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It is estimated that 269 billion emails are sent each twenty-four hour period. That is a lot of electronic mail, and I bet youexperience like you or your company are responsible for half of that.

But how practice y'all determine on when to send emails or more than importantly, who to transport your emails to and with what content? We know that eastwardmail marketing is notwithstanding important and is a crucial part of your inbound strategy. Merely the question here is: how do nosotros send the correct email to the right person at the correct time?

How do you ship the right email?

With new engineering coming out every solar day, sending effective electronic mail can become a hard task or at least seem like one.

We know that email is still constructive. While things take certainly changed with email, now near 66% of emails are opened on a mobile device, which is driving more than and more marketers to focus on optimizing e-mail. Just before you tin focus on how to brand an email look great on mobile, you must call up about what framework you're using to create that e-mail.

In that location are three things that brand email constructive and drive how you send the right email to the right person at the right time.

These three are:

• Versatility
• Personalization
• Lead Nurturing

Let's swoop into each of these!

Versatility is key

E-mail versatility is one main reason why information technology's still effective. When because the inbound methodology, e-mail is primarily used to close leads into customers, simply it's also highly constructive in continuing to please your customers.

The ability to fit email into multiple places along the heir-apparent's journey, every bit well as grow your relationships with current customers, makes email ane of the most successful tools you have inside of HubSpot.

Here are but a few places that email can exist used inside of HubSpot:

• Electronic mail marketing
• Workflows tool every bit an automated email
• Follow-up email from grade submission

There are enough other places and even more than when diving into how sales and marketing can use email together in the # growthstack .

And the Oscar goes to personalization

Personalized emails are then important that if there was an University Awards for the Inbound world, personalization would take the Oscar every twelvemonth for most effective tool.

When using personalization in your emails, you lot'll drive more interaction than any email sent without personalization. HubSpot found that the open rate for emails with a personalized message is 17.six% compared to only 11.iv% of emails without personalization.

Personalization does what most emails were unable to do before—make the reader feel special. Being addressed by your start name at the beginning of an email makes yous feel like you're receiving an email from a friend, not a business hoping y'all will purchase their products or services.

Take a look at this email below sent out by HubSpot Academy. This e-mail is using the the personalization token of "First Name" to target the receiver of the email and highlighting the certifications she received in the email body.

And lastly, the primary function of electronic mail is to nurture your leads into customers. Nurturing is all virtually sending the right email to the correct person at the right time.

Lead nurturing does the heavy lifting

While e-mail versatility and personalization are both important pillars to this framework, atomic number 82 nurturing allows you to time your electronic mail right. However, the showtime two are notwithstanding primal components that help with effective atomic number 82 nurturing.

The way I see information technology is:

Email versatility + Personalization = Effective Lead Nurturing

Nurturing is exactly what it sounds like—helping something abound. The best tip for lead nurturing with email is using targeted content, such as sending a follow-upwardly offer related to a past download or notifying interested customers of an upcoming sale.  Leads nurtured with targeted content produce an increment in sales opportunities of more than 20% .

The who, what, when, and where

And so what is the who, what. when, and where of sending email?

• The Who: Your audience
• The What: Personalization
• The When/Where: Placement in the buyer'south journey through targeted lead nurturing

Keeping these three aspects in heed equally you put together your electronic mail marketing strategy will help grow your entering business and drive your success forrard.

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Source: https://blog.hubspot.com/customers/who-what-when-and-where-of-sending-email

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