ASI ยท Email marketing
Turning one-off email sends into a program
When I got there, every email and every landing page was built from scratch. I standardized the basics, held off on segmentation until the content was ready, tested constantly, and built a rolling benchmark to judge it all.
Problem
Every email to every audience was customized, and so was every landing page. It was slow, and the brand looked different from one send to the next. It felt like reinventing the wheel each time.
The data was a problem too. For my first year there, most of our marketing wasn't tied back to a CRM. We could see opens and clicks. We couldn't see what happened after.
Move
I started with fundamentals. I built one standard email template in Dynamics 365 that covered about 90% of our sends, so the brand stayed consistent. I built a landing page template in HubSpot to match. Teams could still make a unique page when it mattered, but it took a fraction of the work.
When the sales team finally adopted a CRM they used consistently, the email data came to life. Our sends ran through Dynamics 365, so we could connect them to pipeline.
We tested all the time: subject lines, days and times, CTA buttons and more. To judge the results fairly, I built a 13-month rolling benchmark. Each send was measured against our own history for that audience, not an industry average. It made every report more useful.
In early 2025 we launched a monthly special offer. We'd never run one before. The messaging was clear, and the timing fit the start of the year, when people decide whether to join. For leads further down the funnel, the offer made the decision easier. We also pointed it at a part of the database that hadn't been marketed to well, a group we'd written off as dead.
What went sideways
I tried to segment by industry too early. We didn't have the content to make those segments worth sending to, so it was the cart before the horse. We pulled back and built the content strategy first. Once the content was there, we segmented again, this time with the right message and the right content for each audience.
Result
This program helped drive the best six-month sales run we'd had, in early 2025.
Emails and landing pages went out faster and looked like one brand. Every send had a fair yardstick. The monthly offer reignited interest from people deep in the pipeline, and it produced surprising conversions from the audience we'd given up on.
What changed
- One email template for about 90% of sends
- Landing page template
- Content first, then segmentation
- Constant A/B testing
- 13-month rolling benchmark
- Monthly special offer
Tools
- Microsoft Dynamics 365 (email)
- HubSpot (landing pages)
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