HubSpot offers a range of tools for email marketing, including the ability to create sales sequences and send marketing emails. Understanding when to use each of these features can greatly enhance your email marketing efforts. In this overview, we'll explore the differences between sales sequences and marketing emails and when it's appropriate to use each.
Sales sequences in HubSpot are designed to automate and streamline your sales outreach process. They are best utilized when you want to engage with leads or prospects in a more personalized and targeted manner. Sales sequences allow you to create a series of automated emails that are customized based on specific triggers or actions taken by your contacts.
1. Nurturing Prospects: Sales sequences are particularly effective for nurturing prospects who have shown some level of interest in your product or service. By creating a sequence of emails that provide valuable information, address pain points, and offer solutions, you can guide prospects through the sales pipeline.
2. Follow-ups: Following up with leads or contacts is crucial for maintaining engagement and increasing conversion rates. Sales sequences can be used to automate follow-up emails based on specific triggers, such as a contact opening an email but not responding, or visiting a certain page on your website.
3. Sales Outreach: Sales sequences can also be used for outbound sales prospecting. You can create a sequence of emails to reach out to potential customers, introduce your product or service, and build a relationship with them over time.
4. Cold Email: No Opt-in or Communication Subscription: When a prospect has not opted into marketing, you are unable to send them marketing emails without risking your deliverability. If you send a stranger an email, it's likely they will mark you as SPAM. If you get a high spam rate, your email service provider will turn your service off because it will cause deliverability issues for everyone on the platform. This is where cold email comes in and you can use sequences. A common use case is sending cold email sequences to prospects to get them to opt-in by visiting a landing page, downloading a white paper, or booking a meeting. Once they've filled out one of these forms, you can add consent options to market to them again in the future. Another common way is just asking if they would be interested in joining your newsletter based on their background.
Here is a step by step guide on how to setup cold email campaigns using HubSpot sequences.
Marketing emails in HubSpot are more broadly used for reaching a larger audience and delivering valuable content or promotional messages. They are ideal for engaging with your entire contact list or specific segments, to educate, inform, and nurture leads through the marketing funnel.
1. Newsletter Updates: If you have regular updates or news to share with your audience, such as new product releases, upcoming events, or industry insights, marketing emails are a great way to reach a wider audience and keep them informed.
2. Promotional Campaigns: Marketing emails excel at delivering promotional messages and offers to your contacts. Whether you're launching a new product, running a special promotion, or offering a discount, marketing emails can help generate interest and drive conversions.
3. Educational Content: If you have valuable educational content, such as blog posts, ebooks, or webinars, marketing emails can be used to deliver this content to your audience. This helps establish your brand as a thought leader and keeps your contacts engaged with your business.
In conclusion, sales sequences and marketing emails are both powerful tools in HubSpot for email marketing. Sales sequences are best suited for personalized and targeted outreach, while marketing emails are more suitable for engaging a broader audiences, although they can bot be personalized with names and properties. By understanding the differences and appropriate use cases for each, you can optimize your email marketing strategy and achieve better results.