Multi-Market E-mail Campaign Automation in HubSpot for Otovo

Otovo is a European marketplace for renewable-energy installations, connecting consumers with installers using tech that delivers personalized project recommendations.

Across 10 markets, local teams ran e-mail campaigns independently, creating silos and inconsistent segmentation.

They used only 10% of HubSpot’s capabilities, had no automation, and lacked reporting on audience growth or campaign impact.

1) Manual e-mail campaigns in every market

For each e-mail campaign (e.g. Black Friday), every country built and sent its own version manually. Teams repeated the same work 10+ times, wasted hours on setup, and still had no single view of how the campaign performed overall.

2) Inconsistent newsletter audiences

Each market used its own newsletter segmentation rules and built lists separately. Some markets hit the right people, others didn’t—targeting was uneven, and any roll-up report mixed completely different audiences.

3) No attribution 

Leadership couldn’t see how e-mail campaigns affected deals or contacts, so marketing couldn’t prove which campaigns actually drove pipeline.

4) Contact confusion

There was no clear logic for who counted as a marketing contact. Teams over-mailed parts of the database, hurt deliverability and reply rates, and saw bounce rates climb without understanding the cause.

1) Centralized e-mail campaign execution in HubSpot

Each market now runs all e-mail campaigns from one shared automated workflow. One monthly campaign covers both New Business and Existing Business, instead of every country rebuilding and sending its own version manually.

(Workflow for monthly email campaign)

2) Standardized audience segmentation

We created one list logic and shared segmentation rules so every country builds newsletter audiences the same way. This makes targeting consistent and lets you compare results across markets without guessing what each list contained.

(Global newsletter list in HubSpot)

3) Deal Attribution

We set up a marketing influence model at deal and contact level that flags whether a deal was Sourced, Reactivated, or Influenced by an e-mail campaign. 

This attribution shows up in dashboards and deal views, so the teams see which campaigns actually move pipeline instead of relying on gut feeling.

(Deals sourced by email campaigns)

(Won deals sourced by e-mail campaigns)

4) E-mail Audience Growth

We built dashboards that track audience size and growth by country: 

• new subscribers, 
• unsubscribes, 
• conversions, 
• net growth rate

Marketing can now measure how their e-mail campaigns perform. 

(Contacts created this year, broken down by subscription status)

5) Data Quality & Governance

We standardized contact statuses with an automated workflow that marks records as marketing or non-marketing and logs the reason. This keeps send lists clean, protects against over-mailing, and gives everyone the same, transparent rules for who can be contacted.

(Workflow setting up contacts’ statuses)