Created an email series to educate leads, boost engagement, and support sales through CRM integration and content strategy.
The Client: Hometown Australia
The Challenge
For customers over 50, downsizing can be a complex and sometimes stressful journey. Hometown wanted to simplify the experience by educating customers about their leasing model, while also strengthening brand awareness and trust.
The Solution
With Hometown’s transition to Hubspot CRM—a powerful tool for helping sales teams connect with customers—we were able to build a more sophisticated digital lead funnel. I designed an eight-part welcome email series that was automatically delivered to new leads, answering common questions in a clear, digestible format. Each email offered opportunities to book appointments or explore specific topics in more detail. To ensure a seamless experience, I worked closely with our Content Specialist to align the EDM series with the educational resources on our website, creating a cohesive journey that supported customers every step of the way.
The Result
The EDM series helped accelerate lead warming and gave the sales team valuable insights into customer readiness. By identifying who was ready to engage and who needed more time, we enabled smarter, more focused outreach. The campaign achieved an average open rate of 38.46% and a click-through rate of 3.73%—both well above industry benchmarks.