Integrated EDM and social campaigns

Business challenge

The work needed to align campaign messaging with active sales priorities while maintaining strong open rates across both broad market communication and more targeted audience segments.

Growth bottleneck

Without segmentation, coordinated scheduling, and sales feedback, EDM activity can become a broadcast channel rather than a practical system for creating and progressing opportunities.

Systems improved

• Sales alignment: Campaign themes and priorities were shaped with the sales team so marketing activity supported active commercial objectives.
• HubSpot workflows: HubSpot workflows and sequences were used to deliver more timely, personalised communication to relevant audience segments.
• Integrated calendar: Email, social, copy, templates, graphics, and campaign scheduling were coordinated as a connected communication system.

Commercial outcome

The campaigns maintained useful mass-market open rates, improved engagement for hyper-targeted segments, reinforced social visibility, and generated opportunity from the existing database.