However, it’s not just about sending out emails—it’s about sending the right emails at the right time and ensuring they resonate with your audience. With HubSpot’s powerful email marketing features, businesses have a robust toolkit to craft compelling campaigns. To achieve maximum engagement, it's essential to optimise each aspect of your email marketing strategy, from segmentation to deliverability.
Personalisation has become a non-negotiable element in email marketing. HubSpot allows marketers to go beyond using just the recipient’s name in the subject line. With HubSpot’s Smart Content feature, you can personalise the email body based on a recipient’s behaviour, purchase history, or stage in the sales funnel. This dynamic approach ensures that every recipient receives a message tailored to their specific needs and interests, increasing engagement and click-through rates.
For example, a customer who has previously purchased from your e-commerce store could receive product recommendations based on their purchase history, while new leads could get personalised introductory content. By segmenting your lists and using HubSpot’s behavioural triggers, you can automate email sequences that deliver relevant content to each user.
One of HubSpot's most innovative features is its A/B testing functionality, which allows marketers to experiment with different versions of their emails to determine which performs best. By testing subject lines, email designs, CTAs, or content, you can find out what resonates most with your audience.
For example, you can test two subject lines—one more formal and one more playful—and see which drives a higher open rate. The results can inform future campaigns, allowing you to consistently improve performance. Regular testing ensures that your campaigns evolve with your audience’s preferences, keeping engagement high.
When it comes to email marketing, timing is everything. It’s crucial to find the right frequency of emails. Sending too many can overwhelm your audience and lead to higher unsubscribe rates, while sending too few may result in missed opportunities. With HubSpot’s analytics tools, you can track engagement and adjust the frequency accordingly, ensuring you maintain a balance that keeps subscribers interested without overwhelming them.
Incorporating AI into email marketing is one of the latest trends, and HubSpot has introduced AI-driven tools like Email Health Reporting and Content Strategy to enhance performance. The Email Health tool provides detailed insights into your email performance, including open rates, click-through rates, and deliverability, offering suggestions for improvements. HubSpot’s AI also helps marketers optimise content by analysing which subject lines and copy resonate best with specific audience segments.
By using HubSpot’s AI-powered tools, you can ensure that your email marketing campaigns not only meet benchmarks but continue to improve over time, increasing engagement and boosting ROI.
With over 60% of emails being opened on mobile devices, ensuring that your emails are mobile-friendly is essential for high engagement. HubSpot’s email editor makes it easy to create responsive email designs that adapt to different screen sizes, providing a seamless experience whether recipients are opening emails on a desktop or a mobile device.
Mobile optimisation includes ensuring that your emails have simple layouts, easy-to-read fonts, and touch-friendly buttons. Testing your emails across different devices is crucial to make sure they look professional and are easy to navigate, no matter where they are viewed.
Optimising your email marketing campaigns with HubSpot’s advanced tools can dramatically improve engagement, conversions, and ROI. By leveraging features like Smart Content, A/B testing, and AI-powered insights, you can deliver personalised, data-driven emails that resonate with your audience. HubSpot’s ability to streamline email marketing processes while providing real-time analytics makes it an essential platform for businesses looking to scale their email marketing efforts.
Ready to optimise your HubSpot email marketing campaigns?
Contact Woven today and let our HubSpot experts help you implement and enhance your email marketing strategy for maximum engagement.