HubSpot Email Marketing Best Practices

We have compiled some of the most asked questions in an email marketing consultation. We hope these resolve some of your queries, and for others, we are always here to help.

1. What is the biggest factor to consider when creating an email marketing campaign?

There is no one biggest factor. There are smaller but important factors such as

• Your target audience i.e. your email data must be authentic
• Email copy including subject line
• Personalization in emails
• A/B Testing your emails for better reach
• Proper use of CTAs in your email
• Proper use of images and videos where necessary
• Using an effective email workflow

2. What are some common email copywriting best practices?

To be an effective email marketer, you need to know how to write an email copy that gets your message across effectively. Here are some tips to help you write powerful email copy that will get your message read and responded to:

a. Start with a Goal

Before writing your email, make sure you know what you want to achieve. What is the purpose of your email? Is it to introduce a new product or service? To solicit feedback? To sell a product or service? Once you know the purpose of your email, you can start to craft your message accordingly.

b. Be Concise

It is important to keep an email as concise as possible when writing it. Readers will not have time to read a long email if the goal of the email is not communicated well. Use simple, straight-forward language that is easy to understand.

c. Use Strong Words and Phrases

When writing email copy, it is important to use strong words and phrases that will capture the reader’s attention. When writing about your product or service, be sure to use terms that customers will understand. For example, instead of writing “new and improved,” try “better than ever.”

d. Use Images and Videos

When possible, use images and videos to help illustrate your points. Images and videos can help to engage and attract attention to your email.

e. Use Headlines that Capture the Reader’s Interest

When writing your email headlines, be sure to capture the reader’s interest. Use catchy phrases that will draw them in. For example, try using phrases like “FREE GIFT!” or “Discover the Secret to Becoming a Successful Email Marketer.”

f. Use Personalized Messages

When writing messages, be sure to personalize them for each individual reader. This will help to engage them and draw them in.

g. Add CTA Buttons

Adding CTA buttons to your email is one of the best ways to increase engagement and response rate. This will allow readers to easily take the next step, such as signing up for your email list or downloading your product or service.

3. What are some common mistakes people make when creating email marketing campaigns?

Some common mistakes people make when creating email marketing campaigns include the following;

• Not segmenting the contact list properly. They end up sending the right message to the wrong recipients.
• Sending spam emails. This one also is related to data segmenting because if the irrelevant contacts receive your message, which is not targeted to them, then they might mark your email ID as spam. Also, if you keep sending the same message over time to the same contacts, then that is also considered spam. Sharing unsafe links in emails also leads to emails getting spammed.
• The ineffective workflow also results in email campaign’s poor performance.
• Not giving attention to the landing page linked in the emails.
• Not testing the emails for different devices before sending.
• Not knowing how to read the email campaign performance stats so they can improve next time.
• Not knowing the industry standards of email success and ending up having wrong expectations from their campaigns.
• Using poorly designed email templates

4. How can you measure the success of your email marketing campaigns?

You can measure the success of your email marketing campaigns by looking at the following:

Open Rate: How many recipients opened the email? Let’s say you sent an email to 100 people, and out of those 100, 30 people opened the email. This means that your open rate is 30%. This also means those 30 people liked the email subject line, which made them open it.

Click-Through-Rate: When the recipients who opened the email also clicked on the link/CTA button in the email, that is your campaign’s Click-Through-Rate. Let’s say that out of 100 recipients, ten people clicked on the link or a CTA; then your CTR is 10%. If the CTR number is not good, but Open Rate is good, your subject line is attractive, but the email copy is not.

Leads or Conversion Rate: When those recipients who clicked on the CTA button land on the landing page and take action on that page that is said to lead generated. If your lead number is way lower than the CTR, your landing copy is not good enough compared to the email copy.

Bounce Rate: Bounce rate directly tells the quality of your email list. If your list contained 150 contacts, but only 100 received the email, that means 50 email addresses were wrong. This is considered a hard bounce.

These are some pointers the campaign managers need to look closely at if they want improved stats for their email marketing campaign.

5. What are some tips for optimizing the performance of your email marketing campaigns?

Some tips for optimizing the performance of your email marketing campaigns include;

• Sending follow-up emails at adequate intervals. You can automate this process to save time. It’s a one-time setup for HubSpot.
• Give equal importance to the copy and design of the landing page where the conversion occurs.
• Highlight the offers and benefits for the recipients in the email and the landing page.

We are just one click away from a brainstorming session with you for your email marketing session. Schedule a Meeting with us today.