HubSpot Email Marketing – Do’s and Don’ts

HubSpot email marketing is one of the most effective ways to reach existing and potential customers. HubSpot, a popular marketing platform, is widely used to create and manage email campaigns.

And while HubSpot offers several features to enhance email marketing, it’s essential to have a well-planned strategy to get the best results.

By the end of this article, you’ll know the do’s and don’ts of email marketing in HubSpot that will help you create successful email campaigns.

 

Do’s of HubSpot Email Marketing:

1. Segment Your Audience

HubSpot makes it easy to segment and categorize your contacts based on their demographics, behaviors, and interests.

Why does that matter?

By sending targeted emails to each category, you can provide personalized and valuable content that resonates with your audience, leading to higher engagement and conversion rates.

2. Use Personalization Tokens

This one is a no-brainer.

Have you ever received an email that addresses you as, “friend”.

Instant turn-off.

But the good thing about HubSpot is that it lets you personalize your emails with personalization tokens.

For example, instead of saying “friend”, you could insert their first name.

And because we all want to feel seen and known…

Personalization creates a sense of connection and relevance, which increases the likelihood of engagement and conversions.

3. Optimize Subject Lines

It doesn’t matter if you write a great email if no one opens it.

That’s why crafting compelling subject lines that grab attention, is a must.

A good subject line should be:

• Concise
• Clear
• Convey the value of the email

Experiment with different subject lines and use A/B testing in HubSpot to analyze which variations resonate best with your audience.

4. Create Engaging Email Content

Have you ever gotten an email that you could tell was just thrown together?

Don’t let that be you.

Focus on delivering valuable and engaging content that meets the needs and interests of your target audience.

The best way to create valuable content is to use:

• Concise and scannable paragraphs
• Appealing visuals
• Relevant CTAs to encourage readers to take action

And one of the best things about HubSpot is its drag-and-drop email editor because makes it easy to create visually appealing emails without any coding knowledge.

5. Test and Optimize

If you’ve done anything with marketing, you’ve probably heard this one.

Test, don’t guess.

Continuously test and optimize your email campaigns to improve their performance.

Experiment with different elements such as:

• Subject lines
• Email copy
• CTAs
• Visuals

HubSpot provides robust analytics and reporting features to track open rates, click-through rates, and conversion rates, allowing you to make data-driven decisions and refine your strategies.

And that’s it for the do’s!

Let’s move on to the don’ts.

 

Don’ts of HubSpot Email Marketing:

1. Don’t Overwhelm Your Audience

This is a difficult one. Because there isn’t a magic number of emails.

But as you’re starting out, try to avoid bombarding your subscribers’ inboxes with excessive emails.

Sending too many emails can lead to email fatigue and result in unsubscribes or low engagement rates.

Test the frequency of your emails, and depending on the open rate, you can find the right balance and frequency that keeps your audience engaged without overwhelming them.

2. Avoid Generic and Irrelevant Content

Generic or irrelevant content can quickly lead to disengagement or even unsubscribed.

So, it’s essential to tailor your email content to the specific needs and interests of your audience segments.

As I said before, personalization and segmentation play a crucial role in delivering targeted and valuable content that resonates with your recipients.

3. Don’t Forget Email Deliverability Best Practices

Have you ever thought about buying an email list?

I’m here to tell you, if you don’t want to be marked as spam, don’t buy a list.

The best way to grow your email list is to create gated content to give your audience, in exchange for their emails.

4. Don’t Underestimate the Power of Automation

Instead of manually sending out newsletters or welcome emails. Use HubSpot’s email automation tool!

Email automation can save time and help you engage with your current and potential customers.

5. Don’t Ignore Data and Analytics

HubSpot provides in-depth analytics and reporting features that offer valuable insights into the performance of your email campaigns.

Not analyzing this data will prevent you from making informed decisions and optimizing your strategies.

So it’s best to regularly review the key metrics such as open rates, click-through rates, and conversion rates to identify areas for improvement and refine your email marketing efforts.

6. Avoid Misleading or Deceptive Tactics

Building trust and credibility with your audience is essential for successful email marketing. Avoid using misleading subject lines or deceptive tactics to trick recipients into opening your emails.

Instead, focus on providing genuine value and delivering on the promises made in your subject lines and preheaders.

7. Don’t Neglect List Hygiene

Maintaining a clean and healthy email list is crucial for effective HubSpot email marketing.

Regularly clean your list by removing bounced email addresses, unsubscribed contacts, and inactive subscribers.

This helps improve deliverability rates, engagement metrics, and the overall reputation of your email campaigns.

8. Don’t Neglect Email Testing

Before sending your emails to your entire list, always conduct thorough testing to ensure they render correctly across different email clients and devices.

HubSpot’s testing features allow you to preview your emails, test different email clients, and make necessary adjustments to optimize the user experience.

And that’s it!

All in all, HubSpot Email Marketing can be a powerful tool for engaging your audience, nurturing leads, and driving conversions.

By following the do’s and avoiding the don’ts outlined in this article, you can optimize your email marketing strategies in HubSpot and achieve better results.

Remember to segment your audience, personalize your emails, optimize subject lines, create engaging content, test and optimize your campaigns, and adhere to best practices for email deliverability.

With HubSpot’s robust features and your implementation of these strategies, you can build strong connections with your audience and maximize the effectiveness of your email marketing efforts.

 

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