August 14, 2014 | John Goethert

Boosting Your Email Marketing with HubSpot

Using HubSpot for Better Email Marketing

There is no doubt that email marketing gives you a huge bang for your marketing buck.

According to the 2014 Email Marketing Industry Census, “email marketing was ranked as the best channel in terms of return on investment, with 68% of companies rating the channel as ‘good’ or ‘excellent’.”

The report goes on to state “there is a trend where email ROI increases markedly with increased use of email platform functionality.” Simply said, the better the email tool, the better the result. This is where one of my favorite marketing tools comes in – HubSpot.

HubSpot is a web-based closed-loop marketing software that helps companies attract visitors, convert them to leads, close customers, and track conversions across all channels, including landing pages, blog posts, social sharing, and, of course, email.

Email Marketing with HubSpot

While there are other email marketing tools like iContact and MailChimp, HubSpot’s email tool is unique.

Because it is fully integrated with the rest of HubSpot’s features, you can not only track email marketing metrics and determine the ROI of your emails, but you can track the behavior of leads from your emails to your site pages, blog, and even social media shares.

Using Lists and Segmentation

One of the biggest reasons people unsubscribe is that the email content simply does not interest them. Often, this is not because of poor content, but simply because you sent the email to the wrong person.

In order to earn revenue, your emails must get opened. According to data in the Lyris Annual Email Optimizer Report, when marketers segmented their email lists, 39% saw higher open rates, 28% had lower unsubscribe rates, and 24% earned more revenue from their emails.

HubSpot’s ability to segment your email list in an infinite numbers of ways means that people with different needs and interests don’t get lumped in to the same generic email. You can create different personalized, targeted marketing emails by buyer persona, stage in the marketing funnel, region of the country, industry, and much more.

Email Automation and Workflows

Because segmenting is such an important factor in email marketing success, HubSpot includes a cool feature called Workflows. A workflows is a series of emails that goes out automatically, triggered by an action taken on your website.

Send Email with Workflows
Say you’re holding an open house, and you notify your customer list by email. With workflows, you can also send a second email a week before the event reminding people to preregister. HubSpot also allows you to automatically remove anyone from the list who has already preregistered, so they don’t get the second, pointless reminder email.

HubSpot workflows can also send out an email in relation to the date an action is taken. For instance, if a certain product in your online store typically lasts about a month, you can send customers who purchase that product a reminder email a few weeks before they run out, triggered by their last purchase. Not only will it encourage reorders, but it can keep the customers happy because they didn’t have to go without! You can also send them another email later with info about related products.

Workflows can add or subtract people from the list of your choice based on actions they take, automatically segmenting them for future targeted emails. If someone purchases the related product you just informed them about, their reorder time might be different, requiring another set of emails based that new product.

Figuring Out What Works Best

With an Enterprise-level subscription to HubSpot, you will also have access to easy A/B testing within the email tool. After you create two versions of your email, HubSpot allows you to send each email to a small subset of your list, and then send the more successful version of the email to the remaining bulk of the list.

By making these comparisons, you can optimize each element of your emails to improve deliverability, open rate, click rate, and more.

Unsubscribe? Not So Fast

Like other email systems, HubSpot automatically includes the required CAN-SPAM footer in all emails to allow people to opt out of your email list. But unlike many email tools, HubSpot lets subscribers choose which kinds of emails they want to receive from you, and which ones they don’t.

When an email recipient clicks Unsubscribe, they don’t necessarily want to stop receiving all of your emails. If you offer them only one option, Unsubscribe, then they’re gone. But if you offer them different types of emails they can choose to receive, they can get rid of what they don’t want, and keep what they do.

When you create an email in HubSpot, you must select an email type. These types are the categories that people can choose from when they manage their email subscriptions, so create them with buyer personas in mind!

The Mobile View

After sending a marketing email, have you been surprised by how different it looks on your iPhone? Researchers say up to 65% of emails are viewed on a mobile device of some kind, making HubSpot’s “Preview” feature essential.

Preview Email on Mobile
With HubSpot, you can see how an email will look in 10 different mobile formats (as well as 2 Mac, 12 Windows desktop, and 12 webmail options). There’s even a way to see how your email will look to someone who is colorblind. Neat!

Because email marketing can be a bit of a “black art,” having the best email tools at your disposal will maximize your ability to reach potential customers, minimize losses to your email list, and convert website visitors into customers.

We even created a checklist you can use each time you write an email, with or without HubSpot.Download our Email Marketing Checklist!

John Goethert

John Goethert

John Goethert served as VIEO’s senior inbound marketing project manager for many years and enjoyed using his varied expertise on behalf of our clients.

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