Welcome to

11:30-11:50am - sign-in/network/fill out lunch order card 11:50am - Announcements 11:55am - Opening Question 12:00pm - Isaac Moche will be joining us remotely 12:20pm - Questions 12:25pm - Workshop emails submitted from the group 12:45pm - Wrap-up

Welcome to

First time at HUG?

We’re glad you’re here! We meet once a month to share best inbound marketing practices and get to know other marketers in Austin.

Good news: lunch is on HubSpot!

Upcoming HUG Events:

May 18: Join us for a special evening event. HubSpot’s Director of Marketing Team Development, Rebecca Corliss, will join us to talk about setting priorities for your inbound marketing programs.

June 16: Adam Singh from ShipStation will discuss how to onboard your team with HubSpot.

If you have friends or colleagues that are interested in HubSpot, let us know!

HubSpot has an upcoming event for prospective customers, and we’d like to make sure they get an invite.

Contact Parker at parker@jaxzenmarketing.com or Kelly at kelly@jaxzenmarketing.com

We’ll send an email next week with more information.

Some new changes to HUG:• We’ll be sending out a survey after each HUG meeting to

get your feedback.

• If you have a job opening you’d like to share with the HubSpot User Group, there’s a place on the HUG site for you to share the information. We’ll send an email out to the whole HUG list.

HUG is GROWINGWe’ve had record numbers of RSVPs for the last few meetings! Hooray!

In order for us to plan accurately and make sure we have enough space, we’re going to start sending an email when RSVPs have filled up for the month. If your plans change and you’re unable to join us, please let us know so we can open up your spot for someone else.

Kickoff question:

What was the last marketing email you read (not just opened)?

Why?

Please Welcome Isaac Moche

Professor at HubSpot Academy, Creator of upcoming

email certification

Pre-register here: http://academy.hubspot.com/email-marketing-course

BUILDING EMAILS THAT GET THE JOB DONEInstructor: Isaac Moche

1.Why care about conversions?

2.How to create emails that convert

AGENDA

1WHY SHOULD YOU CARE ABOUT DRIVING CONVERSIONS WITH EMAIL?

4,300% SOURCE: FAST COMPANY

Email marketing has an ROI of

THERE’S SERIOUS WORK NEEDED TO REALIZE THE ROI FROM EMAIL MARKETING.

THE ONLY WAY TO WRITE A GREAT EMAIL IS WITH A CLEAR GOAL IN MIND.

Registering for a webinar

Downloading a whitepaper offer

Subscribing to your blog

IDENTIFY A CLEAR ACTION THAT YOU CAN QUANTIFY

Think about your email metrics like a funnel.

2 HOW TO CREATE EMAILS THAT CONVERT

Pick a primary goal

Design for mobile

HOW TO CREATE EMAILS THAT CONVERT

Optimize each email’s individual funnel

Pick a primary goal

Design for mobile

HOW TO CREATE EMAILS THAT CONVERT

Optimize each email’s individual funnel

“CHOICE MIGHT BE APPEALING AS A THEORY, BUT IN REALITY, PEOPLE FIND MORE AND MORE CHOICE TO ACTUALLY BE DEBILITATING.”-SHEENA IYENGAR

ANALYSIS PARALYSISThe state of overthinking that stops people from making a decision.

ATTENTION RATIOThe ratio of links in email to the number of conversion goals. Since almost every email (excluding newsletters) should have one goal, there should only have one call-to-action.

One email, one purpose.

ATTENTION RATIO FORCES MARKETERS TO ADOPT CONVERSION-DRIVEN DESIGN

KISS: KEEP IT SIMPLE, SILLY

KISS: KEEP IT SIMPLE, SILLY (CONT.)

Pick a primary goal

Design for mobile

HOW TO CREATE EMAILS THAT CONVERT

Optimize each email’s individual funnel

EACH METRIC IS A HURDLEOptimize each action a reader must complete to reach

the intended goal of your email

OPTIMIZING FOR OPENS

EMAIL DESIGN MATTERS BEFORE ANYONE EVEN OPENS YOUR

EMAIL

OPTIMIZING FOR CLICKS

The dreaded wall-of-text.

Personalization

Reason for sending email

Benefit to reader

RoleName

Direct line of communication

WRITE COPY THAT CONVERTS

How to reduce information density.

SOURCE: ENVATO

• Use headers and subheaders

• Use font, bolding, italics, numbers or colored text, but

not underline

• Be deliberate about the top 25% of your email

• If you are going to use multiple calls-to-action, stack

your content

COMMUNICATING WITH DESIGN

WHITE SPACEAlso known as negative space, white space refers to the part of your emails that is left unmarked.

The importance of white space.

IMAGES ARE HELPFUL WHETHER YOU ARE A B2B OR B2C COMPANY.

BUT THEY SERVE DIFFERENT FUNCTIONS.

VS.

Pick a primary goal

Design for mobile

HOW TO CREATE EMAILS THAT CONVERT

Optimize each email’s individual funnel

54% of all email is opened on mobile.

SOURCE: LITMUSSTARTUPSTOCKPHOTOS.COM

Less is more. Can you take the same idea and explain it with less space and

more clarity?

SOURCE: ENVATO

The fewer the columns, the better. Stick to one. Remember the email’s purpose when designing the layout. A complex design might be better suited as a webpage.

• Use mobile-friendly templates

• Move your call-to-action above the fold

• Put the navigation in the footer

• Font should be minimum 14pt font

• Avoid the “wall-of-text” by using line breaks

• Your call-to-action should be at least 44 x 44 pixels

DESIGNING FOR MOBILE DEVICES

SOURCES:EXPERIAN, OFCOM4, DMA

Test on a mobile device.54% of email is now opened on a mobile device.

Do imagesdisplay correctly?

Is the text legible? Does it zoom properly?

Is the Call-to-Action functional?

Does the logo work on a

smaller screen?

SOURCE: US CONSUMER DEVICE PREFERENCE REPORT Q4 2013

Email Workshop

What are things you like about each email? What are things that can be improved?

Does it have a clear goal? Is the information density good?

We had some submissions from the group I picked the ones that weren’t newsletters (We can look at newsletters in the future)

Submitted by Tyler Burgess, Ihiji

Submitted by Marla Rosner, Renovatio Cloud

Subject Line:Planning Your Route to

Digital Transformation

Submitted by David Moore, Trendkite

Subject Line: Best PR Reports for Executives in 2016

Submitted by Darby Dupre, YouEarnedIt

Submitted by Greg Gordon (The foam machine guy), Party Machines

Subject Line: Foam Machines - Trade Show Follow Up

Join us for a special evening event with HubSpot's Director of Marketing Team

Development, Rebecca Corliss!

RSVP