The champion who had to sell it upstairs
An HR operations manager at a manufacturer with a few hundred employees loved the demo, told the rep so and then went silent for most of a quarter.
The vendor's automation kept her busy with webinar invites and a customer story from a retail chain. Meanwhile she was building slides for a CFO who wanted a cost comparison and an IT director who wanted to know where employee data would live.
She already liked the product. What she lacked was something to say in a meeting the vendor would never be invited to.
That's the champion kit email, sent by the rep within a day of the demo. It should hold five things.
- A plain summary of the problem in her company's words, short enough to paste into a message to the CFO.
- A cost worksheet that finance can fill in with its own numbers.
- The security and data handling summary IT is going to request anyway.
- Two customer references at companies of a similar size and industry.
- A suggested agenda for the internal meeting, with the questions each reviewer tends to ask.
When the kit arrives, the quiet stretch turns into weeks of her doing your selling for you. The finance and IT tracks then pick up the reviewers she forwards it to.
When should HR tech companies send email?
Match the send calendar to HR's year rather than to your sales quarter. Most US HR teams move through the same seasons, and each season wants a different kind of email.
| Window | What HR is busy with | What to send |
|---|
| January and February | Year-end payroll close, tax forms and a new plan year | Practitioner help such as checklists, and no sales asks |
| March to May | Planning the year's projects once budgets settle | Business case material, webinar invites and champion kits |
| June to August | Evaluations aimed at a January go-live | Comparison guides, references and implementation timelines |
| September to November | Open enrollment and benefits elections | Short, useful notes that don't ask for a meeting |
| December | Holidays and year-end close | One friendly note at most |
Renewal season matters more than any month on that table. Ask in discovery when the current contract renews, store the date as a CRM property and start the closed-lost track about six months before it, which our guide to HubSpot for HR tech shows how to set up.
Sends to retire this week
Cutting emails is the cheapest improvement in most HR tech email marketing programs. These are the ones we'd switch off first.
- Sales check-ins with nothing new in them, which teach the buyer to stop opening your rep's name.
- Product update newsletters sent to prospects who don't use the product yet. They read like a postcard from a party they weren't invited to.
- A third invite to a webinar the person already registered for.
- Emails from a team inbox when a named person met the buyer.
- Bulk sends from a domain that isn't authenticated. Since February 1, 2024, Google's sender guidelines require anyone sending more than 5,000 messages a day to Gmail to set up SPF, DKIM and DMARC, offer one-click unsubscribe and keep spam rates below 0.30%.
For the full B2B version of this cleanup, our B2B email marketing strategy guide covers list health and sending rules beyond HR.
Measuring HR tech email marketing when the sale runs two quarters
Open rates mean less every year, because privacy features in popular mail apps load images automatically and count opens nobody made. Measure what a person had to choose to do.
That's replies to a named sender, meetings booked from a track, new contacts from the same account after a forward and how fast nurtured deals move between stages compared with the rest. A track that produces replies and forwards is working, even when its dashboard looks quiet.
Webinars feed most of these tracks, so pair this with our guide to HR tech webinars and events and the follow-up week that turns attendees into conversations.
Help with the writing and the wiring
Some teams have the strategy and no one to write five tracks, while others have the writer and a CRM that can't trigger anything. Our email automation work covers both, from the first draft of the HR leader track to the renewal date property that starts the closed-lost one.
Because Leapyn is a Certified HubSpot Solutions Partner, we build the tracks inside HubSpot and tie every trigger to a deal stage your reps already use. For Conduit Tech, an HVAC software company later acquired by ServiceTitan, our marketing cut cost per MQL by 94%.
Every option has a fixed price agreed before we start, whether it's a single project, an à la carte monthly fee or a retainer, and our pricing page lists them all. More on how we work with HR software teams is on our HR tech marketing agency page, and the HR tech marketing guide covers every other channel.
Export your unsubscribe report for us. We'll rebuild your nurture around what it says. Book a free 30-minute strategy session and leave with the first track we'd fix.
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