It's INBOUND season! HubSpot's signature inbound marketing conference has brought more than 14,000 attendees, from across the world, to Boston to hear a boss line up of keynotes and session speakers. Featuring Anna Kendrick, Alec Baldwin, Serena Williams, Gary Vaynerchuk and others, sales and marketing teams are getting real-world best practices. While, at the same time, sessions with HubSpot pros like Matthew Barby and Jordan Benjamin and marketing masterminds like Ann Handley (YESS!) and Tesla's Jon McNeill give attendees hands-on practice.
INBOUND 2016 is an industry event that fuels the movement. While there, learners hear the newest strategies and techniques for content and content marketing. Plus it helps with sales and marketing alignment and pushes teams to move faster, while becoming more in sync.
It's not a HubSpot user conference, per se, but rather it's an event chock-full of stellar speakers, content and entertainment for all marketers. (Though, HubSpot is the conference's largest sponsor.) So, as a part of their marketing strategy for the event, HubSpot used Sigstr as a new marketing channel to drive engagement and registrations with their custom email signature.
HubSpot on-boarded members of their marketing team with clickable call-to-action banners for their first INBOUND 2016 custom email signature in September. The engagement spiked as the group targeted messaging for their end recipients.
WHAT WE LOVE:
Of course we love the custom email signature design! That's a no brainer. The HubSpot pros know what they're doing. They used no more than three focal colors for any campaign. And then they added a captivating (and clear) call-to-action. HubSpot designers also kept a consistent logo and placement for brand recognition for all of their campaigns prior to Inbound.
But what we really love is the way they used their campaigns.
The group used three different signature banners during the promotion of Inbound 2016. The first one focused on learning more about the event. It was the initial push for registrations, and injected onto the marketing team’s signature and a few in HR. This campaign was received more than 210,000 times.
Then, the company implemented an additional campaign, similar in design, that included a call-to-action for discounted tickets. This campaign was used, primarily for the sales team.
And as soon as the event kicked off, HubSpot changed their email signature design to promote their live stream on Facebook. Every email sent prior to the start of the event dynamically updated to display the current campaign. In the first two days, the latest campaign has been seen more than 16,000 times.
Sigstr Shout-Out is a series that features the insanely talented and creatively driven Sigstr customer campaigns so you can see custom email signature best practices in action – and who’s nailing them.