The Role of Email Marketing in an Inbound Marketing World

Karen RubinProduct ManagerHubSpot

About Karen Rubin

2

Karen Rubin is a product manager at HubSpot, an inbound marketing company whose visionary efforts have changed the nature of internet marketing for small and medium businesses. She has also worked in project and content management for some of the world's top web 2.0 companies, such as MainStreet.com, Stockpickr.com, iVillage.com and GiftCertificates.com. Karen also is co-star of HubSpot TV, a weekly video podcast about marketing and social media trends. Karen has a degree in Computer Science from Trinity College.

Marketing is Changing

3

1950 - 2000 2000 - 2050

Outbound Marketing

4

Outbound Marketing is Harder

5

800-555-1234AnnoyingSalesperson

Inbound Marketing

6

Social MediaMarketing

Search EngineMarketing

ContentMarketing

Conversion Marketing

Lead Nurturing

Sales Support

Where Does Email Fit In?

7

Awareness

Consideration

Decision

List RentalList Purchases

NewslettersLead Nurturing

Lead Nurturing

8

House Lists Beat 3rd Party Lists

9

Future Investment is Inbound

10

Websit

e

Searc

h (SEO/P

PC)

Socia

l Media

Email

Telemarketing

Direct

mail

Broad

cast

Print

-25.00%

0.00%

25.00%

50.00%

75.00%

Net Change in Investment (Avg B2B & B2C)

Opt-In Email = Inbound Marketing

11

Awareness

Consideration

Decision

List RentalList Purchases

NewslettersLead Nurturing

Lead Nurturing

How To Prepare for the Future of Email Marketing

12

13

Tip #1:

Optimizefor

Mobile

Email Usage

14

31%

15%

11%

10%

9%

7%

6%

3%7%

OutlookYahoo MailMSN / HotmailApple MailiPhoneGmailMisc. Web MailAndroidOther

Avoid Large Images

15

Avoid Large Images

16

Avoid Heavy Formatting

17

How To Optimize for Mobile:

18

• Avoid large images

• Avoid tables / columns

• Formatted text is your friend

• Shorter is better

19

Tip #2:

BuildSocial

Authority

Two Huge Developments in Email

20

Social Inbox

The “Spam” Filter is Now Social

Email Inbox Ranking – Before 2011

21

Most Messages by Date

Flagrant Spam

Email Inbox Ranking – After 2011

22

Things You Like(People & Brands)

Things You Don’t LikeOr Don’t Know(People & Brands)

That’s Some Scary Shiitake

23

How To Rank Higher in the Email Inbox

24

25

Tip #3:

Optimizefor

Social

“Follow Me” Module in Your Email

26

Share This Email via Social Media

27

Where Is the Next Inbox?

28

Personal

Email

Corporat

e Email

Face

book

Linke

dIn

Twitter

Blogs

YouTube0.00%

25.00%

50.00%

75.00%

100.00%

% of US Business People Who Regularly Check These Inboxes

Which Comes First? Message or Medium?

29

• 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:

30

• 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…

31

What You Should Do Today:

32

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

33

Karen RubinProduct ManagerHubSpot @karenrubin

krubin@hubspot.comFacebook.com/karen-rubinTwitter.com/karenrubin

Linkedin.com/in/karenrubinwww.karen-rubin.com