What is HubSpot EMAIL?

HUBSPOT MARKETING FREE

• All features of HubSpot CRM: Marketing Hub is built on top of HubSpot CRM, giving you access to all the tools you see in the HubSpot CRM.
  
  
• Forms: Create standalone, pop-up, embedded, and collected forms to gather the contact details that your business needs.
  
  
• Email Marketing: Send bulk emails that are tested and optimized for different devices and inboxes. Create better emails with a drag-and-drop editor and personalization tokens.
  
  
• Ad Management: Connect accounts from supported ad networks to your HubSpot account. Create audiences from your HubSpot CRM, and see which ads are generating customers.
  
  
• List Segmentation: Create static or dynamically updating contact lists based on various criteria using HubSpot CRM properties. Use them to power more personalized content in email, on the web, and more.
  
  
• Conversations Inbox: Set up a shared inbox — for all incoming email and live chats — that your whole team can work from, easily managing 1-to-1 communications at scale.
  
  
• Team Email: Connect team-wide email addresses to your Conversations inbox. Turn incoming emails into tickets, or send them straight into your shared inbox. No more questions slipping through the cracks.
  
  
• Live Chat: Have 1-to-1 live chats with visitors as they browse your site, and give the information they need to turn them into qualified leads.
  
  
• Conversational Bots: Use a bot to connect visitors to the right rep, route visitors to the most helpful content, and scale 1-to-1 communications.
  
  
• Mobile Optimization: Create content that looks good on multiple device types, and see it before it goes out.
  
  
• Reporting Dashboard: Get in-depth, customizable data on your marketing performance, so you know how you're doing and where to improve.
  
  
• Messenger Integration: Automatically capture contact information, have two-way communications with your audience, create chatbots, and report on chat volume through Facebook Messenger.
  
  
• Custom Properties: Associate specific data points with contacts, companies, and deals.
  
  

HUBSPOT MARKETING STARTER

*Please note HubSpot Marketing Starter comes with everything above in HubSpot FREE and what's listed below.

• Landing Pages: Create responsive landing pages built to convert using our drag-and-drop editor.
  
  
• Ads Retargeting: Show ads to contacts that have left your site based on the content they've consumed. Retarget ads on Facebook, Google or LinkedIn.
  
  
• Multiple Currencies: Track and manage multiple currencies in your HubSpot account.
  
  
• Phone Support: Call the HubSpot support team and get the help you need fast, so you can get back to what's important, like attracting leads and growing your business.
  
  
• Blog: Create search engine optimized content for your blog, based on best practices.
  
  
• SEO Recommendations and Optimizations: Identify SEO issues across your entire website, and learn how to optimize your pages to get more organic traffic.
  
  
• Content Strategy: Create topic clusters that automatically link supporting content back to your core “pillar” pages to ensure search engines can easily crawl your site and identify you as an expert on any given topic.
  
  
• Google Search Console Integration: Get organic search insights like average ranking position, related searches, total impressions, and clickthrough rate for pages on your website — right inside your HubSpot account.
  
  
• Calls-To-Action: Build personalized call-to-action buttons that guide visitors toward key conversion points on your website. Optimize with A/B testing to determine best performing variations, track visitor actions across multiple pages, and add smart personalization.
  
  
• Standard SSL Certificate: Secure your content and lead data with standard SSL on all HubSpot-hosted content. It gives your visitors peace of mind, and can also increase visibility in search results.
  
  

HUBSPOT MARKETING PROFESSIONAL

*Please note HubSpot Marketing Professional comes with everything above in HubSpot FREE & Starter and what's listed below.

• Social Media: Use the social media tools to schedule and publish updates, monitor terms, and analyze performance. Works with Facebook, Instagram, LinkedIn, YouTube and Twitter.
  
  
• Subdomain availability: Connect your HubSpot account to a subdomain of a single brand's URL to host landing pages, blog posts and other content you create inside your account.
  
  
• Marketing Automation: Automate your tasks, email marketing, social media and ads. Build robust customer journeys using an intuitive visual editor.
  
  
• Salesforce Integration: Keep your Salesforce and HubSpot data in sync and up-to-date.
  
  
• Smart Content & Reporting: Personalize and report on your website and email content, using rules to show different content to different audiences even to anonymous visitors.
  
  
• Attribution Reporting: See which marketing efforts are creating the most new contacts and generating the most revenue.
  
  
• A/B Testing: Run A/B tests on landing pages and emails to hone in on the best performing variations in copy and design.
  
  
• Video Hosting & Management: Host and manage video files within HubSpot. Then embed them onto site pages and in social media. Add CTAs and forms within the videos, and track their performance.
  
  
• Teams: Organize your users into teams, based on region, business unit, product line, or more. Assign marketing assets and database records to teams. And get regular team performance reports too.
  
  
• Custom Reporting: Create custom reports on your marketing activities, and use the data to inform your decisions.
  
  
• Standard Contact Scoring: Create rules-based scoring criteria. Focus your outreach based on any HubSpot data point. Use your scores to segment lists, trigger automation, and more.
  
  
• Campaign Reporting: Group specific pieces of content into a campaign and understand how each component is helping you reach your goals.
  
  
• Filtered Analytics View: Report on the success of your content based on what’s most meaningful to your business. Filter your analytics by domain, country, or any URL path on your site.
  
  
• Calculated Properties: Build custom equations to keep track of your expanding contact database.
  
  
• Website Traffic Analytics: See how your content is performing with detailed filters, like bounce rate, average time on page, and more. 
  
  
• Record Customization: Match your contact, company, deal, and ticket records to your team's needs by creating custom layouts.
  
  

HUBSPOT MARKETING ENTERPRISE 

*Please note HubSpot Marketing Enterprise comes with everything above in HubSpot FREE, Starter & Professional and what's listed below.

• Hierarchical Teams: Organize users on multiple levels based on team, region, business unit, brand, or any other dimension, to suit the way your business works.
  
  
• Adaptive Testing: Automate your A/B tests using artificial intelligence and machine learning to save time and improve conversion rates on your website.
  
  
• User Roles: Give each team member using your account the right permission levels for different functionality.
  
  
• Custom Event Tiggers & Reporting: Auto-trigger tasks like notifications and email sends when visitors take specific actions on your website. Report on which events are executed using event completions reporting and customizable event funnels.
  
  
• Event-Based Segmentation: Create groups of contacts based on specific actions they take on your website or web-based product. Use these lists to serve personalized content, pass to sales, or more.
  
  
• Predictive Lead Scoring: Automatically score and rank leads based on hundreds of factors. Focus on the customers that are most likely to close.
  
  
• Single Sign On: Let users sign in to HubSpot using single sign-on credentials, making it easy for them to log in while enhancing security and your control over who has access.
  
  
• Partitioning: Give teams different permissions for your blog posts, site pages, emails, forms, CTAs, lists, or workflows based on role, region, and more, so they can only see and edit content relevant to them.
  
  
• YouTube Integration: See how your YouTube videos are performing with detailed metrics right inside your HubSpot account.
  
  
• Events API: Pull behavior analytics data from your HubSpot account so you can analyze it in a way that is customized to your business.
  
  
• Social Permissions: Turn on draft-only mode in the social tool. Your marketing will stay on-brand and consistent.
  
  
• Multi-Touch Revenue Attribution: Assign credit to marketing tactics and teams based on revenue impact with built-in attribution modeling.
  
  
• Webhooks: Use webhooks to pass information from your HubSpot account to other web applications that your team uses.

HubSpot Email Features

HUBSPOT EMAIL FEATURES & TOOLS

PERSONALIZATION

Personalization is a must if you want to build authenticity and trust with your contacts and subscribers. 

This is what will take your leads through the buyer's journey, turning them into customers and then loyal fans. 

Ways to personalize your emails include:

• Smart Subject Line

  • Use personalization tokens in email subject lines to address contacts by their name.
  • Add a smart rule to your subject line based on lifecycle stages or list membership.
    
    

• Smart CTA

  • These can be tailored to contacts from different lifecycle stages, lists, device types, countries, preferred languages, or referral sources. 
  • Examples include:
    • Subscribers or leads - ''Subscribe to the blog CT.'' 
    • MQLs - ''Read The Case Study CT''
    • SQLs or Opportunities - ''Schedule a demo CT.''
      

• Smart Content

  • You can personalize the content of your emails in any rich text module and create smart rules to target contacts based on their list membership or lifecycle stage.
  • Great if you have different content you want to show to different contacts in various stages of the the buyer's journey.

OPTIMIZATION

Optimization is all about increasing your open and click-through rates, giving you more opportunities to convert visitors to leads.

This is made super simple in HubSpot Email with various built-in optimization tools. 

These include:

• Send Time & Day
  • According to the performance of your emails, HubSpot will recommend days and times that your contacts are active. When you first get started, you can send at various times until the system determines what is working best for you.
    
    
• Subject Line & Preview Text
  • HubSpot will recommend character length for your subject line and preview text and let you know if you go over it.
    
    
• Content 
  • HubSpot will let you know if you included personalization, links, images, and CTAs - as these are considered email best practices. 

• Spam Score
  • HubSpot also lets you know your Spam Score. The higher your score, the higher the chance that yourreader'ss email provider will reject your email as spam. 
    
    
• Deliverability
  • HubSpot helps you set up your account to authenticate your emails with SPF and use Email Sending Domains to add a layer of security behind the scenes. This then enables providers like Gmail to remove the""via HubSpot"" message for their users, helping with open rates.
    

FREE CRM + EMAIL

As a HubSpot user, you get the CRM + Email for sales and marketing for FREE!

This is a powerful combo and a super valuable resource you can utilize for your business.

Having your Email and CRM integrated means you are able to get a full insight into how each contact in your database interacted with your email - as every action taken will be recorded on their contact record in the CRM. This includes crucial email engagement metrics like:

• Opens
• Clicks
• Bounces
• Unsubscribes
• SPAM reports 
• Not sents

TEMPLATES OR CREATE YOUR OWN

With HubSpot you have 2 options when it comes to creating emails:

1. Use a pre-made template from their Marketplace (free and paid options) 
2. Create your own in a drag and drop editor
   
   Both options require zero coding and are mobile responsive, so you can easily customize the look and features of your emails. 

A/B TEST

Once you've created your emails, you can test different versions to see which ones perform better with the A/B Testing tool. 

This tool measures the various engagement you receive from a sample of recipients for different versions of the same email. Then you can choose what the winning metric will be and what the length of time the test will run for. 

Examples of metrics to test are:

• CTAs & Offers
• Copy
• Email sender
• Images
• Subject line

This is an essential email marketing tactic for creating emails your contacts and customers will engage with and respond to. 

WORKFLOWS & AUTOMATION

When you automate your emails in HubSpot, they can then be added to workflows that help nurture your leads through the buyer's journey.

Once you've added an automated email to a workflow, you can then choose from a laundry list of customized triggers, conditions, and actions personalizing your emails even further.  

Workflows can also be assigned goals, so you can easily keep track of your progress and success. 

At the end of the day, automation and workflows save you time, so you can grow your business! You can use workflows to do tasks like:

• Set up webhooks
• Score leads
• Push leads to sales
• Manage data in bulk by updating properties like lifecycle stages and personas
  
  

ANALYTICS & REPORTING

HubSpot Email makes it super simple to track the performance of your campaigns so you can always be refining and improving.

Email performance data includes:

• Open rate
• Click rate
• Deliverability results
• HTML click map
• Top clicked links
• Top engaged contacts

Marketing Hub - Starter, Basic (Legacy), Professional, and Enterprise accounts include additional email performance data:

• Time spent viewing email
• Engagement over time
• Opens/Clicks by an email client

Overall email marketing performance can also be viewed here under the'Analyze'' tab.

• Overview
• Sent
• Delivery rate
• Open rate
• Click rate
• Contacts lost

And last but not least, the sources report under Reports > Analytics Tools, shows you how your email marketing efforts are driving various things like:

• Sessions
• Contacts
• Contact Conversion Rate
• Customers
• Customer Conversion Rate
• Bounce Rate
• Length Per Session

At this point, we're on the same page: Wow, HubSpot is unlike any other CMS out there. 

If you're curious as to how they became what they are today, read on! Luke gave us the inside scoop on the history and evolution of HubSpot's CMS. 

The History of the HubSpot CMS

Luke Summerfield has a long, eclectic history with the HubSpot CMS...they go WAY back. 

Before he started working at HubSpot in December 2014, his web expertise was gracing the former digital agency (Savvy Panda) with its presence, and they were using what HubSpot called the CMS version 1.

It was pretty basic, but it did what it was supposed to do really well, helping marketers (non-coders) manage a website.

Though for anyone who used this content management system, there was a lot to be desired. From its features to its name. It was originally called the HubSpot COS (Content Optimization System) with the intention of focusing on the importance of not just managing content, but always improving and optimizing it.

The name confused enough people that they eventually decided to change it to what it is today: HubSpot CMS.

Around October 2014, Savvy Panda was acquired and after helping out with the transition, Luke jumped ship to HubSpot. He started off as a program manager, then founded Growth Driven Design (an internal startup focused on transforming how websites are built and optimized), to his present role of assisting the HubSpot CMS product team and growing programs and products that solve developer challenges. 

"It was fascinating to be on the other side of the fence now, not only helping agencies and their clients use the platform, but also getting to witness how the product was developed and being evolved" - Luke Summerfield

Fast forward to 2012, when the CMS was relaunched as a part of HubSpot's big "HubSpot 3", it resembled a lot more of what you see today.

At this time, HubSpot had grand plans and really good product vision, as they recognized the power of being able to connect the HubSpot CMS  to contact records in the HubSpot CRM (Content Relationship Management).

All of a sudden, you could create really dynamic website and landing pages. This lead to the development of personalization and Smart Content tools that allow you to alter the way your content displays depending on specific viewer properties in your CRM. Now you could show the most relevant message to each of your visitors for a true relationship-driven marketing experience.

The Evolution of HubSpot CMS

Fast forward again to 2016... Luke explains that this is where a lot of interesting things started to happen with the HubSpot CMS.

Although it was still fairly easy to use, the experience still didn't flow exactly how they envisioned. They were trying to build one tool that would make both marketers and developers happy - the result was an 'ok' job at both. They realized they needed to pivot and create totally separate experiences and tools for each group.

"The problem with this was, I think we kind of missed the mark and didn't do either one very well, and we were missing key functionality." - Luke Summerfield

So it was time to switch things up and they started with some of the items below:

• Building dynamic page content using HubSpot's simple database system - "HubDB" and the HubDB APIs.
• Moving from the CMS being an add-on to the marketing tools, to allow customers to purchase the HubSpot CMS as a stand-alone product.
• Allowing for member login and restricted content using HubSpot's "Memberships" tool (bundled in the Enterprise Hubs)

Next, they went to work on restructuring their product teams and the experiences they would create.

1. The first team that was developed was 100% focused on the marketer experience: ease of use, giving them the flexibility they needed to get their jobs done.
   
   
2. Then a second, completely separate team was created to only focus on the developer experience, and to really live and breathe in a world where all they see is code.
   
   

Moving forward, Luke said they are looking to improve functionality for larger companies who have complex websites and more advanced IT/CTO requirements.

The HubSpot CMS of Today

So now in 2021, there's a lot of people doing a lot of hard work. HubSpot has a very large team totally focused on building content tools.

Progress is being made.

It's getting easier for marketers and the developer experience is improving with some of the new design manager tools, but one of the things that Luke said they were still hearing constructive feedback on was that people wanted a stand-alone CMS offer for things like:

• A separate website for another project, division or franchise;
• An event;
• Or maybe they just wanted something simple and weren't ready for all the fancy automation features that HubSpot is known for
• Website migrations to HubSpot CMS

Backtrack to before Inbound 2018. You had to buy the marketing tools. Then you had to add on the CMS, and it was kind of buried under everything else.

Well, users spoke and HubSpot listened.

So at Inbound 2018, they released it: a fully integrated CMS that goes far beyond content management. Now you have the ability to add on features when you are ready for them in the future. In addition, you not only get the CMS, but you also get the HubSpot CRM packaged with it for FREE.

This was a game-changer.