Inbound marketing can generate leads at 60% lower cost and improve lead quality. So, what is the role of email in the inbound marketing puzzle? Check out Mike Volpe's presentation on this topic and see how email fits in your inbound marketing mix!

1. The Role of
Email Marketing
in an
Inbound Marketing World
Mike Volpe
VP of Marketing
HubSpot
@mvolpe

2. Before we start
• Recording and slides will be made
available to you
• Ask questions in webinar or on Twitter
• Twitter Hashtag: #EmailRole
• Twitter: @mvolpe & @HubSpot

3. Marketing is Changing
1950 - 2000 2000 - 2050

4. Outbound Marketing

5. Outbound Marketing is Harder
800-555-1234
Annoying
Salesperson

6. Inbound Marketing
Social Media Search Engine
Marketing Marketing
Content
Marketing
Conversion Marketing
Lead Nurturing
Sales Support

7. Where Does Email Fit In?
Awareness List Rental
List Purchases
Consideration Newsletters
Lead Nurturing
Decision Lead Nurturing

9. House Lists Beat 3rd Party Lists
http://blog.hubspot.com/blog/tabid/6307/bid/5795/Surprise-Internal-B2B-Email-Lists-Are-Far-More-Effective-Than-Third-Party-Lists.aspx

10. Future Investment is Inbound
Net Change in Investment (Avg B2B & B2C)
75.00%
50.00%
25.00%
0.00%
-25.00%

11. Opt-In Email = Inbound Marketing
Awareness List Rental
List Purchases
Consideration Newsletters
Lead Nurturing
Decision Lead Nurturing

12. How to prepare for the future
(of email marketing).

13. Tip #1:
Optimize
for
Mobile

14. Email Usage
7%
3%
6%
Outlook
31%
Yahoo Mail
7% MSN / Hotmail
Apple Mail
iPhone
9% Gmail
Misc. Web Mail
Android
Other
10%
15%
11%

15. Why Images Should Be Avoided
• 67% of people do not display images
by default in their email system
• (Marketing Sherpa 2010 report)
• Gmail does not allow images by
default, must click "Display External
Images“ every time

16. Avoid Large Images

17. Avoid Large Images

18. Avoid Heavy Formatting

19. How to Optimize for Mobile
• Avoid large images
• Avoid tables / columns
• Formatted text is your friend
• Shorter is better

20. Tip #2:
Build
Social
Authority

21. Two Huge Developments in Email
Social Inbox
The “Spam” Filter is Now Social

22. Email Inbox Ranking - Before 2011
Most Messages by Date
Flagrant Spam

23. Email Inbox Ranking – After 2011
Things You Like
(People & Brands)
Things You Don’t Like
Or Don’t Know
(People & Brands)

24. That’s Some Scary Shiitake

25. How to Rank Higher in the Email Inbox

26. Tip #3:
Optimize
for
Social

27. “Follow Me” Module in Your Email

28. Share This Email via Social Media
http://blog.hubspot.com/blog/tabid/6307/bid/4934/Why-Your-Email-Needs-Social-Media-and-How-to-Do-It-Right.aspx

29. Where is the Next Inbox?
% of US Business People Who Regularly Check These
Inboxes
100.00%
75.00%
50.00%
25.00%
0.00%
Personal Corporate Facebook LinkedIn Twitter Blogs YouTube
Email Email

30. Which comes first? Message or Medium?
• Start with email,
then decide what
content /
message to send
OR
• Start with
message /
content, then
decide best
medium to send

31. How to Optimize for Social
• Add “Follow Me” module
• Add “Share This” buttons
• Start with content, then decide if
email is best way to send message

32. We’ve got lots to think about…

33. What You Should Do Today:
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

34. www.HubSpot.com/free-trial
Thank You / Q&A
mvolpe@hubspot.com
mvolpe@facebook.com
Facebook.com/mvolpe
Twitter.com/mvolpe
Linkedin.com/in/mikevolpe
www.MikeVolpe.com
Mike Volpe
VP of Marketing
HubSpot
@mvolpe