Newsletters and email in HubSpot: how to send emails that get read

Email is still one of the most profitable channels in B2B. But inboxes are full, and a generic newsletter to the whole database easily ends up in the trash. Here is how to use HubSpot to send emails that actually get read and lead to deals.

In short: Segment instead of sending to everyone, write for one recipient at a time, personalize with CRM data, authenticate your domain for better deliverability and measure clicks and impact on deals rather than open rate. HubSpot's email editor, lists, smart content and A/B tests make it easy.

Start with segmentation

A newsletter to everyone is the easiest option, but rarely the most effective. Use lists and segments in HubSpot to split recipients by, for example:

• Lifecycle stage: leads, customers and partners need different content.
• Industry or role: a CFO and a marketing manager care about different things.
• Engagement: active readers and those who have not opened in a long time.
• Interest: which pages or topics the contact has shown interest in.

Write for one person

• A subject line that promises concrete value. Test two variants with an A/B test.
• A sender who is a person rather than the company often gets more opens.
• One main point per email and one clear call to action.
• Personalization with name, company or smart content based on industry.
• Mobile first. A large share read on their phone.

Deliverability: land in the inbox

1. Authenticate your domain in HubSpot with SPF, DKIM and DMARC.
2. Clean the list of bounces and contacts who have not opened in a long time.
3. Use subscription types so recipients can choose what they want.
4. Avoid bought lists. They damage your sender reputation and often conflict with GDPR. Read HubSpot and GDPR.

What should you measure?

Open rate has become an unreliable number since many email clients open emails automatically. Look instead at:

• Click through rate and which links get clicked.
• Conversions, such as booked meetings or downloads.
• Influenced deals and revenue through campaign reports.
• Unsubscribes and complaints, as warning signals.

Automate what you can

Besides newsletters, you should have automated flows: welcome emails, follow up after downloads and nurturing of new leads. Read more in lead nurturing in HubSpot.

Frequently asked questions about email in HubSpot

How do you send a newsletter in HubSpot?

Create a marketing email under Marketing and Email, choose a template, write the content, choose recipient lists and subscription type and schedule or send. Always test on a test contact first.

How many emails can you send in HubSpot?

It depends on your edition. The free version has a limited number of sends per month. On paid editions, the volume depends on your edition and any email sending packs.

Why do our emails end up in spam?

Common reasons are that the domain is not authenticated, that the list contains old or bought addresses and that many recipients do not engage. Authenticate the domain and clean the list regularly.

What is a good click through rate for B2B email?

It varies between industries and lists. Compare with your own previous sends instead and work to improve over time.

Can you A/B test emails in HubSpot?

Yes, in Professional and Enterprise you can test, for example, subject line, sender or content and let HubSpot send the winning variant to the rest of the list.

Summary

Emails that get read are built on segmentation, relevant content and good deliverability. Measure clicks and deals instead of opens, and let automated flows do a large part of the work.

Want help lifting your email marketing in HubSpot? Get in touch with LeadLabs.

Read also

• Lead nurturing in HubSpot
• HubSpot Marketing Hub
• HubSpot and GDPR