Personalize automated emails with nurture agent

With Breeze, HubSpot's AI, you can use nurture agent to drive marketing email engagement by tailoring marketing email text to individual recipients. Nurture agent uses CRM data and web research to rewrite subject lines, preview text, CTA text, and the email body for a percentage of contacts who receive the email. 

Please note: you can manage AI feature access in your AI settings and configure what data is shared. Review HubSpot's AI Trust FAQs and AI Model Cards for detailed information on AI security controls, data use, and compliance.

Before you get started

Before you begin working with this feature, make sure to fully understand what steps should be taken ahead of time, as well as the limitations of the feature and potential considerations of using it. 

Understand requirements

• In order to use this feature, the following AI settings must be turned on: 
  
  • Give users access to generative AI tools and features.
  • CRM data. 
• It's recommended to set up your brand voice so the tone of generated content is consistent with how your brand communicates. Once brand voice is set up, nurture agent will use it if brand voice is turned on for marketing emails. 

Understand limitations and considerations

• Nurture agent can only be used for published automated emails that are not transactional. 
• Personalization tokens and smart content will continue to work as expected for emails that use nurture agent. The agent may rewrite portions of smart content in the same way it rewrites other email text. 
• Once the nurture agent credit limit is reached, the original version of marketing emails will be sent instead of the personalized version until the next month. 

Manage credit usage

Nurture agent uses HubSpot Credits each time it personalizes an automated email for a contact. This includes personalizing the subject line, preview text, email body, and CTA text. Credits are only expended when the agent is turned on and emails that are sent, not when previews are generated. Learn more about how many HubSpot Credits nurture agent uses in the Product & Services Catalog.

For example, if you send a re-engagement email to 100 contacts and use nurture agent to personalize the email for each contact, credits will be consumed for 100 personalized emails. If you set nurture agent to personalize emails for 50% of those contacts, credits will be consumed for 50 personalized emails instead.

To reduce the number of credits used by nurture agent: 

• Limit the number of credits used by your account across all features. 
• Set a credit limit specifically for nurture agent that limits the number of personalized emails it can generate in a month. 
• For individual emails, reduce the percentage of recipients who are receiving a personalized version. 
• For individual emails, turn off nurture agent entirely.

Use nurture agent

1. In your HubSpot account, click More, then navigate to Marketing > Email. If More doesn't appear in your account, navigate to Marketing > Email directly.
2. Click the name of a published automated email. 
3. At the top of the performance page, click Personalize with Nurture Agent.

4. In the Personalization inputs section, set the data sources the agent will use to generate the personalized email: 
   • Click an object type dropdown menu and select a property to use that property as a data source. For example, if you click the Contact dropdown menu and select Persona, the data in the Persona property will be considered when generating the personalized email.
   • To include an additional object type, click Add object type, then select an object. You can then select properties for that object. 
   • To add additional data, click the Add activity dropdown menu, then select additional activity types. 
   • When you've finished customizing data sources, click Save and regenerate preview. 
5. Three sample contacts will be selected for the preview. If the email has been added to a workflow, the three most recently enrolled contacts in that workflow will be selected. To select additional contacts:
   • Click the Preview as dropdown menu and select Add contacts.
   • In the dialog box, select the checkbox next to each contact you want to preview. You can preview up to 10 contacts at a time.
6. In the right column, click the version of the personalized email you want to view: 
   • Original: general version of the email without personalization.
   • Personalized: version of the email personalized for the selected contact. The text highlighted in green has been generated by nurture agent. Hover over highlighted text to see more information on why the agent made this change.
   • Compare: version of the email directly comparing the original and personalized versions of the email. Content removed from the original version will be highlighted in red, while content added to the personalized version will be highlighted in green. Hover over highlighted text to see more information on why the agent made this change.
7. To prevent a module of the email from being personalized, hover over the module and click Lock text. 

8. When you're finished generating previews, click Review & turn on in the top right.
9. Click and drag the slider to reflect the percentage of recipients you want to receive a personalized version of this email. The default is 50% of recipients. 
10. In the dialog box, click Turn on Nurture Agent.

Analyze personalized email results

Once you've sent an automated email using nurture agent, you can view results specific to contacts who received the personalized email. 

1. In your HubSpot account, click More, then navigate to Marketing > Email. If More doesn't appear in your account, navigate to Marketing > Email directly.
2. Click the name of the automated email. 
3. On the performance page, review the Nurture Agent performance report to compare key performance metrics for the original and personalized versions of the email. 

4. To view the recipients who received the personalized version: 
   • At the top of the performance page, click the Version dropdown menu and select Personalized with Nurture Agent.

• • Click the Recipients tab.
  • To view the version of the email a specific contact received, click the name of the contact, then view the email on their contact record.

View a personalized email

Once an email has been sent using personalization from nurture agent, you can view the version of the email sent to a specific contact for up to 30 days after the email is sent. 

1. In your HubSpot account, click More, then navigate to Marketing > Email. If More doesn't appear in your account, navigate to Marketing > Email directly.
2. Click the name of the sent email. 
3. Click the Recipients tab. 
4. All contacts who have been sent a personalized version of the email will have Personalized as their value for the Version column. In the Date column for a contact sent the personalized version, click Expand. 
5. Click View sent email to view the personalized email this contact was sent. 

Turn off nurture agent

If you want workflows to go back to sending the original version of an automated email, you can turn off nurture agent for that email. 

1. In your HubSpot account, click More, then navigate to Marketing > Email. If More doesn't appear in your account, navigate to Marketing > Email directly.
2. Click the name of the published automated email.
3. At the top of the performance page, click Manage next to nurture agent banner.
4. At the top right of the agent editor, click Turn off. 
5. In the dialog box, click Turn off.