the role of email in an inbound marketing world

The Role of

Email Marketing

in an

Inbound Marketing World

Mike Volpe

VP of Marketing

HubSpot

@mvolpe

Before we start

• Recording and slides will be made

available to you

• Ask questions in webinar or on Twitter

• Twitter Hashtag: #EmailRole

• Twitter: @mvolpe & @HubSpot

Marketing is Changing

1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Harder

800-555-1234

Annoying

Salesperson

Inbound Marketing

Social Media

Marketing

Search Engine

MarketingContent

Marketing

Conversion Marketing

Lead Nurturing

Sales Support

Where Does Email Fit In?

Awareness

Consideration

Decision

List Rental

List Purchases

Newsletters

Lead Nurturing

Lead Nurturing

House Lists Beat 3rd Party Lists

http://blog.hubspot.com/blog/tabid/6307/bid/5795/Surprise-Internal-B2B-Email-Lists-Are-Far-More-Effective-Than-Third-Party-Lists.aspx

-25.00%

0.00%

25.00%

50.00%

75.00%

Net Change in Investment (Avg B2B & B2C)

Future Investment is Inbound

Opt-In Email = Inbound Marketing

Awareness

Consideration

Decision

List Rental

List Purchases

Newsletters

Lead Nurturing

Lead Nurturing

How to prepare for the future

(of email marketing).

Tip #1:

Optimize

for

Mobile

Email Usage

31%

15%

11%

10%

9%

7%

6%

3%7%

Outlook

Yahoo Mail

MSN / Hotmail

Apple Mail

iPhone

Gmail

Misc. Web Mail

Android

Other

Why Images Should Be Avoided

• 67% of people do not display images

by default in their email system

• (Marketing Sherpa 2010 report)

• Gmail does not allow images by

default, must click "Display External

Images“ every time

Avoid Large Images

Avoid Large Images

Avoid Heavy Formatting

How to Optimize for Mobile

• Avoid large images

• Avoid tables / columns

• Formatted text is your friend

• Shorter is better

Tip #2:

Build

Social

Authority

Two Huge Developments in Email

Social Inbox

The “Spam” Filter is Now Social

Email Inbox Ranking - Before 2011

Most Messages by Date

Flagrant Spam

Email Inbox Ranking – After 2011

Things You Like

(People & Brands)

Things You Don’t Like

Or Don’t Know

(People & Brands)

That’s Some Scary Shiitake

How to Rank Higher in the Email Inbox

Tip #3:

Optimize

for

Social

“Follow Me” Module in Your Email

Share This Email via Social Media

http://blog.hubspot.com/blog/tabid/6307/bid/4934/Why-Your-Email-Needs-Social-Media-and-How-to-Do-It-Right.aspx

0.00%

25.00%

50.00%

75.00%

100.00%

Personal Email

Corporate Email

Facebook LinkedIn Twitter Blogs YouTube

% of US Business People Who Regularly Check These Inboxes

Where is the Next Inbox?

Which comes first? Message or Medium?

• Start with email,

then decide what

content /

message to send

OR

• Start with

message /

content, then

decide best

medium to send

How to Optimize for Social

• Add “Follow Me” module

• Add “Share This” buttons

• Start with content, then decide if

email is best way to send message

We’ve got lots to think about…

What You Should Do Today:

1. Stop buying lists / subscribers

2. Mobile optimize your email

3. Social optimize your email

4. Build your social authority

5. Start with the message, then pick

the right communication channel

Thank You / Q&A

mvolpe@hubspot.com

mvolpe@facebook.com

Facebook.com/mvolpe

Twitter.com/mvolpe

Linkedin.com/in/mikevolpe

www.MikeVolpe.com

Mike Volpe

VP of Marketing

HubSpot

@mvolpe

www.HubSpot.com/free-trial