Integrated EDM and social campaigns

Business challenge

Campaign messaging had to reflect active sales priorities while maintaining open rates across broad and focused audience segments.

Growth bottleneck

Broad email sends were producing limited sales insight. Segmentation and sales feedback were needed to connect each send with opportunity progression.

Systems improved

• Sales alignment: Campaign themes and priorities were shaped with the sales team so marketing activity supported active commercial objectives.
• HubSpot workflows: Sequences sent personalised messages according to contact timing and audience segment.
• Integrated calendar: Email, social, copy, templates, graphics, and campaign scheduling were coordinated as a connected communication system.

Commercial outcome

Mass-market emails maintained 20–25% open rates while targeted sends reached 45%. Database activity was associated with more than $450,000 in opportunity.