Whether you’re a marketing pro or just starting out, email plays a critical role in digital marketing. We’ll be the first to acknowledge that email marketing can be intimidating. But there’s an email platform out there that makes it simple. HubSpot.
HubSpot equips you with the tools and knowledge you need to create high-performing emails that nurture all your leads and customers. As a HubSpot partner and experts in the software, we’re going to walk through all you can do on this multi-functional platform.
What is email marketing? 🤷♀️
Email marketing is a form of inbound marketing where businesses and organizations send customized and professional mass emails to their customers (or donors, patients, etc.) Email marketing software allows you to categorize your email list, send relevant emails to different audiences, schedule emails in advance, and analyze how well your emails did (the number of opens, clicks on links, unsubscribers, etc.) There’s also email automation which allows you to create emails that are automatically sent to a subscriber when they perform an action. It’s like sending a “thank you” note when someone subscribes or a receipt when a customer purchases an item).
Not all email marketing software are made equal, though. There’s a reason HubSpot is the #1 email marketing platform.
Why HubSpot? 🤔
Email marketing platforms are often created for professional marketing agencies and designers. But HubSpot’s email marketing lets ANYONE create beautiful emails that convert leads to customers or donors and keep audiences loyal. So even if your real job is trimming trees or running a doctor’s office, you can send effective emails that help build your business.
- User-friendly platform– again if it’s your first rodeo, HubSpot lays it all out
HubSpot treats your subscribers like real people. They help you provide relevant content, rather than sending one boring generic email to all of your subscribers. Tailoring an email to a specific audience will allow people on the receiving end to really resonate with the message. By doing this, HubSpot saves you from wasting time creating emails that go to the trash.
Easy to use 👏
The templates HubSpot offers are goal-driven, allowing for real results and click-throughs. Can’t find a template that fits your organization? Don’t sweat it. HubSpot allows you to create your own layout with easy-to-use drag-and-drop formatting (no need to enroll in art school). See, technology isn’t all bad! 🤓 Or, you can always work with one of our designers!
HubSpot helps you time emails based on what phase of the customer lifecycle your subscribers are in (brilliant, honestly.) Let’s use a fake nonprofit for example. This nonprofit is dedicated to the important cause of stopping trafficking. The type of emails they should be sending to Joseph, who hasn’t made a donation yet but subscribed for updates, should feature stories of the victims they’ve saved and how financial support helps their cause. But Beverly, an active donor for years now, should be receiving webinars on how she can help her community stay safe from trafficking
With HubSpot, you can ensure all your subscribers are getting the information that is most relevant to them, with no second guessing. Because relevant content + correct timing = more opens and click-throughs.
Learning and improving (analytics) 📈
Marketing is constantly changing and so is your audience. HubSpot helps you with A/B testing so you can learn what subjects and headings are open. You can see who is engaging and what gets the most engagement. HubSpot is a customer relationship management (CRM) platform which means that data on your subscribers is always up-to-date and accurate so your audience is getting the content they want. That’s what we call a win-win!
How Soulheart specializes
As a partner with HubSpot Solutions, the Soulheart team is here to help you make the most of your HubSpot investment through 3 main areas: Onboarding, Consulting, and Training.
- Onboarding: Soulheart helps you configure and personalize your HubSpot experience and design templates.
- Consulting: Strategizing in day-to-day marketing.
- Training: Our team wants yours to learn, so we share tips and tricks that we have learned over the years to help you find what works best for you, faster.
What are you waiting for? Start today!
Email marketing shouldn’t be a dreaded task on your to-do list, but a unique way your business communicates with customers and donors in all different stages of their journey with you. HubSpot’s personalization, user-friendly platform, customization and analytics can help your business strengthen its email marketing campaigns. Even with the #1 email marketing platform, we understand that it can be tough to get your bearings. Soulheart is here to partner with you and ease your journey to get the most out of your HubSpot email marketing service.
Email Marketing FAQs
Email marketing is a form of inbound marketing where businesses and organizations send customized and professional mass emails to their customers (or donors, patients, etc.) Email marketing software allows you to categorize your email list, send relevant emails to different audiences, schedule emails in advance, and analyze how well your emails did (the number of opens, clicks on links, unsubscribers, etc.)
There are many different ways that you can build your email marketing list:
1. Include a sign-up form on your website
2. Offer a give-away contest where users must give you their email address to win a prize
3. Ask them for their email address when someone makes a purchase
4. Use a lead magnet resource like a webinar or eBook and require an email address in order to download or view
The frequency that you send emails for an email marketing campaign will depend on your overall goals. Generally speaking, at first you should send emails less frequently and gradually increase your efforts as you learn more about your audience’s preferences. One good tip to consider is to send no more than one promotional email per week.
The best day and time will vary depending on your audience and the type of email you are sending. In general, it is best to send your emails during the work week. It would be wise to avoid sending emails over the weekend and on holidays. When considering what time of day you should send your emails, it is best to send them in the morning when people are most likely to check their inbox.
There are many different ways that you can ensure that your marketing emails are effective:
1. Personalize the email. Adding the recipient’s name creates a sense of trust with your subscribers
2. Use an eye-catching subject line that moves the subscriber to open the email. Subject lines are incredibly important and can make or break an email marketing campaign. A good rule of thumb is to be creative but ensure that the subject line is on topic
3. Run A/B tests on different elements of your email such as the subject, CTAs, and images. Then evaluate which email is most successful
4. Create different audiences and segment your emails to only send information that would be valuable to those lists
5. Make it easy for subscribers to update their email preferences – including the ability to unsubscribe
6. Use a marketing platform like HubSpot to automate your email marketing campaigns
1. Keep it short. Try and keep the subject line to 50 characters or less. Using too many characters can lead to the subject line being too long and it can be cut off for some subscribers
2. Be specific! Let the subscriber know exactly what they can expect from the email
3. Use action-oriented language that would help compel the subscriber to open the email
4. Avoid using all caps and exclamation points. Studies have shown that when using all caps and exclamation points can lead the subscriber to believing that the email is spam
5. Avoid using phrases that will be considered spam by email service providers. Some phrases to avoid include: buy now, sale, limited time offer, and % off
6. Create a sense of urgency by including phrases like “only a few left.”
7. Test different variations and optimize
8. Use personalization. Personalized subject lines can increase open rates by 50%. Use the subscriber’s name or other personal information to make the email more relevant to them
It is not illegal to send promotional emails. However, there are some legal considerations to keep in mind such as the CAN-SPAM Act in the United States. These laws usually state that you need to have an unsubscribe feature, your contact information is included in the email, the email is not fraudulent or phishing, and the subscriber has given you permission to send your promotional email.