Ah, email marketing—the granddaddy of digital marketing tactics. Some say it’s old school, but with an estimated 4 billion email users worldwide, we all know it’s still king. Whether you’re nurturing leads, promoting a product, or simply saying “Hey, remember us?”, an effective email campaign can work wonders.
And that’s where HubSpot comes in! If you’ve ever wanted to create email campaigns that are so perfectly tailored to your audience, they’ll think you’ve been reading their minds—HubSpot’s got you covered. From building your email lists to sending off those pixel-perfect emails, we’re going to walk you through the steps of creating and customizing email campaigns in HubSpot. Ready? Let’s dive in!
Why Email Campaigns Matter
Before we jump into the nitty-gritty, let’s give email campaigns the kudos they deserve. Emails are one of the most direct forms of communication between you and your audience. They’re personal, customizable, and, when done right, they convert like crazy. Whether you’re launching a product, nurturing a prospect, or following up after a sale, email marketing ensures you’re staying in touch with your customers.
Step 1: Build Your Email List (AKA The Power of Segmentation)
Before you send a single email, you’ll need to build your email list. HubSpot makes this easier than ever by allowing you to import lists, collect contacts through forms, or create smart lists based on user behavior.
When it comes to your email list, segmentation is your secret sauce. Why? Because not every person on your list is at the same stage of their journey with you. Some are window shopping, while others are ready to buy. HubSpot’s list segmentation helps you divide your contacts based on things like:
- Lifecycle stage (Are they a lead, an opportunity, or a customer?)
- Demographics (Location, age, job title, etc.)
- Behavior (Have they downloaded your e-book or visited your pricing page?)
Example: You sell artisanal coffee, and you’ve got two segments: one for people who have never purchased, and one for returning customers. You’ll want to send different emails to each group: perhaps a “Welcome” email with a discount code for the newbies, and a “Thank you” email for loyal customers with a sneak peek at your new blends.
Pro Tip: The more tailored your email list, the more effective your campaign. Focus on quality, not just quantity. A smaller, highly engaged list is far better than a massive list of unengaged contacts.
Step 2: Create a New Email Campaign
Now that your list is prepped and ready, it’s time to build your campaign. In HubSpot, this is as easy as clicking a button (literally).
- Go to Marketing > Email > Create Email
HubSpot will prompt you to choose from a variety of email types, including Regular, Automated, and Blog/RSS emails. In most cases, you’ll likely be working with the Regular type for typical promotional or newsletter-style emails. - Choose Your Template
HubSpot has a bunch of pre-designed email templates that you can customize, or you can start from scratch with a blank layout. Not a design wizard? No problem. HubSpot’s drag-and-drop editor makes it super easy to add text, images, buttons, and even GIFs (because who doesn’t love a well-placed GIF?).
Example: Let’s say you’re creating a product launch email for your new artisanal coffee blend. Choose a simple template that highlights a large image of your new product at the top, with a big, bold “Shop Now” button underneath.
Pro Tip: Stick with simple designs. Less is more. A cluttered email layout can overwhelm your audience. Let your content (and images) shine by giving them room to breathe.
Step 3: Customize Your Email Content
Here comes the fun part: customizing your email content. HubSpot makes it easy to personalize every detail of your email so it speaks directly to your readers.
- Write an Engaging Subject Line
Your subject line is the very first thing your contacts will see. It’s your email’s elevator pitch, so make it count! A great subject line grabs attention, sparks curiosity, and encourages people to open the email. Keep it short, relevant, and, if possible, a little quirky.
Example Subject Line for a Coffee Campaign:
“☕ Your New Favorite Coffee Has Arrived – Grab It While It’s Hot!”
Pro Tip: Use personalization tokens in your subject lines (e.g., include the recipient’s first name). HubSpot makes it easy to do this with a few clicks, and it helps make your emails feel like they’re coming from a real human, not a robot.
- Craft Compelling Copy
Once they open your email (because of that amazing subject line), your content needs to keep them hooked. Focus on benefits over features. What’s in it for them?
Example:
“Introducing our new Ethiopian Yirgacheffe Coffee. Bright, fruity, and ethically sourced, it’s like sunshine in a cup. Order today and get 10% off with code BEANS.”
Pro Tip: Use short paragraphs, bullet points, and images to break up the text and keep your emails easy to read. People love skimming—help them find the important stuff fast.
- Add Eye-Catching Images
Visuals can make or break your email campaign. Make sure your images are high-quality and optimized for email (you don’t want to slow down load times). HubSpot makes it easy to drag and drop images directly into your email.
Example: Show a beautiful close-up of your coffee beans alongside a brewing cup of coffee, to help your readers picture themselves enjoying your product.
Pro Tip: Don’t forget alt text! If your images don’t load for some reason, descriptive alt text ensures your contacts still get the gist of your message.
- Create Strong CTAs (Calls-to-Action)
Your CTA is where the magic happens—it’s what you want your reader to do next. Whether it’s buying a product, reading a blog, or signing up for an event, make sure your CTA is clear, actionable, and hard to miss.
Example CTA:
“Shop Now” or “Get 10% Off”
Pro Tip: Test different CTA buttons and placements. HubSpot’s A/B testing feature lets you see which CTAs convert better. Sometimes, just changing the wording or color of your button can make all the difference.
Step 4: Personalize Your Email Campaign
Personalization isn’t just about using the recipient’s first name. HubSpot lets you take it to the next level by using smart content to show different messages or images based on a contact’s lifecycle stage or list membership.
Example: If a contact is a first-time buyer, show them a 10% discount code. But if they’re a returning customer, thank them for their loyalty and showcase a new product they haven’t bought yet.
Pro Tip: HubSpot’s email personalization tokens can pull in details like job title, company name, or location. It’s a simple way to make your emails feel tailored to each reader without doing any extra work.
Step 5: Set Up Automated Email Sequences (For the Win)
If you’re not using automation, you’re missing out. HubSpot lets you set up email workflows that automatically send emails based on triggers, like form submissions, page visits, or list membership changes.
Example:
Let’s say someone signs up for your coffee club. You can set up a workflow to automatically send them a welcome email, followed by a second email with brewing tips two days later, and a discount code a week after that.
Pro Tip: Don’t just send one email—create a series. People are busy, and a single email can easily get lost. A well-timed email sequence keeps your brand top-of-mind.
Step 6: Preview and Test Your Email
Before you hit “send,” make sure your email looks good on all devices. HubSpot has a preview feature that lets you see how your email will look on desktop and mobile.
Pro Tip: Send test emails to yourself and your team before sending to your full list. It’s always a good idea to have a few extra sets of eyes on your copy and design.
Step 7: Measure and Optimize
Once your email campaign is live, the work doesn’t stop there. HubSpot’s built-in analytics show you how your emails are performing—think open rates, click-through rates, and bounce rates.
Example: If you notice a low open rate, consider tweaking your subject line for future emails. If your click-through rate is low, try adjusting your CTA or simplifying the copy.
Pro Tip: Use A/B testing to compare different elements of your email (like subject lines, CTA buttons, or images) to see what works best with your audience.
Conclusion
Creating and customizing email campaigns in HubSpot is like playing with the ultimate marketing toolkit. With its powerful automation features, easy-to-use design tools, and robust analytics, HubSpot makes it easier than ever to connect with your audience in meaningful ways.
Remember to keep it personal, keep it fun, and—most importantly—keep testing. Your email campaigns will only get better with time, and soon, you’ll be the master of inbox engagement.