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
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
