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Email Marketing Hubspot Academy Course
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Email Marketing Hubspot Academy Course
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EmailMarketing
Hubspot
Academy
Course
So
where
do
and
the
inbound
methodology
intersect?
1.
Attract,
where
you’ll
attract
strangers
and
turn
them
into
visitors.
This
can
mean
many
things
for
you
-
using
blogging
and
social
media
and
optimizing
your
website.
These
are
all
mediums
for
publishing
and
distributing
content
that
people
can
choose
to
consume
on
their
own
terms,
not
channels
for
forcing
people
to
engage
with
your
message.
And
as
technology
continues
to
evolve
and
develop,
there
will
be
more
and
more
mediums
for
you
to
use
to
attract
strangers
and
convert
them
into
visitors.
2.
Convert
them
into
leads
by
gathering
their
contact
information.
Again,
it’s
their
choice
as
to
whether
they’re
willing
to
share
their
contact
information
in
exchange
for
access
to
your
content.
After
you
have
attracted
people
it
is
time
to
converted
them
into
leads,
it’s
time
to
turn
those
leads
into
customers.
3.
Close:
And
this
is
where
we
see
primarily
live,
in
the
close
stage
of
the
inbound
methodology.
This
is
where
you’ll
use
to
nurture
your
leads
by
sending
them
the
right
message,
at
the
right
time,
every
single
time.
4.
Delight
will
then
continue
to
support
your
inbound
efforts
after
someone
is
already
your
customer.
You’ll
use
to
engage
with
and
delight
your
customers
and
turn
them
into
happy
promoters
of
the
products
and
services
they
love.
In
our
world
today,
trust
is
more
important
than
ever.
Word
of
mouth
is
how
people
develop
trust
with
a
brand.
Your
customers
are
the
ones
who
will
help
you
continue
the
buying
process
for
others
by
sharing
their
experiences
with
their
friends,
family,
and
colleagues.
And
once
this
occurs
then
the
whole
inbound
methodology
will
begin
again.
While
our
world
today
continues
to
evolve
and
new
products
and
services
appear
daily,
there
are
many
ways
to
have
conversations
with
your
visitors,
leads,
and
customers.
marketing
continues
to
be
one
of
the
practices
that
consistently
fuels
and
delivers
ROI
for
your
business,
and
when
it’s
used
properly,
in
collaboration
with
all
of
the
other
conversational
tools,
you
can
build
trust. What
are
the
three
important
pillars
to
add
to
your
marketing
tool
belt
to
build
an
effective
marketing
strategy?
1.
The
significance
of
segmentation
2.
The
power
of
personalization
3.
The
impact
of
data-driven
analysis.
What
is
segmentation?
Segmentation
is
seemingly
simple
but
important.
Segmentation
is
what
helps
you
send
the
right
person
the
right
message
at
the
right
time.
Creating
an
inbound
experience
and
conversation
means
focusing
just
as
much
on
the
context
of
your
message
as
the
content
you
deliver.
The
DMA,
a
Data
&
Marketing
Association,
found
that
77%
of
marketing
ROI
came
from
segmented,
targeted,
and
triggered
campaigns.
Bringing
context
and
content
together
helps
you
write
the
greatest
emails
in
the
world
and
make
sure
they
connect
with
your
audience
and
don't
waste
their
time
or
yours.
Segmentation,
at
it's
core,
brings
together
two
key
inbound
concepts:
buyer
personas
and
the
buyer's
journey.
Sending
the
right
at
the
right
time
to
the
right
person
means
knowing
who
that
person
is
and
where
they
are
in
their
buying
journey.
By
using
the
information,
you
have
on
your
contacts
in
these
categories,
you
will
be
able
to
create
segments
of
people
who
want
similar
content.
Segmentation
is
the
act
of
thinking
in
groups
and
creating
these
segments
to
send
the
most
contextual
messages.
Segmentation
shows
that
context
is
just
as
valuable
as
content
in
your
marketing
strategy.
What
is
personalization?
A
second
way
you
can
add
context
to
your
emails
is
with
personalization.
Take,
for
example,
what
Alex
Williams,
creative
director
at
Trendline
Interactive,
states
about
personalization:
"New
machine
learning
and
data
science-based
features
and
platforms
will
give
marketers
the
ability
to
harness
their
content
and
data
to
prophesize
relevant
information
to
mass
audiences
in
a
personal
way."
You
have
the
information
needed
to
have
a
highly
personalized
conversation
with
your
contacts.
To
effectively
build
trust
with
the
people
on
the
other
side
of
your
emails,
you
have
to
create
a
personalized
conversation
that
engages
them
with
content
they're
interested
in.
Personalization
is
so
much
more
than
adding
the
first
name
of
the
recipient
to
your
email.
It's
about
creating
a
contextualized
and
individual
experience.
While
there
are
many
channels
that
will
allow
you
to
do
this
—
and
more
are created
each
day
—
is
a
channel
that
continues
to
offer
so
much
room
for
creativity
and
experimentation
in
developing
that
highly
personalized
experience.And
if
you're
connecting
your
emails
with
a
contact
database,
you
can
continue
to
learn
about
your
contacts
and
personalize
even
more.
This
type
of
is
called
behavioral
email.
What
is
behavioral?
Behavioral
is
defined
as
the
practice
of
sending
automated,
targeted
emails
to
your
contacts
based
on
the
historical
interactions
they've
had
with
your
company
across
channels.
And
when
you
send
behavioral
email,
you're
creating
a
highly
personal
experience
for
your
contacts.
What
is
the
impact
of
data-driven
analysis?
Analysis
is
one
of
the
most
important
pillars
you
have
as
an
inbound
professional.
In
a
world
that
is
always
changing,
where
your
customers
consistently
change
the
way
they
live
and
work,
analysis
helps
you
evolve
with
them
and
not
be
left
behind.
Your
customers
continue
to
want
a
frictionless
experience.
By
analyzing
your
emails
consistently
and
having
as
one
of
the
core
parts
of
your
inbound
strategy,
you
will
give
your
customers
what
they
need
to
continue
the
conversation
with
you.
With
all
the
information
you
have
at
your
fingertips,
with
the
behaviors
of
your
contacts
and
from
previous
interactions
with
them,
you
are
leaving
money
on
the
table
if
you
are
not
consistently
analyzing
the
data.
To
implement
data-driven
analysis
into
your
marketing,
you
will
want
to
keep
in
mind
this
framework:
First,
track
the
metrics
that
matter
-
this
will
be
different
for
you
and
your
business
than
me
and
my
business.
Second,
understand
what
those
metrics
indicate
about
the
success
of
your
emails
-
what
is
moving
and
improving
vs.
what
is
slowing
down.
And
then
third,
apply
what
you've
learned
to
optimize
and
improve
each
you
send.
What
does
an
effective
marketing
strategy
look
like?
Do
you
have
goals
around
your
strategy?
What
do
you
use
to
send
out
email?
How
do
you
measure
your
success? What
are
the
three
things
that
every
successful
marketing
strategy
should
have
in
common?
1.
Software
to
implement
and
track
your
emails
2.
An
understanding
of
your
full-funnel
conversations
3.
Clearly
defined
goals.
Why
you
need
software
to
implement
and
track
your
emails?
It
might
seem
obvious
that
having
software
is
a
part
of
your
marketing
strategy,
but
understanding
what
you
want
that
software
to
do
for
you
and
how
it
can
help
you
be
successful
is
a
very
important
piece
of
your
overall
strategy.
You
will
need
an
ESP,
which
is
an
Service
Provider,
you
can
use
to
send
one-to-many
emails.
There
are
a
ton
of
companies
out
there
that
do
this.
And
you
will
have
your
pick
of
the
combination
of
features
you
need.
And
while
I
am
not
here
to
tell
you
which
one
to
get,
I
do
have
some
recommendations
of
what
your
ESP
should
be
able
to
do
for
you.
1.
The
most
important
thing
your
software
should
do
is
be
connected
to
a
contact
database.
This
does
not
just
mean
a
place
where
your
contacts
are
housed
but
also
one
that
tracks
both
the
qualities
and
behaviors
of
your
contacts.
If
these
two
are
connected,
you
will
have
all
the
information
at
your
fingertips
for
personalization
and
segmentation,
which
are
two
pillars
in
the
foundation
of
your
marketing
strategy.
2.
In
addition,
your
software
should
be
able
to
analyze
your
sends,
giving
you
deep
information
into
what
went
well
and
what
can
be
optimized.
3.
The
software
you
use
should
be
able
to
track
deliverability
and
send
automated
emails
based
on
user
activity
to
help
you
send
the
right
at
the
right
time
to
the
right
person.
3.
Your
software
should
make
your
day-to-day
easier
and
help
you
do
everything
from
to
the
other
parts
of
your
inbound
strategy
all
in
one
place.
Great
software
will
be
able
to
drive
and
sustain
your
marketing
strategy
and
help
you
collect
the
right
information
to
continually
optimize
your
strategy.
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