HubSpot Marketing Email vs. Sales Email: What Should I Use?

Which HubSpot Marketing Email tool should you use? Choosing the right email tool is crucial for a successful marketing strategy, whether you start selling online or are a seasoned marketer. With the suitable method, you can significantly impact campaign effectiveness and efficiency and improve your email performance

If you're unsure where to start, the HubSpot Marketing and Sales platform offers a variety of email and marketing tools to make the process easier. Email in HubSpot can be sent as marketing emails and sequences. Let's break down the difference and when you should use each tool. 

Blog_HSS Sales Email or Marketing Email

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Why Does Email Matter?

  • The average person receives 126 emails per day. With that, making your emails stand out from the crowd is essential. 

  • Only 20% of people open marketing emails from brands they don't know. Establishing a connection with your subscribers is crucial before bombarding them with marketing emails.

  • Open rates for marketing emails are typically between 15% and 25%. Marketing emails are a viable means of connecting with your intended audience.

  • Click-through rates for marketing emails are typically between 2% and 3%; our better-performing ones are above 4%. Marketing emails have been proven to be a powerful tool for directing traffic to your website.

  • Conversion rates for marketing emails are typically between 1% and 2%. Marketing emails do not only capture leads but also drive sales.

HubSpot Marketing Email

HubSpot Marketing Email is a tool within the HubSpot Marketing Hub. This tool allows users to create and send targeted and personalized emails to their audience. 

Key features of the HubSpot Marketing Email tool include

  • Drag-and-drop email templates: This tool offers various pre-designed email templates that users can customize using drag-and-drop editors for easy email building. 

  • Personalized content: This tool allows users to create personalized content that changes based on the recipient's behavior or characteristics, providing a more customized experience for the recipient. 

  • Email list segmentation: HubSpot Marketing Email allows users to segment their email list based on demographics such as age, gender, and location, as well as online behavior and purchasing history. 

  • A/B testing: This offers the ability to conduct A/B tests to determine which subject lines, calls to action (CTA), or email designs perform best. 

  • Analytics: Analytics tools provide real-time analytics and reporting on open rates, click-through rates, and conversion rates to help users track the performance of their email campaigns. 

  • Email Sender: While you configure emails to come from your domain, HubSpot Marketing emails are being sent from a HubSpot server. HubSpot closely monitors all emails complying with applicable Spam legislation, e.g., unsubscribe options in the footer, bounce rates to stay below defined thresholds, etc.

  • Automated Marketing Emails: With HubSpot's Pro and Enterprise subscription levels, users can access powerful HubSpot workflows that enable them to send marketing emails triggered by various criteria and actions.

Among gaining access to these features, HubSpot Marketing Email has many advantages. The tool is highly user-friendly, making it easy for users to create visually appealing emails at little labor and cost. This tool is also highly customizable, simplifying personalization and often resulting in higher engagement rates. 

As HubSpot Marketing Emails leverage analytics, users can make data-driven decisions when creating and executing email campaigns. Finally, this tool integrates with the rest of the HubSpot platform, allowing users to easily access customer data, create landing pages, and track conversion rates. 

HubSpot Sales Email and Sequences

HubSpot Sales Emails and Sequences are core Sales tools within the HubSpot Sales Hub on Pro and Enterprise subscription levels. They allow users to automate and personalize emails to nurture leads and nudge them toward a sale. 

Key features of the HubSpot Sequence tool include:

  • Schedule and automate emails: This tool allows users to create a series of personalized emails that can be scheduled and sent automatically to leads over a specified period. 

  • Track lead behavior and engagement: This tool provides real-time analytics on how leads interact with the emails in the sequence, such as open and click-through rates. As a result, users can better understand their lead's behavior and engagement. 

  • Set up custom rules: HubSpot Sequence allows users to set up custom rules based on their behaviors or characteristics, such as when to move a lead to the next step in the sales process. 

  • Email Sender: HubSpot Sequence emails, contrary to Marketing emails, are NOT being sent from HubSpot servers but from your email client; they will appear in your sent folder after submission.

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In addition to these features, HubSpot Sequence provides users with many benefits. First and foremost, this tool serves as an excellent time saver. HubSpot Sequence can help users save time and focus on other essential tasks by automating repetitive tasks such as sending follow-up emails. 

Furthermore, the automation of this tool allows sales reps to focus on other tasks while the sequence does the heavy lifting in terms of nurturing leads. As such, team members can work more efficiently. 

Finally, HubSpot Sequence allows users to improve the lead nurturing process. The personalized and automated nature of the tool helps you optimize and expedite the lead nurturing process, leading to higher conversion rates. 

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Comparing Tools

HubSpot Marketing Email and HubSpot Sequence are tools within the HubSpot platform that allow users to create and send personalized emails. That being said, there are a few key differences to note. HubSpot Marketing Email is designed for marketers to create targeted and visually appealing emails. In contrast, HubSpot Sequence is designed for sales reps to automate personalized emails to nurture leads and move them toward a sale. 

To help you differentiate the tools further, here are the key pros and cons of each:

HubSpot Marketing Email

  • Sent from HubSpot mail servers
  • Pros: User-friendly, ability to create visually appealing emails, ability to track email performance, ability to segment the audience for personalized email campaigns
  • Cons: Limited automation capabilities

HubSpot Sales Email and Sequences

  • Sent from your email client
  • Pros: Automation capabilities, ability to save time, improve lead nurturing process, ability to track lead behavior and engagement
  • Cons: Limited design option for emails, limited ability to track email performance 

When to Use Each Tool

When deciding which tool to use, you must consider the type of email campaigns you want to create, your target audience, and your overall marketing and sales goals. HubSpot Marketing Email may be the better choice if you're a marketer looking to create targeted and visually appealing emails, newsletters, or behavior-triggered emails. 

On the other hand, if you're a sales rep looking to automate a series of personalized emails to nurture leads and nudge them toward a sale, HubSpot Sequence may be a better option. 

Ultimately, the correct email tool for your business will depend on your marketing and sales goals, your target audience, and the number of emails you want to send. It's crucial to weigh the pros and cons of each tool and consider the intentions behind your email campaigns. 

If you're still unsure of which tool to use, try both! HubSpot Marketing Email can be used for focused and personalized one-off emails, while HubSpot Sequence can be used for more long-winded email campaigns. That way, you can cover your bases with dynamic and customized emails while still automating follow-up emails and keeping your recipients in the loop.

Ensure you have "clean data"; maintaining your CRM database is critical to successful email campaigns.

Using tools such as HubSpot Email for Marketing and Sales sequences to help you build and send out your email campaigns is highly helpful in boosting customer engagement and converting leads. With HubSpot's email tools in your toolbox, your marketing email efforts will be more successful than ever. 

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Nicole is a HubSpot Operations Lead. She also works on campaign management for clients. A Pittsburgh native, she is a lover of the outdoors, good food, and taking advantage of every travel opportunity that comes her way.

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