Why Email Marketing?
In 2019, you might be surprised to hear that email marketing is still one highest-favored media for communicating with customers. Email is popular even among younger generations, with 73% of millennials preferring to hear from a brand via email.
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 and over 50% of people check their email more than 10 times a day.
For more information on starting an email marketing campaign, read our Email Marketing How-To Guide.
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 an estimated ROI of 3800%, a paid service with all the features we need is worth the investment.
3 Reasons We Love HubSpot Email Marketing
Email personalization can take many forms. One of the most effective strategies for hitting the right target is with 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’ specific goals.
Knowing more about our customers means we can contact them at certain points in the buying process to encourage the conversion, and having an updated customer CRM gives us the insight we need into our target audience.
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 line, headline, 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 determine the best way to engage with that demographic. The analytics collected by HubSpot provides many KPIs that can determine which email is 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 so we can continue to develop this relationship and encourage the user to continue engaging with our content. 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,