HubSpot lead generation using an email subject line tester with SparkReaction

SparkReaction is an inbound marketing agency and a HubSpot Partner. They were highlighted on a recent episode of the Hubcast, which is where I learned about them. After checking out SparkReaction’s website, I thought that they would make a great case study for lead generation.

Lead generation ideas for SparkReaction

Here are some of the lead generation ideas I came up with for SparkReaction.

“Sign in with HubSpot” to check HubSpot feature adoption

One of SparkReaction’s featured eBooks is called HubSpot Home Runs: 6 Winning Features You Might Not Be Using.

Along with having a downloadable eBook that discusses 6 under-the-radar HubSpot features, SparkReaction could also offer a “Sign in with HubSpot” tool. This tool would allow visitors to sign in with their HubSpot account and then it would automatically check to see if the 6 features discussed in the eBook are being utilized.

“Sign in with HubSpot (or Google Analytics)” to analyze website data

The SparkReaction eBooks library is divided into two sections:

  1. Inbound Marketing
  2. Web Design

Their web design eBook An Introduction to Growth Driven Design: The New Gold Standard focuses on using a data-driven approach.

With this focus on data and metrics, SparkReaction could try offering a “Sign in with HubSpot (or Google Analytics)” tool that would analyze a person’s website data and give them suggestions, and perhaps compare their data to industry benchmarks.

Email subject line tester

This last idea was inspired by SparkReaction’s recent blog post How to Make Your Monthly Newsletter Truly Valuable. The post talks about the importance of subject lines and gives some pointers on how to write a good one.

SparkReaction could offer their website visitors a subject line tester tool. People would enter a subject line, click a button and get specific recommendations on how to improve that subject line based on best practices.

I decided to choose this idea as the one to build out for this case study.

How to make an email subject line tester

Here are the steps I took to build an email subject line tester that SparkReaction could use to generate more leads.

Research subject line best practices

After doing some research, here is the list I compiled of some subject line best practices:

  • Keep your subject line to 50 characters or fewer
  • Consider asking a question and ending with a “?”
  • Consider starting with a number (ex: “10 tips for…”)
  • Consider including the word “you” or “your”
  • Avoid words or phrases that use all capital letters
  • Avoid using the following words, phrases or characters:
    • free
    • percent off
    • help
    • reminder
    • cancelled
    • Re:
    • Fwd:
    • Fw:
    • %
    • $
    • !

While this list is not exhaustive, it’s a good starting point.

Create the visual design

Next, I designed the first screen that people would see when they visited the page.

sparkreaction-subject-line-tester-screenshot

Then I did a quick mock up of what the screen would look like once someone submitted the form.

sparkreaction-email-subject-line-tester-suggestions

Make the design actually work

Now that I knew what it was going to look like, I could write the behind-the-scenes code that would make it all work.

Use the form below to download the code file.


Your turn

The code file from the form above is actually not styled. That way, you can style it to work for your brand.

This “Email subject line tester” tool could be repurposed for more general uses as well. Because really, all this tool does is allow someone to enter some text and then the tool will check whether or not the text has certain attributes that you define.

Ways to adapt this lead generation tool

I can see this type of “enter some text and get suggestions about it” tool being used for a wide variety of things. For example:

  • blog post headlines
  • advertising copy
  • longer form text that includes multiple paragraphs

Anything that your target customer has to write on a regular basis could be a good candidate.

Things that computers are good at looking for in text

Once you know what kind of text you want to analyze for your target customer, the next step would be knowing what types of “filters” you can put it through to make suggestions about it.

Since you might not be a computer programmer like me, here is a list of some of the ways you can analyze text using a computer:

  • check for the presence of a word, phrase or character (symbol)
  • check the number of characters for a given piece of text
  • check how the text is capitalized
  • check if a word or phrase uses only letters, only numbers or both
  • check for how frequently words, phrases or characters are used

There are even more ways to analyze text, but this covers a lot of the big ones.

Good luck

I hope you’ll be able to apply this idea to your own business to help you generate more leads.

Your target customer is probably having to write every single day. If you can help them with that process, they will be glad to give you their contact information and become a lead.