5 Steps to Create a HubSpot Newsletter (2024)

Jason Gong
LAST UPDATED
June 6, 2024
TL;DR

Creating a newsletter in HubSpot is a powerful way to engage your audience and drive results for your business. In this step-by-step guide, we'll show you how to set up your HubSpot account for email marketing, design an effective newsletter template, and craft compelling content that resonates with your subscribers. We'll also share expert tips on audience segmentation, personalization, A/B testing, and legal compliance to help you optimize your newsletters for maximum impact.

Introduction

Creating a newsletter in HubSpot is an effective way to engage your audience, build brand loyalty, and drive conversions. With HubSpot's intuitive tools and features, you can design professional-looking newsletters, segment your audience for targeted messaging, and track your performance to optimize your campaigns. In this comprehensive guide, we'll walk you through the step-by-step process of setting up your HubSpot account for email marketing, creating a compelling newsletter template, and crafting content that resonates with your subscribers. Consider using sales prospecting tools to further streamline your process.

We'll also share expert tips on:

  • Audience segmentation strategies
  • Personalizing your newsletters for higher engagement
  • A/B testing to improve your open and click-through rates
  • Ensuring legal compliance and following best practices

By the end of this guide, you'll have the knowledge and tools to create, distribute, and optimize your newsletters in HubSpot for maximum impact and ROI. Let's get started!

Setting Up HubSpot for Newsletter Creation

Before diving into creating your newsletter, it's essential to set up your HubSpot account for email marketing success. Start by integrating your existing contact lists or CRM databases with HubSpot. For more efficient sales prospecting, consider using sales prospecting tools. This ensures that all your customer data is centralized and easily accessible for segmentation and personalization.

To import your contacts:

  1. Navigate to the Contacts tab in your HubSpot dashboard
  2. Click on "Import" and choose your preferred method (CSV file, Google Contacts, or other CRM)
  3. Follow the prompts to map your contact properties and complete the import process

Once your contacts are in HubSpot, take the time to organize them into lists based on relevant criteria such as demographics, interests, or engagement level. This will make it easier to target specific segments with tailored content later on.

Bardeen can handle repetitive tasks, saving time. Learn more about automating sales prospecting using AI.

Finally, set up your email sending domain and authenticate it to ensure optimal deliverability. This involves adding DNS records to your domain provider and verifying them in HubSpot. By completing this step, you'll improve your chances of landing in your subscribers' inboxes rather than their spam folders.

For more on automating sales prospecting, check out additional resources.

Designing Your Newsletter Template in HubSpot

HubSpot offers a wide range of pre-designed templates that cater to various industries and design preferences. To select a template that aligns with your brand:

  1. Navigate to the Marketing tab in your HubSpot dashboard
  2. Click on "Email" and then "Create email"
  3. Browse through the available templates and preview them to find one that suits your needs
  4. Click "Select" on your chosen template to start customizing it

Once you've selected a template, HubSpot's drag-and-drop editor makes it easy to customize the layout, fonts, colors, and other design elements. Here are some key customization options:

  • Rearrange or delete sections using the "Rows" tab in the left sidebar
  • Modify text styles, colors, and sizes using the "Styles" tab
  • Upload your brand logo and images using the "Content" tab
  • Adjust spacing and padding around elements using the "Spacing" tab

As you make changes, preview your template on desktop and mobile devices to ensure it looks great across all screens. Don't forget to save your work regularly and give your template a descriptive name for easy access later. For more advanced customization, you can also generate emails with AI. This allows you to fine-tune every aspect of your design and create a truly unique look for your newsletters.

Segmenting Your Audience for Targeted Newsletters

Audience segmentation is a powerful tool for increasing the effectiveness of your newsletters. By dividing your email list into smaller groups based on shared characteristics, you can create more targeted and relevant content that resonates with each segment. The process often includes data enrichment to ensure you have accurate and comprehensive information.

Want to save time on data enrichment? Use Bardeen's automation playbooks to enrich your data and focus on creating engaging content.

Here are some key benefits of audience segmentation:

  • Improved open and click-through rates
  • Higher conversion rates
  • Increased customer loyalty and engagement
  • Better understanding of your audience's needs and preferences

To segment your audience in HubSpot, follow these steps:

  1. Navigate to the Contacts tab in your HubSpot dashboard
  2. Click on "Lists" in the left sidebar
  3. Create a new list by clicking "Create list" in the top right corner
  4. Choose the criteria for your segment, such as demographic data, behavior, or interests
  5. Save your list and give it a descriptive name

Some common segmentation criteria include:

  • Location
  • Age
  • Gender
  • Industry
  • Company size
  • Past purchases
  • Email engagement (opens, clicks)
  • Website behavior (pages visited, time on site)

Once you've created your segments, tailor your newsletter content to each group's specific needs and interests. This can involve adjusting your messaging, showcasing different products or features, or offering personalized promotions. Tools that automate sales prospecting can also help refine your approach.

Remember to continually analyze and refine your segments based on performance data and changing customer behaviors. By staying attuned to your audience's evolving needs, you can ensure your newsletters remain highly relevant and engaging over time.

Crafting Compelling Content for Your Newsletter

Creating engaging content is key to the success of your newsletter. To capture and maintain your audience's attention, focus on topics that resonate with their interests and align with your marketing goals.

Here are some tips for crafting compelling newsletter content:

  1. Understand your audience: Conduct research to identify the pain points, challenges, and aspirations of your target audience. Use this knowledge to create content that addresses their needs and provides value.
  2. Develop a content mix: Include a variety of content types in your newsletter, such as industry news, how-to guides, case studies, and thought leadership pieces. This diversity keeps your newsletter fresh and engaging.
  3. Write attention-grabbing headlines: Your headlines should be concise, clear, and enticing. Use strong action verbs and promise a benefit to the reader to encourage them to click through and read more.
  4. Keep it scannable: Break up your content into short paragraphs, use subheadings, and incorporate bullet points or numbered lists. This makes your newsletter easy to scan and digest, especially on mobile devices.
  5. Incorporate visuals: Use images, infographics, and videos to break up text, illustrate key points, and make your newsletter more visually appealing. Just be sure to optimize images for faster loading times.
  6. Include a clear call-to-action (CTA): Every piece of content in your newsletter should have a purpose. Use prominent, compelling CTAs to guide readers towards the desired action, whether it's reading a blog post, registering for a webinar, or making a purchase.
  7. Optimize for mobile: With a growing number of people reading emails on their smartphones, ensure your newsletter is mobile-responsive. Use a single-column layout, large fonts, and touch-friendly buttons for easy navigation on smaller screens.

Remember, the key to creating compelling newsletter content is to prioritize your audience's needs and deliver value consistently. For more tips on improving your marketing strategies, check out our guide on cold outreach. By following these tips and continually refining your approach based on performance data, you can craft newsletters that engage and convert your subscribers.

Personalizing Newsletters with HubSpot Features

Personalization plays a crucial role in boosting open rates and engagement for your newsletters. By tailoring content to individual subscribers, you can create a more meaningful connection and increase the likelihood of them taking action.

HubSpot offers powerful personalization features that allow you to dynamically adjust your newsletter content based on subscriber data:

  1. Personalization tokens: These are placeholders that automatically populate with information from your HubSpot CRM, such as a subscriber's name, company, or location. Use these tokens in subject lines, greetings, and throughout your newsletter content to create a more personalized experience.
  2. Smart content: This feature allows you to display different content blocks based on a subscriber's properties, such as their industry, job title, or past interactions with your website. By showing relevant content to each segment of your audience, you can increase engagement and conversions.
  3. Dynamic content: Similar to smart content, dynamic content enables you to swap out entire sections of your newsletter based on subscriber data. This is particularly useful for promoting different offers or resources based on a subscriber's stage in the buyer's journey.

To implement personalization in your HubSpot newsletters:

  1. Ensure your HubSpot CRM is up-to-date with accurate subscriber data, including properties like name, company, and email address.
  2. When creating your newsletter in the HubSpot email editor, use the "Personalize" button to insert personalization tokens into your content.
  3. Set up smart content rules to display different content blocks based on subscriber properties, such as industry or job title.
  4. Use dynamic content to swap out entire sections of your newsletter based on subscriber data, such as their stage in the buyer's journey.

By leveraging HubSpot's personalization features, you can create newsletters that resonate with each individual subscriber, leading to higher open rates, increased engagement, and better overall performance. For more advanced tips, check out sales prospecting automation to streamline your efforts.

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Testing and Optimizing Your Newsletter

A/B testing is a crucial step in optimizing your newsletters for better performance. By testing different elements of your email, such as subject lines, images, and content, you can identify what resonates best with your audience and make data-driven improvements.

To set up an A/B test in HubSpot:

  1. While creating your newsletter, click "Create A/B test" in the top left of the email editor.
  2. Choose the element you want to test, such as the subject line or content, and create a variation.
  3. Set the distribution percentage for each variation and the winning metric (e.g., open rate or click-through rate).
  4. Determine the test duration, which is the time period for gathering data before selecting a winner.
  5. Send your newsletter and wait for the test to complete.

Once your A/B test concludes, HubSpot will automatically send the winning variation to the remaining recipients. To analyze the results:

  1. Navigate to your sent newsletter in the Marketing Email dashboard.
  2. Click on the email to view its performance data.
  3. Use the "Email version" dropdown menu to compare the results of each variation.
  4. Identify the winning elements and apply these insights to future newsletters.

In addition to A/B testing, regularly review your newsletter's performance using HubSpot's analytics tools. Monitor key metrics such as open rates, click-through rates, and unsubscribe rates to gauge the effectiveness of your content and identify areas for improvement. You can also automate sales prospecting to enhance your email marketing strategy.

By continuously testing and optimizing your newsletters based on data-driven insights, you can improve engagement, build stronger relationships with your subscribers, and ultimately achieve better marketing results.

Legal Compliance and Best Practices

When creating newsletters in HubSpot, it's crucial to adhere to email marketing laws and regulations to maintain compliance and protect your brand's reputation. Two key regulations to be aware of are the General Data Protection Regulation (GDPR) and the CAN-SPAM Act.

GDPR is a comprehensive data protection law that applies to businesses processing the personal data of EU residents. Under GDPR, you must:

  • Obtain explicit consent before sending marketing emails
  • Provide clear information about how personal data will be used
  • Give subscribers the right to access, rectify, and erase their data
  • Ensure adequate protection when transferring data outside the EU

The CAN-SPAM Act, on the other hand, sets rules for commercial email in the United States. To comply with CAN-SPAM, your HubSpot newsletters should:

  • Include accurate header information and subject lines
  • Identify the message as an advertisement
  • Provide a valid physical postal address
  • Give recipients a clear way to opt out of future emails
  • Honor opt-out requests promptly (within 10 business days)

To ensure your HubSpot newsletters remain compliant, follow these best practices for sales prospecting:

  1. Obtain explicit consent using opt-in forms or checkboxes
  2. Provide a clear privacy policy outlining how subscriber data is used
  3. Include an unsubscribe link in every newsletter
  4. Keep records of consent and maintain an up-to-date subscriber list
  5. Regularly review and update your email practices to align with the latest regulations

By prioritizing legal compliance and adopting transparent, permission-based email marketing practices, you can build trust with your subscribers, maintain a positive brand reputation, and avoid costly penalties associated with non-compliance. To further streamline your email management, consider using AI email management tools to automate and organize tasks.

Using AI email management tools from Bardeen can save time and help you focus on important tasks by automating your inbox. Download now to improve your email workflow.

Automate Your HubSpot Newsletter with Bardeen

While creating a newsletter in HubSpot is a multi-step process, automation can significantly streamline tasks such as managing contacts, organizing content, or even drafting emails. Bardeen offers a suite of automation playbooks that can connect HubSpot with other tools you use, making the newsletter creation process more efficient and integrated.

  1. Create a HubSpot ticket, when an email is forwarded: This automation can be especially useful for support or sales teams who want to ensure that any email inquiries or leads are promptly turned into HubSpot tickets for follow-up.
  2. Create draft email for a HubSpot contact using OpenAI: Use this playbook to automate drafting personalized emails for your newsletter contacts in HubSpot, leveraging the power of OpenAI for content creation.
  3. Create a new Notion page, when a HubSpot product is created: While not directly related to newsletters, this automation helps keep your product information organized. When a new product is added to HubSpot, a corresponding Notion page is created, which can be a useful repository for newsletter content.

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