HubSpot Email Marketing Certification

Email benefits

-Create a more consistent experience -Align the pre-purchase and post-purchase experience with your customers -Improve revenues ~flexible -offer lightweight support to your customers -respond to inquiries -stay in communication -provide access to additional products of value

Great lifecycle email examples

-sets clear expectations on how many emails they plan to send -clear that they expect this context to provide value -acknowledge that emailing their new subscriber is starting a conversation

Inbound methodology

1) Attract--blogging, optimizing website, and social media 2) Convert--gathering contact info through landing page 3) Close--email and CRM 4) Delight

2 best practices when sending emails

1) Capture the right data 2) Map our important parts of the customer lifecycle

Lifecycle stages

1) New Customers 2) Ongoing Customers 3) Evangelists

Successful email marketing programs

1) Stakeholder buy-in and commitment 2) Software 3) An understanding of email's role in their business

Core principles of email marketing

1) The rise of mobile devices 2) The significance of segmentation 3) The power of personalization 4) The impact of data-driven analysis and optimization

Personalization

94% of businesses say personalization is critical to success -has been shown to increase email engagement -creating a contextualized and deeply individual experience for your recipients -email is positioned to allow your business to send a personalized message -behavioral email

Identify key touch-points

Activities like subscribing to your blog, filling out a contact form, etc. are chances to start a conversation with your leads. -Email

Inbound marketing

Alternative to interruptive or outbound marketing. -All about empowering visitors, leads and customers with helpful, relevant content that provides value -About starting a conversation to pull people in

Behavioral email

Attach email to a contact database. You can personalize your email sends by sending them in response to specific activities and actions a user has done.

Happy customers

Can be an instrumental part of growing your business -sell your vision/product -worth up to 10x as much as their first purchase

Traditional marketing

Companies focus on finding customers by getting their marketing message in front of as many people as possible. Channels like billboards, TV ads, and cold calling. 2 fundamental problems: -technology is making these techniques less effective and more expensive -traditional marketing is interruptive and marketer-centric

Evangelists

Customers who believe so strongly in a product or service that they freely try and convince others to buy or use it. Email can create these by providing: -exclusive access like early-bird specials -customer discounts -referral programs Email can be an easy, low-touch, and low-pressure way to reach out to customers... -social communities -case studies -testimonials -reviews

Rise of mobile devices

Email has to be mobile-optimized to be effect -81% of smartphone users say email is the most popular activity they use their phone for -41% of readers said they wanted emails that can clearly be read on smartphones

Email marketing

Email is the de-facto way that people get things done -average person checks email 74 times a day -54% of emails opened on mobile -direct 1:1 relationship with your readers, one based on explicit permission -*is measurable--measure repeat, sustained user attention

Email compared to social media or organic search

It is permission-based in a more meaningful way than social media or organic search -getting an invite into a person's inbox

Consequences to ignoring where you leads are on their path to purchase

Most of your new leads won't be ready to purchase you product. 73% of leads not sales-ready when first generated. -Email is one of the most effective ways to nurture leads -It's not worth marketing to leads who won't pay for or won't see value -- too expensive! -******56% of US email users unsubscribe from a business email bc of content that is no longer relevant

Contextualize email marketing along other channels

Must understand when to use email. Education and analysis are your best weapons against sending emails that people don't want to receive.

Lifecycle marketing

Term given to how you communicate with your contacts--from their first point of contact all the way through their lifespan as a paying customer. -Customers are at different stages of their lifecycle -Framework for deciding why you are sending an email, who should receive it, what you want them to do, and how you will measure your success

Email can align marketing and sales team

The emails you send will direct people toward different goals: download this offer, attend this trade show, sign up for this free trial. -Marketing can learn a ton from sales (what message resonates, challenges/pain points, offers that generate ideal customers, what content to create) -Through emails, you'll learn relevant info about consumers that is valuable for your sales process

Analytics

The engine that powers the growth of your business -Allows you to hypothesize, test, identify trends and then optimize and improve your marketing -Track the metrics that matter, learning what they indicate about the success of your program, and how to use those metrics and what they signify to optimize and improve your email marketing

Buyer's journey

The research process a buyer goes through leading up to making a purchase 3 stages: 1) Awareness Stage -prospect realizes they have an issue and start researching 2) Consideration Stage -prospect has clearly defined idea of problem and have researched all potential solutions 3) Decision Stage -buyer has evaluated all solutions and must choose *Email should be based on stage in Buyer's journey

Email database

Valuable asset for your business -ROI of 38-to-1 -if abused, can cause damage to your company in lost opportunities, lost trust, and a bad reputation

Segmentation

Will determine if you can successfully send the right person the right message at the right time. -63% of people agree that marketing emails include no content or offers of interest to them

Customer input

Will ensure that you're moving your customers toward their definition of success Ensure customer happiness.... -provide value -listen to cues for additional needs -pay attention to context and timing

Why is email marketing an important part of closing leads?

You can share valuable, relevant content to guide these leads through their path to purchase until they become a customer.

Software

You will need SOME email service provider that you can use to send one-to-many emails. Recommended features: -connected to a contact database that tracks both the qualities and behaviors of your contacts -ability to analyze the success of your email sends (deliverability, engagement, and ROI) -able to send automated emails based on user activity -email solution should have landing pages and forms to generate new leads

Stakeholder buy-in

Your team has to believe that email can drive growth for your business. -gets you TIME* -will be important for LT maintenance of your database--improve effectiveness of email over time, use personalization to send targeted messages, and drive deliverability score high so your emails end up in people's inbox -help you align entire company