter by SMS events
3. Build your segment based on specific SMS interactions
4. Alternatively, go to Marketing > Lead Scoring to add SMS events as scoring criteria

you can give your database a sixth sense for engagement, allowing you to see patterns and opportunities that were previously invisible.

2. Email AI Translations: Breaking Down Language Barriers Instantly

If you've ever tried to run a global campaign and ended up with a Google Translate disaster, you'll appreciate the elegance of HubSpot's new Email AI Translations. Powered by DeepL, this feature lets you create emails in 31 languages without breaking a sweat (or your budget).

The Global Marketing Revolution

This feature is great for several reasons:

• Native language communication builds trust and dramatically improves engagement rates
• Streamlined workflow eliminates copy-pasting between platforms or managing multiple versions
• Cost efficiency compared to traditional translation services
• Consistency across markets while maintaining local relevance

The implementation is remarkably straightforward: simply click "Create a translated version" in the email editor, select your target language, and watch as the AI transforms your subject lines, body copy, preview text, and CTAs into fluent, culturally appropriate content.

Best Practices for AI Translation

While the technology is impressive, a few best practices will help you maximize results:

• Always review translations before sending, AI is sophisticated but not infallible
• Remember to set subscription types for each translated email (HubSpot doesn't copy these automatically)
• Consider cultural context beyond just language, references that work in one market may fall flat in another
• Appreciate the transparency of HubSpot's "generated with AI" flag, which builds trust with recipients

This feature doesn't just save time and money, it opens up entirely new markets and opportunities for businesses of all sizes.

3. Datetime Personalization Tokens: Precision That Builds Trust

Ever sent a "reminder" email that was so vague it could've been for anything from a webinar to a warranty expiration? HubSpot's new datetime personalisation tokens solve this common communication problem with elegant simplicity.

The Power of Precision

From April 16th, 2025, any datetime property created in your CRM show both date and time when used in Marketing Hub emails. This seemingly small enhancement delivers significant benefits:

• Crystal-clear communications that specify exact times, not just dates
• Reduced confusion for recipients about when events or deadlines occur
• More professional appearance in all your automated communications
• Fewer follow-up questions from customers seeking clarification

Your reminders, event notifications, and confirmations can now include the exact time, transforming vague "see you sometime on Thursday" messages into precise "see you at 2:30pm sharp" communications that respect your customers' time and attention.

The Bottom Line: Marketing That Keeps Pace With Your Customers

With these updates, HubSpot is making it easier than ever to connect, convert, and communicate like a true marketing professional. Whether you're segmenting by SMS engagement, translating emails with a click, or sending reminders that actually remind, you're set to get more ROI from every campaign.

These features represent a deeper understanding of what marketers need to succeed in an increasingly complex, global, and fast-paced environment.

The gap between your marketing tools and your customers' expectations? Consider it closed.