How We Booked Over 200 Meetings With a Single Email Send. So when it came time for the Latin America Marketing team -- or LatAm -- to strategize an email marketing experiment, we wondered if there was a way to combine all three. That allowed us to set some parameters for an A/B test, in which we created two different versions of the same email -- one sent from Stefano Gasbarrino, who was a rep at the time, and one from Carlos Villalobos, the LatAm Partner Marketing Manager. Each version contained its own message accompanying a link to book a meeting with a rep: Version 1: An email from Gasbarrino with the message, “Here's my calendar -- book time with me.” Of course, the message had to have some additional context other than booking a meeting. This was included in both versions of the A/B test. But on the other hand, Villalobos’ email resulted in 10% more meetings booked. Simply put, the email sends associated with this experiment performed noticeably better than our traditional IMA emails. In addition to a 15% higher open rate as well as a 7.2% higher CTR, the email sends containing links to book a meeting resulted in 40X the conversion rate of IMA form submissions from traditional emails. We booked 200 sales meetings from this one email! Moreover, the ability to book a meeting with a person who has a name, a face, and availability can humanize a brand much more than a form is capable of doing.
Here at HubSpot, when we decide we really like something, we go all-in. That includes things like email personalization, a global presence, and seasonality in our marketing.
So when it came time for the Latin America Marketing team — or LatAm — to strategize an email marketing experiment, we wondered if there was a way to combine all three.
It started out simply enough — we wanted to find out if an email sent directly from a sales rep that included a link to book a meeting could convert better than one of our popular offers. But then we thought, “We can do better. Let’s kick the personalization up a notch.”
And so, we did — and here’s what happened.
How a Single Email Send Led to 200+ Meetings Booked
Within our LatAm partner marketing efforts, our inbound funnel often involves directing prospective agency partners to the Spanish version of our Inbound Marketing Assessment (IMA). But when Semana Santa, the celebrated week before Easter in Latin America and Spain, was approaching, we knew that many of our email recipients would be taking several days off prior to the holiday.
That meant we’d have to alter the content and tone of our message. Since these recipients were likely days away from several consecutive days off, we didn’t want to ask them to complete an assessment. Sure, we needed to provide a call to action (CTA). Otherwise, what was the point of sending an email? But it had to be something that took this timing into account — something that still provided value, but acknowledged the upcoming holiday.
That created a foundation for our hypothesis:
By reaching out to people right before a major holiday in their region with messaging that is conversational and tailored, we will see a higher level of engagement in terms of meetings booked.”
Our goal was to find out if an email from a sales representative that included a direct link to book a meeting with them would lead to more conversions than our traditional one — the email from a marketer with a CTA to complete the IMA form.
To test our hypothesis, instead of directing the reader to our traditional IMA form, we included a link to book a meeting with a sales rep directly. But with the holiday coming up, the way we framed that option to book a meeting would have to be modified.
That allowed us to set some parameters for an A/B test, in which we created two different versions of the same email — one sent from Stefano Gasbarrino, who was a rep…