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Setting Up Email Marketing in HubSpot

Learn how to build and launch automated email campaigns.

Mastering HubSpot Email Marketing: Segmentation, Design, Workflows, and Optimization

HubSpot is a powerful platform for targeting the right contacts, crafting effective emails, and automating communication. Here’s how to maximize your campaign results step by step:

1. Creating Segmented Email Lists

  • Why Segment?
    Segmentation allows you to send targeted, relevant content to the right audience based on properties like location, lifecycle stage, or past interactions.
  • How to Segment in HubSpot:
    1. Go to your HubSpot dashboard and choose Contacts > Lists.
    2. Click Create list and set criteria (e.g., recent purchases, region, job title).
    3. Use dynamic (active) lists for ongoing updates, or static lists for one-off campaigns.
  • Pro Tip:
    Create segments for top customers, re-engagement, new subscribers, or industry-specific messaging.

2. Designing Responsive Email Templates

  • Why it Matters:
    A responsive template ensures your email looks great on every device—desktop, tablet, or smartphone.
  • How to Design in HubSpot:
    1. Navigate to Marketing > Email and click Create email.
    2. Choose a drag-and-drop or coded template.
    3. Add content blocks for images, text, buttons, and personalization tokens (like the recipient’s first name).
    4. Use the preview & test features to see your email on multiple devices before sending.
  • Best Practices:
    • Use short paragraphs and clear headings.
    • Include a single, clear call-to-action (CTA).
    • Optimize images for fast loading.

3. Building Email Workflows

  • What is a Workflow?
    An automated sequence that sends emails based on triggers (signups, downloads, inactivity, etc.).
  • How to Create a Workflow:
    1. Go to Automation > Workflows.
    2. Choose to start from scratch or use pre-built templates.
    3. Set enrollment criteria (e.g., form submissions, list membership).
    4. Build actions like sending emails, setting delays, or updating contact properties.
  • Use Cases:
    • Welcome new subscribers
    • Nurture leads through a sales funnel
    • Re-engage inactive contacts

4. A/B Testing Subject Lines

  • Why Test?
    Increase open rates by discovering what resonates with your audience.
  • How to A/B Test in HubSpot:
    1. When creating or cloning an email, choose the A/B test option.
    2. Write two subject lines (and optionally, different send times or content).
    3. HubSpot randomly sends each version to a subset and monitors results, then sends the winner to the remainder.
  • Tips for Better Testing:
    • Test one variable at a time (subject, CTA, image).
    • Use clear, compelling language (“Get Your Free Guide!” vs. “Download our e-book”).

5. Improving Open Rates

  • Personalize & Segment:
    Tailor content and timing to each segment.
  • Optimize Send Times:
    Analyze analytics to see when your audience opens emails most.
  • Write Compelling Preheaders:
    This appears next to your subject line in most email clients and can boost opens.
  • Maintain List Hygiene:
    Regularly remove unengaged contacts to improve deliverability.

Summary:
Using HubSpot’s email tools—segmentation, responsive design, automated workflows, and testing—you’ll craft more effective campaigns that connect with the right contacts, drive engagement, and consistently improve your marketing results.