HubSpot Best Practices: Email Marketing
Even with so many ways to reach out to your prospects in an era of multiplying digital platforms, email marketing remains an effective tool for generating leads.
But it’s not enough to just hit the send button and shower your list of prospects with selling points.
Your email has to make it through a gauntlet of spam filters, competing messages and demands on your audience’s time – not to mention that pesky “delete” button.
Even so, with modern tools, this process is easier and more effective than ever.
HubSpot’s email marketing capability, part of the Marketing Hub, provides a much-needed edge for your email campaigns with tools that let you tailor your lists, target your messaging and strategize your campaign with analytics that show you what’s working and what isn’t.
Here are 5 ways you can leverage HubSpot’s email marketing capabilities to get the results you want from your email campaigns:
1. Use Event-Based Segmentation to Send Targeted Email Campaigns
HubSpot’s contact management system allows marketers to send the right email to the right people at the right time. It works by enabling you to create contact lists based on who visited your site and what they did while they were there.
For example, you can create a contact list based on website visitors who clicked a certain button or filled out a specific form. These visitors are automatically added to an “active list” so your list of contacts constantly grows as more people visit the page. Then, you can design an email campaign that targets those prospects and their interests, increasing the chances of turning them into qualified leads.
2. Create an Eye-Catching CTA
Every email you send out should have a clear and visible “Call to Action” (CTA) that links to a relevant action, offer, or contact page. To make this easy, HubSpot offers a CTA button tool that allows you to create reusable calls to action for any email campaign. You choose the button’s style, shape, size, font, and color. For best results, be specific. “Learn More” and other vague suggestions are less likely to get clicked.
3. A/B Testing Made Easy
While A/B testing isn’t new, HubSpot has a system that makes it easy to implement it into your email marketing strategy. Simply create a new email and select A/B testing in the settings. After you create the “B” version of your email and configure your testing options, HubSpot does the rest, presenting you with the “winner” when testing is completed. Most commonly, A/B testing is used to assess different subject lines and calls to action to see which are most effective in increasing open and click-through rates.
4. Track Campaign Performance
Analyzing the performance of your email campaigns is one of the most important steps in improving your email marketing efforts. HubSpot not only provides a clear dashboard of performance information for every email you send, but it also provides you with useful insights and suggestions.
For example, HubSpot will notify you when certain contact lists have lower open rates than other lists and give suggestions for improvement. HubSpot also provides an HTML click map that shows the top clicked links in each campaign and the top contacts who engaged with those links. This feature allows you to see which CTA buttons work best for each contact segment.
5. Put a Cap on Email Send Frequency
Bombarding your prospects with emails is the downfall of many campaigns. Thankfully, HubSpot allows you to limit the total number of emails a contact can receive within a certain time period, preventing you from annoying your prospects. When activated, this setting will automatically apply to all your emails with no extra effort required.
Do You Want to Get the Most Out of Your HubSpot Email Campaigns?
At Innovaxis, we are experts in implementing and managing HubSpot to generate high-quality leads. If you’re spending a lot of time and effort on email marketing for your B2B business and you’re not seeing results, we can help. Give us a call or click on the link below.