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16 Email Marketing Benefits Your Marketing Team Must Know

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16 Email Marketing Benefits Your Marketing Team Must Know

As a marketer, you might’ve heard coworkers talking around the water cooler about how email marketing is dead. It’s been a common concern for many marketing departments — however, I’m here to tell you about why email marketing is important and walk you through its benefits.

In fact, 40 percent of B2B marketers say email newsletters are most critical to their content marketing success, and 73% of millennials prefer communications from businesses to come via email.

Furthermore, 99% of consumers check their email every day and it is by far the preferred way to receive updates from brands.

As marketers, we can’t ignore these statistics. That’s why it’s important to develop a strong email marketing strategy.

Download Now: Email Marketing Planning Template 

Below, let’s review the top benefits of email marketing, which show why it’s one of the most effective marketing tactics.

1. Creating personalized content.

HubSpot email editor showing personalization options

Create personalized emails with HubSpot’s email marketing tools.

With email marketing, you can customize your campaigns and create targeted content.

Personalization can be as small as including a contact’s name in the email. In fact, emails that include the first name of the recipient in their subject line have a higher clickthrough rate than those that don’t.

On the other hand, you can also create individualized content based on segmenting your audience so you send the right emails to the right customers. For instance, perhaps you want to send an email marketing campaign to returning customers and a different one to one-time customers.

One of the main benefits of email marketing is that your content can be highly personalized to your audience’s needs. Your emails might have variations including different images or subject lines to increase your engagement. You can even create segmented lists based on geography or engagement levels.

To have a successful email marketing strategy, you need to send the right email to the right people at the right time. That’s where segmentation and personalization can help. HubSpot’s email marketing tools can help you create emails automatically tailored to each recipient.

2. Collecting feedback and surveys.

Keeping a pulse on the customer experience is very valuable if you want customers to continue to interact, engage, and purchase from your brand.

Email marketing can help you do this. For instance, you can send customer satisfaction surveys to obtain customer feedback through email campaigns.

In fact, this is one of the best ways to calculate your Net Promoter Score (NPS). This score helps you find out the percentage of customers who are brand ambassadors and the ones who are detractors. With this information, you can come up with strategies to improve your customer experience. 

3. Improving sales.

While email marketing is clearly an excellent marketing tool, it can actually improve your sales as well.

In fact, 59% of marketers say email is their biggest source of ROI and marketers who used segmented campaigns note as much as a 760% increase in revenue.

Email marketing campaigns can feature products or services, encourage customers to purchase after abandoning their cart, or deliver special offers to your customers.

Furthermore, 59% of respondents in this survey say marketing emails influence their purchase decisions.

Your email marketing campaigns can easily incorporate messages to encourage a purchase to an audience that’s more likely to buy from you because they’ve opted-in to your messages and updates.

Additionally, you can use email marketing to automate part of your sales process, which can help increase sales as well.

For instance, with HubSpot’s free email marketing tool, you can automate sales drip campaigns and send automated messages to prospects your salespeople want to follow up with. 

4. Communicating with your audience.

Talkspace emailA Talkspace marketing email.

As a marketer, it’s always important to improve communication with your audience. When your audience feels like they can talk to you, they’re more likely to become loyal to your brand.

Just think — people appreciate good emails. Think back to the last time you received a marketing email from a brand you love — was it disruptive or did you enjoy looking at the latest news? If it’s a brand you like, you probably enjoyed the experience and it kept you in touch with one of your favorite brands.

With email marketing, you can reach more of your audience and easily communicate with brand ambassadors. Plus, these emails keep your audience engaged during every time of the year, whether it’s a slow or busy season.

With HubSpot’s Campaign Assistant, you will be able to generate compelling copy for your emails.

5. Generating traffic to your site.

When you produce great content, how do you disseminate it to your audience? Most likely, you send them an email.

With email marketing campaigns, you’ll send traffic to your site and improve your SEO. Plus, you’ll keep your audience engaged with your brand and your site.

For example, many of you might have reached this page from a marketing email from HubSpot. That’s because email is a great way to provide value to our audience, and we do that by sending our content in our emails and generating traffic.

When you’re creating an email that links to your content, keep in mind that each email should contain a call to action (CTA) so readers can click through to your site.

6. Sending timely campaigns.

HubSpot newsletterSubscribe to the HubSpot Marketing News email.

Although traditional marketing campaigns have a time and place, they can take months to plan and organize. Even then, you probably aren’t sure if people are going to see your campaign assets at the right time.

However, with email marketing, you can create an entire campaign on shorter notice because they don’t take as long to plan. Additionally, you can ensure your audience sees the email at the right time.

For example, you can make sure you send content at the right time by segmenting your audience.

7. Increasing leads.

In the same vein as improving sales, you can also increase your leads with email marketing. In fact, with the inbound method, email marketing is used to nurture leads and improve conversions.

For example, let’s say you downloaded a lead magnet from a site. Then, you start receiving drip emails, and in the end, you decide to book a demo and learn more. You just went from an MQL to an SQL, which improves the marketing teams number of qualified leads to the sales team.

Email marketing campaigns can further qualify leads so your sales team isn’t wasting time on bad leads. Plus, if your company does lead scoring you can keep track of whether those leads open your emails or engage by clicking the links in your email.

8. Reaching the right people at the right time.

To have a successful marketing campaign, you have to reach the right customers at the right time. Yes, I’m reiterating this point because it’s that important.

With email marketing, it’s that much easier to reach people because they always check their email. They can check it at any time, on multiple devices, which can improve the success of any marketing campaign.

This means you’re getting in front of your audience on a regular basis, so you’re always top-of-mind.

9. Producing cost-effective campaigns.

While traditional campaigns like direct or print can be costly, email marketing campaigns tend to be more cost-effective.

For example, you won’t have to pay for any photoshoots, location fees, printers, mailing, or placement. All you need is a copywriter and graphic artist (if you aren’t using stock images). This can even be one person on your team.

Additionally, email campaigns don’t take long to produce. If needed, you can produce an email in one day, which is much more cost-effective than the time it takes to produce a direct or print campaign.

Since time and budget constraints always impact marketers, email marketing campaigns can be more efficient, while also generating revenue and leads.

10. Providing more value to your audience.

Vrbo contest emailAn email from Vrbo running a contest.

One of the main goals of any business is to provide value for your audience so they keep coming back.

Email marketing is a great place to cultivate loyal customers because you can add value even when customers aren’t making a purchase.

Additionally, since customers or prospects opted-in, you can use email marketing to provide more resources to contacts who are interested in what you have to say.

If you continuously provide value for your audience, more people will pay attention and you’ll produce a higher ROI.

11. Having a forum for self-promotion.

Sometimes it can be awkward to self-promote in places where prospects haven’t necessarily opted-in to receive updates about your business. However, self-promotion is one of the best ways to attain customers. If you can’t promote yourself and sell your company, no one will buy from you.

With email marketing campaigns, you’ll always have an avenue to promote yourself, especially since customers opted-in. You can send emails about new products, features and benefits, or new content. Since customers want to hear from you, this self-promotion isn’t unwanted or disruptive.

12. Owning your media and contact lists.

With platforms like social media, you don’t own your contact list or even the information you post. Typically, the content and your follower list is owned by the social media platform.

Just think — if social media went away tomorrow, how many followers and customers would you lose?

That’s why building an email list is important for marketers. This is a contact list you own and you can interact with them regardless of the email provider. Plus, you’ll also own the content that you produce and send as well.

Email marketing is one of the top ways to reach your audience. Plus, it can also improve sales and leads. Since this is still the place where people want to receive information, let’s just say that email marketing isn’t dead.

13. Increasing brand awareness.

Screenshot 2023-06-15 at 4.43.31 PMA Dr. Martens marketing email.

Email marketing can be a great way to increase brand awareness because it allows you to regularly communicate with your target audience directly in their inbox. By consistently sending out valuable and relevant content such as promotions, newsletters, and product updates, you can build a relationship with your subscribers and keep your brand top of mind.

You can also include social media links in your emails, which can help your subscribers share your content and expand your brand’s reach. Additionally, email marketing analytics provide valuable insights into how your audience is engaging with your content, allowing you to refine your strategy over time and better maximize your results.

14. Saving time.

You can save time with email automation by creating personalized, automated campaigns that can be scheduled in advance. With email marketing automation, you can set up a workflow that triggers specific messages based on subscriber behavior or segmented lists.

For example, you can set up a welcome series that automatically sends a series of emails to new subscribers over a period of time. You can also send automated abandoned cart emails to remind customers of items they left in their online shopping cart. These automated campaigns can run in the background, allowing you to focus on other areas of your business while your emails work for you. This can save you time and help deliver a consistent, efficient experience for your subscribers and customers.

15. Measuring campaigns’ success.

Running A/B tests for emails can help you identify what resonates best with your audience and optimize your email campaigns for better performance. With HubSpot’s email marketing tools, you can easily set up A/B tests for different elements of your emails, such as subject lines, images, and CTAs. You can choose different variations of these elements, send them out to a percentage of your email list, and then analyze the results to see which variation performs better.

You can then send the winning variation to the remaining email list to maximize engagement and conversions. These A/B tests can help you make data-driven decisions and continually improve the effectiveness of your email marketing campaigns.

16. Learning more about your audience.

HubSpot feedback survey emailA HubSpot feedback survey email.

Data is everything. You can track email open rates, click-through rates, and conversion rates to identify what types of content and messaging your audience engages with most. Additionally, you can gather data through sign-up forms and social media links in your emails, enabling you to understand your subscribers’ demographics, preferences, and behaviors.

You can then use this information to segment your email list and deliver more personalized and relevant content to your audience. By continually learning about your audience through email marketing, you can improve targeted marketing efforts and drive better results for your business.

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

1716755163 298 Why The Sales Team Hates Your Leads And How To1716755163 298 Why The Sales Team Hates Your Leads And How To

So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

1716755163 789 Why The Sales Team Hates Your Leads And How To1716755163 789 Why The Sales Team Hates Your Leads And How To
  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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