Are you really just going
to sit here and pretend that email marketing isn't one
of the most important parts of your business? We are? [MUSIC PLAYING] OK. For everyone else
though, the data tells us that there are
4.3 billion, with a B, email users worldwide. With certainly more than half
of the planet using email, your business can't afford to
not have an email marketing strategy. And unlike those
social media platforms with their confusing features
and constantly changing algorithm and no one liking
your posts for whatever reason, email marketing is
relatively straightforward. What's up? I'm Jamal from HubSpot. In this video, I'm
going to teach you the basics of email
marketing, setting you up with a foundation for success
that can last for years. If you find this useful,
be sure to like this video and subscribe to the
HubSpot YouTube channel. [MUSIC PLAYING] So, how do you become a
master email marketer? Put simply, it's divided
into three steps. One, build your list. Two, maintain the
health of that list. And three, email that list with
valuable content every time. Let's start by
building your list. When building your email
list, there's really one rule and one rule only. And that's, never
buy or rent a list. And actually there
are more rules, but let's just focus
on that one for now. Buying or renting
an email list can lead to low open-rates,
bad brand appearance, and even hefty fines from
privacy protection agencies. So what should you do to
build up a quality email list? Well, here at HubSpot,
we built our email list by producing free ebooks that
users discovered when searching for topics like introduction
to data visualization or how to become an influencer. Maybe you can offer free
trial of your service or an online seminar
or other experience. Whatever you offer, it needs
to be something valuable enough to convince users to part
with their personal email information. In addition to the landing
page, most websites will let you place a
pop-up to collect email. Set one to appear
after the user has spent some time on your site
which indicates that they're receiving value and might
be open to more information. And if your business
involves online ordering, make sure customers are prompted
to opt into your email list when making a purchase. Why is it important
that users opt in? Well, having users opt in means
they want to hear from you. It also keeps you compliant
with the ever-stricter antispam policies being implemented
by governments as well as email services themselves. A double opt in is
even more effective since it requires the
user to open and click an automated email they
receive when signing up. This not only prevents users
from giving fake emails, but it also trains
their email app to recognize quality
messages from you. And with that, we just
got to the spam folder. Way to go. How you go about building
your email lists, will set the stage
for future success. But just as important is
how you maintain your list. This means periodically
scrubbing your email list to remove emails that bounce
or addresses that never open your emails. A good rule of thumb
is to scrub your list every six to 12 months. You might be wondering, what's
the harm in emailing people who don't open them? Right? Why can't I just-- I should be able
to do that, right? Well, another metric
that email algorithms use to determine if something is
spam, is the engagement ratio. The more you send emails
that never get opened, the more likely
the email services will eventually categorize
your emails as spam. Makes sense? The good news is that despite
these increasing obstacles to email deliverability,
the overall value of email marketing is
actually on the rise. In 2010, Digital
Marketing Association put the return on
email marketing at $40 for every dollar spent. By 2019, that return increased
to $42 for every dollar spent. Why has the ROI gone up? Because I'm opening
everyone's emails for them. No. But actually though,
a major reason is an increased
use of segmentation in email marketing. Segmentation means dividing your
email list into smaller groups so you can send
each segment content specific to their interests. You can segment your
list by demographic data, like location, company size,
or anything else that's important for your business. But the real email
managers use what's called behavioral
segmentation which is grouping based on
how the user previously interacted with your brand. Things like previous
purchases, lifecycle stages, and customer loyalty. Creating triggered email
flows for specific behaviors allow you to be responsive
to your user's needs. So it's no wonder that
77% of email marketing ROI comes from these sorts of
segmented, targeted trigger campaigns. It's the best tool for
getting your audience the valuable
content they'll want to open because they know it's
tailored to their interests. And that-- that's inbound, baby. Which brings us
to our final step in mastering email marketing. Send valuable emails. The average office worker
receives around 120 emails per day. That is many. Out of that 120, 40 are
important business emails that require a response. That leaves 80 other
emails vying for attention. The only way to stand out is
by having a super click bait title for the subject line. That's a real tip. You should do that. No. The only actual ways to stand
out by offering something your subscribers want to
click on because it somehow improves their lives. Think about a company
like OpenTable who uses subscriber's
past behavior to offer useful discounts or
recommend new restaurants. Or Spotify who send
regular emails notifying users of new music by
artists they follow. These are great examples
of valuable emails that subscribers want to
receive and are happy to open. One more useful tip. Whenever you're recommending
something to your subscriber, be sure to remind them
of the activity that triggered the recommendation. That way they associate
the good feeling of the previous experience with
the new one you're offering. Now, when it comes to
emails, conveying value starts with the subject line. This can mean literally telling
the recipient what they'll get from opening the email. And try to do it in
50 characters or less. Use those 50 characters to
peak the customer's interest. Don't give everything
away up front. Like me with Bobby Jenkins
in the fourth grade. I gave him my Goku
action figure. And then he just-- he didn't talk to me
anymore after that. Leave a bit of mystery
so they'll feel compelled to open the email to no more. Just be sure that whatever
you tease in the subject line is actually delivered in
the body of the email. No one likes deceptive
click-baity subject lines. I was kidding before. And 69% of spam reports come
from subject lines alone. So watch out. Now, you can also
use the preheader. That is the first few words
in the body of your email that get previewed in your inbox
to support the subject line. Most email marketing
systems will allow you to set the preheader
when you enter the subject line, so you don't have to worry
about altering the actual body copy of your email. And always A/B test
your subject line so that each email
you send, teaches you something for the next one. So all the messages from your
email list have been delivered. And thanks to your brilliant
subject line and preheader, good job. Folks are itching to
read what you sent them. So what are you going to say? [MUSIC PLAYING] Crafting killer email copy
could be its own video. Until that time,
here's some tips. Tip number one. Keep text neat and simple
with the main point upfront. Use short sentences with
lots of paragraph breaks. Save those verbose-think
pieces for your blog. This is an email. Tip number two. Write for your audience. Remember those list
segments we made? This is why they're
so important. And tip number three. Write in a friendly
one-to-one style. This isn't just a good way
to treat your customers, it also helps for your email
from getting tagged as spam. And speaking of spam, HubSpot
keeps an extensive list of spam trigger
words that you should avoid when writing email copy. There will be a link in the
video description below. And if you don't
click on it, I'll be sent to the spam folder. You should also run your
email through a spam test before sending it, to make sure
your formatting punctuation and fonts all pass
through the filters. There are plenty of free spam
checkers online you can use. You'd be amazed how
a few tiny tweaks can make a huge difference. So, when it comes
to email marketing, sending valuable content
in a compliant format to users who you know
want to receive it, will allow you to execute
successful campaigns for years to come. Happy email. I'm off to the spam folder. I don't know why that's
like my "I messed up sound." But it is, and we're
rolling with it. [MUSIC PLAYING]
