Project Details

Project Name:

Confidential Multi-Brand Retail Platform – Dynamic Email Personalization System

Tech Use:

HubSpot CRM, HubSpot Marketing Hub, HubSpot Custom Properties, HubSpot Workflows, HubSpot Email Module Development, HTML Email Development, CSS3, JavaScript (logic handling)

Overview

For this confidential engagement, The Webplant partnered with a large multi-brand retail network to enhance their digital sales funnel through highly personalized automated email experiences.

The objective was to create a system capable of dynamically presenting products a prospect had recently viewed, while adapting the content to match the appropriate brand, pricing rules, and campaign design standards.

To achieve this, we designed and developed advanced HubSpot email modules powered by CRM data, custom properties, and workflow automation, enabling marketing teams to deliver personalized follow-ups without manual effort.

Problem Statement

  • Personalized Follow-Up at Scale
    Prospects often browse products online but fail to complete a purchase or inquiry. The client wanted automated follow-up emails that showed each user the exact products they recently viewed.
  • Multi-Brand Marketing Environment
    The organization operates across multiple brands, each requiring slightly different content, styling, and messaging within a unified marketing system.
  • Dynamic Data Rendering
    Product details—including pricing, imagery, and links—needed to populate automatically from CRM properties while handling edge cases such as missing data or unavailable pricing.
  • Flexible Marketing Controls
    Marketing teams required the ability to adjust layouts, content visibility, and messaging without developer involvement.

Implementation and Capabilities

Dynamic Behavioral Email Module
We developed a programmable email module that automatically displays a user’s most recently viewed products based on CRM data.

Key capabilities include:

  • Dynamic rendering of product listings from CRM properties
  • Automated display of images, product identifiers, pricing, and links
  • Conditional rendering rules to ensure incomplete data does not appear in emails
  • Brand-aware filtering logic to ensure users only see products associated with the correct brand

The module can display multiple listings and dynamically adapts based on user behavior data captured through workflows.

Advanced Pricing Logic

To ensure pricing information was displayed clearly and consistently, we implemented conditional pricing rules within the module:

  • Automatic savings display when promotional pricing is available
  • Dynamic fallback messaging when pricing is unavailable
  • Consistent formatting across all email templates

This logic ensured accurate messaging while maintaining clean design standards across campaigns.

Flexible Layout & Marketing Controls

The modules include configurable settings that allow marketing teams to adjust layout and content presentation directly within HubSpot.

Available controls include:

  • Layout options for different email formats
  • Visibility toggles for descriptions, buttons, and supporting content
  • Custom messaging overrides for campaign-specific communication

These controls allow teams to adapt the module across campaigns without requiring additional development work.

Premium Product Display Module

A second module was developed for high-end product promotions with a refined design system and simplified layout.

Key characteristics include:

  • Clean image-focused presentation
  • Simplified pricing display rules
  • Brand-consistent design elements
  • Full mobile responsiveness across email clients

This module ensures premium product experiences remain visually consistent while maintaining strong performance in email environments.

Impact

  • Delivered a scalable behavior-driven email personalization system powered by HubSpot CRM data.
  • Increased relevance of automated follow-ups by showing users the exact products they previously viewed.
  • Enabled marketing teams to control module layouts and campaign messaging without developer support.
  • Reduced manual effort through automated workflows and CRM data integration.
  • Created a flexible system capable of supporting multiple brands and product categories within a unified marketing framework.

Subtle Agency Signal

Advanced HubSpot CRM and marketing automation solutions designed to help agencies deliver personalized, data-driven campaigns without increasing development complexity.

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