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Email Marketing Best Practices Hubspot

Email marketing is the most direct and effective way to communicate with your customers. First, you need a list of contacts that you can send emails to. Second, you’ll need to create a subject line that will get their attention. You’ve touched on a few aspects that may help you with your email marketing ventures. These include tailoring your content to those who you’re trying to reach, staying consistent with your efforts, and measuring how well your messages are performing. If you can utilize these and other best practices in your email marketing campaigns, they’ll likely be more successful than if you don’t.

Whether you’re simply trying to encourage site traffic, generate leads, upsell products, or even just keep your customer base happy; email marketing is still one of the best options around. It delivers a high ROI at a low cost, and it has proven itself as a powerful communication tool. By best practices, we don’t mean that this is the only way to go about email marketing. Rather, if you look at average open rates, clickthrough rates and conversions, using A/B testing for content, knowing your audience and segmenting them and using tools like Drip or Mailchimp will help you boost your ROI with email marketing.

Welcome to our beginner’s guide to email marketing. We’re glad you’re interested in learning more about how you can use email to improve customer relationships and grow your business. In this post, we’ll cover the basics of what makes a good email, how you can create one, how you can measure its effectiveness, and what you need to do to make sure your emails get delivered. By the end of this post, you’ll know everything there is to know about email marketing best practices.

Personalize the content of the email.

Personalization is important and a great way to get people’s attention. Personalized emails go straight to the inbox, and they’re more likely to be read.

The best way to personalize your emails is by using data that HubSpot has on your contacts. You can use the recipient’s name in the subject line, in their email address, or both!

Write shorter emails.

  • Write shorter emails.
  • Use bullet points to break up content.
  • Include a call to action (CTA) at the end of each email, such as a link or phone number for your business. If you don’t have a CTA in your email, then there’s no point in sending it out!
  • Use templates to create consistent messages across your subscriber base. This can help you save time when writing emails and also make sure that they’re consistent with each other—it’ll keep things organized and professional-looking too!

Create clearer subject lines.

Your subject line is the first thing your subscribers will see, so you want to make sure it’s clear and relevant.

  • Use a subject line that is clear and concise. Your email should be written in plain language and the title should accurately reflect what will be inside the email—don’t use marketing buzzwords or jargon that could confuse readers who are unfamiliar with your industry.
  • Use a subject line that is relevant to both the content of the email and its recipient(s). This means using information from previous emails (e.g., “Hey Bob! Did you know…?”) to remind subscribers why they signed up in the first place, or referencing current events or trends (e.g., “How Facebook Ads Can Help Your Small Business”). It also means creating personalized subject lines for each recipient based on their interests and preferences as well as their demographic information (age range, income level). For example: “How Facebook Ads Can Help You Reach More Customers at Work Today!” vs “How Facebook Ads Can Help You Reach More Customers at Work This Week!”
  • Use a compelling call-to-action in your subject line

Use segmentation to send more personalized email campaigns.

Send more personalized email campaigns with segmentation.

Segmentation is one of the most important aspects of email marketing, but it’s also one of the easiest features to overlook in your workflows and strategies. Segmentation helps you divide your audience into groups based on certain criteria so that you can send more relevant content to each group individually. For example, if you have a list of customers who purchased a specific product, you can create a segment called “Product X Buyers.” Then when sending an email campaign related to this product (like announcing an upcoming sale), everyone who bought Product X will get that campaign while everyone else on your list won’t receive it unless they’ve purchased other products as well.

You can use segmentation for many different purposes: sending targeted welcome emails or onboarding sequences; promoting new products or services; targeting cold prospects; collecting feedback from customers; sending surveys…the possibilities are endless!

Include a clear CTA in every email you send.

Every email you send should have a clear call-to-action (CTA) to get the reader to take some kind of action. A CTA is an imperative sentence or phrase at the end of your message that tells recipients what they should do next. The best CTAs are short and sweet, but also descriptive:


“Download our ebook today!”


Here’s an example from Hubspot:


Add alt text for images, so your emails display correctly on mobile devices and for those who are visually impaired.

Many email clients, including Gmail and Outlook, are able to display images in your emails. The text that appears along with the image is called “alt text,” and it’s used by people who are visually impaired or using a mobile device to read your emails.

When you add an image to your email template, it’s automatically assigned alt text from the filename of the image file. For example, if you upload a photo named “photo1” as an attached document (or insert an embedded file), its alt text will be “[untitled]”. If you upload a logo named “logo1”, its alt text will say “logo1”. You can change this default alt text in HubSpot by clicking into each image within your template editor and editing its title field in the Image Properties panel (you may need to click View>Image Properties first).

Measure your success with A/B testing.

A/B testing is a method of comparing two versions of a single variable (usually a landing page or email) and analyzing the results to determine which version performs better. There are two versions: A and B. You send the same amount of traffic to both pages, but you’ll get more accurate results if you control for variables like time of day and day of week by targeting your experiment only at certain times.

After running an A/B test, you’ll want to analyze its effectiveness with metrics like conversion rate, revenue per visitor, or click-through rate (CTR). Then you can make informed decisions about which approach works best for your business–and scale it up accordingly.

Here’s how HubSpot describes A/B testing: “You test different variations against each other in order to find out what performs best.” In other words, rather than guess what will work best on your website or in an email campaign–or use guesswork as part of developing content–you can use data from previous tests to help guide future decisions about what content should go where so that it has the greatest impact on sales performance

Track your data to understand how recipients interact with your emails.

You should track your data to understand how recipients interact with your emails. This can help you optimize and improve future email campaigns, as well as make better decisions on which messages and subject lines work best for your audience.

We recommend using HubSpot’s Email Analytics feature to track these metrics:

  • Open rate – the percentage of opens for a particular email campaign
  • Click-through rate (CTR) – the percentage of clicks on links included in an email campaign (the number of clicks divided by total opens)
  • Unsubscribe rate – the percentage of unsubscribes from an email list

Learn how to create successful, effective, and engaging emails.

Email is one of the most powerful ways to connect with customers and prospects, but many marketers still don’t know how to get it right.

Email marketing best practices are simple, yet effective tools that you can use to make sure your emails get read and acted upon.

Here’s what you need to know:

  • The right subject line can mean the difference between a high open rate or a low one. The first thing people see in their inboxes when they receive an email is usually the subject line. If your message isn’t compelling enough, they’ll move on without ever opening it at all—and if they do open it up later, they may have forgotten why they did so in the first place! But if you write subject lines that evoke curiosity or catch their attention in some other way (like making them laugh), then there’s a good chance readers will click through for more information about whatever topic you’re discussing.
  • A clear call-to-action (CTA) drives engagement from start to finish by guiding readers through each step of an actionable process like subscribing to an email list or downloading content from your website or blog post (which we’ll talk about shortly). You can also use CTAs as social media buttons when someone tweets about something interesting on your site; this helps increase traffic back over time because it shows additional value behind every piece of content published online – which makes everyone happy 🙂


Email marketing is a great tool for marketing your business. It can help you reach new people, get leads, and increase sales. The best part about email marketing is that you don’t have to be an expert to make it work for your business. With some simple tips, you’ll be on your way to creating successful email campaigns in no time!

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