According to recent research compiled by Hubspot, 99 percent of consumers check their email every day. More than 50 percent of U. S. survey respondants report checking their email up to 10 times per day, and it is their preferred way to receive information from brands. Email marketing is unquestionably an important and valuable channel in any company’s marketing plan. Using Hubspot to manage your company’s email marketing campaigns provides many features that will drive important results.

Here are a few ideas to optimize your email marketing using Hubspot:

A/B Testing

No marketer wants to see their open rates flat-line. And sometimes the reason for the stagnation might not be immediately clear. Trusting that your email list is comprised of the right people, focus on improving email content.

A/B testing, also known as split testing, is a way to test out two options on sample audiences, analyze the results of those tests, then move forward with the option that has the best results. Hubspot makes A/B testing easy through the marketing email dashboard. Any piece of content can be tested, such as offers, copy, email sender, image, subject line, or the entire email.

Tie Emails to Landing Pages

The landing page your email points to should closely be linked through headlines, visuals, and content. Think of the email as a condensed offspring of the landing page—they should resemble each other. Intentionally writing and designing these pieces together makes a difference in a consumer’s decision-making. Using Hubspot’s Landing Page building tool, landing pages can be built quickly that look the same across devices; include easy, one-click forms; automatically change content based on who is viewing the page; and can be analyzed to identify your best-performing landing pages.

Auto-Responders for Opt-Ins

According to Hubspot, 93 percent of B2B marketers use email to distribute content. Even with all of those emails flying back and forth between servers, subscribers often forget that they ever opted in to your email list. By scheduling an auto-responder email within a week of signing up, you can remind the subscriber of their opt-in and add value by delivering bonus content.

Personalize the Email Greeting

This isn’t a new strategy for marketers, but it’s an easy one to implement with Hubspot’s personalization token. Personalized content for your Hubspot contacts increases engagement and helps your brand stand out from competitors. Emails, landing pages and even websites can be personalized with any contact property or custom property.

Optimize Preview Text

“Not displaying correctly?” “Can’t see images?” These questions are two versions of the same message. And these are two questions subscribers often see in email preview text. The message comes through loud and clear: This email might not work.

Preview text is what subscribers see in their inbox next to your brand’s name. It’s a few words or sentences providing an overview of the content contained in the email. This copy is intended to entice the reader to open the email and engage your brand. Make sure to place two sentences of your most compelling copy in the preview text.

These are just a few ways to improve your email marketing, all with the help of Hubsport marketing software. SHERPA is certified in Hubspot Email Marketing and can start implementing best practices immediately. Let’s get started!

Jennifer Wilder

Jennifer Wilder

Jennifer is a writer, editor, and content manager with over 25 years of experience spanning publishing, public relations, and digital marketing. Through her creative pursuits, she has worked with Rinnai America, Truck Accessories Group, The reThink Group, LifeWay Christian Resources, and John Maxwell Company. When not working with words, she's making all-the-memories with her husband, Nathan, son, Tucker, and Labrador Retriever, Copper.

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