Sending mass email campaigns can be an effective way to reach a large number of contacts and promote your business. HubSpot CRM provides several options for sending mass emails while ensuring high deliverability rates.
Table of Contents
Creating Email Lists
The first step is to create a list of the contacts you want to email. There are a few ways to do this in HubSpot:
- Manually select contacts and add them to a static or smart list. Smart lists automatically update based on criteria you specify.
- Export a list of contacts from another database and import them into HubSpot.
- Use contact filters to dynamically create groups for emailing.
Make sure you only email contacts that have given you express permission. This helps maximize deliverability by avoiding spam complaints.
Composing Your Email
With your list created, it’s time to write your email content. HubSpot provides an intuitive drag-and-drop editor within the platform to create professional, mobile-friendly emails.
When composing your email:
- Personalize the content using merge tags for the recipient’s name, company, location, or any data stored in their contact record. This increases open and clickthrough rates.
- Write clear subject lines that encourage opening. Avoid spam trigger words.
- Include an unsubscribe link in the footer, as required by anti-spam laws.
- Use a recognizable sender name like an individual’s name rather than a generic marketing name.
Sending Your Campaign
Once your email is designed, you have a few options for sending:
- Send immediately to get your message out right away.
- Schedule your send for a specific date and time in the future. This allows you to coordinate campaigns or send at a time your customers are most likely to open.
- Trigger based on workflows to automate sends based on contact actions like downloading an asset or reaching out via a form.
When sending, pay attention to any error or warning messages related to your email design and content. Address issues prior to sending to maximize deliverability.
Scheduling Individual Emails
In addition to mass sends, you can schedule personalized one-to-one emails directly from contact and company records:
- Navigate to the contact record
- Click “Send Email”
- Compose your message
- Click “Send Later” and pick a date/time
This is useful for following up with leads or accounts at just the right time in their buyer’s journey.
Automating Workflows
Marketing automation workflows make it easy to set up triggered email sequences without ongoing manual effort. For example:
- Send a series of educational emails when a contact signs up for a newsletter
- Follow up with non-responders to offers or outreach
- Welcome new contacts
- Re-engage inactive contacts
Workflows can change contact properties, tags, lifecycle stages, and more based on their email engagement. Use these triggers to further personalize and target future emails.
Best Practices For Deliverability
A perfectly designed email won’t reach its audience if blocked or marked as spam. Follow these best practices to maximize email deliverability:
- Only email engaged contacts who open and click your emails regularly. Remove non-engagers from lists.
- Promptly remove hard bounces to avoid impacting sender reputation.
- Carefully monitor complaints and blacklist complainers.
- Warm up new IP addresses by slowly increasing send volume.
Analyzing Performance
Review email analytics to assess open, clickthrough, and conversion rates. Identify high performing segments and low performers. Use these insights to fine tune your approach for better results.
Key Takeaways
- Create targeted email lists using HubSpot’s filtering and segmentation tools
- Write compelling email content with merge tags for personalization
- Schedule sends or trigger based on workflows to automate
- Follow best practices to maximize deliverability
- Review analytics to further optimize
With some planning and optimization, you can execute highly effective email campaigns that expand awareness and drive conversions.
