Using Hubspot For Email Marketing

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Using Hubspot For Email Marketing – Ready for a full review of HubSpot as an email marketing platform? At the end of this article, you will have all the details about HubSpot.

In this article, I’ll look at some of the most important features of HubSpot for email and lead capture, a few of the downsides, and how to determine if it’s the right tool for you.

Using Hubspot For Email Marketing

Using Hubspot For Email Marketing

In its own words, HubSpot is “inbound marketing and sales software that helps companies attract visitors, convert leads and close customers.”

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It was built on the idea that customers are now in control of the marketing process, and instead of resisting them, marketers must focus on attracting them.

That was in 2004, and since then the software has grown to serve more than 37,000 companies and includes tools in the following areas:

That’s an impressive list, and according to Marketing Automation Insider, HubSpot has a 41.6% share of the small business automation market, making it the leader of the pack.

Why? First, because the ROI of email marketing is 3800%. Not only that, but despite being so old school compared to social media, it can be more effective than Facebook or Twitter (in some cases) at acquiring new customers.

Hubspot Email Marketing Integration

When it comes to email in particular, HubSpot offers its users a variety of services – all conveniently offered through the email dashboard.

After logging in and in the email section, you will be redirected to the Manage section where you can:

As with most email automation tools, you can quickly create branded emails through the platform. The good news is that no coding experience is required and you can choose from dozens of HubSpot templates.

Using Hubspot For Email Marketing

Before we dive into the more complex features, anyone new to HubSpot should start with some basics:

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The real value of any email marketing tool lies in its ability to automate the contact process for you.

HubSpot does this with workflows, “an automated set of marketing and/or sales actions that are executed based on an initial state.”

Workflows take manual work out of email. You create a list of sign-up conditions and triggers, and once the contact meets the trigger, an email (that you’ve already created) is automatically sent to them.

The workflow you choose will ultimately depend on your individual campaign goals, and you can run multiple campaigns at once.

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So you can use it to trigger an email after a form is submitted, send contacts personalized offers on their birthday, send a series of emails with helpful tips, and send reminder emails when important dates are coming up. Everything at once.

In fact, marketers say that targeted personalization increases customer engagement, and personalized subject lines are 26% more likely to be opened.

When creating a new email, HubSpot gives you the option to include a personalization token. Token works with your email list by looking at the contact history of everyone who should receive that email.

Using Hubspot For Email Marketing

For example, let’s say you want to customize the recipient’s name. If your subject is “Hello Friend”, you select the word “Friends” and click the Customize Token button on the toolbar.

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Select “First Name” from the drop-down menu and click Paste. Now all your emails will automatically insert the recipient’s first name into the email.

However, you can do much more with personalization tokens and allow you to target your email communications based on key activities, personas and behaviors.

Using the information stored in your contact records, you can target and personalize based on the most effective subject lines, links, content and calls to action.

When you create an email (or landing page, form, etc.), it will appear as a link. Enabling it will allow you to create a set of “smart rules”.

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The difference between smart email and regular email? Personalization. The rules identify someone who has visited or interacted with your website and instead of opening a normal email, they will see an email with their name on it.

This simple step can have a big impact. HubSpot reports that content with a personalized call to action performs 42% better than a generic call to action.

Instead, it uses powerful lead capture techniques to help you. And get this – some of them are even free.

Using Hubspot For Email Marketing

To use HubSpot’s free marketing tools, you’ll need to install a tracking code (learn how here). Once you’ve done that, you’ll need to use popup forms that overlay your website when someone visits it (HubSpot refers to this as lead flow).

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This serves the purpose of any opt-in form; This means collecting email addresses and contact information in exchange for a subscription or free download of your blog.

But you won’t just get an email. Once a contact provides their information, HubSpot begins collecting extensive data about who they are, where they work, their social profiles, and which websites they’ve visited.

Every time they visit your site (even before submitting the form), you’ll be able to track which pages they’ve viewed and continue the timeline with each subsequent visit.

If you see someone visiting your blog, you’ll know to send them relevant updates. Or, if someone has spent time on your products or pricing page, you can send them personalized offers or discounts to help move them down the sales funnel.

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Landing pages are easy to create with the Landing Pages app, and new customers will be templated based on the look and feel of their existing site.

Once the page is created, you have the option to add them to your workflow and send a follow-up email.

This is an incredibly good option because it allows you to automatically match new posts to a workflow designed specifically for new leads. After that, HubSpot starts sending them a series of lead nurturing emails associated with that workflow.

Using Hubspot For Email Marketing

Forms can be created and used in HubSpot’s Form Editor (full instructions here). These forms work with the HubSpot tracking code as overlay popups. This allows them to collect more comprehensive data about potential customers, such as the pages they visited and how they found your website.

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So you’ve collected your leads and incorporated them into your workflow. But how do you know which potential customers are serious about your product?

A lead score is a value you assign to your leads based on their behavior. What behaviors you choose to score will vary by company, but HubSpot lists the following types of data that are often used for lead scoring:

The great part about it? If you use HubSpot, they will give you a leader score. With it, you can better determine the quality of your leads—how engaged they are and when they’re ready to lead your sales team.

Fair warning: it’s called manual lead scoring, and it takes a bit of work on your part.

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You will need to decide and define the qualification criteria you want to use to evaluate your leads (see categories above). You will then need to assign a numerical value to each criterion.

For example, you might decide to assign clicking on a link in an email as more valuable than opening the email.

To be sure, you can test the effectiveness of your criteria against a known HubSpot contact. Select one lead that you think is highly qualified (the previous buyer) and one that is less qualified, and display their scores based on the criteria you specify.

Using Hubspot For Email Marketing

If a highly qualified lead produces a poor score, you’ll know to adjust your criteria and their values ​​before proceeding.

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Once you’re settled and enter your criteria, you’ll create a smart list that allows HubSpot to track contacts that meet your specified score (instructions here).

Click Save to start manual lead scoring and HubSpot will apply your criteria to your entire database and you’ll be able to find each contact’s lead score in their contact profile.

Smart List also allows you to view a list of your most qualified contacts. These leads can be placed in a custom workflow and your sales team can send emails accordingly.

When you first go to your dashboard, you’ll see a list of all your emails with an open percentage. To dive deeper, click the Analysis tab.

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You can sort this information by email type, campaign, or time range, and you’ll see the percentage of delivery rates, open rates, click-through rates, and lost leads. There will also be separate tabs dedicated to click-through rates, delivery rates, etc., so you can see which emails have historically performed the best.

All of this information helps you see who is engaging with your emails, at what time, what devices they are using, which links were the most popular, and what content performed the best. You can see who received your email and separate them into separate lists based on their interactions or see who

You can also track the effectiveness of your landing pages by views, form submissions, new contacts and conversion rates.

Using Hubspot For Email Marketing

That compares well with major competitors like Marketo, Pardot, and Eloqua, all of which have a starting price of at least $1,000.

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There are, of course, more affordable options

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