Messaging Tools | Full Session

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Welcome to the Admin hug everyone. We've got a great session coming up. Here's your housekeeping links that Jeanette just put in the chat so you can go ahead and follow along with us. If you are at this screen, you know how to get here because you are on the hug with us right now. And here are all of the amazing upcoming events. Today we're going to be talking about messaging tools. Next week we're going to be diving into calling and the following week into video. We are. We do have a week by because we've got the inbound 25 over in San Francisco, but we will be having a live event there. So if you are going to be at Inbound make sure you connect with us and we'll be having some events. We've got a ton of events all scheduled out all through September and October so make sure to go ahead and get those on your calendar now so you don't miss anything. If you do miss an event, don't worry. The admin hug is recorded every single week and those videos will be sent out after the hug and you can catch those on our YouTube channel and just check those out. We've got what, 149 videos waiting for you to learn and grow with. If you would like to connect with your fellow admin you can go ahead and do so and the HubSpot Admin Hug LinkedIn group, lots of great things that are happening there. Make sure you connect and engage and just find all your admin people right there. If you would like to connect on the HubSpot community, we do have a space there. There was a request for the post to be the recordings and the post to be put in there again. So I will start doing those and I might even go back and backfill those so you can go ahead and connect with your admins on the community. If you would love to share something that you've learned, the admin show and tell form is open. We love to hear from you guys. If there's something that you've learned or a trip, a tick tip or trick that you've gotten and you've learned and you want to share that with. The hug would love to get you on. So go ahead and fill that out. As soon as we get a couple people filled that out we will get you on. The boot camp does open Next in what, 10 days? I think on the 15th. So the wait list notifications will go out so make sure you are getting that on your calendar. It's a great boot camp to go and learn all of the ins and outs. If you have any issues, we do use a system called Bevy. If you have any issues hearing or seeing what's going on, try refreshing your screen right away. That'll bring you right back in. And if that doesn't work out, just let us know in the chat and we'll see if we can help you out. If you've got an idea for a hug, we do these once a week, every single week for of the year. So make sure you're submitting those ideas for the hug right here on the form. Otherwise you get all of the content and the amazing speakers that we're going to bring to you. Make sure you're connecting with me and Kyle and on LinkedIn and making sure that you know you're getting all the amazing content that's coming out. And if you are looking for something in the HubSpot area, there is a hiring for HubSpot group that you are welcome to join and find other people. Maybe you're looking for someone to take on part of your admin role. You can go ahead and find them on the hiring for HubSpot. All right, that's enough from me. I'm going to go ahead and send it over to Mihalp and the rest of the amazing HubSpot group.

Amazing. Thanks, Diana. Hi everyone. Let me just get this up here.

Cool.

Welcome to today's admin hug. My name is Michal and I'm hoping to run you through an overview of what's new and what's next in the marketing messaging tools at HubSpot. So some really exciting updates we have in marketing, email, SMS and WhatsApp that really help you connect with your audience. My name is Michal. I'm a product manager of. I'm a product manager here at HubSpot and I oversee messaging, creating and editing. So I oversee the editor experience that you that you go through whenever you're creating your SMS messages and your marketing emails in HubSpot. And my pronouns are he, him and I'm based out of Dublin, Ireland. I might pass it over to Marky for a quick intro to herself.

Yeah. Hey folks, I'm Marky. I'm calling in from Seattle, Washington. I'm a product manager here working alongside Michal and the others in the marketing email team. I'm focused specifically on consent and subscriptions. I'll hand it over to Connor.

Yeah. Hey everyone. Great to be here. My name is Connor McAvoy. I'm a product manager here within the group as well. My team is focused on messaging insights with a specific focus on the reporting experiences. So think of like the analyze page, the post send page, everything that's going on, helping answering your reporting questions and needs. There's delightful to be here and pass it over to you.

Shane. Hi everybody, my name is Shane Yatsens. I'm a product lead working out of Dublin, Ireland. My teams are the Messaging analytics team which is basically underpinning all of our messaging analytics across our channels and more. In line with today's talk, I'm also the PM for the Messaging Infra team. That team owns all of the secondary messaging channels such as WhatsApp and SMS and scaling those opportunities across different number types and essentially just growing and helping customers scale with the secondary messaging channel. I will hand it over to Andrew.

Everyone excited to be here. My name is Everyone. I'm the product manager for the messaging experience teams. So I work with most of the folks that you see here today on this page and super excited to share with you what we've done and some future ideas we've got. And based out of Stouff, Vermont. I will hand it off to Timo.

Yeah. Hi everyone, my name is Timo. I'm from Germany. I'm working on the messaging management team. So we're busy taking care of basically connecting all the dots like from the onboarding to making sure that all the tools work together, the messaging tools work together with all the other HubSpot tools. So kind of like, yeah, bring it all together. Trying to be the glue in the middle.

Yeah.

And then I'll pass it back to Michal.

Brilliant. Thanks everyone. Myself, Marcie, Connor, Shane, Andrew will be walking you through a couple of the demos today and then we've Timo on the call as well to help answer any of your questions in the Q and A. So what's on the agenda today? Well, we have a very exciting one. We'll be walking through some recent marketing email enhancements, showing you how you can create better marketing emails in HubSpot and much faster. We'll show you how you can better respect your subscription preferences, get better insights into your marketing emails to know what's working, what's not working and why. We'll then be jumping into mobile messaging and talking through some of the recent launches that we've had in SMS and WhatsApp. We'll then be giving you a glimpse into what's to come over the coming months and we'll hopefully leave as much time as possible at the end for a Q and A to have all of us product folks, answer any questions that you have. I'll be kicking us off with our first demo which is around creating better emails faster. But just to take an initial step back, why is email creation so important? Well, contrary to popular belief, marketing email isn't going anywhere. Quite the contrary. It still remains the number one most cost effective marketing channel for marketers today, and its influence and impact is only growing. There are now 4.4 daily email users across the globe and 87% of B2B marketers still say that email marketing is critical to their business success. And marketers are sending more emails than ever before. 25% of marketers send emails three to four times per week and 31% of marketers report that they send marketing emails daily for their businesses. Now, even though more marketing email being created and sent today than before, there are three common email creation challenges that every marketer faces. These marketers struggle to optimize their emails for all devices. They struggle to organize and report on their various different email categories, and they struggle to reach global audiences in an efficient and time effective manner. Now, I'll be jumping into each of these as part of the demo, but I'm going to focus in on our first challenge which is optimizing emails for all devices. It's 2025 and a lot of marketers still design their emails for desktop and particularly desktop for light mode. 80% of emails are opened on mobile today and over 81% of smartphones are using dark mode functionality. But designing emails that look great on mobile and on dark mode is a challenge and one that marketers have struggled with for years. But it's not just mobile and dark mode that folks struggle with. Email marketers are also at the mercy of over 100 different email clients, from the popular ones like Gmail, Outlook and Apple Mail to some of the smaller inbox providers, each with their own nuance in how they go about displaying and rendering marketing emails for their recipients. So I'm going to jump into a demo here. I have a marketing email built inside the email editor at HubSpot and I'm promoting Inbound. Inbound is the really big conference that HubSpot hosts once a year. It's taking place on September 3rd to September 5th. If anyone's there this year, I hope to see you there. And I have built this email particularly for desktop and if I was to navigate here to the preview as a contact space, I can see it looks great on how I built it for desktop and light mode. I have a really descriptive introductory paragraph I've created this zigzag pattern that I think looks really cool for all of our main speakers of the event. But the issue here is that when I kind of jump straight over into mobile, I can see that there are a couple of issues with this email as it stands. First, for example, this paragraph, which looks great on desktop, is quite lengthy on mobile and it really pushes down my CTA that I really want to encourage customers to use to sign up for inbound. So that's a bit of an issue that I have with this mobile preview. If I navigate down to the featured speaker section, I can see that it's also starting to look a little bit broken. That zigzag pattern that I have and that looks really great on desktop, it doesn't translate as well to mobile with the way that the stacking and responsive stacking works out of the box. And so these are some of the tweaks that I'll need to make before I'm confident sending this email to HubSpot or to my recipients, knowing that 80% of recipients now today will open this email on mobile. So if I jump back into the editor, I can now use the new mobile preview to get a quick preview on quick editing features for how this email will look like on mobile. So first, let's tackle this opening paragraph. Again, it looked great on desktop, but on mobile looked too lengthy. I don't think there's anything really crucial here that I need mobile recipients to see. So what I'm going to do is I'm just going to hide this section completely from mobile view. If I navigate down to this feature spec, the featured speakers section, I'm going to try to adjust how this is displayed on mobile. I like that kind of like image first and then name and description. So I'm going to try to replicate that for all of my guest speakers. So if I look at Dario here, I'm going to click into this section and rather than the automatic left on top of right stacking, I'm now going to choose to stack right on top of left. For Marcus here, I'm going to do. He's pretty happy. I've got my image first and then I'm going to look at my name. And for Colin here, I'm going to do the same. So I'm going to do right on top of left and there we go. Now this section will look great on mobile. It was really powerful. Here in a recent launch that we have is our new faster email client testing session. Before I jump into it, I'm able to actually get a quick glance at how this email will look like on Dark mode using my new Dark Mode preview. So I can see here that my logo actually looks okay, the images that I'm using are okay, and I can see that even though the color of the text is inverted here both on the buttons on the text module, it's still enough contrast that I'm happy with. I don't need to go in and adjust anything here, but if I did, all I have to do is just open up the text module and change the color of the text so that it looks good on dark and on light mode. And it's the same for button colors, button text and images as well. The initial preview looks good, so I'm going to jump into my new faster email client testing space to see how this will look like across a bunch of different devices and different inbox providers. So let's have a look here at Gmail on Chrome. I can see here that I'm pretty happy. Everything looks as expected on Light mode in Gmail. And if I have a look at Gmail on mobile, I can see now that I get just this opening paragraph that I had. The lengthy paragraph is hidden and my features section looks great as well. The image comes first before the name and the description. I can also use this screen to look at how all of these other inbox providers will display my email. Looking at Outlook 2016, for example, I can see that it doesn't display my rounded corners that it does on Gmail, for example. And this is just a limitation that I'm now aware of for this email client. I'm still okay with the email being displayed with the unrounded corners. I don't think this is a deal breaker. I don't think I need to actually make any adjustments to this email. And again, I can scroll down here to see how it looks on clients like Yahoo, how it looks on devices like iPads, and how it looks on even some of the smaller inbox providers like web.de and to online. Everything looks good from my end. I'm pretty very confident on how this email will display across all of the different devices that recipients will open it in. The next challenge that customers and email marketers often face is the ability to organize and report on their different email categories. They rely on very complex naming conventions to organize and categorize as well as analyze their performance. But marketing teams need a much quicker way to group and categorize and report on their marketing emails. And here's an example here for this Email an example naming scheme that a lot of our customers use. I've added in the region that this email will be sent to the language, the quarter that's going to be sent in as well as the email type. But now in the Setup tab I can navigate here and I have my new email properties space. And here I can create any custom property for my marketing email, making it so much easier to organize and group and report on my marketing email assets. So these properties are very similar to properties you've interacted with across HubSpot from contact records, the deal records to the campaigns tool as well. And here I can now add in my region. So I have NAMM. For example, I have my Q3 2025. If I wanted to create any additional properties, I can do so here for the admins on the call. You'll be delighted to hear that when you're creating these properties you can choose which ones that you want to make mandatory. We can see here that email language is a mandatory property, as is email type. And if a user tried to publish or send this email without providing a value for each of these properties, they'll get a warning beforehand. So I'll be able to jump in here and select English and my email type which is promoting inbound. And there we go. Really, really, really quick. Do not have to rely on naming conventions which can get lengthy and are very prone to human error. It was really cool about these properties is that if I were to navigate back to the Manage page, I can now use these as a filter to quickly find my marketing emails. Here's the reaching custom property that I created. We could do same for quarter for example, and if I wanted to head into the custom report builder where I want to build a report to show how all of my different marketing emails are performing. I want to get a performance broken down by region. So all I'd have to do would be to search for my marketing email reach and property and just drag it into the breakdown by field. So it's super powerful, it's super customizable, and users and customers are now in full control of how they organize and manage their marketing emails. The very last challenge here that I'm going to be going through today is around reaching global audiences efficiently. Multilingual email campaigns require expensive external translation services with email copies sent to third party agencies for localization. Often email copy is pasted into a Google Doc and sent externally for a translation service to translate it into German, French, Spanish, whatever other language that you typically market in. But marketers here at HubSpot need a quick way to launch in multiple languages without managing external vendors. So if we were to navigate back now to the Marketing Email Manage page, I have a new option to generate a translated version. So I'm going to jump in here and choose to translate this email into Spanish. And this is powered by AI. It's using DeepL, which is an incredibly reliable and incredibly powerful translation tool. I'm going to go ahead and click this generate button now in a couple of seconds. My inbound email has now been completely recreated and translated into Spanish from the header to the paragraphs to this speaker section as well. Everything has been translated, even down to things like the button links as well. So this saves a bunch of time for marketers who need to take all of that translated copy in a Google Doc and manually rebuild different versions of their email. This button, this Generate a translated version button just automatically takes all of that work and hassle out of your multilingual campaigns. All of these features are now available for use. We've mobile optimized email and our Dark Mode Preview. They're available from Free plus and you should have access now for every portal in your HubSpot email editor. Our faster email testing and AI email translation are available at Marketing Hub Professional. And again, all customers should now have access. Custom properties again is a Marketing Hub Professional feature. It's still earlier in beta so you'll be able to request access via the product updates page in your HubSpot portal. And now I will pass it over to Marky who's going to talk to you. Some of the really cool enhancements we've had in the subscription space.

We see it in the slide.

You're able to at that point collect information from them around reasons as far as why they're unsubscribing. We're also in the process of adding additional subscriptions data into and onto the HubSpot framework. So that's something that's. We have a beta coming very shortly around that but you will be able to access subscription events via the custom report Builder. So again looking at opt ins opt outs as well as dates but I wanted to quickly just show you guys the unsubscribe experience. So again if somebody were to click into here unsubscribe from all you're still.

Sharing the presentation, not your demo.

Oh, I have to switch between the different tabs. Okay, let's try this again. I'm just gonna share the window if that works.

Let's do that.

That's generally what I do.

Okay.

Boom. Wrinkle adverted. Okay, so when folks click into unsubscribe, they will now see this pop up on the confirmation page at which point they can, you know, indicate they can add text. But the more interesting part is when you guys go to your post send page and you're looking at the performance of your specific emails, there will now be a place for you to look at the different unsubscribe reasons that are being collected. I want to call out. This is also available via the custom report builder if you guys are looking to get a more specific breakdown and it does show up on the individual contact record as far as reasons that they have unsubscribed as well. The other kind of like theme that we've been hearing about is really making preferences more modern and intuitive both for marketers and subscribers. You know we've heard things along the lines of like hey, updating preferences can be clunky. There could be a confusion around the expectation of what's happening when somebody submits a form. Like really kind of fundamental improvements and things that are a big opportunity for us to look at. So we really looked at how we can remove unnecessary steps as well as, you know, continuing to support folks who are at a global audience level. So again making subscription collection and management secure while still giving contacts, you know, direct control over their preferences. So I wanted to bring a few items to your guys attention. The first came out earlier in the year but I just want to reiterate the simplified resubscription flow. So this is so long as the form has a subscription type attached to it and that user submits the form they will be subscribed. They do not have to now go into click an email and go through additional steps to get out of the form experience. They will be able to be subscribed on that form submission. Another call out is our multi language double opt in for folks who again are serving a global audience. They will now be able to set up their double opt in email in multiple languages. It will be an end to end localized experience. So based on the form submission they'll get an email in that language. They'll get a confirmation email in that language just there to create consistency, kind of meet the needs as far as delivering it in the expected language. And then we do have a few other work in flight that will be having a beta coming very shortly and that is specific to configurable unsubscribe links as well as update preferences URL. This first one here is going to be around. You can set Your unsubscribe link to be specific to unsubscribe all actions. So very akin to this experience where it's an unsubscribe from all or in the future you're going to be able to set it to be specific to this the individual subscription type the email is associated with. The other here update preferences URL so this is for folks who are looking to expose their preference page, you know, in their web footers or privacy policy things along those lines where they need a secure way for customers to quickly access their preference pages. So you guys can expect some exciting developments there. But just wanted to quickly show you.

The.

I could go to my settings show you the double opt in experience as well. So you'll see if you're interested. There is a new double opt in tab where we centralized all of the information. Here you will be able to set up multiple languages. You can choose a default language. You can also quickly for ease of use clone these if you'd like. At which point we'll take all of the content that you've already created and customized and translate it for you here. So cloning is in process. No changes necessarily to triggers, but again you now have the ability to send send double opt in in multiple languages, whereas previously it was just the one. Lastly, I just wanted to touch on the theme around how we can improve visibility and audibility of both subscription types as far as who's creating, managing those as well as like status changes, things along those lines. We've definitely have heard a few problems around, you know, people changing and not having visibility into it as well as not being able to have visibility into contact stat with other interactions or events via their contact record. So just surfacing a few different rollouts that had happened recently. So in audit logs that you guys have access to as enterprise users, you'll now be able to see any of those changes. We also have introduced a used in tab where you can see the different assets that are using subscription types. And then I think one that folks will be particularly interested in here on visibility accountability would be the email drop reasons. So in the email sending experience today, you guys will now be able to view the reasons as well as the contacts. You know, if they're non marketing contact, if they're balanced, if they're whatever so that you guys can view and act on this information ahead of actually sending the information email if desired. But again this is just trying to build better transparency for you around the experience. Okay, with that I will pause and hand it over to Connor.

All Right.

Thank you so much, Marky. I am going to share the whole window. I think seemed to be a pretty good approach that we went with there. So let's go with that. And cool. Can everyone see my screen, my slide now it's infinity.

Okay.

Yeah.

We're going to switch between infinity in the actual slides.

Okay.

I hope everyone can see my slide there. So, hey everyone. Again, my name is Kana Rockaway. I kind of focus on the kind of reporting and analytics side of messaging and my team is specifically focused on helping unpack and answering questions related to messaging, reporting and helping our team and marketers understand what's working and why. So particular focus area for my team in recent months has been how we can help marketers. We understand that marketers often miss those opportunities to improve email performance and how can we help them stay on top of their game? How can we help them identify when something is overperforming? Because that can have positive connotations as well, as well as underperforming. So hey, something is trending down. There's an issue maybe particular happening. This should be something that they should be aware about. So how can we help them spot underperforming areas when something has underperformed or overperformed? How can we help them understand what the what and why in the change in email performance? So we've caught a particular issue. We've noticed a dip. We've noticed something increase. Okay, great, we've observed that. But what exactly is happening and what can we tell you of the reason of why that's happening? Again, giving further context and insights and information into what our system is able to surface for you. Building on top of that then. Okay, that's great to know. You've detected this for me. You're telling me why. Now let's kind of get into the opportunity to improve it as well. So how can we start to give our marketers the superpowers or at least better understanding into based on what's after happening within email performance? What can they do to improve? So what opportunities from HubSpot best practices or common industry knowledge can we do for the given email that they have? How can they improve those? So for example, how can they improve subject lines or particular content or what can they do with their segmentation on their list that we believe or we know should give them? Well, hopefully give them an improvement in their overall email performance. Then finally, for all the insights that we're looking to generate and display, we want them to be data driven and data backed and have those actions supporting Those as well. So, so we're giving marketers for the insights and actions and recommendations we're giving. We're giving them confidence that these are tried and tested and that we hope that they would have measurable improvement in their performance as we kind of start in this journey to richer insights as well. So I'm going to give you a quick demo of a feature that we've been working on called Email Performance Anomaly Detection. It's one of our first steps into this detection and insights piece. I'm going to switch over here into my portal and effectively what you'll see here is, you'll see in particular these are, this is all dummy data and dummy accounts just for the purpose of the demo. But I've created a couple of emails here and you'll start to see that we've got a new insights button over here. The ability to compare particular insights that we've generated for like against like your account averages or maybe against the HubSpot benchmark or maybe a particular campaign average. So we can give our marketers the ability to kind of compare insights based on the things that you care about, all from within the listing page. We put it on the listing page as well because it's handy when you come in here and you want to be able to quickly see any insights that we have generated for you, both negative and positive in this case, which is kind of the thumbs down and the thumbs up. And within this panel you'll be able to see where we think there are opportunities to improve some of your emails or opportunities that we say, hey, a particular email is doing well and then you can dig into those insights and learn maybe how you can apply what's working well there to some other emails as well. Within each individual email as well, there's a new View Insights button here as well. So I mean, in this case, click this one. So in this case this particular email doesn't have greymail suppression turned on and that could be negatively impacting the open rate. So in our case, you know, we recommend choosing don't send to unengaged contacts by default where possible. And you know, when choosing receiving through next mail, make sure the option don't send to unengaged contacts is on as well. Just a handy best practice tip that we recommend and we believe that by enabling that you can have better email performance overall for each of these emails can have multiple insights as well. So in the case where you can view insights, I believe a lot of these examples might just have singular ones, but we'll also summarize insights for you. So in case there's multiple opportunities to improve your email performance and multiple actions that we think you could take, we'll also provide quick summaries here. So in this case it looks like there's a quick rise in email volume could be negatively impacting open rate as we know that some email providers kind of dumb well as those particular pop ins you'd also be able to see from here, you'll be able to click directly into the individual email itself and the digital metric and you'll also be able to see this on the email post send page. So if I go to a particular insight here, there's a new banner here just in case that's the page you're kind of going to. As you're digging into your reporting needs or getting questions from your data, you'll be able to see the insights here and you'll be able to but also able to kind of view those and scenes in the same place as well. So today the type of insights or detection we support is really focused on anomaly detection. So our feature is really keeping an eye out for something unusual has happened. Maybe there's been a dip in open rate performance, maybe there's been a great increase in click rate or unsubscribes. And then when we detect that we have logic in the background where we're looking to check for okay, for this given event, are there any insights data back to insights or actual insights that we can provide to users and help them give tips and tricks over time. So we're launching with a subset and we hope to continue to look to improve, add more insights, add more actions and continue to provide these to help our marketers level up over time.

Thanks a million.

Such a quick demo for me today and looking forward to answering any questions you guys have in the Q and A as well. And I'll pass it over to Shane once I sharing my video screen.

Thank you very much. Okay, can everybody see my screen? Okay. Oh, it's a bit cut off. Is it?

There you go.

Okay. Hi everybody, my name is Shane Janssens. I'm the product lead on the messaging platform team here at HubSpot. Been with the company six years and today I'm going to talk to you a little bit about our messaging channels, specifically WhatsApp and SMS. So I think all of us can agree that in the last few years we've seen a huge increase and uptick in the amount of businesses that we've been probably connecting or communicating with via these messaging channels and really today it's becoming more and more important for marketers to be engaging their customers where they are not forcing them into any certain channel. And we are working really hard to scale the opportunities for our customers in order to allow them to use these channels to ensure they're having more effective communications and more kind of growing those relationships as best they can. So it's no surprise to see that the mobile messaging space has a huge percentage of engagement. Here we can see like 95% of SMS's are opened and respond to within three minutes and the average open rate overall is about 98%. So really, really important channels for us to be focused on. Just to give you a quick overview of what we do support Today, we support WhatsApp and SMS. Under WhatsApp we really have a very basic version of this feature today which is essentially in the workflows tool, being able to essentially sync your WhatsApp templates from Meta and then those templates are discoverable in your workflows creation tool and we allow you to essentially use them in that functionality. But there's no real home for WhatsApp, there's no reporting on WhatsApp, there's no editor for WhatsApp or anything like that. So essentially we are working on that at the moment we're working on a WhatsApp V2, which will be, I suppose for want of a better explanation, kind of more of a native home for WhatsApp like we do for SMS. And again we're going to be supporting kind of your managed listing page. We're going to be supporting the same functionality in our disk version for workflow related messaging and also ensuring you have your analytics that you can see how the performance of those of those WhatsApp messages are going. Recently we just went into beta with the MM Light API and essentially the MM Light API is a newer API from Meta which is promising to have better insights, better deliverability overall and also having more efficient sending. So for instance, they can identify engaged or they can identify contacts who aren't engaged and remove them from the send, ultimately kind of saving you costs on sending messages and also seeing a higher deliverability rate overall. For sms we support 10 digit long code, which is essentially, it's essentially like having a local number. So really great for businesses who are local, who want to remain local, or franchises who want to have numbers in local areas and they are good for marketing purposes as well as one to one, but generally on a lower volume. In the last year or so we've released a few important features that were real pain points for customers around number formatting. A lot of customers have built their CRM over the last few years in HubSpot without internationalization and that was becoming an issue where they didn't have that enabled. So we have enabled that for US based numbers, both subscription management. So going in and being able to both subscribe customers who may have already been subscribed in previous campaigns and are moving to HubSpot and also error reporting. So errors in terms of sends were a bit of an anomaly. So we've included that now. So customers have more of an in depth granted review of what messages are failing and why and if they're being charged for them, if they're not being charged, etc. And we also released short codes over a year ago. These are really great for larger senders with less risk of filtering and they're generally kind of more recognized numbers because they're shorter, they're five or six digit number. So kind of can relate to the brand in many ways. We launched MMS which is only supported for short codes today and an in app registration flow and I can get into more of the details around the registration flow as well. We're currently working on an AI registration agent to help with this flow as well. Because the shortcode registration can be quite manual for customers just to go through a high overview of the number types. So 10 DLC long code.

Again.

This basically includes all of your setup and you can select a local number that's available. It's available for marketing code PRO plus and US customers only. It's actually priced 75 per month. Sorry, that's it, that's the typo. $75 per month. It's great for one to one messaging. Smaller promotional sense. It's multipurpose marketing and support so it can be used. We have kind of a multi purpose SKU where customers can send both of those types of messages. Registration time is very much automated. We have it in app and it's a much leaner process to be registered and approved by the carriers. It takes about one to two weeks and the number type like I said is a long code or local number. Sending speed varies with this number and I'll go into that in a bit more detail in a minute and then the availability is available. You can send to US based numbers and to Canadian numbers, but at a very very slow, very very slow sending speeds to Canadian numbers. So some of the limitations for 10 DLC numbers which are important to outline throughput is really a big one. Essentially how it works is that there is this thing called trust score which is only unique to 10 DLC numbers. A trust score is based on the carrier's review of your brand. It can be your size of your business, the annual turnover, how long you've been in business, a number of different things. And then they essentially will assign a trust score to you which is completely out of HubSpot's control. So we have seen some customers have a difficult time with this where they apply for their tends to number and then they get given a trust score which is quite low. You can see here between 1 to 24 score is essentially a 12 messages per second sending speed and that's split across the carriers evenly. So att, T Mobile and Verizon would let's say be sending four messages per second. And also with T Mobile you have a daily limit on what you can send. So the trust score is really important here. If your brand is, is rated highly, you can have a really high throughput. Second is deliverability. All messes are subject to kind of real time carrier carrier filtering and blocking and tendency. Customers are a little bit more at risk to filtering because it's such a short registration flow and it's much more automated. They're much more strict on ensuring that the engagement metrics they're seeing from recipients are healthy. So for instance, if you're, if you start seeing an update rate of over 2, 3% there's a chance between 3 and 6% that you might get your number filtered or blocked by one or more of the carriers, in which case you have to go through a remediation process and it's all very kind of slow and can be quite difficult. So we try and ensure the customers sending our attendee LC numbers know that and that they're very careful with ensuring they've got clean lists, that they've got proper consent and things like that. And then last one is brand presence. So while the industry has made significant progress in dealing with spam and the ecosystem, 10 DLC numbers historically have been used for a lot of bad actors and phishing over the years. So it's definitely, yeah, it's definitely because it's kind of a local feel to it and it seems more kind of personal. It's an opportunity for those things to happen. Hence why the carriers are so strict. Short codes are really for this so they kind of can solve a lot of these issues. They're a much shorter number, they're five to six digits and they're designed for high volume SMS campaigns. So essentially we don't have the same issues with Trust Score. This is a general sending cadence across all numbers. The filtering and number blocking is much much lower because every single company that is registering for a short code is thoroughly vetted down to every cross T and dotted I of their campaign. So this process is very much a manual human process. From Twilio side and from the carrier side there's a human being reviewing every single registration, hence why it takes so long. So it is a longer, it is a longer registration process but in the long run it is much more valuable in terms of deliverability and a quick overview. So the price for short codes is higher as 1500 per month. It's available for enterprise US customers only. Again great for large large promotional sending. Again multi support multiple purpose. So support and marketing generally wouldn't be one that you'd be using for a sales use case like one to one and having a lot of these numbers because they're so so high in price. As I said registration time takes eight to 12 weeks. A short number type sending speed is basically consistent throughout and it's got a high high throughput and again only available to send from US to US numbers today. So yes, I think that is everything from me. I look forward to getting your questions at the end of the call and I'm going to hand over to Andrew now for his part.

Awesome. Thanks Shane. I want to make sure we have enough time for Shane, do you mind just sharing your screen really quick and that next.

Oh sorry sorry.

So yeah so I know I want to save some time for Q and A at the end here so I'll be pretty quick. I'm going to talk very briefly about what's ahead. So the short answer is that we've got a lot coming unfortunately a lot of it. We want to keep a nice surprise for Inbound so my CTA here is Please join us at Inbound and Fall Spotlight. We have a lot of cool things to show you particularly around how we're using AI to improve personalization optimization and many many more. Very cool things that we are very excited to share particularly to help you create and personalize and optimize your emails with AI to get better results. So a lot of cool things we're doing there being continued trend over the next year or so about how can we really help you get the most out of your email and also messaging in general too. Some other things that we do want to talk about that we can be a little bit more specific about that will be coming soon is sms. We do have Some international markets being explored right now for sms. We don't have specifics on that just yet, but it is something that is in the works so we will be rolling that out. And then more generally we do have a bunch of more SMS improvements coming up. I know Shane mentioned some of them. International is one piece we are looking about different phone numbers, multiple phone numbers, different ways of being able to manage that. There are some questions that came in around like sales and service. Those are things that we're looking into as well. Maybe a little bit further down the road for sales, but maybe a little closer for Service. On the WhatsApp front, we do have a bunch more of improvements coming up. I know Shane mentioned the kind of the V2 here that is coming and we're improving WhatsApp too. It is something that we do view as a long term investment here and we'll be making additional changes over time as well. One thing that you may have seen too is customer agent on WhatsApp. That is something that we're pretty excited about. If you haven't checked it out, please do. It's really cool. It's really great. Customer Agent is something that will be appearing in other places too. So stay tuned there. The last thing I want to call out here is forms and subscriptions. We do have some really cool improvements coming to the forms and subscriptions experiences to make sure that that's a lot more connected and a lot more integrated and more seamless to collect consent and make sure you're capturing consent in a way that is transparent and helpful and actually hopefully in a net benefit for everyone involved in that that experience there. So be on the lookout for that really cool stuff coming up. The big one is the big takeaway here and is really stay tuned for inbound. We've got a lot of cool things that I'm in the team are really excited share with you. So yeah, so I will turn it over to the team now. I think there is a Q and A section. So thanks again everyone for joining us and excited to get into some questions.

Love it. Thank you guys. Like almost exactly 15 minutes. Great job. It's hard to do lots of exciting updates and announcements. Hopefully you caught all those. If not we will be sharing out the recording. Don't worry guys. If you haven't already taken a moment to put your Q and A over your questions over in the Q and A we will get a chance to take a look at those upvote your favorites. I know some have been answered. Thank you team. While you're we were going through all of those so I'm going to give you five more seconds to update those while we get a chance to look at the Q and A. See and Most upvoted at 8 questions I've been asked by 2 to sales leaders in the past month whether SMS messaging between a salesperson and their customers can be logged in HubSpot in the same way email is. Is that on the roadmap?

We have no sales features on the roadmap yet something we are actively discussing with the with the sales team. There are a number of things that SMS can really alleviate pain on for sale including the likes of meeting reminders and everything as well. So nothing yet unfortunately. But as soon, as soon as we know we can certainly share a bit there.

Love that Kylie says this is for Connor. My team has a difficult time using the don't include unengaged contacts option because the filter requirements are filtering out way too many people. Is there a possibility of those filters being customizable rather than than HubSpot provided?

So great question. I think the short answer is there isn't too much flexibility there today and that's totally fair why that's happening to you and you can get into that. The good news is that the team this is an active conversation. The team is thinking through ways to improve this but unfortunately I don't have too many details to share at the minute.

Okay, and this one was answered. I'm just going to read it out loud in case because there were seven people that upvoted it. Is there anything in the pipeline to cleanse contacts that have out of office bounced and apply AI to it to add the new contacts in auto responses say someone has left and there's a new contact drift have a product like this and has done the task for years would be brilliant to be baked into HubSpot and the response is there is no plans to do it at this time but it's something they can look into. So just so you know that is being looked into guys, Jeanette asked why is the email scatter chart going away? Is it replaced with something else or will we need to create custom reports?

Yep, I can take this one as well. In short, there's a number of reasons why it's going away and they're both a combination of usage and value and then also technical and architecture. So there's definitely some things going on under the hood where we're always constantly improving our email analytics suite and our recording infrastructure there and we've actually got a lot of exciting stuff in the pipeline. So we did make the decision to remove the scatter plot chart as it just wasn't able to move forward with some other changes that exciting stuff that we're working on. So we are exploring alternative solutions there and stay tuned for some more recording goodness in the future too.

Totally fair. Let's see, Bill says I inherited an account with too many subscription types. We have customers under several different subscription types and some are unused. How can I simplify these types without losing permissions when consolidating?

Great question. So there are a few different options for you to manage the consent and set it through bulk actions or workflows. So that would probably be my suggestion is to go ahead and carry over folks who are subscribed to the new consolidated subscription types and then archiving the ones that you no longer want to use and so that ensures you're creating parity in permissions. Feel free to follow up with me if you have questions too.

Julia asked custom properties and emails. Would that be for future emails only or can we populate it for old emails? And Andrew answered past emails can be assigned to custom properties too. So those people that uploaded that there is an answer on that one. Man, you guys answered a ton of these. I'm just going to read them a couple of them, especially the ones that have the upvotes. Can we create email templates that have email properties already set? And Timo says unfortunately the properties are already related to an email, not the template. That said, when you clone an email, properties will get copied over to so looks like you'll be able to use some cloning options there. What is the difference between subscription type and email type we say we've got Subscription type refers to the actual email subscriptions that count that contacts must be opted into in order to send emails to them. Email type in this instance was an example custom property used to categorize emails by content purpose. So so little clarification on that for anyone that might have needed that. How do we opt into Marketing Insights Beta? You can opt into that from the features in the HubSpot product page. If you don't know how to do that, we'll get that information over to you and then you can search for messaging insights so you can find these specific features right there in that product updates. Will the new reporting show contacts that HubSpot has deemed globally bounced so we can flag them on the contact record and filter them out of future emails? Good question.

Yes, so we will be reporting on bounced as well as non marketing. There's like five or 10 different values that will be surfaced that you can then link into and use to clean your lists.

Peter says which one of you great people do I bribe to get one of my customers access to the AI email template upload private beta. I don't want to spend days recreating hundreds of templates to be able to migrate from another tool. Pretty please. And Mikael, that that one was directed to you. So hopefully I'll be able to share some information.

Absolutely. I will follow up. We're still looking for some early beta customers so customer sounds perfect. I'll reach out with more details on how to get themselves opted in.

Love it. Can we add property values to emails that have already been set? And the answer is yes. I love simple answers. Those are great. You guys answered all of these. I'm trying to find one that isn't answered and I can't. All right. WhatsApp, what would work in any country? Asking for SMS only works in the states and the answer is it does work worldwide. So getting debunked over here. Do we need an opt out opt in for the beta email insights? Is this available in all tiers interests? It's currently available in public beta and will be Pro plus. Oh and here we go. Neil says subscription. How soon can we look forward to more easily seeing how many which contacts are subscribed in any specific team subscriptions?

That's a great question. We don't have team specific views at the moment. We're focused on getting the subscription events available first and then we'll look at layering and connecting that with with additional pieces of information so more to follow on that. But we are prioritizing and making a commitment to making subscriptions data available so you can expect more around that.

Let's see, we've got one about AI so I'm going to read this one out. The AI translate functionality for emails is great. Just as a UI related question, currently the automated translated emails are not organized the same way as AI translated pages. In AI translated pages I can switch between the created language versions within multivariate language groups directly. Currently they are not related to each other. In case of marketing emails? Timo, you want to go through that just a little bit so that I'm not.

This is true. There's a good cache. We know that is inconsistent with what you know from other products. We're basically currently working on that. Basically the reason why that is it's just the data structure that we have on email that made it a little bit more complex so yeah, it might take a while because the data structure obviously in this large product system takes a while to migrate and to work on. But yeah, we have that on list to make that available to make it easier to for you guys to deal with the languages.

Love that. Let's see, gonna find one that is not answered. How messaging, Let me see. That's not. What percentage of customers would you say are using messaging now and is it mostly B2C?

Good question. We're seeing a low enough number, like single digits of numbers using both messaging channels and email marketing channels and that is growing very rapidly again as we've.

Been.

Bringing more messaging options available for customers. So as Andrew said earlier on, a big focus for us is, you know, scaling WhatsApp again. Our WhatsApp native of work this year is really around making it more discoverable, easy to use, easy to onboard, as well as adding additional SMS numbers and options for customers who have different use cases. And as use cases are varied, I don't have a percentage split between B2B and B2C but we see customer use cases using them in all sorts of wonderful ways.

Let's see. Can subscriptions sync with brands? So only relevant subscriptions appear under the brand?

Does somebody want to hop off and explain that one a little bit more as far as what they're.

Isaac, if you have more information on that, you can put that in the chat.

Thanks. I just want to make sure there's a few different brand terminology going around so I want to make sure we're talking about the correct one.

Of course.

Let's see.

Can you compare the insights with other emails as well?

Can you compare the insights with other emails as well? So insights are. Insights are compared with all of their email types that are there and then you can simply use the drop down to select the different kind of benchmark values that we're using for email insights that's generated.

I can see Isaac said. Yes, Markie.

Well I could share that Brands is partitioned in that you know, they have their own standalone preference pages, separate subscription types. When you're in and attempting to send an email, only those specific subscription types for that brand will appear. So if you're experiencing any issues with that, I would say like we should escalate that potentially as a bug. So feel free to go through your CSM or support case. But the expectation is like subscriptions are brand specific.

I love that. Okay, we've got time for one more. Let's see. Neil says these insights are great, but do you have to have a Certain level of access to see, use and edit them.

So is that specific to the Insights feature?

Yeah, it's specific to Insights. It's about Bright one, we talked about it.

Could you just repeat the question? Actually sorry, I just want to make sure I captured correctly.

You have to have a certain level of access to edit them and view them.

No, there's no access restrictions or limitations. And just so you know, you can edit insights there.

You just.

They're just view only so they're auto generated by our system for anyone to be able to take a look at there. So open to all.

Love it. Don't worry guys. I will export these questions out, make sure the team has it and get in contact with them, make sure they have all those. I will also share the ones that are already answered on the YouTube link when I put out the video so that everyone has access to all the questions and the answers. I think that'll be a good way to be able to to share all that information as well. If you have your preferred method email or LinkedIn for everyone to reach out to, you guys go ahead and put that in the chat. I will share what I have over the LinkedIn for everyone as well. There's a ton of them so I will share them out as part of the email that goes out with a recording. So we're not flooding everyone's chat right this second but I appreciate everyone coming sharing all of the amazing insights, all of the things that have already come out and a bit little, little hint at the things that are coming and I can't wait to see what's coming out at inbound and I appreciate everyone coming and spending an hour with us today. See you all next week. Bye everybody.

Thank you.

Bye.

Admin and slides and lift their voice fix and fields and hacking time.

Making.

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