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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       Search Engine
                     Marketing           Marketing
                                Content
                               Marketing

                          Conversion Marketing

                            Lead Nurturing


                             Sales Support
Where Does Email Fit In?


      Awareness        List Rental
                     List Purchases

     Consideration    Newsletters
                     Lead Nurturing

       Decision      Lead Nurturing
The Role of Email in an Inbound Marketing World
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
Future Investment is Inbound
          Net Change in Investment (Avg B2B & B2C)
75.00%


50.00%


25.00%


 0.00%


-25.00%
Opt-In Email = Inbound Marketing


    Awareness       List Rental
                  List Purchases

  Consideration    Newsletters
                  Lead Nurturing

     Decision     Lead Nurturing
How to prepare for the future
   (of email marketing).
Tip #1:
Optimize
  for
 Mobile
Email Usage
                    7%
               3%
         6%
                                  Outlook
                            31%
                                  Yahoo Mail
    7%                            MSN / Hotmail
                                  Apple Mail
                                  iPhone
    9%                            Gmail
                                  Misc. Web Mail
                                  Android
                                  Other
         10%
                          15%
                    11%
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
Where is the Next Inbox?
      % of US Business People Who Regularly Check These
                           Inboxes
100.00%


75.00%


50.00%


25.00%


 0.00%
          Personal Corporate Facebook LinkedIn   Twitter   Blogs   YouTube
           Email    Email
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
www.HubSpot.com/free-trial

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

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The Role of Email in an Inbound Marketing World

  • 1. The Role of Email Marketing in an Inbound Marketing World Mike Volpe VP of Marketing HubSpot @mvolpe
  • 2. 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
  • 3. Marketing is Changing 1950 - 2000 2000 - 2050
  • 5. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson
  • 6. Inbound Marketing Social Media Search Engine Marketing Marketing Content Marketing Conversion Marketing Lead Nurturing Sales Support
  • 7. Where Does Email Fit In? Awareness List Rental List Purchases Consideration Newsletters Lead Nurturing Decision Lead Nurturing
  • 9. 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
  • 10. Future Investment is Inbound Net Change in Investment (Avg B2B & B2C) 75.00% 50.00% 25.00% 0.00% -25.00%
  • 11. Opt-In Email = Inbound Marketing Awareness List Rental List Purchases Consideration Newsletters Lead Nurturing Decision Lead Nurturing
  • 12. How to prepare for the future (of email marketing).
  • 13. Tip #1: Optimize for Mobile
  • 14. Email Usage 7% 3% 6% Outlook 31% Yahoo Mail 7% MSN / Hotmail Apple Mail iPhone 9% Gmail Misc. Web Mail Android Other 10% 15% 11%
  • 15. 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
  • 19. How to Optimize for Mobile • Avoid large images • Avoid tables / columns • Formatted text is your friend • Shorter is better
  • 20. Tip #2: Build Social Authority
  • 21. Two Huge Developments in Email Social Inbox The “Spam” Filter is Now Social
  • 22. Email Inbox Ranking - Before 2011 Most Messages by Date Flagrant Spam
  • 23. Email Inbox Ranking – After 2011 Things You Like (People & Brands) Things You Don’t Like Or Don’t Know (People & Brands)
  • 25. How to Rank Higher in the Email Inbox
  • 26. Tip #3: Optimize for Social
  • 27. “Follow Me” Module in Your Email
  • 28. 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
  • 29. Where is the Next Inbox? % of US Business People Who Regularly Check These Inboxes 100.00% 75.00% 50.00% 25.00% 0.00% Personal Corporate Facebook LinkedIn Twitter Blogs YouTube Email Email
  • 30. 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
  • 31. 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
  • 32. We’ve got lots to think about…
  • 33. 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
  • 34. www.HubSpot.com/free-trial 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