#Unpacked EP 8: HubSpot Email

George: Facebook is magic. It is the place of faces, or the book of faces, I guess we could even call it, as well. So, Remington, here's the thing. Before we get started, let's talk to the viewers about the fact that we're going to be changing it up a little bit, and that right now when we do these lives, these lives stay in the Facebook group. But they're not always going to stay in the Facebook group and people are going to have to catch it live. That's all I'm going to say.

George: That's all I'm going to say. You're going to have to catch it live because we really want this show to be about the engagement, we want it to be about the questions, we want it to be about the comments. Actually, to be honest with you, I want it to be about the emojis. I'm just saying.

Remington: The last episode was kind of emoji lacking.

George: Yeah, I don't understand that, and I like emojis. So, this one, I'm going to give you some creative abilities during this episode, and it can be any chess piece. Any chess piece emoji because-

Remington: What?

George: Yes, chess piece. Because here's the thing, Remington, here's why. Because if they're watching Sprocket Talk unpacked, they're playing chess, they're not playing checkers when it comes to their business. I'm just going to throw that out there-

Remington: That sounds familiar.

George: So this episode should be a chess piece in the comments if you like the show. So, Remington, this... I want to say this week, but we're doing these twice a week, so I can't say that. But this episode we are talking about HubSpot of course, and we are talking email.

Remington: Email...

George: I know we're probably going to start with the tool, but it may lead into email strategies in general, or that could be a completely different episode. We'll see. What do you want to kick us off with when it comes to unpacking HubSpot email, the tool that is?

Remington: Great question. Shout out to our boy, Dan Moyle because he's about to drop a blog post about email, which I think is going to be pretty fun. If we're talking email strategy, that'll be a fun one. Email, one of my favorite things about email is smart content in email.

George: You dove right to the deep end, brother. You're like...

Remington: I told you. We'll just go. I'm big on conversational marketing and having a conversation. A lot of times email is thought of as a one-to-many platform when it should be thought of as a one-to-one conversation. You and I've had a few conversations in the past where we were like, "Speak to the audience like you're speaking to one individual and it'll connect better." It's no different for email.

Remington: When we're thinking about email in that regard, smart content allows for you to break it up by industry, or break it up by language, or it could be broken up by a lot of things. Smart content's huge, and I'm not just talking about smart content in the subject line, which you can do. But I'm also talking about smart content in the actual-

George: Oh my gosh, now you just did another tip. That's two tips right there.

Remington: Boom, boom, playing chess, people. But yeah, smart content in the body, make it contextual and your open rates will thank you later.

George: Yeah, without a doubt. Here's the thing... Well, open rates, well over time yes, but even the smart subject line when you're talking about open rates, like testing the crap out of that. I'm going to piggyback on one of yours, and do a double one because you took two, I'm going to take two.

Remington: Let's go.

George: I like the fact that you can do emojis in subject lines too because there's nothing better than looking in your inbox and seeing a poop emoji. All of a sudden you're like, "Why is there a poop emoji in my email?"

Remington: Why did someone poop in my inbox?

George: Yeah, come on, I knew my inbox was poopy, but now a poop emoji. It's meant to be. But I'm just kidding. Here's the thing. Do research. There's literally certain emojis in subject lines that get better open rates, I kid you not. There is an article on it or articles on it, and it's actually kind of crazy, and umbrellas, and all sorts of weird things, but anyway.

George: I like that, but then I'm going to piggyback on the smart content one because not just in general email, but I want everybody that watches this episode to think about email newsletters and smart content because instead of just having a blanket newsletter that is everybody sees the same newsletter, you can literally build it out depending upon lists that they're in that they would see different pieces of content. Now your monthly newsletter becomes contextual to the person, and the way that they've engaged and navigated your site, versus just blasting out like Remington said, one-to-many newsletter. It now feels like a one-to-one newsletter, and that is super dope.

George: Emojis, piggybacked on you... that's kind of two, so I will let you go next [inaudible 00:05:24]. When you think about email and HubSpot, or HubSpot email tool, did I just say that in that way for SEO? I don't know. Anyway, what did you think of next?

Remington: I think one of the areas where people start to under-appreciate HubSpot specifically is in the fact that you can have templates. A lot of times people come from Constant Contact Email or MailChimp, where it's like choose your adventure on every single email.

Remington: While there's certain appeal to that, it also reinforces people to put too much crap in one message. In a lot of cases, you don't need multiple columns. You don't need all sorts of craziness. That short concise message is there, but what's cool is you can have other templates that allow for you to rapidly create an email and send it out to the right people.

Remington: I think the template tool, it's different than the Constant Contacts and the MailChimps of the world, but I love it as a marketer because then we have those vectors aligned, and we can really make things happen quicker.

George: Remington, aligning vectors on Sprocket Talk Impact, I love it. It's funny that you bring up templates because for the longest time, I don't know, 2012, maybe 2011, whenever HubSpot actually started doing email in addition to just a blogging platform, and was adding the tools, you had this ability to build in the way that you wanted.

George: Now what I'll say is another bonus has come along in the short term compared to that is the drag and drop email editor. I don't if everybody's seen this, but now instead of just having a template that you rinse and repeat and use all the time, you can literally go in and say, "No, I want to go use the drag and drop editor," and you can just have columns and rows and all sorts of fun stuff that you can do. Which I know right now, Remington, you're probably like that scares the crap of me because now they can design things that might be somewhat ugly. But as a marketer-

Remington: This is why we can't have nice things.

George: Yeah, yeah, exactly. As a marketer, it's nice to be able to go in there and just create in a drag and drop scenario. I definitely love templates and drag and drop. What else do you got when you think of HubSpot email tool, Remington?

Remington: The other thing that I really appreciate is the reporting. But I'm not going where you think I'm going, is the report that I enjoy is the report on the mobile phone from the app. Where it shows your email performance in compared to your average and others. It's like this scatterplot.

Remington: I've come to really love that one because you get a really good, not just how awesome was this email, but how awesome was this email compared to the last however many show up on the scatterplot in comparison. I that that's pretty amazing because a lot of times now we got all this data that's available. People get super stoked because they've got it, but then they don't know what to compared it to. I think HubSpot, specifically in the mobile app, has done a really good job of figuring that out.

George: You know what I miss? I miss being able to compare lists against other lists inside of HubSpot, Remington. But that should have been a couple episodes ago. Here's the thing I love. I'll go with another one. I love the fact that you can actually send an email dependent upon a person's time zone. I like that. I like that addition because again anything that drills down into being specific to the context or who the person is, i.e., where the person lives, makes the email that much better.

George: Instead of, "Hey, I'm going to send it out at 10:47 my time, no I want to send it out at 10:47 their time." Your marketing in general, just this is past email, can get a lot stronger when it's less about us and more about them in our mindset. Remington-

Remington: Consumer focused.

George: Yes, the buyer, the buyer dictates what we should be doing.

Remington: This goes outside the realm of HubSpot email as well. To your point about time zones, one of my favorite integrations is Seventh Sense because it takes that time zone to a whole another level. I know everyone that uses Seventh Sense because at 4:00 A.M. on a Thursday, I get a whole bunch of emails. Because, for the record, that's when I'm up and I'm checking my email and I actually get through it.

George: Which is kind of scary, which by the way, Mike Donnelly will probably never watch this, person of Seventh Sense.

Remington: Well, now I'll have to call him out on this snippet right here. Mike, you got to check it out.

George: Call him out, right here, right now. I'm sure he doesn't want this, but part of me only just kind of wishes that HubSpot would acquire Seventh Sense. It would just be part of the tool, right? I'm just saying. Like I said, Mike probably won't ever watch this. He probably would not like that statement. But I'm like, it would be cool if that functionality was just in the tool.

George: What I also though think is scary about this is that Seventh Sense knows when I'm sitting on my couch in my living room because that's when I'm really checking my email at 10:00 at night, going through what I couldn't make it through the rest of the night. Actually taking the time to engage with things that I didn't filter out. Anyway, I digress.

George: Let's get back into HubSpot email tool. By the way, if you have questions or comments, make sure you leave them in the comment section-

Remington: Or emojis.

George: Any chess piece. I'm curious if you are a rook or if you're a queen or a king or a pawn. I'm super... I think-

Remington: Or a bishop.

George: ... there's a psychological thing depending on what chess piece somebody puts in the comments, Remington. I'm just going to throw that out there.

Remington: Fun fact, I didn't know there are chess piece emojis, so that's fun.

George: Oh, well there you go, there you go.

Remington: All right so I got one.

George: So back to... No, no, no... My turn, my turn, my turn. Then you can go. I hope I don't steal yours.

Remington: No, go for it.

George: Maybe, because then you'll be on the spot and that'll make this episode even funner.

Remington: It's on.

George: I'm going to easy though. I like the fact that you can just simply take an email that you already have, which by the way you and I were just on a meeting with a client, and I was training them on something. You can take an email that's already done, 75% of the way, and you can clone that email, and simply tweak a couple things, and it's ready to go.

George: What I mean by that is when you clone it, it literally remembers that it's saved for automation. It literally remembers like what, who the sender is, and all the good stuff. It's marketing information or sales information, so it's just about tweaking and changing the message in a way. Again, I'm a big advocate of find the fricking clone button in HubSpot to save yourself a ton of time.

George: Okay, that's probably not the one you were going to say.

Remington: No.

George: Yeah, there you go, see?

Remington: Yeah, you're good.

George: I know, I'm always good, bro, I'm just going to throw that out there real quick.

Remington: The one area of HubSpot that... I'm going to get nerdy so hashtag nerd alert. The one area of HubSpot that I really enjoy is the personalization. To take it a couple steps further is if you are able to get nerdy or you can partner with a developer who can be nerdy like us, or if you have one available on your team, that's great. You can do conditional stuff in the actual HubSpot tool to allow for you to have sections of content that vary based on those fields.

Remington: Where I'm going with this is you could have that industry tab, or industry field, in your contact record. You could have people in the restaurant industry and entertainment, you could have people in travel, you could have people that own horse ranges in Montana. You could have all these different things.

Remington: Essentially, you could create headers that would automatically change based on that industry field, and the image would be a nice pasture with a horse or hanging out on the beach drinking a Margarita. You can make it contextually visually there. What I also really enjoy is that we can now take a lot of content and that context and bring it into the email to improve the conversation. Of course, you have to collect this information, but it's really huge.

Remington: Then the final piece is the heat mapping that allows for you to know it's going on. I just snuck a second one in there.

George: That's twice, bro.

Remington: The heat mapping on an actual email, see where people are clicking.

George: That's twice, twice, twice, twice. I'm going to have to get ninja skills to double up tips.

Remington: Yeah, let's go.

George: Because you just be like bam, bam, bam. Then I'm like, "Oh gosh, I got to think on my feet real quick." But here's the thing, I can't believe that we've talked about HubSpot email and the HubSpot email tool, and doing email in HubSpot. Was that for SEO again? Anyway, I can't believe that we've talked it this long, and we haven't mentioned A/B testing. The fact that you can do A/B testing for your emails... Anyway, look it's super easy. There's a bunch of parameters that you can change in there. You can figure out how much of your audience you want to send to. You can pick a winner.

George: Again, I go back to the beginning of smart subject lines, and emojis in subject lines, and open rates, and context by golly. Being able to A/B test and really just tweak at a very micro level the email that is going to win and go out to the rest of your audience is absolutely amazing, absolutely amazing.

Remington: You said be able to choose. My favorite thing is HubSpot'll choose for you. You don't have to partially send an email.

George: That's what I meant, yeah.

Remington: That's some of those things that people go like, "What? It's going to be smart for me?" You could say like set this based on open rate, and it's going to measure that open rate and roll with it. But yeah, no that's super powerful stuff.

Remington: One of the things I like too-

George: Now, is it one of the other, as in one things, or one of the other as in a couple things that you like?

Remington: The one thing I really enjoy-

George: Oh, there we go, okay.

Remington: ... for some friends who are using HubSpot Marketing Free or Starter, is that the email tool is available to HubSpot Smart Marketing Starter and it's quite affordable, even in comparison to MailChimp or other solutions. You get so much more power because it can tie into the CRM and tie into the website.

Remington: That's the other thing, you now get email as part of HubSpot Marketing Starter. I think it starts at like 50 bucks a month, like super super valuable. But a lot of these features that we're talking about like A/B testing are going to be more in the Enterprise area.

George: Without a doubt, without a doubt. Here's the thing, here's what's super exciting too. I'm going to go at a micro email level is that it's also in with your popup functionality. If somebody, which by the way is probably a whole another conversation we could have on popups. The idea is that you get limited email functionality when somebody fills out a HubSpot popup. It used to be lead flows. Anyway, I won't go down the whole naming conversation, but I just did by saying that. But anyway, popup tool, now you get email in there.

George: Here's the thing. I also like, Remington, that the email tool works with other tools. I just said that because I was like, "In popups you can use email." But this is my sneaky way of adding two tips into one. I also like that you can use the CTA tool inside of your email tool.

Remington: Yeah, that's awesome.

George: You can double that-

Remington: Hey George, you're frozen.

George: Oh, I don't know.

Remington: I can hear you, but you're frozen. But you can keep going.

George: Yeah, we can keep going. The idea of being able to use the CTA tool in the email tool and double report, that's super awesome.

Remington: I love the CTA tool. You're back. I love the CTA tool, and one the things that's cool about the emails is... Going back to a nerdy moment now. I keep doing this. One of the things that's cool. I remember talking earlier, I was like, "There's no way we're going to talk about email for 30 minutes."

Remington: For loops and custom modules in email. We've had a lot of fun with that with clients, right, where we've got a little bit more structure. Clients want a newsletter, but we want to be able to build in out in the right kind of structure and setup. Anything from a table of contents in the email, or maybe you just have a listing of things you want to show. Now you can drop custom modules in the emails and actually set it up so that it's controlled, almost like the slider tool in the HubSpot CMS. But now you can do the same kind of functionality right within email, so it's super powerful.

Remington: That's a really, really fun one, and it's so powerful the things you could do. You could show images, you could show multiple testimonials, and you won't have to worry about formatting.

Remington: Going back to the anti-drag and drop editor conversations you had, you can lock them in and be like, "You can be as creative as you want in these three boxes."

George: Yeah, that's fun. Not really. I mean, I like having fun. Here's the thing. You knew this was coming, but I tried to hold it off till the end. Anywhere that you can stay organized in HubSpot, I love to stay organized. Yes, it would not be an episode of Sprocket Talk Unpacked if I didn't mention the fact that you have folder structures, and you can use folders for your emails to keep them organized. Please make sure you're doing that. Please stay organized in HubSpot.

George: Also, Remington, it's great that you can actually archive things too. Did I just slip in two?

Remington: You did, payback.

George: I'm trying to keep up with you. The fact that you can keep it organized with folders and archive emails is super dope as well.

George: Look we got a couple more minutes here. Anything else that you think people absolutely need to know about HubSpot email?

Remington: Yeah, so HubSpot email's responsive too, so at least by default in a lot of cases. To piggyback on that, this is like one and a half, not a two. But to piggyback on that, the fact that those emails are responsive, it's pretty important to understand how people are engaging with your messages.

Remington: There's two really fun reports after you send the email. it shows the time that people actually are viewing in regards to dwell time, whether they're skimming it or not. It shows you a big split. It also shows you based on device type. You're going to be able to know, "Wow, 80% of the people that actually open this email are opening on a mobile." How does that change the content that you put out there? Maybe brevity's something you want to lean in on. Or the inverse, they're viewing this on a desktop, like what's going on.

Remington: But it's really interesting to be able to look at those two metrics, and then see them side by side. Because when we send out emails, we think that the life cycle of that email is a couple minutes. Old school publishers for magazines and stuff talk about magazines having a life cycle of a couple months. When you start looking at the analytics, it's actually a couple weeks that that email is alive. It just starts to dwindle down. HubSpot shows that really eloquently in the reporting tool of the actual emails individually.

George: The rate of which things are opened. Okay, so I'm going to go super micro here.

Remington: Do it.

George: The thing that I like about the email tool is that you can use it, you can do it, you can use it as a list creation tool. What I mean by that is if you send out an email and you get a bunch of hard bounces, you can create that as a list, and use it for database cleansing, which database cleansing could be a episode in itself. But also, if you have the most engaged, or people who engaged on that, so now you create that as a list, and you're going to send them a followup because they're the most engaged.

George: Which by the way... No, I'm not going to do that to you again. I could throw another tip and talk about unengaged contacts. But the idea of being able to go depending on how they interacted with that list. If they clicked on a certain CTA... That email, I'm sorry. If they clicked on certain CTA or link, make those people a list and then do certain things based on those lists that you created. It all starts in your email tool and the actions that happen inside of their inbox, not yours.

George: Remington, anything else?

Remington: Yeah, so I love it. You talk about lists, I'm going to take that to workflows. There's a couple fun workflows thing. Workflows are automation essentially that you can have trigger. A lot of times people will consider emails as one of the only thing that goes into workflow, but you can have a lot of other things that happen.

Remington: You can add them to a list based on certain criteria. One of my favorites is to set up automatic workflows for anyone that hasn't opened your email. You send an email to someone. You could resend that said email to them and change the subject line. If you think ahead, you could do that with smart content right in your email.

Remington: You're sending the same email twice. The second email you can set something in a workflow that says like, "Second pass," or something like that. It will literally change the subject line automatically three days later if they haven't opened or clicked on that email. You can choose whatever criteria you want. That becomes a lot of fun because if you know someone didn't open it, it's probably because it got buried. Send another one that's slightly similar and make it happen. That's one area that workflows are awesome.

Remington: I know you got another one that I'll steal if you don't throw it.

George: Oh, I do have another one. I actually like the fact that you can send yourself a preview email from the HubSpot tool so that you can look at it, so that you know it looks good before you send it to 50,000 people. Because there's nothing worse than sending something that's all jacked up to 50,000 people, and not being able to reel it back in before it gets to them. That preview, for me, is super dope.

George: What else do you have? You said you were going to steal one for me?

Remington: I got two.

George: Oh, well, do one, do one.

Remington: All right, so one of my favorite things, and it's more of a PSA, is one of the perks about using CTAs in emails. Let's say you preview that email, everything looks amazing. You press send, it goes out to 147,000 people. Then you realize that the link in the CTA was incorrect.

Remington: You do a facepalm kind of emoji at that point because you're like, "I screwed up big time." What's really amazing though is because HubSpot technically redirects that traffic to measure that CTA click, if you use CTAs, whether they're inline or they are real, you could jump into that CTA, fix the link or point it where you want it to go. It'll retroactively update that link. If someone clicks that CTA an hour after you sent it, but you fixed that CTA after that email was sent, it will go to the new location, and it will not look like a mistake.

George: That's pretty dope. That's pretty dope. You know what I like about HubSpot email?

Remington: Apparently lots of things. We've been talking about it for a while.

George: They give you a WYSIWYG editor. In that WYSIWYG editor, you can do a lot of things. I could sit here and talk about bold and italicize and headings. I could sit here and talk about changing font colors. I could sit here and talk about how you could add an image or maybe an animated GIF that looks like a video player that they click on because they're going to go watch a video. I could talk about all those things, Remington, all those things.

Remington: Hey, stop trying to sneak one in here. Just go.

George: But what I'm going to say is I love the fact, and I can't believe that we have not mentioned this really truly, personalization and just all of the personalization tokens that you can use inside of an email instead of, "Howdy friend," or "Companies like yours." Oh, what?

Remington: Or toodles.

George: Oh. We should just end the episode right there.

Remington: Personalization's awesome.

George: We should just end the episode right there.

Remington: I just want to make sure I had enough time, so I threw in that whizz-banger. Crap, now I forgot. What the heck. Oh, internal notification emails, you were actually teaching that in the HubSpot class that we were on just a little bit ago. Internal notification email is based on those actions. Why don't you talk a little bit about that?

George: Yeah, definitely. You can figure out whatever trigger that you want to have, but everybody thinks about HubSpot email as an external thing. It definitely should alert your team of times of great need or great response. For instance, if somebody fills out a form and goes into a list, and maybe it puts them in some type of lead scoring scenario where now they're a sales qualified lead because you're using data to make that decision not just your heart or gut or instinct.

George: Then all of a sudden you can send an internal email and alert John or Bobby or Susie, whoever the sales rep is, to get on the phone because they're ready to buy something. It could be any trigger, but the idea of internal emails as well as externals emails happening at the same time in the same place is an amazing thing. HubSpot [crosstalk 00:28:16].

Remington: All right, we got a couple minutes. One of my favorite things is the fact that our pals over at Twenty Three have made it so that you can embed a video, you can do a video embed for an email in the email tool, send said email, and on most Apple devices, it will play inline.

George: Yeah, we're going to get hate mail now. We're literally going to get hate mail because every Android user is going to email us one line and it's, "Screw you." That's literally what the line of the email is going to say.

Remington: Well hey, it's not our fault.

George: They might even just use the subject line. They may actually just use a subject line and put a poop emoji on it, and then the email will be blank. I don't know. It's kind of crazy. I can't believe that we have talked about email this long.

Remington: Yeah [inaudible 00:29:11].

George: There's so much more. There's just a ton that you can do in the tool because we didn't talk about things like being to send an HTML version. You talked about mobile, but we didn't talk about what email client are they using. We didn't talk about testing email clients before we send it.

Remington: Or multiple languages.

George: We didn't about any of that. But anyway, leave your comments and questions in the comments pane. Remember it's a chess piece. I really am curious to what chess piece you will put in there. Until next time, I'm George B. Thomas. He's Remington Begg.

Remington: Yeah you are. We're getting hate mail because of you. We are saying have a good day. Do some happy Hubspotting, and we'll see you on the next episode of Sprocket Talk Unpacked.

George: Later.

Remington: Later gator.

George: Toodles.

Remington: Oh, do not do that. I swear on my...