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How to Leverage HubSpot for Email Marketing

Emily Santos
Emily Santos
Aug 17, 2023
How to Leverage HubSpot for Email Marketing
How to Leverage HubSpot for Email Marketing

For busy email marketers finding a tool that enhances efficiency, productivity, and betters their marketing efforts is essential. To meet the demands of their job features like a user-friendly interface, contact management, automation, and scheduling make life just a little less stressful. 

But with the rise of email software in the marketplace and their expected growth from $7.5 billion in 2020 to $17.9 billion by 2027, finding the perfect tool has become a challenge.

That's where HubSpot comes into play. 

One platform that has been successful in making things easier for users since its inception in 2005 is HubSpot. With over 184,000 global customers, HubSpot has quickly become a favorite among many teams because of its capabilities to bring Marketing, Sales, and Customer Service together in one platform.

For email marketers specifically, their "Marketing Hub" has everything you may need to drive revenue, save time with automation, and optimize your campaigns.

Let's discuss some of the main features of HubSpot as a CRM that email marketers can leverage.

Contact Management 

Effective email marketing begins with managing your subscriber list (contacts) and keeping it free of invalid addresses and duplicates. For email marketers, keeping a clean list is essential for email deliverability and to stay out of the spam inbox.

Import Existing Contacts

Existing contacts can easily be imported into HubSpot's CRM system, making contact management a breeze. Keeping everything in one centralized location becomes important when working across different teams with different marketing objectives.

Inside HubSpot's CRM, you can ensure that the proper data is being captured and make segmentation decisions and how each contact engages in your email campaigns.

Collect New Contacts

HubSpot also shines in its ability to help you collect new contacts and grow your email list. You can engage and convert visitors into contacts through features like sign-up forms.

A university's email marketing team, for example, can use these features to collect information from potential students who show interest in different courses. Information collected from sign-up forms is then stored inside the HubSpot CRM for future use in marketing or communication efforts. 

Segment Contacts

Segmentation is another way to manage your contacts and allows you to "group" subscribers into "buckets" to send personalized messages to the right people at the right time.

Some of these "buckets" include: interests, demographics, or behaviors and allow you to send personalized messages that better align with your unique audiences. Here are some ways to use segmentations:

  • Sort past customers who haven't purchased your product in X amount of days and send automated re-engagement campaigns. 
  • Create different groups based on geographical locations. This is useful for sending personalized messages based on holidays and seasons. 
  • If you host webinars regularly, segment customers based on "attended" and "didn't attend" to send customized messages that move them through your funnel. 

Sending Emails with HubSpot

Once your contacts are properly managed, you can start creating emails. HubSpot provides several basic templates and an easy-to-use editor to create engaging emails that resonate with your audience. 

Email Design

Emails can be done directly in the HubSpot app making it easy to keep everything in one place. HubSpot's email design tools are intuitive and the drag-and-drop editor allows you to easily add elements like images and CTAs that can be A/B tested to improve the performance of your emails over time.

Sending and Scheduling Emails

Scheduling emails is a great way to ensure your emails are being sent at the right time, without the need to be on your computer ready to press send (we've all been there). This feature is great for businesses to ensure that emails land in the recipient's inbox at the right times.

A great way to put the scheduling feature to use is to send a monthly email newsletter on the first Tuesday of the month at 10:00 a.m. That way your readers know exactly when to expect a message from you. 

Automation and Workflows

The ability to create, send, and schedule automated emails is another valuable feature of HubSpot.

Using automated workflows, you can easily send welcome emails to new subscribers, along with a few email sequences for them to learn more about you, your services, and offers. For instance, a retail shop can set up a workflow to send emails with a special savings promotion to new email list sign-ups received from their website.

Read: Email marketing 101: What is email automation?

Analyze Marketing Email Performance

HubSpot provides insightful analytics to help you measure the performance of your email marketing campaigns. This is essential when determining what works (and what doesn’t) and identifying what you can improve on next time. 

Track Email Metrics

As mentioned above, email metrics can be used in the decision-making process when identifying your future campaigns and their KPIs. Some of the most important metrics to look at include:

  • Open rates to see how effective was the subject line.
  • Click-through rates to determine how good was the content.
  • Bounce rates to asses our email deliverability.

A college campus sending an email to alums will be able to note the engagement rates of their emails and target specific individuals who appear highly engaged with a fundraising campaign at a later date.

A/B Test

In email marketing, minor changes can sometimes lead to significant results. HubSpot’s A/B testing feature allows you to test different versions of your emails to see which performs better. For instance, you can try other subject lines to see which gets more opens or test different CTA phrases to see which gets more clicks.

Create Reports

HubSpot allows you to create detailed reports following your email campaigns. These reports provide valuable insights into your campaigns' performance over time. An e-commerce business can use these reports to understand which types of emails generate the most revenue for their company.

Beefree x HubSpot for Email Marketing 

While HubSpot is a powerhouse all on its own, when paired with Beefree the possibilities are endless. Beefree offers email marketers a new level of design flexibility with Mobile Design Mode. The no-code drag-and-drop builder ensures all emails and landing pages are optimized for any device and email client. Another feature is Beefree's extensive catalog of fully customizable email and landing templates created for any industry, season, or occasion.Beefree's capability doesn't end at email design. Part of the email creation process means getting feedback from various departments, which Beefree makes effortless through design-specific commenting and build-in approval workflows for Enterprise plans. Here's what our users have to say:

But don't take our word for it, try our free plan for yourself!

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What do customers think about your brand’s products? The best way to find out is to ask them directly, which you can do via strategic email campaigns.

Email makes gathering authentic product reviews quick and easy. By collecting sincere feedback, you can build trust, increase sales, boost loyalty, and innovate product improvements. 

That said, requesting reviews via email requires precise timing, personalized messaging, and lots of engagement optimizations. But don’t worry—we’ll walk you through some key steps to create email campaigns that deliver the valuable feedback you need.

Why product reviews matter

Product reviews do more than confirm that you're meeting customers’ needs. Sincere feedback drives loyalty and sales, offers valuable customer insights, and helps you develop a strategic product development roadmap.

  • Fosters customer loyalty: Requesting and listening to feedback makes your customers feel valued and heard. It demonstrates that you prioritize customer satisfaction, which helps you build stronger, long-term relationships. Review requests also act as re-engagement emails by starting new conversations with customers.
  • Increases sales: Social proof drives sales. According to a recent survey by Power Reviews, 90% of potential customers use online reviews to make purchasing decisions. In fact, reviews have more influence over purchasing decisions than product prices. Turning product reviews into customer testimonials and encouraging reviews on third-party sites can significantly boost sales.
Image sourced from powerreviews.com
  • Builds Customer 360 insights: Customer feedback delivers insights into customer needs and sentiments, enriching Customer 360. Exactly what is Customer 360? It’s a unified, 360-degree view of customer data. It empowers you to tailor products and customer experiences to meet individual needs and preferences. 
  • Drives product improvements: Sincere customer feedback reveals what target customers like/dislike about your products. It provides key insight into their value, functionality, and usability, unlocking large-scale development opportunities.

How to create an email campaign to collect product reviews

Want to unlock the power of product reviews? Let’s explore how to create email campaigns that encourage customers to share their feedback.

Segment your audience

Like promotional emails, product review requests shouldn’t be sent to every subscriber.

If subscribers haven’t had the chance to try your product, product review requests will feel irrelevant and may trigger unsubscriptions. So, only send review email requests to customers recently trying your product.

You can do this by segmenting your email list based on where customers are in the buying cycle. Target loyal customers, recent purchasers, and first-time buyers with tailored email campaigns. This ensures that you’re sending emails to customers most likely to respond with insightful feedback.

Write a compelling email subject line

According to Superoffice, 33% of people open an email based on the subject line. 

Image sourced from superoffice.com

To get the click-through rates you want, your email subject lines should be personalized, relevant, and engaging. Here are some examples:

  • Did you love [product]? Or hate it? Let us know!
  • We value your opinion — help us improve!
  • We want YOU to help us make our product better!
  • Up for a discount? Share your feedback for 10% off! 

Learn more > Tips for writing open worthy subject lines.

Optimize for customer engagement

A successful email marketing strategy relies on customer engagement. Here are some key email elements you need to encourage interactions.

  • An attractive email design: With the right layout, color scheme, typography, and images, you ensure easy readability and promote interaction. Use these engagement-boosting email design best practices to help you create a design that boosts conversion rates.
  • Gratitude and value: Thank customers for reading the email and explaining why their feedback is so important. Also, consider including a personalized Gmail email signature with your content details to build trust and encourage customers to engage with your review request. 
  • Personalized, relevant content: Personalized email content motivates engagement. Use customer data platform (CDP) data to tailor messages to individual customers. What is a CDP? It’s a centralized platform that collects and unifies customer information, building comprehensive customer profiles. 
  • Incentives: Offering a small discount can motivate customers to leave reviews, especially first-time buyers. That said, incentives can (sometimes) generate insincere reviews, so stress the importance of honesty. 
  • A strong call-to-action (CTA): Your CTA should direct readers straight to the reviews submission page. Use clear CTAs with bold buttons and typography to make it stand out.
  • Mobile responsiveness: If your emails are slow to load or don’t display correctly on mobile devices, your bounce rate will spike. Leverage solutions that offer advanced mobile optimization features — such as Beefree— to create responsive emails every single time.

Ask specific, concise questions

Complex, drawn-out questions that are too open-ended can disengage customers. So, get straight to the point with concise, direct questions. Here are some examples:

  • What did you think of [specific product feature]?
  • How often do you use our product?
  • What are your favorite/least favorite features?
  • How likely are you to recommend this product?
  • What could we do to improve our product?

Use a mixture of closed and open-ended questions to increase your chances of receiving meaningful responses.

Make it easy to respond

The easier it is for customers to leave a review, the more responses you’ll receive. So, make the process as seamless and convenient as possible. One way to do this is with survey emails.

Email surveys have high response rates. They can be completed within the email with minimal effort, which is a big plus for busy customers. And, they can generate a wealth of quantitative data and metrics that are quick to analyze, leading to faster improvements. BeeFree has an extensive collection of email survey templates to suit every need.

For longer review requests, include a CTA that directly links to the review submission page. Review forms should use simple, clear language, be optimized for mobile, and have a progress bar. 

You could even provide your telephone contact details to allow customers to leave a review via telephone. It’s the preferred communication method for 55% of Baby Boomers according to Hubspot, so it’s worth considering. 

Leverage small business telephone services from Vonage to access call center capabilities like virtual receptionists and CRM integrations, streamlining processes.

Also consider directing customers to leave reviews on popular review sites, such as Google and Amazon.

Optimize email timings

If you send product review requests too early, there’s a chance your customers won’t have tried your product yet. But if you send them too late, your customer might have forgotten their experience. 

So, when’s the best time to request reviews? 

Aim to send review requests within 7-14 days post-purchase. This gives customers a chance to try the product a few times, leading to more sincere, meaningful reviews. Plan for seasonal surges such as Black Friday and incorporate them into your schedules.

Key takeaways

Do email campaigns work for gathering valuable product reviews that drive improvements, boost trust, and increase sales and loyalty? 

Absolutely — but they need to be strategic.

To generate sincere reviews and valuable data, ensure your marketing emails are personalized, engaging, and optimized for convenience. And, use email list segmentation and marketing automation to ensure they’re sent to the right customers at the right time.

How Beefree is Helping Email Makers Scale Their Production

2024 was a banner year for email markers everywhere. From sleek newsletters to interactive promos, you flexed your creative muscle to new heights and did it with a level of speed and efficiency that made crafting award-worthy emails look easy. Let’s dive into the numbers, trends, and stories that made this year unforgettable for email makers like you.
Beefree team
Beefree team
6 Jan
2025

2024 was a banner year for email markers everywhere. From sleek newsletters to interactive promos, you flexed your creative muscle to new heights and did it with a level of speed and efficiency that made crafting award-worthy emails look easy. 

At Beefree, we’ve had a front-row seat to all the incredible ways you scaled your email production. With templates that sped up creation and workflows that brought your team closer, you’ve redefined what it means to create emails that inspire and deliver.

Let’s dive into the numbers, trends, and stories that made this year unforgettable for email makers like you. 

Total number of emails created: 1,648,180

That’s right—over 1.6 million emails were crafted using Beefree this year, each one a testament to your creativity and efficiency. Everyone from small startups to large enterprises, and teams across the globe harnessed the power of Beefree.

The templates that powered your success

Out of the 1.6 million emails created this year, 178,199 started with a little help from our template catalog.

Our most loved categories included:

  • Templates for Gmail & Mailchimp: Whether you were crafting a campaign or a one-off blast, these platform agnostic templates made it easy to integrate design and delivery effortlessly.
  • Password-reset emails: You proved that even the most utilitarian messages deserve to be noticed.
  • Notification email templates: From order confirmations to system alerts, these templates kept your communications clear, concise, and on-brand.

These favorites highlight a vital truth: even the simplest communications can leave a lasting impression. Templates have become your secret weapon, allowing you to hit the ground running, save time, and focus on the creative flair that makes your emails stand out.

(source)

Total time saved per week: 2 hours

Time is money, and in 2024, Beefree users saved big. On average, 59% of users shaved off at least 2 hours per week on email creation, giving them more time to focus on strategy, creativity, and all the other things that make their emails shine. But that’s just the tip of the iceberg.

An impressive 81% of users reported being able to design emails at least 3x faster since implementing Beefree. What used to take hours now takes mere minutes with pre-designed templates and built-in collaboration tools. 

(source)

More time saved = more time to design

By cutting down on the nitty-gritty of email production, like formatting, coding, and repetitive edits, Beefree gave you the freedom to focus on what truly matters: design. 

With more time on your hands, you experimented with bold new layouts, fine-tuned your visual storytelling, and perfected those interactive elements that kept your audience engaged.

(source)

84% of Beefree users saw an increase in design quality after implementing our tool and 84% have increased on-brand email creation by 50% or more. 

Think about it: The less time on production meant more time to think creatively and innovate.

New height reached 

With more time on your hands and even more accessible design solutions, 2024 became the year you pushed boundaries and achieved more than ever before. And as your email production scaled, so did your ambitions. 

This surge in productivity and creativity signaled that you were ready for the next step—a plan that could grow alongside you and offer even more tailored support for your evolving needs. Recognizing this, we launched our Business Plan in May, designed specifically to meet you where you’re at. 

This plan was crafted to offer the advanced features and scalability that busy teams need, like enhanced collaboration tools and more customization options. 

Is the Beefree HTML Email Builder Right for You? >

After upgrading to a paid plan, 41% of Beefree users saw an ROI in just under a month! 58% report that Beefree has been a KEY part of scaling their email programs. 

(source)

Beautiful design matters 

A well-crafted email design does more than look good; it communicates your brand’s personality, values, and message in a way that’s instantly recognizable and engaging. It draws the reader in, guides their eyes through the content seamlessly, and encourages action, whether it’s clicking through to a website, signing up for an event, or making a purchase.

In 2024, you embraced the power of beautiful design like never before, and you were rewarded for it. Beefree users increased their CTR by an average of 25%.

The marketing ROI on the one email alone was immeasurable. Open rates increased by over 20%, engagement rates by 31%, and best of all, the subscribers fell under a healthy .1%. All are driven by the creative firepower of Beefree. 

Aimee Meester
, Founder and CEO, Madison Taylor Marketing 
Read the case study

In a digital landscape where first impressions are everything, beautiful design isn’t just nice to have—it’s a necessity. And with Beefree, creating visually appealing emails has never been easier, empowering you to continue delivering designs that captivate and convert.

We can’t wait to see what you create next.

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