Seventh Sense is a powerful email optimization tool, but we recognize it's not always been straightforward to use or easy to maintain. Up until now, integrating Seventh Sense with nurture campaigns and multistep workflows has only been possible via webhooks and required a HubSpot Enterprise Subscription.
That's why we're so excited about our new Nurture STO Workflow Action for HubSpot. With Seventh Sense Nurture STO, optimizing your timing and deliverability is as easy as adding a Seventh Sense step to your workflow.
No webhooks, no if-then branches, and no more leaving HubSpot, everything happens on the same screen.
As an existing Seventh Sense user, workflow extensions are automatically included in your existing plan and should now be visible in your HubSpot portal.
To use Seventh Sense workflow extensions, just add a Seventh Sense Nurture STO step before each email that you would like to optimize. Select the type of STO you’d like to use, and Seventh Sense’s AI will make sure every future contact you enroll will receive their email at their predicted best time.
Currently, there are three different Nurture STO extension types available.
24-Hour STO - This option is the most commonly used and was developed for standard nurture campaigns. Once a contact reaches a 24-Hour STO step in a campaign, HubSpot will communicate with Seventh Sense to determine the most optimal time within the following 24 hours for the contact to proceed to the next step in the campaign.
7-Day STO - This option is rarely used for nurture campaigns that have an important end date or are time-sensitive. Once a contact reaches a 7-Day STO step in a campaign, HubSpot will communicate with Seventh Sense to determine the most optimal time within the following 7 days for the contact to proceed to the next step in the campaign.
Keep in mind, this is in addition to any delay steps already in your workflow, so if a contact is delayed 5 days, then enters a 7-Day STO step, it could be up to 12 days before they receive their next email.
7-Day Frequency Optimized STO - This option is used to slow the frequency of emails being sent to a particular contact that is showing signs of passive or inactive engagement in your overall email program. One great use case for this option is re-engagement campaigns that have a primary goal of getting a contact to re-engage with your program vs. having time sensitivity to it.
Once a contact reaches a 7-Day Frequency Optimized STO step in a campaign, HubSpot will communicate with Seventh Sense to determine the most optimal time for the contact to proceed to the next step in the campaign.
For contacts that are either having their email program activity being evaluated or are actively engaged, the system will choose a time in the following 24 hours for the contact to proceed to the next step in the campaign.
Whereas contacts that are showing passive or inactive activity levels in your overall email program, the system will choose the most optimal time within the following 7 days for the contact to proceed to the next step in the campaign.
Check out how Imagine was an early adopter of the Seventh Sense workflow action and the impact it's had on their and their clients' email programs.