Terminus Integration Guide for Hubspot: Email Experiences

Overview

The Email Experiences integration with HubSpot gives marketers the opportunity to enhance their digital efforts with the power of inbox advertising and relationship intelligence. In a matter of minutes, seamlessly connect Email Experiences to HubSpot active and static lists, landing pages, and reporting through a set of easy-to-use, point-and-click user interfaces.

To enable this integration in your Email Experiences interface, check out this article.

Guide Contents

• Active & Static Lists
• Engagement Tracking
• Landing Pages
• Workflows

Active & Static Lists

To enhance your targeting capabilities, the HubSpot integration for Email Experiences allows marketers to import active and static lists straight to Email Experiences to align to campaigns now and in the future. Depending on how you’ve segmented users in your HubSpot environment, this opens up endless opportunities. Most notably the ability to align Email Experiences campaigns to specific stages of your sales cycle.

Once you import a contact segment to Email Experiences, use Email Experiences Relationships to gain an understanding of how strong your company’s collective connection is with every contact on the list as well as who on your team has the best relationship with each individual. See how relationships are trending and make strategy adjustments when necessary.

Step 1

Navigate to the Lists tab and select Import.

Step 2

Select HubSpot as the list type.

Step 3

Select the HubSpot active/static list(s) you would like to import and click Import.

Step 4

The new list will appear on the Lists page. For active lists, Email Experiences will automatically sync with HubSpot once every 24 hours to ensure the most up-to-date data exists in Email Experiences.

Step 5

Align your newly created list to a campaign by leveraging Email Experiences targeted campaign type.

Step 6

Use Email Experiences Relationships to track how your company’s collective connection is with every contact on the list and see how relationships are trending.

Engagement Tracking

Engagement Tracking helps you understand which HubSpot contacts are engaging with your Email Experiences ads and how often. Recipient analytics are tracked in the native application automatically, but with the help of the HubSpot integration, you can push that data directly into your HubSpot environment.

Tracking Email Experiences Clicks

One of Email Experiences’ main analytics features is the ability to tell you which email recipients have clicked on your Email Experiences campaign banners - aka recipient analytics. Recipient analytics are tracked in the native application automatically, but with the HubSpot Integration, recipient analytics are pushed directly into your HubSpot environment. If one of your HubSpot contacts has clicked on an Email Experiences campaign banner, that activity is tracked in the same way as any other engagement. You can even create new contact profiles based on Email Experiences engagements.

To see how clicks are tracked, navigate to individual contacts in HubSpot to see if and when the individual clicked on a specific Email Experiences campaign.

Creating an Active List

If you'd like an aggregate view of who has clicked on your Email Experiences campaigns, you will need to create an Active List.

Step 1

Login to HubSpot and navigate to Lists via the Contacts drop-down.

Step 2

Select Create list.

Step 3

Within the filter list, click on the Sigstr Click property.

Step 4

Use the drop-down menu to filter your HubSpot contacts based on Sigstr engagement. You have a number of different filtering options. The two most common are Occurred and Campaign. Use Occurred to filter the list to clicks within a specific time frame and use Campaign to filter the list to clicks on a specific Sigstr campaign.

Step 5

Apply the filter. Make sure your list is named and click Save.

Step 6

To optimize your Email Experiences ABM efforts, consider aligning those in your list to a new Email Experiences ABM campaign via a HubSpot Workflow. 

Landing Pages

With HubSpot Smart & Static Lists tied to targeted Email Experiences campaigns, take your efforts to the next level by connecting your campaigns directly to HubSpot landing pages. With the URLs automatically tagged with the appropriate parameters, you will be able to measure how many views, form submissions, contacts, and customers won are sourced from Email Experiences.

Connecting Landing Pages

Step 1

After following the appropriate steps to create a campaign, edit the drop-down in the "Clickthrough URL" section and select the "Hubspot Landing Lage" option.

Step 2

Select the Hubspot landing page of your choosing.

Step 3

Once you’ve made your selection, the campaign URL field will automatically populate. Once the campaign is live, any engagement will be tracked in HubSpot.

Tracking Source Data

When you leverage the Landing Page integration, Email Experiences automatically appends the following default utm parameters to HubSpot landing page links:

• utm_content = Employee_Email
• utm_source = Email_Signature
• utm_medium = Terminus
• utm_campaign = Terminus_<Name of Terminus campaign>

With this tracking in place, you're able to measure how many views, form submissions, contacts, and customers won are sourced from Email Experiences. To see the impact of Email Experiences on a specific landing page, follow the directions below.

Step 1

Navigate to the landing page associated with your Email Experiences campaign.

Step 2

At the bottom, there is a section labeled All sources. Email Experiences engagement is bucketed in the Email Marketing category.

Step 3

Within Email Marketing, your Email Experiences campaign is listed as a source. Unique views, submissions, contacts, and customer metrics are listed to the right.

Step 4

To measure Email Experiences performance beyond the impact it has on a specific landing page, navigate to the Sources section under the Reports tab. Within the Sources section, select Email Marketing.

Step 5

Your Email Experiences campaign is listed in the campaign list. Metrics are outlined to the right that provides a comparison between Email Experiences and other email marketing channels.

Step 6

Select your Email Experiences campaign to view an engagement timeline.

Workflows

One of Terminus' priorities is to fit in seamlessly with your overarching marketing program. Within HubSpot, use Email Experiences to trigger specific actions in HubSpot and vice versa.

Using Email Experiences to Trigger HubSpot Workflows

One of Terminus' main analytics features is the ability to tell you which email recipients have clicked on your Email Experiences campaign banners - aka recipient analytics. Recipient analytics are tracked in the native application automatically, but with the help of the HubSpot integration, you can push recipient analytics directly into your HubSpot environment. If one of your HubSpot contacts has clicked on an Email Experiences campaign banner, that activity is tracked in the same way as any other engagement. You can even create new contact profiles based on Terminus engagements.

What’s great about this functionality is that you can use Email Experiences clicks to trigger specific HubSpot workflows or to move contacts to the next step in a workflow. Need an example? Think about your marketing content. Perhaps you’re running an Email Experiences campaign that promotes your latest case study. You can build out a workflow in HubSpot so that in the instance that someone clicks on your campaign, they are entered into a workflow that (1) looks to see if that person did indeed download the case study and (2) based on that answer either alerts a sales representative or enters the person into a nurture stream. It’s a marketing nerd’s dream come true.

Worth mentioning is the fact that you don’t have to have an Email Experiences engagement to trigger the start of a workflow. You can also use an Email click to simply take a contact to the next step in a workflow. Anything is possible!

Using HubSpot to Trigger Email Experiences Campaigns

On the flip side of the coin, you can also use HubSpot workflows to trigger specific campaigns in Terminus. Email Experiences' targeted campaign type functionality allows you to target email recipients with content tailored to each individual. How? You can either import a list of recipients you’d like to target or  - the easier method -  import contacts from a third-party platform. The HubSpot integration allows you to import smart and static lists straight to Terminus to align to campaigns now and in the future.

So how does this tie into workflows? You can build workflows to move contacts on and off HubSpot static lists automatically and those lists can be aligned to specific Email Experiences campaigns. A great example of this is tied to opportunity stage. Most marketers align their content strategy to the stage of opportunity a prospect or customer is in.

In HubSpot, you can set your enrollment trigger** and then specify which static list the enrolled contacts should be moved to. As long as that static list is tied to a campaign in Email Experiences, everyone on the list will automatically start seeing new Email campaign banners in your employee emails. You can specify the period of time you’d like the campaign to show by moving the contacts off of the list after a certain number of days or if you really want to go wild, you can automatically move them to a new static list.

If using the opportunity stage as a trigger doesn’t excite you, don’t worry. There are countless activities you can use as enrollment triggers. We’ve even compiled a list to get your creative juices flowing.

Potential Enrollment Triggers

• Attended Event
• Completed Demo
• Downloaded Content
• Met with Sales Team
• Completed Implementation
• Upgraded Services/Product
• Watched Video
• Attended Webinar

Main takeaway? The opportunities are endless! Evaluate your various marketing initiatives and think about how email signature marketing should fit in. Once you have a strategy in place, building out the workflows is easy!

Connecting your assorted marketing platforms can be a daunting task, but the results are worth the added effort. If you can create a true marketing ecosystem where all your platforms are connected and working together, you’ll magnify your marketing efforts exponentially. Plus, with all that automation, you’ll have some extra time in the break room!

**If you’re using the HubSpot/Salesforce integration to dictate the opportunity stage, make sure contacts are listed within the Salesforce opportunity.