You can use smart content to customize almost any aspect of an email in HubSpot including text, images, CTA’s, links, and subject lines. All of this content will be based on who is viewing the email. We’ve started taking advantage of this for BAJFI and St. Mary’s Carbon, though it can be useful for any client.

For emails, smart content can be displayed based on one of two properties:
1. Contact list membership
2. Contact lifecycle stage

This makes it much easier to not only personalize emails, but to make them more targeted and useful for each individual contact.

For BAJFI, we’ve used it to create a workflow that targets contacts in specific industries. This workflow uses unique subject lines, imagery, and content to nurture leads.

For St. Mary’s Carbon, we’re using it to modify an existing workflow that should deliver more relevant content to leads. When they download a guide, they must specify their application. The workflow they then join features smart content based on the application they chose.

While it’s too soon to make any conclusions on performance, I’m confident that smart content will prove useful for email marketing. Let’s continue to find additional ways to modify workflows and regular email blasts with smart content!

https://knowledge.hubspot.com/website-pages/create-and-manage-smart-content-rules