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Email marketing best practices from HubSpot

Discover several tips to help you grow your audience, reach, and leads.

A strong digital marketing strategy is critical for the success of your business, and email marketing is a building block of any great marketing plan. With many tools and content out there, it can feel overwhelming to get your business on the right track. A long-term plan to grow your email marketing is the perfect place to start. We’ve outlined six pillars to get your marketing strategy moving -- growing your audience, reach, and leads along the way.


Connect with your audience through email marketing

No matter what, marketing influencers will tell you that email marketing is still very much king. In fact, email marketing brings in a high ROI—$36 for every dollar spent. Email marketing sets itself apart as a way to connect with your audience on a more personal level, as social media becomes more and more noisy.


More than just an avenue for sales emails or discount offers, email is an excellent distribution channel for content like blog posts, podcast episodes, thought leadership, and more. Creating an excellent email marketing strategy starts with these six pillars:


  • Email templates: Don’t spend time creating email templates from scratch. Test a few great templates and see what works for you based on the types of emails you’ll be sending. An email newsletter should look different from an email promoting a discount, for example. Don’t be afraid to test!
  • Clear and concise copy: Our email inboxes are as personal as our home addresses—today’s informed consumer wants to make sure their inbox won’t be spammed, and they know exactly what they’re signing up for. Make sure your email copy shows value immediately. The easier it is for a consumer to understand why your content is worth their email information, the more leads you’ll drive. Start with the value (what they’ll learn or get), share an example, and make it snappy!
  • Nurturing emails: When someone signs up for your product/service, makes a purchase, or becomes a lead, nurturing emails come in really handy. A set of emails that go out over a certain cadence (say, four emails over the course of two weeks) can introduce your prospect to your business and what you offer. Nurture emails can also share valuable content to help your prospect see you as a trustworthy source of information.
  • Email segmentation: When sending emails, you want to make sure relevant content is going to the correct audience. You don’t want to send an email about your new bacon jam to a customer that has only bought vegan products in the past. That’s where segmentation comes in. When asking your audience to sign up for emails, add a few questions into your form to help you understand their interests and needs. 
  • Email as a lead driver: Email isn’t only a great channel for distribution. It can be an excellent lead driver as well. Consider creating a series of lessons or a course that’s email-only, teaching about relevant topics for your audience. 
  • Test, test, test: Testing your emails should become second nature for your business. A/B tests are easy to implement, and will help you get a better idea of your audience and their interests and needs. Test your copy, images, CTAs, and more for everything you send. You’ll get to know your customer better than ever.

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