1 million opt-ins in 26 days…

Nick Jensen
Nick Jensen

This isn’t another "how to make money" post or a "you can do this too" story; there's something truly unique about what we achieved. Here's how we managed our January launch, securing 1 million opt-ins, leveraging HubSpot fully.

Yes, HubSpot. We utilized every aspect of HubSpot Marketing Hub to achieve our goals this year:
* Forms
* Landing Pages
* Emails
* Workflows
* Custom Behavioral Events
* Reporting

Starting with landing pages, we ran multivariate tests, quickly determining winning headlines and hero images. Testing five versions simultaneously provided new insights, enabling scalable testing of multiple headlines. After that, we delved into traditional A/B testing. The built-in reporting showed us what worked best at the utm_campaign level from different audience sources. Win.

While we managed most pages with ease, challenges arose when publishing new pages or variants. HubSpot assisted quickly, though it took a few days to push our first multivariate tests live. Bummer.

We used HubSpot forms to capture opt-ins, leveraging onFormSubmit for external tracking, including Segment and advertising scripts. The forms handled the volume sent to the page with ease. Win.

Despite HubSpot offering CTA pop-ups, we refrained due to loading issues and the lack of HubSpot form events. To have a pop-up form, we coded our module, which worked fine, but it's disappointing that it's not a native CTA ability. Bummer.

A campaign isn't complete without emails. Yes, we sent a lot—42 million to be exact. HubSpot allowed detailed email engagement analysis. Event reminder emails were delivered and inboxed timely, crucial when sending 1 million emails. Win.

Workflows managed event confirmations, cart abandonment sequences, and SMS reminders. Additional workflows cleaned up data, setting lead source, fixing typos, creating unique join links for customers, etc. While we used workflows extensively, I'll evaluate maximizing their usage for future events.

A feature I like is HubSpot’s custom behavioral events. Used to track cart abandonment, it enabled follow-up emails for those who clicked but didn't purchase, providing key data for data-driven decisions.

Speaking of data-driven decisions, timely data delivery is mission-critical when managing launches at scale. HubSpot reporting and dashboards provided the command center to monitor engagement across all touchpoints—landing pages, forms, emails, and custom events.

Investing in HubSpot aimed to get the most out of it, and we're well on our way to maximizing its potential. Although early in our journey, our partnership with HubSpot has proven to be a great thing so far.

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