Starting a Newsletter with HubSpot’s CRM

In the article, “starting a newsletter with HubSpot’s CRM,” you’ll find a video that covers all the ins and outs of setting up a newsletter using HubSpot’s CRM. The video, hosted by Pamela Bump, offers best practices for creating a newsletter that engages and optimizes for a community. It provides a handy checklist for starting your newsletter and even encourages viewers to share the potential name of their own newsletter in the comments. HubSpot, a leading CRM platform, is all about helping businesses grow by offering education, software, and support. The video is for informational purposes only and doesn’t endorse any specific products or services.

In the video, Pamela Bump and Jamal take you through the process of setting up an email newsletter and optimizing it for maximum open rates and click-through rates. They emphasize the importance of attention-grabbing subject lines and engaging body text to capture your audience’s interest. They also highlight the different types of newsletters, such as editorial, article-based, and conversion-focused newsletters, and provide tips on personalization and mobile optimization. Additionally, they discuss key email metrics and the significance of knowing your email audience’s preferences. If you’re looking to start a newsletter from scratch and build a community, this video is a must-watch resource.

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Types of Newsletters

Editorial Newsletter

An editorial newsletter is a type of newsletter that focuses on sharing blog posts, articles, and other written content with subscribers. It is commonly used by marketers to provide value and information to their audience. The goal of an editorial newsletter is to engage, educate, and entertain subscribers with high-quality content that is relevant to their interests. This type of newsletter allows businesses to position themselves as thought leaders and build a loyal community of readers.

Article Newsletter

An article newsletter is another popular type of newsletter that focuses on sharing curated articles with subscribers. These newsletters typically provide a summary or snippet of an article along with a link to the full content. Article newsletters are great for keeping subscribers informed about the latest industry news, trends, and insights. They are often used by businesses and professionals who want to showcase their expertise and share valuable information with their audience.

Conversion-focused Newsletter

A conversion-focused newsletter is a type of newsletter that aims to drive specific actions or conversions from subscribers. These newsletters are typically designed to promote products, sales, or deals to encourage subscribers to make a purchase or take a desired action. Conversion-focused newsletters are commonly used by e-commerce businesses, online retailers, and companies looking to generate sales or leads through email marketing. They often include clear call-to-action buttons and compelling offers to entice subscribers to take action.

Importance of Subject Line

Determining Open Rate

The subject line of an email newsletter plays a crucial role in determining the open rate. When subscribers receive an email, the subject line is the first thing they see, and it often determines whether they open the email or not. A compelling and attention-grabbing subject line can significantly increase the chances of getting a higher open rate. On the other hand, a boring or unappealing subject line might cause subscribers to ignore or delete the email without even opening it.

To improve the open rate of your newsletter, it is important to craft subject lines that are concise, clear, and intriguing. Use language that sparks curiosity, creates a sense of urgency, or highlights the value of the content inside the email. Experiment with different subject lines and track their performance to learn what resonates best with your audience.

Capturing Interest

The subject line of an email newsletter is also crucial for capturing the interest of subscribers. It serves as a teaser, giving subscribers a glimpse into what they can expect from the email. An effective subject line can pique curiosity, generate excitement, and compel subscribers to open the email and engage with the content.

When crafting your subject lines, consider the interests and preferences of your target audience. Tailor your subject lines to appeal to their needs, desires, or pain points. Use personalization techniques, such as including the subscriber’s name or referencing their previous interactions with your brand, to make the subject line more relevant and engaging. Remember to keep your subject lines concise and avoid spammy or click-bait language that might lead to disappointment or distrust.

Personalization and Mobile Optimization

Creating a Personalized Experience

Personalization is a powerful strategy for building a strong connection with your newsletter subscribers. By tailoring your content and messaging to their individual preferences and needs, you can create a more engaging and relevant experience for your readers.

One way to personalize your newsletter is by segmenting your subscriber list based on specific criteria, such as demographics, interests, or past interactions. This allows you to send targeted content to different segments, ensuring that each subscriber receives content that is most relevant to them.

Another way to personalize your newsletter is by using dynamic content. Dynamic content allows you to customize different elements of your email based on the subscriber’s information or behavior. For example, you can include personalized recommendations or offers based on the subscriber’s past purchases or browsing history.

Optimizing for Mobile Devices

With the increasing use of smartphones and tablets, optimizing your newsletter for mobile devices is crucial. A large portion of your subscribers is likely to read your emails on their mobile devices, so it is important to ensure that your newsletter is mobile-friendly and displays well on small screens.

To optimize your newsletter for mobile devices, consider the following best practices:

1. Use a responsive email template that automatically adjusts the layout and formatting based on the screen size.
2. Keep your email design simple and clutter-free to enhance readability on mobile devices.
3. Use a readable font size and avoid long paragraphs or blocks of text.
4. Ensure that buttons and links are large and easy to tap on a touch screen.
5. Test your email on different mobile devices and email clients to ensure a consistent experience across platforms.

By optimizing your newsletter for mobile devices, you can provide a seamless and enjoyable reading experience for your subscribers, increasing engagement and conversion rates.

Determining Cadence

Understanding Audience and Goals

The cadence, or frequency, of your email newsletter depends on your audience’s preferences and your goals for the newsletter. It is important to strike a balance between staying top-of-mind with your subscribers and avoiding overwhelming them with too many emails.

To determine the optimal cadence for your newsletter, consider factors such as:

• Subscriber preferences: Survey your subscribers or analyze their past engagement to understand how often they prefer to receive emails from your brand.
• Content availability: Consider the frequency at which you can consistently produce valuable and engaging content for your newsletter.
• Industry norms: Research the cadence of newsletters in your industry to get a sense of what is considered standard or effective.
• Goals and objectives: Align the frequency of your newsletter with your overall marketing goals and objectives. For example, if your goal is to nurture leads and build relationships, a more frequent cadence might be appropriate. However, if your goal is to provide in-depth, high-value content, a less frequent cadence might be more suitable.

By understanding your audience’s preferences and aligning your cadence with your goals, you can deliver a newsletter that keeps subscribers engaged and satisfies their expectations.

Choosing the Right Frequency

Once you have considered the factors mentioned above, you can determine the right frequency for your newsletter. Some common cadence options include:

• Weekly: Sending your newsletter every week is a popular choice for many businesses. It allows you to maintain consistent communication with your audience without overwhelming them with too frequent emails.
• Bi-weekly or monthly: Sending your newsletter every two weeks or once a month is a good option if you have less frequent content updates or if your audience prefers less frequent communication.
• Event-driven: Sending your newsletter based on specific events or occasions, such as product launches, holidays, or industry updates, can be an effective way to keep your subscribers engaged and provide timely information.

Remember that the cadence of your newsletter is not set in stone and can be adjusted based on feedback and performance metrics. Monitor your open rates, click-through rates, and unsubscribe rates to gauge the effectiveness of your cadence and make adjustments as needed.

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Market Research and A/B Testing

Conducting Market Research

Market research is an essential step in optimizing your email newsletter. It allows you to gather insights about your audience, understand their preferences, and identify opportunities for improvement.

To conduct market research for your newsletter, consider the following strategies:

1. Surveys: Send out surveys to your subscribers to gather their feedback, preferences, and suggestions. Ask questions about the type of content they find most valuable, their preferred email frequency, and any specific topics they would like to see in future newsletters.
2. Website analytics: Use website analytics data to understand which types of content on your website are most popular or engaging. This can give you insights into the topics or formats that resonate with your audience and can be replicated in your newsletter.
3. Social media listening: Monitor social media platforms, forums, and online communities where your target audience interacts. Pay attention to the discussions, questions, and pain points they share to get ideas for newsletter content or improvements.
4. Competitive analysis: Keep an eye on the newsletters of your competitors or businesses in your industry. Analyze their content, subject lines, and overall strategies to identify areas where you can differentiate or improve your own newsletter.

By conducting market research, you can gather valuable insights that will guide your content strategy, improve engagement rates, and ultimately deliver a newsletter that meets the needs and expectations of your audience.

Testing and Analyzing Results

A/B testing, also known as split testing, is a powerful method for optimizing your email newsletter. It involves creating two or more variations of your newsletter and sending them to different segments of your subscribers. By comparing the performance of each variation, you can identify which elements or strategies are most effective and make data-driven decisions to improve your newsletter.

When conducting A/B testing for your newsletter, consider testing the following elements:

• Subject lines: Test different subject lines to see which ones generate the highest open rates.
• Call-to-action buttons: Experiment with different button colors, wording, or placement to determine which drives the highest click-through rates.
• Content format: Test different content formats, such as long-form articles, lists, or infographics, to see which ones result in higher engagement.
• Email design: Try different layouts, color schemes, or imagery to identify design elements that resonate best with your audience.
• Personalization: Test the use of personalized elements, such as the subscriber’s name or location, to see if it influences engagement rates.

When analyzing the results of your A/B tests, focus on specific metrics such as open rates, click-through rates, and conversion rates. Identify patterns and trends to gain insights into what resonates best with your audience. Continuously iterate and improve your newsletter based on these insights to maximize its effectiveness.

Factors for Effective Emails

Eye-Catching Imagery

Eye-catching imagery is a key factor in creating effective emails. Visual elements, such as high-quality images or illustrations, can capture the attention of your subscribers and make your newsletter more visually appealing.

When selecting imagery for your newsletter, consider the following tips:

1. Choose images that align with your brand identity and reflect the tone and style of your content.
2. Use images that are relevant to the message or topic of your email. Avoid using generic or unrelated images that might confuse or disengage your audience.
3. Optimize your images for email by compressing them to reduce file size and ensure fast loading times.
4. Don’t rely solely on images for conveying your message. Use a combination of images and text to ensure your content is accessible to all subscribers, including those who have images disabled in their email settings.
5. Test different image placements and sizes to find the optimal arrangement that enhances the readability and visual appeal of your newsletter.

By incorporating eye-catching imagery in your newsletter, you can grab the attention of your subscribers and make a memorable impression that encourages engagement and click-through rates.

Clear Call-to-Action

A clear and compelling call-to-action (CTA) is essential for driving desired actions from your newsletter subscribers. Whether you want them to make a purchase, download a resource, or sign up for an event, a well-designed CTA can guide them towards taking the intended action.

When creating a CTA for your newsletter, consider the following best practices:

1. Use clear and concise wording that tells the subscriber exactly what action they should take. Avoid vague or ambiguous language that might confuse or deter them.
2. Make your CTA stand out visually by using contrasting colors, bold fonts, or attention-grabbing buttons.
3. Place your CTA strategically within your email, preferably above the fold or towards the top of the email where it is most likely to be seen.
4. Use action-oriented language that creates a sense of urgency or highlights the benefits of taking the desired action.
5. Test different variations of your CTA, such as different colors, wording, or button shapes, to identify the most effective design and messaging.

By optimizing your CTAs, you can increase the conversion rates of your newsletter and drive more meaningful actions from your subscribers.

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Including an Unsubscribe Link

Importance for Email Engagement

Including an unsubscribe link in your email newsletter is not only a best practice for email engagement but also a legal requirement in many jurisdictions. It allows subscribers to easily opt-out of receiving your emails if they no longer wish to receive them.

While it may seem counterintuitive to encourage subscribers to unsubscribe, it is actually beneficial for your email engagement metrics. When someone unsubscribes, it indicates that they are not interested in your content or offerings, and continuing to email them would likely lead to low engagement rates. By allowing them to unsubscribe, you can focus on engaging with subscribers who are genuinely interested in your newsletters.

Additionally, by giving subscribers control over their inbox, you can build trust and respect their preferences. This can lead to a positive brand image and loyal customer relationships.

Legal Compliance

In many jurisdictions, including an unsubscribe link in your email newsletter is a legal requirement under anti-spam laws. These laws aim to protect individuals from receiving unsolicited or unwanted emails. Violating these laws can result in penalties and damage to your brand’s reputation.

To ensure legal compliance, make sure your unsubscribe link is clearly visible and easy to use. Include it in the footer of your email or in a prominent location where subscribers can easily find it. When a subscriber clicks on the unsubscribe link, they should be taken to a page where they can confirm their unsubscription and update their email preferences if desired.

By demonstrating legal compliance with unsubscribe regulations, you can maintain a positive reputation as a sender and protect your brand’s credibility.

Crafting the Subject Line and Preview Text

Capturing Interest with Compelling Text

The subject line of your email newsletter is your opportunity to capture the interest of your subscribers and entice them to open your email. It should be attention-grabbing, concise, and compelling to stand out in crowded inboxes.

When crafting your subject line, consider the following tips:

1. Use action verbs or power words that create a sense of urgency or excitement. For example, “Limited Time Offer” or “Exclusive Access.”
2. Ask a question or make a thought-provoking statement that sparks curiosity and encourages subscribers to learn more. For example, “Are you making these common email marketing mistakes?”
3. Personalize your subject line by including the subscriber’s name or referencing their past interactions with your brand. This can make the email feel more relevant and personalized.
4. Experiment with emojis to add visual interest and convey emotions or themes that align with your content.
5. Keep your subject line concise and avoid using excessive punctuation or all capital letters, which can come across as spammy.

By crafting compelling subject lines, you can increase the open rates of your newsletter and engage your subscribers from the moment they see your email in their inbox.

Creating Curiosity with Preview Text

Preview text, also known as preheader text, is a short snippet of text that appears after or beside the subject line in the email inbox. It gives subscribers a preview of what to expect when they open the email and creates additional curiosity or interest.

When crafting your preview text, consider the following tips:

1. Use the preview text to complement and enhance the subject line by providing more context or additional information.
2. Keep the preview text concise and engaging, focusing on key selling points or intriguing statements.
3. Use compelling language that encourages subscribers to open the email to learn more or take advantage of an offer.
4. Avoid duplicating the subject line in the preview text. Instead, use the preview text to provide a unique or complementary message.
5. Test different variations of your preview text to see which ones generate higher open rates or engagement.

By leveraging the power of preview text, you can further capture the curiosity and interest of your subscribers, increasing the chances that they will open your email and engage with your content.

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Key Email Metrics

Open Rate

The open rate is a key email metric that measures the percentage of subscribers who open your email out of the total number of emails delivered. It provides insights into the effectiveness of your subject line and the overall appeal of your email content.

A high open rate indicates that your subject line is compelling and resonates with your subscribers, prompting them to open the email. Conversely, a low open rate may indicate that your subject line needs improvement or that your email content is not relevant or engaging to your audience.

To improve your open rate, experiment with different subject lines, personalization techniques, or email send times. Analyze the performance of your emails and make data-driven adjustments to optimize your open rates.

Click Rate

The click rate, also known as the click-through rate (CTR), measures the percentage of subscribers who clicked on a link or call-to-action within your email. It indicates the level of engagement and interest in your email content.

A high click rate suggests that your email content, including your call-to-action and overall message, resonates with your audience and prompts them to take action. A low click rate may indicate that your content or call-to-action is not compelling enough, or that your emails are not effectively nurturing leads or driving conversions.

To improve your click rate, focus on creating compelling and relevant content that aligns with the expectations and needs of your subscribers. Test different CTAs, button placements, or design elements to maximize click-through rates.

Unsubscribe Rate

The unsubscribe rate measures the percentage of subscribers who choose to unsubscribe from your newsletter after receiving an email. It provides insights into the overall satisfaction and engagement of your subscribers.

A low unsubscribe rate is generally desirable, as it indicates that your subscribers value and want to continue receiving your newsletters. However, a high unsubscribe rate may indicate that your content is not aligning with the expectations or interests of your audience, and adjustments may be needed.

While it is important to monitor your unsubscribe rate, it should not be a major cause for concern unless it significantly exceeds industry benchmarks. Instead, focus on improving engagement rates, click rates, and overall subscriber satisfaction to reduce the likelihood of unsubscribes.

By regularly tracking these key email metrics and making data-driven adjustments, you can optimize the performance and effectiveness of your email newsletter.

Conclusion

Starting and optimizing an email newsletter can be a powerful way to engage and nurture your audience. By understanding the different types of newsletters, the importance of subject lines, and the value of personalization and mobile optimization, you can create a newsletter that resonates with your subscribers and drives meaningful actions.

Determining the cadence of your newsletter, conducting market research, and performing A/B testing will allow you to continuously refine and improve your newsletter over time. By incorporating eye-catching imagery, clear call-to-action buttons, and including an unsubscribe link, you can create an effective and compliant email newsletter.

Crafting compelling subject lines and preview text, as well as monitoring key email metrics such as open rates, click rates, and unsubscribe rates, will provide insights into the engagement and effectiveness of your newsletter.

By following best practices and constantly iterating and improving, you can build a successful email newsletter that strengthens relationships with your audience and helps your business grow.