Creating an Email Marketing Fatigue Analysis Engine in HubSpot & Seventh Sense

Estimated time to complete is 30 minutes.

This knowledge base article details creating an email marketing fatigue analysis engine in HubSpot and Seventh Sense. The pre-requisites of setting this engine up are that you have a basic understanding of HubSpot workflows and also understand how to create a webhook within Seventh Sense.

Step 1 - Navigate to contact settings by clicking on "Contacts" in the menu bar and then "Contacts Settings"

Step 2 - Create a new property group by clicking on "Create a property group". Create the property group "Seventh Sense Information" and click "Create".

Step 3 - Create a new property by clicking on "Create a property". Underneath "Label" use "Email Marketing Fatigue" and use the default "Internal Name". Description is optional, however if you'd like to fill this out, use "Individual contact fatigue to email marketing. Low = Highly Engaged, Medium = Moderately Engaged, High = Unengaged, Very High = Completely Unengaged". In the drop down underneath group, select "Seventh Sense Information". For field type, select "Dropdown select". Create four options by clicking on the "Add an option link". The options should be "Low", "Medium", "High" and "Very High". Turn the "Show in forms" option to off. Finally, click "Create".

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Step 4 - Create a new property by clicking on "Create a property". Underneath "Label" use "Fatigue Analysis Date" and use the default "Internal Name". Description is optional, however if you'd like to fill this out, use "Last Email Marketing Fatigue Analysis Date". In the drop down underneath group, select "Seventh Sense Information". For field type, select "Date picker". Turn the "Show in forms" option to off. Finally, click "Create".

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Step 4 - Create a new workflow by clicking on "Contacts" in the menu bar and then "Workflows". Create a "Standard" workflow and name it "Email Marketing Fatigue Updater".

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Step 5 - Add the starting criteria by clicking on "Set Enrollment Criteria". Keep the enrollment set to "Automatically". For the criteria click on "Contact Property", then select "Email" in the drop down, then "is known" then click on the "Done" button. Next, click on the "AND" button to add another criteria. Click on "Contact property" then in the drop down select "Opted out of all email", then click on "not equal to" and select "Yes" then click on the "Done" button. You'll then want to change the "Reenrollment" options by clicking on "Change reenrollment options". Next click the top checkbox which will enable contacts to reenroll when "They are manually enrolled" and next click on the "Done" button. Next click on the checkbox which states "Enroll contacts that already meet these criteria.". Next, click the "Save" button.

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Step 6 - Now that the enrollment criteria is set, start building the engine as follows. Create an "if/then" branch by clicking on the "Add an action" button. Next, click on the "add if/then branch" and select "Contact property". In the drop down menu, select "Sends Since Last Engagement" and in the options, select "is less than or equal to" and input the number "10". Next click "Save".

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Step 7 - Underneath the "YES" branch, click the "+" sign and select "Set contact property value". In the drop down underneath "Contact Property" select "Email Marketing Fatigue" and in the "New property value" drop down, select "Low". Next click "Save".

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Step 8 - Click the "+" sign underneath the property value that you just set and select "Set contact property value". In the drop down menu, select "Fatigue Analysis Date" and for the new property value, select "Date of step". Next click "Save".

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Step 9 - Click the "+" sign underneath the property value that you just set and select "Add delay". Select the delay that you want until the system reanalyzes each contact's fatigue that has a "Low" Fatigue. Please note that this is completely dependent on the volume of email that you send on a monthly basis. For example, if you only send 1-2 emails per month to each contact, we recommend setting this to somewhere around 90 days whereas if you send a daily or weekly blog, we recommend setting this between 30-45 days. 

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Step 10 - Click the "+" sign underneath the delay that you just set and select "Trigger a webhook". Underneath "Method" select "POST". Copy the webhook URL from Seventh Sense that is associated with this workflow and paste it to "Webhook URL". Next, click on "Use authentication" and input your "Username" and the "Password" associated with this workflow. Both of these parameters can be found in the Webhook details within Seventh Sense.

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Step 11 - The following image displays what the completed "YES" branch should look like.

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Step 12 - Underneath the "NO" branch, click the "+" sign and create an "if/then" branch by clicking on the "Add an action" button. Next, click on the "add if/then branch" and select "Contact property". In the drop down menu, select "Sends Since Last Engagement" and in the options, select "is greater than or equal to" and input the number "11" and click the "Done" button. Next, click the "AND" button to add the second criteria and select "Contact property". In the drop down menu, select "Sends Since Last Engagement" and in the options, select "is less than or equal to" and input the number "20" and click the "Done" button. Next click "Save".

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Step 13 - Underneath the "YES" branch, click the "+" sign and select "Set contact property value". In the drop down underneath "Contact Property" select "Email Marketing Fatigue" and in the "New property value" drop down, select "Medium". Next click "Save".

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Step 14 - Click the "+" sign underneath the property value that you just set and select "Set contact property value". In the drop down menu, select "Fatigue Analysis Date" and for the new property value, select "Date of step". Next click "Save".

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Step 15 - Click the "+" sign underneath the property value that you just set and select "Add delay". Select the delay that you want until the system reanalyzes each contact's fatigue that has a "Low" Fatigue. Please note that this is completely dependent on the volume of email that you send on a monthly basis. For example, if you only send 1-2 emails per month to each contact, we recommend setting this to somewhere around 90 days whereas if you send a daily or weekly blog, we recommend setting this between 30-45 days. 

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Step 16 - Click the "+" sign underneath the delay that you just set and select "Trigger a webhook". Underneath "Method" select "POST". Copy the webhook URL from Seventh Sense that is associated with this workflow and paste it to "Webhook URL". Next, click on "Use authentication" and input your "Username" and the "Password" associated with this workflow. Both of these parameters can be found in the Webhook details within Seventh Sense.

Screen_Shot_2017-06-06_at_8.52.56_AM.png

Step 17 - The following image displays what the completed "YES" branch and workflow should look like.

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Step 18 - Underneath the "NO" branch, click the "+" sign and create an "if/then" branch by clicking on the "Add an action" button. Next, click on the "add if/then branch" and select "Contact property". In the drop down menu, select "Sends Since Last Engagement" and in the options, select "is greater than or equal to" and input the number "21" and click the "Done" button. Next, click the "AND" button to add the second criteria and select "Contact property". In the drop down menu, select "Sends Since Last Engagement" and in the options, select "is less than or equal to" and input the number "30" and click the "Done" button. Next click "Save".

 Screen_Shot_2017-09-06_at_10.30.13_PM.png

Step 19 - Underneath the "YES" branch, click the "+" sign and select "Set contact property value". In the drop down underneath "Contact Property" select "Email Marketing Fatigue" and in the "New property value" drop down, select "High". Next click "Save".

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Step 20 - Click the "+" sign underneath the property value that you just set and select "Set contact property value". In the drop down menu, select "Fatigue Analysis Date" and for the new property value, select "Date of step". Next click "Save".

Screen_Shot_2017-06-06_at_8.13.50_AM.png

Step 21 - Click the "+" sign underneath the property value that you just set and select "Add delay". Select the delay that you want until the system reanalyzes each contact's fatigue that has a "High" Fatigue. Please note that this is completely dependent on the volume of email that you send on a monthly basis. For example, if you only send 1-2 emails per month to each contact, we recommend setting this to somewhere around 90-180 days whereas if you send a daily or weekly blog, we recommend setting this between 60-90 days. 

Screen_Shot_2017-09-06_at_10.36.16_PM.png

Step 22 - Click the "+" sign underneath the delay that you just set and select "Trigger a webhook". Underneath "Method" select "POST". Copy the webhook URL from Seventh Sense that is associated with this workflow and paste it to "Webhook URL". Next, click on "Use authentication" and input your "Username" and the "Password" associated with this workflow. Both of these parameters can be found in the Webhook details within Seventh Sense.

Screen_Shot_2017-06-06_at_8.52.56_AM.png

Step 23 - The following image displays what the completed "YES" branch and workflow should look like.

Screen_Shot_2017-09-06_at_10.38.06_PM.png

Step 24 - Underneath the "NO" branch, click the "+" sign and create an "if/then" branch by clicking on the "Add an action" button. Next, click on the "add if/then branch" and select "Contact property". In the drop down menu, select "Sends Since Last Engagement" and in the options, select "is greater than or equal to" and input the number "11" and click the "Done" button. Next click "Save".

 Screen_Shot_2017-09-06_at_10.40.02_PM.png

Step 25 - Underneath the "YES" branch, click the "+" sign and select "Set contact property value". In the drop down underneath "Contact Property" select "Email Marketing Fatigue" and in the "New property value" drop down, select "Very High". Next click "Save".

Screen_Shot_2017-09-06_at_10.41.57_PM.png

Step 26 - Click the "+" sign underneath the property value that you just set and select "Set contact property value". In the drop down menu, select "Fatigue Analysis Date" and for the new property value, select "Date of step". Next click "Save".

Screen_Shot_2017-06-06_at_8.13.50_AM.png

Step 27 - Click the "+" sign underneath the property value that you just set and select "Add delay". Select the delay that you want until the system reanalyzes each contact's fatigue that has a "High" Fatigue. Please note that this is completely dependent on the volume of email that you send on a monthly basis. For example, if you only send 1-2 emails per month to each contact, we recommend setting this to somewhere around 90-180 days whereas if you send a daily or weekly blog, we recommend setting this between 90-180 days. 

Screen_Shot_2017-09-06_at_10.36.16_PM.png

Step 28 - Click the "+" sign underneath the delay that you just set and select "Trigger a webhook". Underneath "Method" select "POST". Copy the webhook URL from Seventh Sense that is associated with this workflow and paste it to "Webhook URL". Next, click on "Use authentication" and input your "Username" and the "Password" associated with this workflow. Both of these parameters can be found in the Webhook details within Seventh Sense.

Screen_Shot_2017-06-06_at_8.52.56_AM.png

 

Step 29 - The following image displays what the complete workflow should look like.

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Step 30 - Turn the workflow on.  You now can use these properties in SmartLists to provide a better experience for your email recipients. 

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