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Class 1: Email Marketing Certification course: Email Marketing and Your Business

HubSpot
HubSpot
HubSpotMarketing at HubSpot

*From HubSpot Academy* Over the past few decades, people have radically changed the way they live, work and buy. This class will give you an overview of an adaptive, inbound approach to sending emails that provide value and drive growth for your business. It will also teach you about the four big themes of a modern email marketing program: segmentation, personalization, mobile, and optimization.

Class 1: Email Marketing Certification course: Email Marketing and Your Business

1 of 50
Download to read offline
Email Marketing and Your Business
Professors: Isaac Moche and Jessica Webb
Email Certification
Brought to you by HubSpot Academy
CLASS 01
1 WHY EMAIL MARKETING IS STILL
IMPORTANT
IS EMAIL MARKETING
STILL RELEVANT?
Email is still a huge part of being a successful business.
PEOPLE HAVE DRAMATICALLY
CHANGED HOW THEY LIVE
AND WORK.
There’s a big
disconnect between
how companies sell
and how people buy.

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Class 1: Email Marketing Certification course: Email Marketing and Your Business

  • 1. Email Marketing and Your Business Professors: Isaac Moche and Jessica Webb Email Certification Brought to you by HubSpot Academy CLASS 01
  • 2. 1 WHY EMAIL MARKETING IS STILL IMPORTANT
  • 4. Email is still a huge part of being a successful business.
  • 5. PEOPLE HAVE DRAMATICALLY CHANGED HOW THEY LIVE AND WORK.
  • 6. There’s a big disconnect between how companies sell and how people buy.
  • 7. In traditional marketing, companies focus on finding customers by getting their message in front of as many people as possible.
  • 8. TECHNOLOGY IS MAKING THESE TECHNIQUES LESS EFFECTIVE AND MORE EXPENSIVE.
  • 9. INBOUND IS ALL ABOUT EMPOWERING VISITORS, LEADS AND CUSTOMERS WITH HELPFUL, RELEVANT CONTENT THAT PROVIDES VALUE.
  • 10. Remember that there is a human on the other end of your email send.
  • 12. SOURCE: GLEANSTER RESEARCH What tech can help marketers close leads and delight customer?
  • 13. WITH AN ROI OF 38-1, EMAIL MARKETING IS ONE OF THE BEST INVESTMENTS YOUR BUSINESS CAN MAKE.
  • 14. SOURCE: ECONSULTANCY Only 4% of companies would rate the performance of their email campaigns as excellent.
  • 15. 74 The number of times the average person checks their email EVERY DAY SOURCE: DELOITTE
  • 16. 54% of all email is opened on mobile. SOURCE: LITMUS STARTUPSTOCKPHOTOS.COM
  • 17. Email is a channel that you own. You will always have a 1:1 relationship with your contacts. SOURCE: NEGATIVE SPACE
  • 18. AN INVITE INTO A PERSON’S INBOX IS A PRETTY BIG DEAL.
  • 19. “With great power comes great responsibility.”
  • 21. “THE GREAT CHALLENGE OF OUR CURRENT MEDIA LANDSCAPE IS CAPTURING AND RETAINING USER ATTENTION.” -NICCO MELE
  • 22. Ready for more? Get the full experience and more with the free Email Marketing Certification. Take the course!
  • 23. 2 HOW TO BUILD AN EFFECTIVE EMAIL MARKETING STRATEGY
  • 24. The rise of mobile devices The power of personalization The importance of data-driven analysis and optimization THE CORE PRINCIPLES OF EMAIL MARKETING The significance of segmentation
  • 25. The rise of mobile devices The power of personalization The importance of data-driven analysis and optimization THE CORE PRINCIPLES OF EMAIL MARKETING The significance of segmentation
  • 26. THE REALITY IS THAT EMAIL HAS TO BE MOBILE-OPTIMIZED TO BE EFFECTIVE.
  • 27. 81% Of smartphone users say email is the MOST popular activity they use their phone for. SOURCE: OFCOM4
  • 28. People want emails that can be clearly read on smartphones. SOURCE: DMA
  • 29. When asked to rate the statement: “Most of the marketing emails I receive include no content or offers that are of interest to me.” 62% agree or strongly agree. SOURCE: ECONSULTANCY
  • 30. The rise of mobile devices The power of personalization The importance of data-driven analysis and optimization THE CORE PRINCIPLES OF EMAIL MARKETING The significance of segmentation
  • 31. FOCUS AS MUCH ON THE CONTEXT OF YOUR MESSAGES AS THE CONTENT YOU DELIVER.
  • 32. The rise of mobile devices The power of personalization The importance of data-driven analysis and optimization THE CORE PRINCIPLES OF EMAIL MARKETING The significance of segmentation
  • 33. 94% Of businesses say personalization is critical to their current and future success. SOURCE: ECONSULTANCY
  • 34. JUST BECAUSE YOUR EMAIL WENT OUT TO 10,000 PEOPLE DOESN’T MEAN IT HAS TO READ LIKE IT DID.
  • 35. THE MODERN MARKETER HAS LOTS OF DIFFERENT CHANNELS AT THEIR DISPOSAL TO ATTRACT, ENGAGE AND CLOSE PEOPLE INTO CUSTOMERS.
  • 36. The rise of mobile devices The power of personalization The importance of data-driven analysis and optimization THE CORE PRINCIPLES OF EMAIL MARKETING The significance of segmentation
  • 37. Analytics is the engine that powers the growth of your business.
  • 38. The rise of mobile devices The power of personalization The importance of data-driven analysis and optimization THE CORE PRINCIPLES OF EMAIL MARKETING The significance of segmentation
  • 39. WHAT A SUCCESSFUL EMAIL MARKETING STRATEGY LOOKS LIKE 3
  • 40. This course is your blueprint for a successful email marketing program
  • 41. 1. Stakeholder buy-in and commitment 2. Software 3. An understanding of email’s role in your business SUSTAINED SUCCESS WITH EMAIL
  • 42. 1. Stakeholder buy-in and commitment 2. Software 3. An understanding of email’s role in your business SUSTAINED SUCCESS WITH EMAIL
  • 43. Your team has to believe that email can drive growth for your business
  • 44. IT TAKES TIME TO FIGURE OUT THE QUIRKS AND DIFFERENCES OF YOUR CONTACT DATABASE.
  • 45. • When is the right time to send an email, and when is it not • How often should you send emails? • How many emails should a lead receive? A customer? WORK TOGETHER TO DECIDE
  • 46. 1. Stakeholder buy-in and commitment 2. Software 3. An understanding of email’s role in your business SUSTAINED SUCCESS WITH EMAIL
  • 47. • Connected to a contact database • Ability to analyze the success of your email sends • Ability to send automated emails based on user activity • Have landing page and form functionality for generating new leads FEATURES OF A GOOD EMAIL SERVICE PROVIDER
  • 48. 1. Stakeholder buy-in and commitment 2. Software 3. An understanding of email’s role in your business SUSTAINED SUCCESS WITH EMAIL
  • 49. • How will lead nurturing be used in your business? • How many emails is too many emails? • What role will email play in the way you communicate with existing customers? IMPORTANT DECISIONS TO MAKE
  • 50. GET EMAIL MARKETING CERTIFIED. START TODAY