Presentation given at the 2011 Marketing Sherpa Email Marketing Summit by Karen Rubin

1. The Role of Email Marketing in an Inbound Marketing World Karen Rubin Product Manager HubSpot

2. About Karen Rubin 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. 2

3. Marketing is Changing 1950 - 2000 2000 - 2050 3

4. Outbound Marketing 4

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

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

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

8. 8

9. House Lists Beat 3rd Party Lists 9

10. Future Investment is Inbound 10

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

12. How To Prepare for the Future of Email Marketing 12

13. Tip #1: Optimize for Mobile 13

14. Email Usage 14

15. Avoid Large Images 15

16. Avoid Large Images 16

17. Avoid Heavy Formatting 17

19. Avoid tables / columns

20. Formatted text is your friend

21. Shorter is better18

22. Tip #2: Build Social Authority 19

23. Two Huge Developments in Email Social Inbox The “Spam” Filter is Now Social 20

24. Email Inbox Ranking – Before 2011 Most Messages by Date Flagrant Spam 21

25. Email Inbox Ranking – After 2011 Things You Like (People & Brands) Things You Don’t Like Or Don’t Know (People & Brands) 22

26. That’s Some Scary Shiitake 23

27. How To Rank Higher in the Email Inbox 24

28. Tip #3: Optimize for Social 25

29. “Follow Me” Module in Your Email 26

30. Share This Email via Social Media 27

31. Where Is the Next Inbox? 28

34. Add “Share This” buttons

35. Start with content, then decide if email is best way to send message30

36. We’ve Got Lots To Think About… 31

37. What You Should Do Today: Stop buying lists / subscribers Mobile optimize your email Social optimize your email Build your social authority Start with the message, then pick the right communication channel 32

38. Thank You / Q&A Karen RubinProduct ManagerHubSpot @karenrubin krubin@hubspot.com Facebook.com/karen-rubin Twitter.com/karenrubin Linkedin.com/in/karenrubin www.karen-rubin.com 33