How to Use HubSpot: Email Marketing

Email marketing is alive and well and with HubSpot‘s marketing automation platform, you can create and send beautiful emails in no time! Here are 10 tips on how to use HubSpot to send your email campaigns off without a hitch.

1. Spend time up front to create email templates.

This gives you the opportunity to create brand consistency in all aspects of your marketing – including your emails. There are a host of different variations you can use for your email design – some are complex with areas for large amounts of text while others are very simple and create a very casual email.

2. Double check who you are sending the email to.

We are not fans of panic attacks, so please double check your sending tab. Make sure the lists you’ve selected are segmented and are the right audience for this message. For each list you select, imagine how each group of people will receive the email – does the tone and imagery match their needs and concerns? If not, you may want to send out additional versions of the emails to properly speak to each list.

3. Double check who is sending the email.

Make sure that the email address in the “from” field is filled out and has a friendly name. While whoever you choose the email to be from will have to wade through all of the responses and out of office replies, emails from personal emails with real names yield better open rates.

4. Make sure your readers know what you want them to do.

By creating calls-to-action (CTAs), you are directing your email recipients to the next step you want them to take. Do you want them to read more on your blog? Do you want them to contact you or opt in to another email list for more information about a specific topic? Decide what your goal is for the piece you’re emailing and provide your readers with a course of action.

5. Testing 1-2-3

With the full screen preview and the “send test email” buttons, you have no reason to fly by instruments. You should send a test to a few people on your team and ask them to click everything, in order to find any potential errors in the email.

6. Make it work (flow).

Use workflows! HubSpot makes it incredibly easy to create a series of emails that are scheduled to send out during specific intervals of time. You can also create action-based workflows that will trigger a different set of emails depending on whether or not your subscribers either opened or clicked something in the email that you sent out.

7. Edit the plain text version.

Always edit the plain text under options if you are cloning another email. If you forget to edit the plain text, you’ll have plain text that doesn’t match your email and possibly some very confused readers.

8. Make sure you hyperlink header images and logos.

Some people click words, others click photos. Be kind to your subscribers and don’t make them choose.

9. Assign a campaign.

This will allow you to track more meaningful analytics. Campaigns group corresponding emails in the backend of HubSpot to provide in-depth analysis.

10. Know when to send.

I don’t know anyone who enjoys receiving a telemarketer’s call during dinner. Similarly, there’s usually an ideal time for emails to hit inboxes. This varies by industry and audience, but day of the week and time of the day can really improve open and click rates.

If you have any questions about setting up an email campaign or just learning your way through HubSpot email marketing and the related tools, let us know!

Updated: Jul 12, 2022