020 - Email Marketing Trends

Welcome to Episode 20 of HubShots! Recorded: Friday 12 February 2016 For show notes please visit: http://hubshots.com/episode-20/ Welcome: recorded live at the HubSpot Sydney Office #sydspot Shot 1: Inbound Thought of the Week HubSpot has a useful stats page, detailing some interesting data points around email marketing: http://www.hubspot.com/marketing-statistics#topic-email For example: 80.8% of users report reading email on mobile devices. (HubSpot) Campaign Monitor has a similar (but more up to date) list of stats: https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/ For example: Automated email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages. – Epsilon Email Institute 75% of Gmail’s 900M users access their accounts via mobile devices. –TechCrunch Shot 2: HubSpot feature/tip of the Week HubSpot’s email designer has a really cool feature for allowing ‘smart content’ – content you can swap in/out based on the contact’s details and lifecycle stage. Smart content within emails: http://knowledge.hubspot.com/smart-content-user-guide/how-to-create-smart-content-in-a-hubspot-email Shot 3: Challenge of the Week What to do with inactive subscribers: https://blog.mailchimp.com/inactive-subscribers-are-still-valuable-customers/ Shot 4: Opinion of the Week Adding emotion and stories can help your engagement with email recipients: http://newslettermarketing.io/2016/02/11/beyond-open-loops-how-this-overarching-strategy-glues-your-subscribers-to-your-every-email/ Campaign monitor intereviews a number of industry experts to get their take on what’s likely to happen with email marketing in 2016: https://www.campaignmonitor.com/resources/guides/email-marketing-predictions-2016/ Summary: Hyper-targeted emails will become the norm according to Daniel Codella – ZURB Shot 5: General Tip of the Week A reminder of HubSpot’s findings on when the best time to send your email is: http://www.hubspot.com/sales/best-time-send-email-report-2015 Summary: 11am Monday through Saturday, 9pm Sunday night Wisdom: THE ONLY WAY TO WRITE A GREAT EMAIL IS WITH A CLEAR GOAL IN MIND. Shot 6: State of Inbound Item of the Week Re-visiting some interesting points/stats we’ve covered previously, for example HubSpot’s findings on why recipients unsubscribe from emails: http://research.hubspot.com/reports/native-advertising-rises-as-consumers-opt-out Shot 7: Motivation of the Week There are now so many ‘workplace collaboration’ options being used (e.g. Slack) that a lot of general work emails are getting moved to these tools. And that means there’s less competition for the Inbox: http://www.theatlantic.com/technology/archive/2016/01/what-comes-after-email/422625/ Action item: there’s actually more opportunity for email to work for you Shot 8: Resource of the Week A whole bunch of useful resources to think through: Excellent list of tips for email marketing: https://www.semrush.com/blog/better-email-marketing-results/ Email training videos and resources: http://academy.hubspot.com/email-videos-training 5 Different Types of Behavioral Emails You Can Start Sending Today: http://blog.hubspot.com/marketing/triggered-emails-marketing-automation Reallygoodemails.com – Well-designed emails in action: http://reallygoodemails.com/ Quick Answers: http://academy.hubspot.com/quick-answers Shot 9: Community Item of the Week Inbound.org threads related to Email: https://inbound.org/hub/email