- Now, I don't know about y'all, but when I hear the phrase,
email marketing, I immediately think spam hitting my inbox.
Yeuch.
But what if I told you you could do it right
and have your emails be as well received as a lovely note
from your aunt Judy?
I miss you, Judes.
What's up?
It's Jamal from HubSpot.
And in this video, I'm gonna show you the basics
for how to succeed in email marketing.
Even if you've tried in the past,
there's lots of new tools help you up your email game
and we have all the latest tips and tricks.
If you're ready to jump in the deep end,
click the link to our ebook in the description.
Just be sure to like this video and subscribe
before you go anywhere else.
So first things first,
what's the definition of email marketing?
Well, HubSpot defines email marketing
as the process of targeting your audience and customers
through email, in order to boost conversions and revenue
by providing readers with valuable information
to help achieve their goals.
My favorite part of that definition is in the end,
providing readers with valuable information
to help achieve their goals.
That's what makes effective email marketing
different from spam.
You don't wanna bombard your recipients with info
they don't need.
Good email marketing delivers value
with every click of the send button.
So how do you know what's valuable?
Well, it starts by knowing your subscribers,
which leads to tip number one.
Build a segmented list.
You know that not all customers are the same,
so why would you treat them alike via email?
By segmenting your subscribers into more targeted,
specific groups, you can deliver messaging that speaks
more directly to their concerns
or where they are in your sales funnel.
Now I'm sure you're wondering how important
is segmentation, Jamal?
Well, one study found that marketers
who use segmented campaigns note as much
as a 760% increase in revenue.
If my revenue were to increase by 760%,
you know how much money I'd have?
(dramatic music)
Have zero, 'cause zero times anything is still zero.
Gotta work on that.
So how do you build a segmented list?
A lot has to do with how you gather emails.
HubSpot built its email lists largely by offering
free content like templates, tools, and eBooks.
This let us know what a subscriber is interested in
based on what resources they've downloaded.
If someone downloads our Instagram for business ebook,
we might decide to send them an email offering free
Instagram templates, because it's relevant
to what they're trying to solve.
We wouldn't send them an email about our interview kit
for job seekers.
You can segment your email list by virtually any field
in your CRM, and with the right tools,
you can create automatic email sequences
that respond to almost any scenario.
Which brings us to tip number two.
Use personalization.
Personalization takes segmentation to the next level.
Creating emails that are tailored exclusively
for the individual recipient.
Studies have shown that even something as simple
as automatically inserting the subscriber's name
in the salutation of the email
can increase open rates by 18%.
Something along the lines of,
"Hey, how are you doing, Jerry?
I miss you."
Or personalized product recommendation in the subject line
can increase open rate by 41%.
Shopify claims that an abandoned cart email,
another common type of email personalization,
can recover up to 14% of lost sales.
But my favorite personalized emails come from Spotify,
which uses it's vast data
about subscriber listening habits to alert fans
when their favorite artists have new music
or upcoming concerts.
How else am I gonna know Mark Rebiellet
has tickets on tour?
Don't know who that is.
Look up, Mark Rebillet, your new morning alarm.
You will thank me in the morning with your new alarm.
It's really good.
Our third tip for email marketing success is to focus
on subject lines.
Already mentioned how using personalization
in a subject line can increase the open rate.
And that's just one technique.
Others include using curiosity, urgency, even vanity.
There are literally a trillion more subject lines
I can share with you, so if you wanna see that,
be sure to check out our free ebook,
"100 Email Subject Lines We Actually Clicked."
The link is in the video description below.
Tip number four to succeed at email marketing
is use simple layout and copy.
There are thousands and thousands, maybe even millions
and millions, billions and billions of email templates
out there, along with drag and drop tools to build your own.
But it can be really tempting to try to cram too much stuff
into an email.
The best emails have one clear message
that it's offering to the subscriber.
The shorter and sweeter, the more effective
and the more sweet.
I have a sweet tooth.
Check out this email from Dropbox with the subject line,
"Baby, come back."
It's cute, it's witty, it's direct.
Sound like somebody you know?
It's like the "Dora the Explorer" segment where it's like,
they're gonna respond now, aren't they?
You probably didn't say anything and I'm disappointed.
And the final tip I have for you today is clean your list.
That means removing emails that haven't been opened
in a certain amount of time.
Usually between 90 days and six months
depending on your industry.
Most marketers will send a re-engagement email
to subscribers before they get removed,
and those emails can actually work up to 25% of the time
at getting subscribers to open your emails again.
The rest of them.
(Jamal hums)
You know what I'm saying?
(Jamal stutters)
And some, you know, they're not coming back.
You know what I'm saying?
Some people aren't coming back.
Sometimes folks simply lose interest in what you're offering
or no longer have the same need as when they signed up.
Sometimes subscribers will get annoyed with your brand
for filling their inbox even if they subscribed.
I know, it's not fair.
But why risk emailing someone
if it's gonna annoy them anyway?
Another reason for your cleaning your list
can be economical.
The cost of sending a marketing email can vary,
but it's somewhere in the neighborhood of 1 cent per email.
And there's somewhere between 100 and like 25 billion
business emails sent every day.
The average open rate across all industries is 21.33%.
That means, and wrap your head around this,
that $2.6 million are spent every day on unopened emails.
That's almost $100 billion a year.
If that's not enough reason to clean your lists,
consider as well that low open rates or the percentage
of people who open your emails can lead to more emails
being sent to spam folders,
leading to even lower open rates.
So keep your list clean and follow our other tips
to see your email marketing success skyrocket.
If you're ready to get started,
you can take the complete email marketing course online
at HubSpot academy.
Until then, I'm gonna be cleaning my email lists.
Here's a list right here.
I'm just gonna go.
Ooh, look at that.
Perfect.
I'll see you next time.
If you're ready to jump into the deep end,
click the link-
If you're ready to jump into the deep end,
if you are ready to jump.