This document is designed with a view to spread knowledge regarding Email Marketing and its different concepts like Open rate, Click rate, CTA, Email Deliverability and what affects those concepts. In this document, you will have each and every chapter of HubSpot Academy Email Marketing Certificate Course(2018) and that too in very simple and understandable language and point-to-point notes with diagrams.

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HUBSPOT
EMAIL MARKETING CERTIFICATION COURSE

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Index
Chapter Name
Page
No.
Chapter 1 Introduction to Email Marketing 3
Chapter 2 Email Marketing & Your Business 4
Chapter 3
Sending the right message with life-cycle
marketing
6
Chapter 4 Contact Management and Segmentation 8
Chapter 5 Components of High-performing Email 13
Chapter 6 Email Design and Functionality 15
Chapter 7 The Essential of Email Deliverability 17
Chapter 8 Developing Relationships with Lead Nurturing 19
Chapter 9 Measuring Success with Email Analytics 22
Chapter 10 Email Optimization and Testing 31

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Chapter 1: Introduction to Email Marketing
 What is Email Marketing?
Email marketing is the act of sending a commercial message, typically to
a group of people, using email. In its broadest sense, every email sent to
a potential or current customer could be considered email marketing.

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Chapter 2: Email Marketing & Your Business
2.1 Inbound Methodology
Inbound is all about empowering visitors, leads and customers with
helpful, relevant content that provides value.
1. Attract: This phase will convert a stranger into a visitor.
 With the help of blogs, social media posts someone can came
into contact with us.
2. Convert: This phase will convert a visitor into a lead.
 By performing Call-to-Action, providing details through forms
and visiting to landing pages a visitor turns into the lead.
3. Close: This phase will convert a lead into a customer.
 With the help of CRM and different types of emails a lead will be
turned into a customer.
4. Delight: This phase will convert a customer into a promoter.
 As of now, the customers are having and experiencing our
services, the customers will promote our services to their near
ones and this way they become promoters.

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2.2 Core Principles of Email Marketing:
1. Rise of Mobile devices
2. Significance of segmentation
3. Power of personalization
4. Improve of data-driven analysis and optimization
2.3 Sustained Success with Email:
1. Stakeholder buy-in & commitment
2. Software
3. An understanding of email’s role in your business

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Chapter 3: Sending the Right Message with Life-cycle Marketing
Lifecycle marketing will guide you when using email to communicate
with your contacts - from their first point of contact all the way through their
lifespan as a paying customer. Your leads and customers are all different. They
have different needs, challenges and goals.
3.1 Life-cycle Marketing:
 For Leads:
1. Map the content in your emails to the buyer’s journey
 Buyer’s Journey:

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2. Identify key touch-points in your marketing and sales process
 Potential Key Touchpoints
o Subscribing to your blog
o Filling out a contact form
o Requesting a consultation
o Downloading a key offer
 For Customers:
1. Capture the right data
2. Map out the important parts of the customer lifecycle
 Stages of Customer:
o New Customer
o Ongoing Customer
o Evangelists
 Using Email with new customer:
o Transactional emails
o Welcome emails
o Confirm appointments
o Recap meetings
 Three rules for ongoing customers:
o Provide value
o Listen for cues
o Pay attention to context

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Chapter 4: Contact Management and Segmentation
4.1 Inbound Marketing Strategy:
Relationship of content and context
4.2 Terminologies:
 List: Lists are the different ways that you break up your contacts
into smaller segments based on their similarities.
 Contact Database: Your contact database is a place to keep track
of all the people and companies that have a relationship with your
business.
 Qualities of Good Database:
o See the whole picture of every contact
o Aligns Marketing and Sales
o Seamless integration with every tool you use

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4.3 Best Practices for segmenting your contacts:
 Make sure database is accurate and up-to-date
 Keep your contact database up-to-date:
o Upload all current business contacts
o Track contacts as they move through the buyers journey
o Set up and maintain integrations with other software
o Keep your data clean
 Determine your segmentation strategy
o Buyer’s Persona:
 Semi-fictional representations of your ideal customer
based on real data and some select educated
speculation about customer demographics, behaviour
patterns, motivations, and goals.

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o Segmentation:

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4.4 Segment your contacts using implicit and explicit data
 Explicit Data: Explicit data is information that is intentionally
shared between a contact and a company.
o Contact Information
o Company Information
o Form Submission
o Surveys
 Implicit Data: implicit data is information gathered from
user behaviour.
o Social media engagement
o Email engagement
o Web analytic history
o Conversion data
4.5 Successful segmentation strategy:
 Build separate lists for subscribers, leads and customers
 Think about business-specific info your company might need to
track
 Create list based on engagement
 Create list that measure email health

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Chapter 5: Components of High-performing Email
5.1 Best practices for high-performance email:
1. Determine a good primary goal for your email
 Five important questions to ask yourself: WHO, WHAT, WHEN,
WHERE AND WHY.
2. Optimize your email for opens
 Crafting a great subject line:
o Shorter (6-10 words)
o Avoid Sales-y Language
o Keep it straightforward
o Personalize when appropriate
o Mix it up
3. Compel your reader to action
 Writing effective email:
o Write for scannability
o Use the right tone
o Personalize when needed
o Make it readable on different screen
o Proofread
o Mix it up
 Preventing errors in email:
o Send to yourself and test
o Try to read your email without images
o Click all the links
o Make sure unsubscribe link is working
o Check if there is a plain-text version
o Test it on different apps and programs

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5.2 CTA: Call-to-Action:
 For Mobile users: CTA should be no less than 44px × 44px
CTA
44px
44px

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Chapter 6: Email Design and Functionality
6.1 Email design best practice:
1. Pick a primary goal
 ANALYSIS PARALYSIS: The state of overthinking that stops
people from making a decision.
2. Write and design the copy
 Writing effective email copy:
o Write for scannability
o Use the right tone
o Personalize when appropriate
o Proofread
 The Inverted Pyramid:

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 Communicating with design:
o Use headers and subheaders
o Use font, bolding, italics, numbers or colored text, but
not underline
o Be deliberate about the top 25% of your email
o If you are going to use multiple calls-to-action, stack
your content
 Whitespace: Also known as negative space, white space
refers to the part of your emails that is left unmarked.
3. Create a consistent experience
 Email Client: A computer program that allows you to
access and manage your email.
 Email layout design guidelines:
o Provide a link to an online version
o 600 pixels is the ideal width
o Lean away from html/CSS-based positioning
o Stick to table-structured positioning
 Email images and styling tips:
o Add alt-text to your images
o Avoid creating your email as a single image
o Avoid using background images
o Don’t use externally referenced CSS
o Define the width and height of your images
 Designing for Mobile devices:
o Use mobile-friendly templates
o Move your call-to-action above the fold
o Put the navigation in the footer
o Font should be minimum 14pt font
o Avoid the “wall-of-text” by using line breaks

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Chapter 7: The Essential of Email Deliverability
7.1 Email Deliverability: The measurement and understanding of how
successful a sender is at getting their marketing message into people’s
inboxes.
 Best practices for BEFORE THE SEND:
o Source
o Permission
o Expectation
 Measuring your deliverability AFTER THE SEND:
o Engagement metrics
o Contact churn metrics
7.2 Email Bounce: A bounce is an email that for some reason was rejected by
the recipients’ mail server.
 Bounce Code: A three-digit number that begins with either a four or a five.
o 4: Temporary bounce and Can try again later.
o 5: You cannot try again.
 Bounce Message: Theoretically tells you why your message got rejected.
 Most common types of Email bounce:
1. Recipient bounces: Have a 500 or 550 bounce code. Their message
usually tells you this is either no good or never was good. Also called
unknown user bounces.
 Why Recipient bounces happen:
 The address was never valid
 The address was valid at one point, but no longer exists
2. Content bounces: Have a 571 or 554 code. The mail server, anti-
spam service, or software protecting the mail server determined
that your content was kinda gross.

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 Why Content bounces happen:
 They didn’t like something you linked to
 You didn’t have enough actual text content in the
email
 Your email copy looks like content that folks have
previously marked as spam
 Your email copy was loaded with spelling errors.
3. Reputation bounces: Some system between you and the
recipient’s mailbox made a judgment call based on your
reputation and refused to deliver the message. The bounce codes
are either 571, 554 or sometimes 471.
4. Temporary failures: Also known as “soft” bounces. Can mean that
folks protecting your recipient’s inbox aren’t quite sure what to
make of you, so they’re taking a wait and see approach.
7.3 ISP:
 ISP calculates complaint rate as No. of spams in inbox / No. of emails in
inbox.
7.4 3 to 1 Rule:
 Take the spam complaints you’re receiving and multiply them by 3.
7.5 Email Rates:
 The number of folks who are either opening or clicking / by the total
number of people you’re sending to.
7.6 Four step plan for Recovery:
1. Apply the Sources, Permissions, Expectations framework
2. Focus on your successes
3. Slowly add back in folks who haven’t engaged yet
4. Permanently suppress folks who haven’t engaged in the past year

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Chapter 8: Developing Relationships with Lead Nurturing
8.1 Lead Nurturing:
1. The process of building relationships with prospects with the goal
of earning their business when they are ready.
2. It is the bridge between marketing and sales.
8.2 Best practices for lead nurturing:
1. Decide how to use lead nurturing for your business

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2. Learn how to build a great individual workflow
 Appropriate Lead Nurturing Goals:
o Attend a webinar
o Download and eBook, guide or offer
o Request a consultation
o View a case study
o Start a free trial
3. Communicate with your leads based on their behaviour
 Behavioural Email: Sending targeted emails to your contacts
based on their actions and behaviours.
 How to do Behavioural Email:
1. Track how people interact with your business online
2. Determine the important actions a user might take
3. Start a conversation with a user based on that behaviour

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Chapter 9: Measuring Success with Email Analytics
9.1 The types of metrics you should track:
1. Individual email metrics
 Email sent: The number of emails you tried to send.
 Emails delivered: How many valid email addresses actually accepted
my company’s message?
 Open rate: The percentage of people that received your email who
actually opened it.
o Factors that affect Open rate:
 From name
 From email address
 Subject line
 Strength of your brand
 Content and message of the email

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 Click-through rate: The percentage of people who clicked on a link in
your email after opening it.
o Factors that affect Clicks:
 Convincing email copy
 Good email design
 An effective call-to-action
 The quality and value of the offer
 Conversion rate: The percentage of people who clicked on a link within
your email AND completed a desired action.
2. Email channel metrics
 Channel Engagement metrics:
o Traffic driven by email
o Conversions driven by email
o Baseline click rates
o Baseline open rates
o Mobile vs. Desktop open and click rates
 Email Marketing ROI: The overall return on investment for your
email campaigns.
 Calculate ROI as

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3. Email health metrics
 Greymail: Email that you opted-in to receive but don’t really want.
 How to Combat Greymail:
o Send re-engagement campaigns, then stop sending emails to
the ones that don’t re-engage.
o Testing to optimize the frequency of your sends
o Increasing segmentation and personalization
o Removing contacts from your database who are no longer
engaged
9.2 Bounce rate:
 The percentage of email addresses that didn’t receive your
message because it was returned by a recipient mail server.
 Types of Bounce:
1. CONTENT BOUNCES: You are probably being spammy,
based on previous sends to that inbox.
2. REPUTATIONAL BOUNCES: Spammy activity in the past is
coming back to bite you.
3. UNKNOWN USER: You bought your list, people are giving
you fake addresses, or you aren’t updating your database.

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9.3 Marketing troubleshooting playbook
1. My open rates are lower than expected

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2. My open rate is high, but my click-through rate is low

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3. My click rate is high, but my conversion rate is low

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Chapter 10: Email Optimization and Testing
10.1 Optimization:
 Optimization is about making your email marketing constantly
data-driven.
 How to setup and run email marketing:
o Segment your database
o Identify opportunities in your funnel
o Design experiments
o Prioritize the experiments
 How to do CRO (Conversion rate optimization)?
o Find weak points in a marketing funnel
o Figure out what is causing the funnel to narrow
o Think about a good solution
o Apply it in a controlled test environment
o Record the results
o Analyze the results
o Make a decision
 PIE:
o PIE is a system of identifying what you should test first.
P Potential
I Important
E Ease

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Reference:
[1] HUBSPOT Academy
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