Here we’ll explore how to use email as a channel to drive success for your business in 2015 and beyond. Email is more important than ever to your inbound strategy, which means it's critical that marketers stay abreast of this rapidly changing field. The class will help you identify the components of a great email, and how to ensure that you’re always sending the right email to the right person at the right time.

1. Inbound Certification
Brought to you by HubSpot Academy
Sending the Right Email to the Right Person
Professor: Isaac Moche
CLASS 09

2. 1
WHY IS EMAIL
MARKETING STILL
IMPORTANT?

3. MISCONCEPTIONS PEOPLE
HAVE ABOUT EMAIL:

4. PEOPLE BELIEVE THAT
EMAIL MARKETING
MEANS SPAM.

5. PEOPLE BELIEVE THAT
EMAIL MARKETING
IS OLD-SCHOOL.

6. 1. 4.3 billion email accounts that send 196 billion emails every day.
2. 91% of consumers check their email daily.
3. Email is a channel that you own.
4. 77% of consumers prefer email for marketing communications.
5. Email lets you be highly personal.
6. Email has a marketing ROI of 4,300%.
REASONS THAT EMAIL WORKS
SOURCE: RADICATI and VERO

7. 76%Of marketers say they use email more than they did
three years ago.
SOURCE: DIRECT MARKETING ASSOCIATION

11. 2
HOW DO YOU SEND
THE RIGHT EMAIL TO
THE RIGHT PERSON?

12. Determine your audience
Send the right email at the right time
Nurture your lead into a customer
HOW TO SEND THE RIGHT EMAIL
Segment your contacts database

13. Determine your audience
Send the right email at the right time
Nurture your lead into a customer
HOW TO SEND THE RIGHT EMAIL
Segment your contacts database

14. Right Content
Right Audience
Right Timing
SUCCESS
+

15. INBOUND MARKETING STRATEGY

16. PRIMARILY, YOU SEGMENT BY
YOUR BUYER PERSONAS.

17. THE BUYER’S JOURNEY

18. Determine your audience
Send the right email at the right time
Nurture your lead into a customer
HOW TO SEND THE RIGHT EMAIL
Segment your contacts database

19. 62%More clicks received on targeted email sends
compared to non-segmented lists.
SOURCE: MAILCHIMP

20. FLICKR USER _HADOCK_
COMPANY SEGMENTATION
• Company size
• Company type
• Industry

21. Ready for more?
Get the full class experience and more
with the free Inbound Certification.

22. FLICKR USER _HADOCK_
ROLE SEGMENTATION
• Department
• Seniority
• Function

23. FLICKR USER _HADOCK_
BEHAVIORAL SEGMENTATION
• Conversion events
• Email opens
• Page views

24. FLICKR USER _HADOCK_
MARKETING INTELLIGENCE
• # of Twitter followers
• # of Facebook fans
• SEO search terms
• Website pages
• Technology

25. 25%Of your email list will decay, each year.
SOURCE: DIRECT MARKETING ASSOCIATION

26. FLIICKR USER HEGARTY_DAVID

27. Determine your audience
Send the right email at the right time
Nurture your lead into a customer
HOW TO SEND THE RIGHT EMAIL
Segment your contacts database

28. • Videos
• Blog posts
• Slideshares
• Free Tools
• eBooks/Guides
SEND CONTENT THAT FOLLOWS
THE BUYER’S JOURNEY

29. • Webinars
• Case Studies
• FAQ Sheets
• Product Whitepapers
• Third-Party Reviews
SEND CONTENT THAT FOLLOWS
THE BUYER’S JOURNEY

30. • Free Trials
• ROI Reports
• Product Demos
• Consultations
• Estimates/Quotes
SEND CONTENT THAT FOLLOWS
THE BUYER’S JOURNEY

31. Determine your audience
Send the right email at the right time
Nurture your lead into a customer
HOW TO SEND THE RIGHT EMAIL
Segment your contacts database

32. LEAD NURTURING
The process of building relationships with
prospects with the goal of earning their business
when they are ready.

33. 73%Of all B2B leads are not sales-ready.
SOURCE: HUBSPOT ANNUAL REPORT, 2015

34. Emails should
add value, not
ask for it.

35. 47% of all email is opened on mobile.
SOURCE: HUBSPOT, 2014 SCIENCE OF EMAIL MARKETING
STARTUPSTOCKPHOTOS.COM

36. 1. Use responsive templates
2. Bigger is better
3. Use clear and concise messaging
4. Avoid using tiny fonts
HOW TO OPTIMIZE FOR MOBILE

37. Define a clear goal for your email
Focus on engagement
Test and analyze
FOUR STEP GUIDE TO EMAIL PERFECTION
Personalize where appropriate

38. Define a clear goal for your email
Focus on engagement
Test and analyze
FOUR STEP GUIDE TO EMAIL PERFECTION
Personalize where appropriate

39. WHICH OF THESE IS AN APPROPRIATE
GOAL FOR AN EMAIL SEND?
A. Get people to register for a webinar
B. Stay top of mind
C. Promote your company
D. Increase average click rate

40. WHICH OF THESE IS AN APPROPRIATE
GOAL FOR AN EMAIL SEND?
A. Get people to register for a webinar
B. Stay top of mind
C. Promote your company
D. Increase average click rate

41. • Generate leads
• Collect feedback
• Educate customers and prospects
• Nurture existing leads
IDENTIFY A CLEAR GOAL FOR
YOUR EMAIL

42. Define a clear goal for your email
Focus on engagement
Test and analyze
FOUR STEP GUIDE TO EMAIL PERFECTION
Personalize where appropriate

43. SEND EMAILS FROM REAL PEOPLE

44. First name
Most relevant
download
Company
name
Personalize your
emails based on
information you
know about your
prospects.

45. • Leads who are nurtured with targeted content produce a
20% increase in sales opportunities.
• 40% of consumers buy more from retailers who personalize
the shopping experience across channels.
• Personalized emails improve click through rates by 14% and
conversion rates by 10%.
PERSONALIZATION DRIVES RESULTS
SOURCE: HUBSPOT

46. Define a clear goal for your email
Focus on engagement
Test and analyze
FOUR STEP GUIDE TO EMAIL PERFECTION
Personalize where appropriate

47. Use actionable language to
be clear and compelling.

48. • Link images to your offer’s landing page
• Add a CTA to the signature
• Hyperlink the appropriate copy in the email
• Edit alt-text of images and CTAs
• Modify preview text
Make each component of your email
a call-to-action

49. 10 CLEAN UP YOUR EMAIL PLAIN-TEXT

50. Define a clear goal for your email
Focus on engagement
Test and analyze
FOUR STEP GUIDE TO EMAIL PERFECTION
Personalize where appropriate

51. • Delivery rates
• Open rates
• Click-through rates
• Contact churn
• Hard/soft bounces
STATISTICS TO MEASURE EMAIL

52. DELIVERY RATE:
IS YOUR EMAIL GETTING
TO YOUR CONTACTS?

53. OPEN RATE:
TELLS YOU THE
EFFECTIVENESS OF
YOUR SUBJECT LINE

54. CLICK RATE:
ARE PEOPLE ENGAGING
WITH YOUR EMAILS?

55. WHAT LINKS ARE PEOPLE CLICKING ON?

56. WHAT DOES A GREAT
EMAIL LOOK LIKE?3

57. Personalization
Encourage sharing of
download with
colleagues/friends
Actionable language
Image as CTA
Personalized signature
with CTA

58. Personalization
Reason for sending
email
Benefit to reader
Role
Name
Direct line of
communication

59. Ready for more?
Get the full class experience and more
with the free Inbound Certification.

60. GET INBOUND CERTIFIED.
START TODAY

61. Inbound Certification
Brought to you by HubSpot Academy