Why Email Marketing?
Email marketing is powerful, popular, and continues to deliver an almost unbelievable ROI – 3,600% on average! Even after 2 years of change and disruption, email is still the highest-favored media for communicating with customers. HubSpot’s Ultimate Guide to Email Marketing has tons of valuable information and statistics about the power of email marketing and is definitely worth a read!
Email has two big advantages over other forms of communication. First, email is opt-in only, meaning you are contacting people who are already intrigued by your brand and are interested in hearing from you in the future. Second, people check email a lot; 99% of consumers check their email daily with some checking more than 20 times a day!
We’re convinced emailing is a powerful marketing tactic, but sending the right emails to the right people, and tracking results is key to the success of email marketing. Using a platform designed for segmenting audiences, tracking progress, and monitoring bounce and unsubscribe rates can make your email marketing even more effective.
For more information on starting an email marketing campaign, read our Email Marketing How-To Guide.
Why HubSpot?
Email is a fast, convenient, and affordable way to target customers at a specific point in the buyer’s journey. With HubSpot, we are able to keep up with all the current email marketing trends to provide our audience with the valuable content they seek.
Although there are free providers, like MailChimp and Omnisend, they can be very limited. Given that email marketing has such an incredible ROI, a paid service with all the features we need is worth the investment.
3 Reasons We Love HubSpot Email Marketing
1. CRM
Email personalization can take many forms. One of the most effective strategies for hitting the right target is segmented email lists.
By grouping your contacts into certain demographics you are more likely to deliver relevant and engaging information, which will deliver more leads and conversions. Customize your Contact Properties to create lists that work towards your business’s specific goals.
Knowing more about our customers means we can contact them at certain points in the buying process to encourage conversion, and having an updated customer CRM gives us the insight we need into our target audience.
It’s possible, and easy, within the HubSpot platform to create a list of contacts that have shown an interest in one of our service areas by tracking their activity on our site. If a contact continues to visit our content that is focused on web design, real estate marketing, or even our pricing page, we can send a targeted email with a focus on that topic that might help them answer a question, or guide them to even more relevant information on our site. Using the power of the CRM means we can send contacts only relevant information, and not bother them with messaging that isn’t valuable.
2. A/B Testing
We believe A/B testing is one of the most important steps in creating a new campaign. A/B testing tells you what elements of your strategy work to further your progress and what is falling flat.
You can test elements like subject lines, headlines, images, personalization, and more to find the design and content that speaks to your audience, then use your CRM to determine who you want to contact and the best way to engage with that demographic. The analytics collected by HubSpot provides many KPIs such as open rates and click-through rates that can determine which emails are most effective.
3. Content Changes
Through the email analytics tool, we are able to see exactly how well our campaign is performing. By tracking KPIs including open rate, click rate, top-clicked links, top-engaged contacts, and engagement over time, we can make smart changes to our strategy.
This has helped us improve the quality of the content we produce. By having a better understanding of who our audience is, we can target people who want to hear from us. We then know what type of content they are most interested in and what drives them to engage with us so we can continue to develop a solid relationship. If we ever want to make changes, we have the ability to test new ideas and measure our progress.
Overall, we continue to use HubSpot because we value the abilities and high performance of the service and its benefits as a marketing tool. HubSpot provides us with the tools we need to deliver fresh, engaging content to the right audience.
Thanks for reading,
Shannon
Editor’s Note: Originally published in 2019, this article has been edited and updated for content in September 2023.
