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    The Evolution of HubSpot's Email Marketing Strategy: An Insider's Story

    By Ellie Mirman

    email-marketing-strategy

    Over the last eight years, lots of things have changed in HubSpot's marketing. When I first joined, we had two marketers; now, we have seventy. We used to have a database of a few thousand; now, it's filled with millions of contacts. And our monthly lead numbers? They used to hover around a few hundred. Now, they're up in the tens of thousands. 

    As we've grown, our strategies have had to grow with us -- especially on email.

    We thought it'd be fun to look back at its changes over the years. Here's the inside story of how our email marketing strategy evolved as our company and database grew.

    Phase 0 (2006-2007): Building Our Opt-In Email List

    Our email marketing program truly started a year before we had an email service provider (ESP) or even an email marketer. At this time, many marketers were relying on purchased email lists.

    We tried something different. We launched our first free tool, Website Grader (the precursor to Read More

    It's Time: How to Prep Your Email Marketing for the Holiday Season

    By Stephanie Zatyko

    It seems like we only just unpacked our fall sweaters, but believe it or not, it’s time for marketers like us to think jingle bells, not jack-o'-lanterns. While consumers are prepping their candy bowls for trick-or-treaters, we should be pouring ourselves a hearty glass of eggnog and planning out our holiday email campaigns.

    Email continues to be one of the most important communication channels in 2014, but

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    Why We Shouldn't Stop Innovating on Email

    By Meghan Keaney Anderson

    This is the part where I tell you how bleak it is to be an email marketer.

    Crowded Inboxes. New ways to filter. Tougher deliverability standards. These are all reminders that anyone who's sent a marketing email in the last decade doesn't really need.

    We all know the story. Good email marketing is tough and getting tougher -- but tough could be just the environment we need to motivate a change. 

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    Lead Nurturing Etiquette Tips Every Email Marketer Should Know

    By Rachael O'Higgins

    Properly engaging in conversations with someone is the most important part of developing a relationship. Whether these conversations happen via email, text, or social media, it's imperative to make sure that you say the right thing at the right time to the right person -- otherwise your relationship could take a turn for the worse. When building relationships, content and context are key.

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    10 Things Every Email Marketer Can Relate To

    By Niti Shah

    Sometimes, it can be rough to be an email marketer. Designing email templates, segmenting lists, drafting copy, planning your campaigns -- a lot goes into executing a successful email marketing program.

    And if you're a fellow email marketer, I'm sure you know all too well what I mean. 

    Read More
    9 Brands That Totally Nailed Their Fourth of July Marketing

    By Lindsay Kolowich

    Fourth of July is finally here -- happy long weekend, everyone! To celebrate, many American businesses have spruced up their websites, emails, and social media posts with patriotic spirit. Some brands go a little overboard with holiday marketing (especially around Christmas), but some of them really nailed it for the Fourth of July.

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    TMI? How to Personalize Your Emails Without Being Creepy

    By Rachel Sprung

    Years ago, I would have been shocked to receive an email that said "Hello Rachel," but today it would shock me to see an email that didn't greet me by my first name and feature content tailored to my individual interests. 

    But with all the information we marketers know about our contacts ... it's very possible that we can over-personalize emails.

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    How to Improve Your Email Clickthrough Rate [Video]

    By Ginny Soskey

    Clicks let you know that you're progressing in your relationships with leads, prospects, and customers. Someone searches for something related to your industry and happens upon a blog post you wrote. Click. They get to your post, like what they see, and want to get more of it in their inbox. Click. You send them an email with your latest blog post. Click. 

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    10 Things to Nix in Your Next Email Newsletter

    By Brittany Leaning

    I’m not gonna lie, email newsletters can be pretty bad, but that doesn’t mean all newsletters have to be that way. I’ve read some that I absolutely love. The difference between a great newsletter and a terrible newsletter is the latter tends to include the whole kitchen sink while the former cuts out the riff-raff to let the good stuff shine. 

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    How to Optimize Your Emails for Mobile: A Beginner's Guide

    By Lauren Smith

    Over the past few years, mobile email opens have seen explosive growth. While they are now holding steady around 45% of all email opens, three years ago, they accounted for only 11% of opens -- which is a 309% increase since April 2011. 

    Not only are mobile opens growing, but they're also cannibalizing desktop and webmail opens.

    Read More
    Running Out of Email Marketing Ideas? 17 Sources of Endless Inspiration

    By Rachel Sprung

    How do you think of what to put in your emails? It isn't easy, is it? After a while, the same old content we depend on feels, well, old. Though it's still converting fairly well, you know that you can't be a one trick pony if you want to grow your email channel into a real asset for your company. But if you've been pulling ideas and links from the same places for a while, it's hard to think new content sources. 

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    A Guide to the New Canadian Anti-Spam Legislation (CASL)

    By Corey Eridon

    In late 2013, the new Canadian Anti-Spam Legislation (CASL) was passed, which goes into effect July 1, 2014.

    CASL is more demanding than the U.S. anti-spam law, "CAN-SPAM" -- it's actually more comparable to laws in EU member states like Ireland and Germany. This post will provide you with coverage of some of the highlights of the new legislation.

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    How to Get More People to Open Your Emails [Video]

    By Ginny Soskey

    For email marketers, there are few things more nerve-wracking than the anticipation you get after hitting send. Unlike other types of marketing, you've only got one chance with an email send to get someone to open your email. You cross your fingers and hope. Will people open this email? Will they hit spam? Will they actually click on it? Pleaseohpleaseohplease go well.

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    How to Insert Google Calendar Invites in Your Marketing Emails

    By Niti Shah

    Conferences, workshops, product launches, webinars, networking hours -- they're essential. They help you get in front of your target audience and have some much-needed face time.

    The problem with events is that between the initial announcement of the date and time and the actual day of, people forget all about it and

    Read More
    9 New Insights From the 2014 Science of Email Report

    By Ellie Mirman

    The marketing industry is changing -- not just from traditional to inbound, but also from gut-feeling to data-driven decision-making. As that transition takes place, we can start to see the differences between people's perceptions -- even as they relate to their own behavior -- and reality.

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    What Is a "Dedicated IP" in Email Marketing?

    By Meghan Keaney Anderson

    As you start to get more heavily into email marketing you may start to hear about dedicated IPs. To understand dedicated IPs and decide if you need one, you first need to know a bit about email deliverability and sender reputation.  

    An email's deliverability depends largely on the reputation of the IP address that sends it. If you

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    How to Grow Your Email List the Right Way [Video]

    By Ginny Soskey

    Sometimes, it's okay to take shortcuts in your marketing. Sending 9 tweets instead of 10 one day of the week is probably not going to make your metrics sag too much. Having 7 bullet points instead of 10 in a blog post? Probably not going to make your readers angry and upset. 

    Read More
    The Definition of List Segmentation [In Under 100 Words]

    By Sam Kusinitz

    List segmentation is exactly what it sounds like -- you divide up your contacts into a bunch of smaller lists, or segments, based on criteria you set.

    These segments can be cut and combined in a number of different ways based on lead intelligence. For instance, you can segment your contacts based on psychographics, demographics, industry, company size -- you name it.

    Read More

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