Email Marketing Hubspot Academy Course Exam Latest Update

So where do email and the inbound methodology intersect?
1. Attract, where you’ll attract strangers and turn them into visitors. This can mean many things for you -
using blogging and social media and optimizing your website. These are all mediums for publishing and
distributing content that people can choose to consume on their own terms, not channels for forcing
people to engage with your message. And as technology continues to evolve and develop, there will be
more and more mediums for you to use to attract strangers and convert them into visitors.
2. Convert them into leads by gathering their contact information. Again, it’s their choice as to whether
they’re willing to share their contact information in exchange for access to your content.
After you have attracted people it is time to converted them into leads, it’s time to turn those leads into
customers.
3. Close: And this is where we see email primarily live, in the close stage of the inbound methodology.
This is where you’ll use email to nurture your leads by sending them the right message, at the right time,
every single time.
4. Delight Email will then continue to support your inbound efforts after someone is already your
customer. You’ll use email to engage with and delight your customers and turn them into happy
promoters of the products and services they love. In our world today, trust is more important than ever.
Word of mouth is how people develop trust with a brand. Your customers are the ones who will help you
continue the buying process for others by sharing their experiences with their friends, family, and
colleagues. And once this occurs then the whole inbound methodology will begin again. While our world
today continues to evolve and new products and services appear daily, there are many ways to have
conversations with your visitors, leads, and customers. Email marketing continues to be one of the
practices that consistently fuels and delivers ROI for your business, and when it’s used properly, in
collaboration with all of the other conversational tools, you can build trust.
What are the three important pillars to add to your email marketing tool belt to build an effective email
marketing strategy?
1. The significance of segmentation
2. The power of personalization
3. The impact of data-driven analysis.
What is segmentation?
Segmentation is seemingly simple but important. Segmentation is what helps you send the right person
the right message at the right time. Creating an inbound email experience and conversation means
focusing just as much on the context of your message as the content you deliver. The DMA, a Data &
Marketing Association, found that 77% of email marketing ROI came from segmented, targeted, and
triggered campaigns. Bringing context and content together helps you write the greatest emails in the
world and make sure they connect with your audience and don't waste their time or yours.
Segmentation, at it's core, brings together two key inbound concepts: buyer personas and the buyer's
journey. Sending the right email at the right time to the right person means knowing who that person is
and where they are in their buying journey. By using the information, you have on your contacts in these
categories, you will be able to create segments of people who want similar content. Segmentation is the
act of thinking in groups and creating these segments to send the most contextual messages.
Segmentation shows that context is just as valuable as content in your email marketing strategy.