HubSpot was built on the idea that customers are now in control of the marketing process, and instead of interrupting them, marketers need to focus on attracting them. One of the very effective ways of marketing is Email. It’s one of the few marketing channels you can use to build an authentic connection with the humans that keep your businesses alive. If used right, Email marketing can be both a relationship-building and a profit-building tool.
According to Marketing Automation Insider, HubSpot owns 41.6% share of the small business automation market, making them the leaders of the pack. Email marketing has an ROI of 3800%. Not only that, but it sometimes can be more effective at acquiring new customers than Facebook or Twitter even though its more old school than social media.
Email marketing is still one of the most important elements of a marketing strategy and you can use it responsibly and effectively.
How does HubSpot Email Marketing work:
When it comes to email specifically, HubSpot offers a variety of services to its users- all suitably offered through its email dashboard.
Once signed in and in your email section, you’ll be taken to the manage a section where you’ll be able to:
- Create new emails
- Navigate through sent, scheduled, drafted, or archived messages
- Filter by email type or campaign
- Search for specific emails
- View most recently edited, created, and sent emails along with the summary of their performance.
Like most automated email tools, you can create all kinds of emails through HubSpot. And the good news is you don’t even need to have a developer or a designer, HubSpot comes with its library of templates that you can choose from.
HubSpot Email Workflows and Trigger Emails:
HubSpot automates the contact process for you. It does that using Workflows. Workflows are nothing but an automated set of marketing and sales actions that execute based on a starting condition. Workflows take the manual labor out of emails. You list the conditions and enrollment triggers, and once a contact meets the trigger, an email that you have already created is automatically sent out to them.
The workflow that you choose entirely depends on the type of your campaign and you can use multiple workflows according to that. Therefore, you can use it to trigger an email following a form submission, have emails sent to contacts on their birthdays with customized offers, send emails with helpful tips, and send reminder emails when important dates are approaching- All at the same time.
HubSpot Email Personalization:
74% of marketers say targeted personalization increases customer engagement.
When creating a new email, HubSpot gives you the option of including a personalization token. The token works with your email list by looking into the contact history of everyone set to receive that email. You can add it in as you upload and edit your email in the email editor.
HubSpot also features a “Make Smart” button.
You’ll see it pop up as a link when you create an email. Enabling it will allow you to create a set of smart rules.
The only difference between a smart email and a regular email is Personalization. The rules will recognize someone who has visited or interacted with your site, and instead of opening a general email they’ll see one with their name on it instead.
HubSpot Email Lead Capture:
HubSpot uses powerful lead capture techniques to help you. And also, you can get them for free. To use HubSpot’s free marketing tools, you’ll need to install a tracking code. Once you’ve done so, you’ll be to use pop-up forms that overlay your webpage when someone visits.
These are used to collect email addresses and contact information in return for a free subscription to your blog or a free download. As soon as a contact supplies their information, HubSpot will start collecting complete data about who they are, where they work, their social profiles, and what website pages they’ve visited.
Each time they visit your site, you’ll be able to track what pages they viewed, and each time they visit the timeline will continue.
This will not only give you valuable information but also valuable opportunities.
This way you will know when someone has visited your blog frequently. You can send them relative updates. Or if someone has spent time on your products or pricing page, you can send them personalized offers or discounts to push them down the sales funnel.
HubSpot Email Lead Score:
A lead score is a value you assign to your leads depending on their behavior. Which behaviors you choose to score on will varies on you. HubSpot lists the following types of data often used for lead scoring:
- Demographic Information
- Company Information
- Online behavior
- Email engagement
- Social engagement, etc.
If you use HubSpot, they’ll assign lead scores for you. Through it, you can determine the quality of a lead- how engaged they are and when they’re ready to be directed to your sales team.
HubSpot Email Analytics:
You can easily find out specific analytics related to your email on your email dashboard. When you first navigate to the dashboard, you’ll be shown a list of all your emails with their open rate percentage. To dig even deeper, click on the Analyze tab.
You can sort this information by email type, campaign, or time range, and you’ll be shown the delivery rate, open rate, click rate, and percentage of contacts lost. There will also be separate tabs dedicated to click rate, delivery rate, etc. Here you will be able to see which emails perform best historically.
With all this information you will be able to learn who engages with your emails, at what time, and what devices they use. You will realize which links were popular and which content performed the best.
You can look into who received your email and segment them into a separate list based on their interaction.
When combined with CRM integration and full marketing automation, it can stand a head above your competitors in terms of price to performance. HubSpot Email marketing has proven its worth for thousands of companies. When implemented correctly, you can attract more visitors, convert more leads, and close more customers.
Need help with integrating HubSpot with your current system? We’re at your beck and call. Contact Us or Email Us now.