Most people in the B2B world think that email marketing is passé. Think again. You might be wrong. Even today, email is the preferred means of business communication and one can do wonders by using HubSpot Email Marketing to reach your prospects.
Email marketing is the act of sending commercial messages and content to prospects and potential customers. In today’s time marketing automation platforms like HubSpot facilitate free email marketing tools right from a free subscription to paid services. HubSpot has made email marketing easy with a number of marketing essential features it provides.
Let's look at what we need to deliver the best email marketing campaigns in HubSpot:
In order to design the marketing email template in HubSpot, you do not have to wait for a professional designer and this is the best advantage we have in designing email templates in HubSpot. It provides several email templates that we can use from welcome email to newsletter, announcement, event invitation and many more. HubSpot gives you three options while selecting the email marketing templates. They are as follows:
Regular: For creating a personalised email to be sent to your contacts directly.
Automated: For sending an email through an automated workflow.
Blog/RSS: For publishing your content once and sending out the updates to your email subscribers.
With all the above three options, you can design the Email Marketing Template with the easy-to-use drag and drop editor. It enables you to customise the template based on the email layout, banner and images. If you have different requirements that cannot be fulfilled using the drag and drop editor, then you can design the template using coding but for this, you will need a developer’s help.
Mailing Domain: A mail sending domain is one that is used to indicate the sender of an email i.e. via the "From:" header. Domain Name System (DNS) records can be configured for a sending domain, which allows recipient mail servers to authenticate your messages. You can use this feature if you want to send the email from your own domain. For eg: firstname.lastname@example.org, yourdomainmailer.com. It is preferred to use a different email domain to send out the email as it prevents your marketing email from getting dropped in the spam folder, which helps in building authentication.
The list feature in HubSpot allows you to create the list of contacts based on their characteristics and the property values present in your CRM. There are two types of lists in HubSpot:
Active list: This list keeps updating itself based on the properties and filters you use to create this list as some data and property values change from time to time in your CRM.
Status list: This is the one-time list in your CRM. You cannot change the filters after saving this list. It does not update from time-to-time.
Email Subscriptions: This feature allows the contact to opt-in or opt-out from emails they receive. Based on your business type you can create marketing subscriptions for different contacts in your CRM. Email subscriptions are the lawful basis to communicate with your contact through emails. Marketing contacts can manage their own subscriptions at any time.
Personalised content increases the chances of engagement in any type of marketing content. The same thing goes with email marketing as well. With HubSpot, you can do a lot of these. With plenty of properties (the data about contacts, companies, deals), you can insert the personalisation tokens and the basic details like contact first name and company name.
In addition to personalisation in the email body, you get the option of making the subject line and the preview text personalised. And these things increase the chances of open rates in email campaigns.
With content personalisation, the audience experiences the relevant content and it helps them figure out if the services or product are the best fit for their problems and needs. This is why personalisation is important in email marketing or any type of content marketing.