Email Marketing Case Study - Mole Street

Impossible Foods needed a HubSpot partner agency to come in and fill an internal gap related to their email marketing program. The team at Impossible was looking for assistance with database segmentation and maintaining their Salesforce/HubSpot integration, as well as help with landing pages, forms, and email marketing (both B2B and B2C communications.)

A layer of complexity was injected because the marketing team was in process updating B2B and B2C email templates to fulfill a new design direction that was emerging during the process of a company rebrand. In addition, they were looking to solve a technical issue that was negatively impacting email open rates.

The Impossible team needed a technical and creative HubSpot partner that was capable of optimizing email programs and working in a flexible fashion to stay in lockstep with an ongoing brand evolution.

Maintain Salesforce <> HubSpot integration

Solve for email performance issues

Extend brand asset library

Develop B2B + B2C email template library

Right off the bat, Mole Street’s technical consulting team solved an email clipping issue that was negatively impacting open rates. The fix improved open rates by 60%.

Next up, Mole Street’s creative team and Impossible Foods’ marketing team worked together to create a plan and strategy. For this project, we were tasked with creating four new B2B/B2C email templates to replace current layouts, starting with the design and development of the company’s Newsblast template that is sent out every week.

The Impossible team needed specific templates for each audience type, including customers and partners. In addition to this request, they needed to expand the brand asset library with new designs that better fit the new branding direction.

Mole Street created an extended asset library that includes custom typeface treatments, icons, and illustrations that can easily be shared across their organization and used across a wide variety of marketing and website assets — not just emails.

Technical HubSpot Consulting

40 hrs/month
Program

Maintenance of Salesforce <> HubSpot integration
Database segmentation
Email marketing (B2B + B2C)
Landing pages + forms

Growth-Driven Design

180 hour
Package

60% boost in email open rates with an email UX/technical fix
Creation of email template library for B2B + B2C
Responsibility for weekly Newsblast email
Extension of brand asset library

“Mole Street has been such a great partner in helping us make the most of HubSpot as a tool, with a limited in-house staff. They act like extended members of our team, helping us navigate our HubSpot renewal and helping clean up our database so we can use it to better advantage. They replaced another agency and I can’t recommend Mole Street enough.”

Erin Dress ─ Director of Product Marketing