HubSpot: Marketing vs Sales Emails
Ever wondered what the difference is between HubSpot's Marketing and Sales emails? It's not just about who's sending them – there are key distinctions in how they work, who they target, and what you can (and can't) do with them.
Understanding these differences is crucial for maximizing your email marketing and sales efforts. So, let's break it down.
Key Differences: Marketing vs. Sales Emails in HubSpot
| Feature | Marketing Email | Sales Email |
|---|---|---|
| Purpose | Primarily for nurturing leads, building relationships, and promoting content. | Primarily for one-to-one communication with prospects and customers during the sales process. |
| Audience | Sent to large groups of contacts who have opted into your marketing communications. | Sent to individual contacts, often in a more personalized manner. |
| Sending Mechanism | Sent from HubSpot's shared or dedicated IP address. | Sent from your connected inbox (e.g., Gmail, Outlook). |
| HubSpot Tools | Marketing email tool, workflow automation, campaigns, A/B testing. | Email feature in contact record, sequences, templates, documents, HubSpot Sales Extension, BCC, forwarding. |
| Requirements | Connected email sending domain, CAN-SPAM compliant footer, GDPR-compliant subscription type and consent to communicate. | Connected inbox, unsubscribe link. |
| Opt-in | Requires explicit consent from contacts to receive marketing emails. | Typically used for cold outreach, so explicit consent is not required. |
| Typical Users | Marketing teams | Sales teams, support teams |
| Filters | "Email Information" filters | Recent sales email open date, replied date, clicked date |
| Tracking | Opens, clicks, marked as spam, bounces, unsubscribes | Opens, clicks |
| Use Cases | Newsletters, promotional material, blog emails | Sales outreach, support emails |
| Subscription Types | Marketing Information, Blog Subscription, Product/Brand Subscription, Newsletter, Promotional/Seasonal Campaigns | 1:1 (Sales), 1:1 (Support) |
| Best Practices | Use at the beginning of the buyer's journey for lead nurturing (awareness to consideration). | Use at the end of the buyer's journey for sales outreach and support (consideration to decision). |
Yes, Gmail (and other email providers) do treat marketing and sales emails differently, even if they are both sent through HubSpot.
Here's why:
- Sender Reputation: HubSpot uses different sending infrastructures for marketing and sales emails. Marketing emails are typically sent from shared IP addresses, while sales emails are sent from your connected email account (e.g., Gmail). This can affect how email providers perceive the sender's reputation, which in turn influences deliverability.
- Content and Engagement: Email providers use algorithms to analyze the content and engagement patterns of emails. Marketing emails, being bulk sends, often have lower open and click-through rates than personalized sales emails. This can lead to marketing emails being filtered into promotional tabs or spam folders more often.
- Subscription Types: HubSpot allows you to categorize your emails into different subscription types (e.g.,marketing, sales, transactional). This can help email providers understand the nature of the email and deliver it to the appropriate folder.
A couple of much needed resources to fully explain the concept:
#1 Check out this blog for more information on why marketing emails are such a powerful tool: 5 Reasons You Need Branded Emails
#2 And, please, note that you can send marketing emails (aka "branded" emails) to contacts that you set as "marketing contacts." You can read more here: What are HubSpot Marketing Contacts?
New Blog Section: Navigating Gmail's Filters with HubSpot
To ensure your HubSpot emails reach the right inbox tab, consider these tips:
- Optimize Your Sender Reputation: Maintain a healthy sender score by avoiding spammy practices, using double opt-in for marketing emails, and regularly cleaning your email list.
- Personalize Your Sales Emails: Tailor your sales emails to the individual recipient, addressing them by name and referencing their specific needs or interests. This can increase open and click-through rates and improve deliverability.
- Use Subscription Types Effectively: Categorize your emails correctly as marketing or sales. This helps Gmail (and other providers) understand the purpose of your emails and deliver them to the appropriate tab.
- Encourage Engagement: Prompt recipients to add your email address to their contacts or drag your emails from the promotions tab to their primary inbox. This can improve your sender reputation and future deliverability.
- Monitor Deliverability Rates: Keep an eye on your email delivery rates and make adjustments as needed.HubSpot's email analytics tools can help you track these metrics.
Important Note:
HubSpot's features and functionalities are constantly evolving, so some of the information in this table might change over time. It's always a good idea to consult HubSpot's official documentation for the most up-to-date information.
Need Help Navigating HubSpot's Email Tools?
If you're feeling overwhelmed or have specific questions about HubSpot email marketing, don't hesitate to reach out to a HubSpot expert like myself. I can help you create effective email campaigns, optimize your workflows, and achieve your marketing and sales goals - just fill out a form below:
