The beginning of everything
Posted: Sun Feb 02, 2025 4:13 am
In 2014, Rock hired HubSpot to meet its marketing automation needs. The platform has all of the company’s email history.
Based on this data, I saw that our first email was created on January 17, 2014, for a nurturing flow. The message was created by our CMO, Diego Gomes , but it already had the name and signature of Vitor Peçanha . That's because it's part of good email marketing practices to always use the name and email of a real person and not the company's.
After that came several others, all made for nurturing flows. The first campaign launch email only went out on February 5, 2014, at 9am, a time that, after some testing, we still follow to this day. This message was made to publicize our famous Title Generator.
In addition to the campaigns, we also create a monthly newsletter to share the best posts and materials of each month.
With all this, by the end of 2014 we had already launched 49 campaign emails and 10 newsletters, totaling an average of 5 messages per month. In addition, we also created 51 emails for lead nurturing.
The results were very exciting. We closed with an average open nigeria phone data rate of 22.69% and an average click rate of 3.86%. That means that 294,162 people opened our emails and 50,061 clicked on them.
Seeing this, I ask you: email marketing died for whom?
Ebook: Email Marketing Campaigns
Leave your email and get the complete guide!
The explosion
As you may have seen in Rock's story , in 2014 the company achieved all its goals, so the team started 2015 with high motivation.
And that was also reflected in the email marketing strategy...
With another round of investment raised, the arrival of the VP of Sales ( Matt ) and a team twice as big, the marketing team had to put a lot of effort into the automation platform . An incredible 534 triggers were sent, totaling 10.6 million sends. We jumped from an average of 5 messages per month to 44.
During that period, the other strategies were a bit "abandoned". We have had just 3 newsletters fired and only 60 new emails for the automation flows .
What's most interesting is that even with the boom in emails, we maintained good results in key indicators : average opening rate at 19.1% and average click rate at 3.2%.
But it's not all roses. Despite the good results, these figures show how much the team "spent" the base. Every month-end when we were far from reaching the goals, the campaigns were fired to the entire base, without segmentation , which is not advisable in an email marketing strategy.
And that had its consequences the following year.
Based on this data, I saw that our first email was created on January 17, 2014, for a nurturing flow. The message was created by our CMO, Diego Gomes , but it already had the name and signature of Vitor Peçanha . That's because it's part of good email marketing practices to always use the name and email of a real person and not the company's.
After that came several others, all made for nurturing flows. The first campaign launch email only went out on February 5, 2014, at 9am, a time that, after some testing, we still follow to this day. This message was made to publicize our famous Title Generator.
In addition to the campaigns, we also create a monthly newsletter to share the best posts and materials of each month.
With all this, by the end of 2014 we had already launched 49 campaign emails and 10 newsletters, totaling an average of 5 messages per month. In addition, we also created 51 emails for lead nurturing.
The results were very exciting. We closed with an average open nigeria phone data rate of 22.69% and an average click rate of 3.86%. That means that 294,162 people opened our emails and 50,061 clicked on them.
Seeing this, I ask you: email marketing died for whom?
Ebook: Email Marketing Campaigns
Leave your email and get the complete guide!
The explosion
As you may have seen in Rock's story , in 2014 the company achieved all its goals, so the team started 2015 with high motivation.
And that was also reflected in the email marketing strategy...
With another round of investment raised, the arrival of the VP of Sales ( Matt ) and a team twice as big, the marketing team had to put a lot of effort into the automation platform . An incredible 534 triggers were sent, totaling 10.6 million sends. We jumped from an average of 5 messages per month to 44.
During that period, the other strategies were a bit "abandoned". We have had just 3 newsletters fired and only 60 new emails for the automation flows .
What's most interesting is that even with the boom in emails, we maintained good results in key indicators : average opening rate at 19.1% and average click rate at 3.2%.
But it's not all roses. Despite the good results, these figures show how much the team "spent" the base. Every month-end when we were far from reaching the goals, the campaigns were fired to the entire base, without segmentation , which is not advisable in an email marketing strategy.
And that had its consequences the following year.