HubSpot Professor Isaac Moche joins the Austin HUG to discuss how to optimize email for your business including some email marketing best practices.

1. Welcome to

2. 11:30-11:50am - sign-in/network/fill out lunch order card
11:50am - Announcements
11:55am - Opening Question
12:00pm - Isaac Moche will be joining us remotely
12:20pm - Questions
12:25pm - Workshop emails submitted from the group
12:45pm - Wrap-up
Welcome to

3. First time at HUG?
We’re glad you’re here! We meet once a month to share best
inbound marketing practices and get to know other marketers
in Austin.
Good news: lunch is on HubSpot!

4. Upcoming HUG Events:
May 18: Join us for a special evening event. HubSpot’s
Director of Marketing Team Development, Rebecca Corliss, will
join us to talk about setting priorities for your inbound
marketing programs.
June 16: Adam Singh from ShipStation will discuss how to
onboard your team with HubSpot.

5. If you have friends or colleagues that are interested in
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HubSpot has an upcoming event for prospective
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Contact Parker at parker@jaxzenmarketing.com
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We’ll send an email next week with more information.

6. Some new changes to HUG:
• We’ll be sending out a survey after each HUG meeting to
get your feedback.
• If you have a job opening you’d like to share with the
HubSpot User Group, there’s a place on the HUG site for you
to share the information. We’ll send an email out to the
whole HUG list.

7. HUG is GROWING
We’ve had record numbers of RSVPs for the last few meetings!
Hooray!
In order for us to plan accurately and make sure we have
enough space, we’re going to start sending an email when
RSVPs have filled up for the month. If your plans change and
you’re unable to join us, please let us know so we can open up
your spot for someone else.

8. Kickoff question:
What was the last marketing email you read (not just
opened)?
Why?

9. Please Welcome Isaac Moche
Professor at HubSpot Academy,
Creator of upcoming
email certification
Pre-register here:
http://academy.hubspot.com/email-marketing-course

10. BUILDING EMAILS THAT
GET THE JOB DONE
Instructor: Isaac Moche

11. 1.Why care about conversions?
2.How to create emails that convert
AGENDA

12. 1
WHY SHOULD YOU
CARE ABOUT
DRIVING
CONVERSIONS
WITH EMAIL?

13. 4,300%
SOURCE: FAST COMPANY
Email marketing has
an ROI of

14. THERE’S SERIOUS
WORK NEEDED TO
REALIZE
THE ROI FROM
EMAIL MARKETING.

15. THE ONLY WAY TO
WRITE A GREAT
EMAIL IS WITH A
CLEAR GOAL IN
MIND.

16. Registering for
a webinar
Downloading a
whitepaper offer
Subscribing to
your blog
IDENTIFY A CLEAR ACTION
THAT YOU CAN QUANTIFY

17. Think about your email metrics like a
funnel.

18. 2
HOW TO CREATE
EMAILS THAT
CONVERT

19. Pick a primary goal
Design for mobile
HOW TO CREATE EMAILS THAT
CONVERT
Optimize each email’s individual
funnel

20. Pick a primary goal
Design for mobile
HOW TO CREATE EMAILS THAT
CONVERT
Optimize each email’s individual
funnel

21. “CHOICE MIGHT BE
APPEALING AS A
THEORY, BUT IN
REALITY, PEOPLE FIND
MORE AND MORE
CHOICE TO ACTUALLY
BE DEBILITATING.”
-SHEENA IYENGAR

22. ANALYSIS
PARALYSISThe state of overthinking that stops
people from making a decision.

23. ATTENTION RATIOThe ratio of links in email to the number of
conversion goals. Since almost every email
(excluding newsletters) should have one
goal, there should only have one call-to-
action.
One email, one purpose.

24. ATTENTION RATIO
FORCES
MARKETERS TO
ADOPT
CONVERSION-
DRIVEN DESIGN

25. KISS: KEEP IT SIMPLE, SILLY

26. KISS: KEEP IT SIMPLE, SILLY
(CONT.)

27. Pick a primary goal
Design for mobile
HOW TO CREATE EMAILS THAT
CONVERT
Optimize each email’s individual
funnel

28. EACH METRIC IS A HURDLE
Optimize each action a reader must complete to reach
the intended goal of your email

29. OPTIMIZING FOR
OPENS

30. EMAIL DESIGN MATTERS BEFORE
ANYONE EVEN OPENS YOUR
EMAIL

31. OPTIMIZING FOR
CLICKS

32. The dreaded wall-of-text.

33. Personalization
Reason for
sending email
Benefit to reader
Role
Name
Direct line of
communication
WRITE COPY THAT
CONVERTS

34. How to reduce information density.
SOURCE: ENVATO

35. • Use headers and subheaders
• Use font, bolding, italics, numbers or colored text, but
not underline
• Be deliberate about the top 25% of your email
• If you are going to use multiple calls-to-action, stack
your content
COMMUNICATING WITH
DESIGN

36. WHITE SPACEAlso known as negative space, white space
refers to the part of your emails that is left
unmarked.

37. The importance of white space.

38. IMAGES ARE
HELPFUL WHETHER
YOU ARE A B2B OR
B2C COMPANY.

39. BUT THEY SERVE
DIFFERENT
FUNCTIONS.

40. VS.

41. Pick a primary goal
Design for mobile
HOW TO CREATE EMAILS THAT
CONVERT
Optimize each email’s individual
funnel

42. 54% of all email is opened on
mobile.
SOURCE: LITMUS
STARTUPSTOCKPHOTOS.COM

43. Less is more.
Can you take the same idea and explain it with less space and
more clarity?
SOURCE: ENVATO

44. The fewer the
columns, the
better.
Stick to one.
Remember the email’s
purpose when designing the
layout. A complex design
might be better suited as a
webpage.

45. • Use mobile-friendly templates
• Move your call-to-action above the fold
• Put the navigation in the footer
• Font should be minimum 14pt font
• Avoid the “wall-of-text” by using line breaks
• Your call-to-action should be at least 44 x 44 pixels
DESIGNING FOR MOBILE
DEVICES
SOURCES:EXPERIAN, OFCOM4, DMA

46. Test on a mobile device.
54% of email is now opened on a mobile device.
Do images
display
correctly?
Is the text
legible? Does it
zoom properly?
Is the Call-to-
Action functional?
Does the logo
work on a
smaller screen?
SOURCE: US CONSUMER DEVICE PREFERENCE
REPORT Q4 2013

47. Email Workshop
What are things you like about each email?
What are things that can be improved?
Does it have a clear goal?
Is the information density good?
We had some submissions from the group
I picked the ones that weren’t newsletters
(We can look at newsletters in the future)

48. Submitted by Tyler Burgess, Ihiji

49. Submitted by Marla Rosner,
Renovatio Cloud
Subject Line:Planning
Your Route to
Digital Transformation

50. Submitted by David Moore,
Trendkite
Subject Line:
Best PR Reports for
Executives in 2016

51. Submitted by Darby Dupre,
YouEarnedIt

52. Submitted by Greg Gordon (The foam machine guy),
Party Machines
Subject Line: Foam Machines - Trade Show Follow Up

53. Join us for a special evening event with
HubSpot's Director of Marketing Team
Development, Rebecca Corliss!
RSVP