Did you know that 78% of marketers have seen an increase in email engagement over the past 12 months? This is currently one of the few channels that truly generates a real connection with people, so you shouldn’t overlook it: email marketing should be a must in your content marketing strategy .
In this post, we’ll explore the advantages of email marketing and the first steps to implementing an email marketing strategy in HubSpot.
There are numerous tools for carrying
out email marketing campaigns, but we definitely choose HubSpot for all the advantages it offers:
It allows you to design professional emails without any web design knowledge. You can choose from its numerous templates based on your goals and easily customize them.
You can personalize your emails with Smart Content to improve CTR and open rates. HubSpot allows you to perform all types of email data segmentation (by buyer persona, lifecycle stage, products of interest, engagement level, etc.) to choose the content, subject lines, and CTAs that are most relevant to each segment.
HubSpot includes analytics to understand who interacts with emails, from what device, which links get the most clicks, which documents are downloaded the most, etc. From the platform itself, you can also perform A/B testing to find out what works best, thus increasing interactions and, consequently, sales.
The essentials for preparing an email marketing campaign
1. Set goals
Always keep in mind some basic KPIs that will determine whether your campaign is working properly:
Open rate. Typically, it’s between 15% and 35%. Very few campaigns manage to raise the open rate above 40%, but keep in mind that the more key digital marketing tools for your local business personalized your emails are, the more likely you are to improve that percentage.
Click-through rate. In this case, there are no specific percentages your campaigns must meet, as it will depend on the content. However, there are good practices you can implement to achieve the highest possible click-through rate.
Spam can make all your efforts go to waste
You can minimize it by carefully selecting the search engine optimization mails subject line (making sure it’s not misleading), using a reliable email marketing service, and monitoring your sending schedule.
- Opt out. Minimize it with targeted campaigns offering relevant information to your audience.