How to Do Email Marketing With HubSpot

Email marketing remains one of the most effective ways to connect with your audience, build relationships, and drive conversions. With the right tools, you can create personalized, automated, and data-driven email campaigns that deliver results. HubSpot, a leading all-in-one marketing platform, offers powerful features to streamline your email marketing efforts. In this comprehensive guide, we’ll explore how to master HubSpot email marketing, create impactful HubSpot email campaigns, leverage HubSpot email automation, and use HubSpot for email marketing to grow your business. Whether you're a beginner or an experienced marketer, this blog will walk you through everything you need to know to succeed.

Why Choose HubSpot for Email Marketing?

HubSpot is a powerhouse for email marketing because it combines user-friendly tools with advanced automation, personalization, and analytics—all under one roof. Unlike standalone email marketing platforms, HubSpot integrates seamlessly with its CRM, allowing you to create targeted campaigns based on detailed customer data. Here are some key reasons why HubSpot for email marketing stands out:

Ease of Use: HubSpot’s drag-and-drop editor and pre-built templates make it easy to create professional emails without coding or design expertise.

CRM Integration: Syncing email campaigns with HubSpot’s CRM ensures personalized content and tracks customer interactions across touchpoints.

Automation Capabilities: HubSpot email automation allows you to set up workflows that save time and deliver timely, relevant messages.

Robust Analytics: HubSpot provides detailed insights into open rates, click-through rates, and conversions, helping you optimize campaigns.

Free and Premium Options: HubSpot offers a free plan with essential email marketing tools, while premium plans (Marketing Hub Starter, Professional, and Enterprise) unlock advanced features.

Whether you’re a small business or an enterprise, HubSpot email marketing offers scalable solutions to meet your needs.

Getting Started with HubSpot Email Marketing

Setting Up Your HubSpot Account

To begin using HubSpot for email marketing, you’ll need a HubSpot account. Here’s how to get started:

Sign Up: Visit HubSpot’s website and sign up for a free account or choose a paid Marketing Hub plan. The free plan includes basic email marketing tools, while premium plans offer advanced automation and analytics.

Connect Your Email Domain: To ensure deliverability, set up an email-sending domain in HubSpot. Avoid using the same subdomain for your website and emails to protect your domain’s reputation.

Import Contacts: Upload your contact list or integrate with your CRM to manage subscriber data. Ensure all contacts have provided explicit opt-in consent to comply with regulations like GDPR and CAN-SPAM.

Understanding the HubSpot Email Marketing Interface

Once your account is set up, navigate to Marketing > Email in your HubSpot dashboard. The interface is intuitive, offering:

Email Dashboard: View recent campaigns, performance metrics, and quick access to create new emails.

Template Library: Choose from pre-built templates for newsletters, promotions, events, and more.

Analytics Tab: Monitor key metrics like open rates, click-through rates, and deliverability.

Workflows Section: Set up HubSpot email automation for triggered campaigns.

Familiarize yourself with these tools to streamline your workflow and maximize efficiency.

Creating a HubSpot Email Campaign

A successful HubSpot email campaign starts with a clear strategy. Follow these steps to create a campaign that engages and converts.

Step 1: Define Your Campaign Goals

Before creating an email, set SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound). Common goals include:

Driving website traffic
Generating leads
Nurturing existing leads
Increasing sales or conversions
Building customer loyalty

Your goal will shape the email type, content, and audience segmentation.

Step 2: Segment Your Audience

Segmentation ensures your emails are relevant to specific groups. HubSpot’s segmentation tools allow you to target contacts based on:

Demographics: Age, location, or industry

Behavior: Website visits, email opens, or purchases

Lifecycle Stage: Leads, customers, or inactive subscribers

To segment in HubSpot:

Navigate to Contacts > Lists.
Create a new list using filters like contact properties or engagement data.
Save the list for use in your campaign.

Step 3: Choose an Email Type

HubSpot offers three main email types:

Regular Emails: One-time sends to specific contacts or lists.

Automated Emails: Triggered by user actions, such as form submissions or website visits (requires Marketing Hub Professional or Enterprise).

Blog/RSS Emails: Automatically sent when new blog content or RSS feeds are published.

Select the type that aligns with your campaign goals.

Step 4: Design Your Email with HubSpot’s Drag-and-Drop Editor

HubSpot’s drag-and-drop editor simplifies email creation:

Go to Marketing > Email and click Create Email.
Choose a template from the library or build from scratch.
Customize the layout with modules like text, images, buttons, and CTAs.
Ensure your email is mobile-responsive and visually aligned with your brand.

Step 5: Personalize Your Email Content

Personalization boosts engagement. Use HubSpot’s personalization tokens to include:

Contact names
Company details
Lifecycle stage data

For example, a subject line like “Hi [First Name], Check Out Our Latest Offer” feels more personal and increases open rates.

Step 6: Write Compelling Subject Lines

Your subject line determines whether recipients open your email. Tips for effective subject lines:

Keep it short (under 60 characters).
Use action-oriented language.
Include personalization or emojis sparingly.
Test variations with HubSpot’s A/B testing feature.

Step 7: Add a Clear Call-to-Action (CTA)

Every email should have a clear CTA, such as “Shop Now,” “Learn More,” or “Download Now.” Place your CTA prominently and link it to a relevant landing page.

Before sending, preview your email as a specific contact or test it in your inbox to ensure it renders correctly.

Leveraging HubSpot Email Automation

What is HubSpot Email Automation?

HubSpot email automation allows you to send targeted emails based on user actions or predefined triggers. Workflows automate repetitive tasks, ensuring timely and relevant communication.

Benefits of Email Automation

Time Savings: Automate follow-ups, welcome emails, and drip campaigns.

Personalization: Deliver tailored content based on user behavior.

Improved Engagement: Send emails at optimal times to boost open and click-through rates.

Lead Nurturing: Guide leads through the buyer’s journey with relevant content.

Setting Up Automated Workflows in HubSpot

To create an automated email workflow:

Navigate to Automation > Workflows.
Click Create Workflow or select an existing one.
Add a trigger (e.g., form submission, page visit, or email open).
Select Send Email as the action and choose or create an automated email.
Customize the email content and set delays between actions.
Review and publish the workflow.

Types of Automated Email Campaigns

Welcome Series

Welcome emails introduce new subscribers to your brand. Set up a workflow to:

Trigger when a contact subscribes or fills out a form.
Send an immediate welcome email with a friendly introduction.
Follow up with emails highlighting key resources or offers.

Drip Campaigns

Drip campaigns nurture leads over time. For example:

Trigger: Contact downloads a resource.

Email 1 (Immediate): Thank them and deliver the resource.

Email 2 (Day 3): Share related content or a case study.

Email 3 (Day 7): Offer a demo or consultation.

Re-engagement Campaigns

Re-engage inactive subscribers with a workflow that:

Identifies contacts with no engagement in 90 days.
Sends a series of emails offering incentives or asking for feedback.
Removes unresponsive contacts to maintain a clean database.

Abandoned Cart Emails

For eCommerce businesses, trigger emails when a user abandons their cart:

Email 1 (1 Hour Later): Remind them of items left in their cart.

Email 2 (24 Hours Later): Offer a discount or free shipping.

Email 3 (48 Hours Later): Create urgency with a limited-time offer.

5. Optimizing Your HubSpot Email Campaigns

A/B Testing for Better Performance

A/B testing helps identify what resonates with your audience. Test elements like:

Subject lines
Email content
CTAs
Send times

In HubSpot, set up an A/B test by:

Creating two email variations in the email editor.
Selecting a test metric (e.g., open rate or click-through rate).
Sending each variation to a small segment of your list.
Using the winning variation for the full campaign.

Using Analytics to Track Success

HubSpot’s analytics tools provide insights into:

Open Rates: Percentage of recipients who opened your email.

Click-Through Rates (CTR): Percentage who clicked a link.

Deliverability: Percentage of emails delivered successfully.

Conversions: Actions taken, such as form submissions or purchases.

Use the Analyze tab in the email dashboard to review performance and adjust future campaigns.

Improving Email Deliverability

To ensure your emails reach inboxes:

Use a dedicated email-sending domain.
Avoid purchased lists, which harm deliverability and email health.
Run permission pass campaigns to confirm opt-in status.
Monitor bounce rates and clean your contact database regularly.

Personalization and Smart Content

HubSpot’s Smart Content feature displays dynamic content based on a contact’s attributes, such as location or lifecycle stage. For example, show different offers to leads versus customers to increase relevance.

Best Practices for HubSpot Email Marketing

Building and Managing Your Email List

Grow Organically: Use forms, landing pages, and CTAs to collect opt-in emails.

Clean Regularly: Remove inactive or bounced contacts to maintain email health.

Segment Strategically: Group contacts by buyer persona, behavior, or interests.

Staying CAN-SPAM Compliant

Include an unsubscribe link in every email.
Provide a valid physical address.
Use clear “From” names and avoid misleading subject lines.

Crafting Engaging Email Content

Keep emails concise and focused.
Use a friendly, brand-aligned tone.
Include visuals like images or videos to enhance engagement.

Timing and Frequency Tips

Send emails at optimal times based on analytics (e.g., mornings or midweek).
Avoid over-emailing to prevent unsubscribes; use frequency caps if available.

Advanced Features of HubSpot for Email Marketing

CRM Integration

HubSpot’s CRM tracks every interaction, allowing you to personalize emails based on website visits, past purchases, or engagement history. This ensures your campaigns are hyper-relevant.

Predictive Lead Scoring

HubSpot’s predictive lead scoring uses machine learning to prioritize high-potential leads, enabling targeted campaigns that focus on those most likely to convert.

AI-Powered Tools

Use HubSpot’s AI to generate subject lines, email copy, or optimize send times for maximum engagement.

Integration with Other Platforms

HubSpot integrates with tools like Shopify, Mailmodo, and Seventh Sense to enhance eCommerce campaigns, add interactive AMP emails, or optimize send times.,

Common Mistakes to Avoid in HubSpot Email Marketing

Ignoring Segmentation: Sending generic emails reduces engagement.

Overloading Emails: Too much text or too many CTAs can overwhelm recipients.

Neglecting Testing: Skipping A/B tests or previews risks errors.

Poor List Hygiene: Failing to clean your list leads to low deliverability.

Non-Compliance: Violating GDPR or CAN-SPAM can result in penalties.

Conclusion

HubSpot email marketing empowers businesses to create, automate, and optimize campaigns with ease. By leveraging HubSpot email campaigns, HubSpot email automation, and CRM integration, you can deliver personalized, timely, and impactful emails that drive results. Whether you’re nurturing leads, re-engaging customers, or boosting conversions, HubSpot for email marketing provides the tools to succeed in a competitive digital landscape.

Still Confused? Let Parkyd Digital handle it for you.