AEvent has the native ability to send the right email at the right time to the right audience using Hubspot Automations. In order to achieve this, there are a few items that need to be set up, both inside AEvent and Hubspot.
In this tutorial, we're building out a single webinar timeline that includes email sequences being sent by our ESP (Hubspot).
In order to achieve this, we need to create timeline actions within AEvent that will add the registrant to a workflow at set times leading up to the webinar. Before that, we're going to create single-email workflows within Hubspot that are triggered to send when these actions are set to fire in Aevent.
Creating a Hubspot Automation
Within our Hubspot account, we're going to create 2 workflows, which will be initialized by the actions we'll create in AEvent later on.
Open your Hubspot App and navigate to Automation.
Step 1: Create the Workflow from Template
Step 2: Select 'Send welcome email to new customers''
Step 3: Change name of Workflow to match Aevent action
Step 4: Select 'Send an Email' for the trigger
Now, you just need to create and edit the email within the Hubspot email editor.
💪 Pro Tip: Utilize Dynamic Personalization Variables In Your Emails
You can set up the emails to be evergreen with date/time of the webinar presentation, the replay sequence, evolving join/replay links, etc.
You have access to all the Personalization / Custom Fields that you created in AEvent that have been sent along from the registration process.
Step 4: Select 'Review & Publish'
Now, we need to link them together with actions within Aevent.
As best practice, we like to send out reminders 1 hour before and another 15 minutes prior to the start of the webinar. So we need to create a few timeline actions that will add the registrant to the workflow exactly 1 hour before and another that will do the same thing 15 minutes before.
These are the actions we'll create in Aevent:
☑️ Remember:
We use the Add Contact to Workflow inside AEvent when setting up this integration
to select the Workflows, 'AEvent 1 hour before & 15 mins before'
(which we created within Hubspot ).
Once we've created and added the actions to the timeline, as shown above, it will look like this:
And that's it! With the automation we've now created in AEvent and Hubspot, ALL registrants that register for the webinar, regardless of frequency or time that it is running, will receive the 1 hour and 15 minutes before email.
💥 IMPORTANT💥
If you want to send marketing emails, your contacts have to be marketing contacts. Unless you have the transactional email add-on, there isn't any way around that. This is a billing feature, and HubSpot wants you to pay for the contacts with whom you want to have marketing interactions.
So we've walked through Creating a timeline action within AEvent using Hubspot Add to Workflow. We then created a reactive automation within Hubspot that will send an email when the tag is added, and we wrote an email to be sent in the Hubspot email editor.
👍 Best Practice
Always divide emails by automation/sequence leading up to the event.
Now, if we were building out a post webinar timeline/email sequence, say for Non Attendees, we would create everything as we did in this tutorial, however we would also have added additional emails to the Hubspot Workflow that was triggered by AEvent. Send an email, wait 1 day, send another, etc.
Below, we've provided a suggested email sequence (Indoctrination sequence not required, but we HIGHLY recommend using one.):
On-Registration Emails (single campaign email)
Sent at the time of registration: aevent-onregistration
Indoctrination Emails (single campaign emails):
3 days before (9am EST): aevent-3daysbefore
2 days before (9am EST): aevent-2daysbefore
1 day before (9am EST): aevent-1daybefore
Day of (9am EST): aevent-dayof
Day of (1 hour before): aevent-1hour
Day of (5 minute before): aevent-5min
Post Webinar Emails (To initiate entire replay/closeout sequence):
Non-Attendee: aevent-nonattendee
Attendee: aevent-attendee
☝️ Final Note:
In this tutorial, we created timeline actions to initiate automations using Hubspot,
if we were to want to create an automation using an Add to Workflow on registration, the setup process would be the same.
