HubSpot Sales vs. Marketing Emails - Which to use? ✉️
The main difference between sales and marketing emails is their goal. Are you fostering a relationship or helping your prospect make a final decision?
Let's Start with Marketing Emails...
In general, a marketing email can be nurturing, educational, informative, or promotional. Marketing emails include welcome sequences, holiday campaigns, browse abandonment flows… You get the gist of it.
These are often the result of a visitor’s initial interest — someone who signed up for the newsletter, downloaded a resource, or made a purchase online. But the key here is that these are sent to a list of subscribers. Marketing emails are usually "styled" (vs. a sales email that's generally a plain text email), can be automated to send as part of workflows, and they usually land in the Promotions tab in your inbox. That said, your subscriber needs to opt-in - without consent, according to GDPR laws, you're not legally allowed to send them marketing emails.
Now, About Sales Emails...
On the flip side, a sales email is a highly personalized communication between a sales rep and a lead or prospect. Sales emails are the result of a prospect getting qualified as sales-ready and relate to existing contacts and potential deals. They go directly to the prospect's inbox, and you can enroll the contact in a sequence that can trigger follow-ups. (If you have HubSpot Sales Enterprise, you'll even be able to auto-enroll contacts into sequences with workflow triggers!) This type of email doesn't require an opt-in.
You can send both marketing and sales emails with HubSpot. But their functionalities are different.
Marketing emails in HubSpot have all the analytics you’d find in other ESPs, like open rates, clickthrough rates, and successful deliveries. You also get to do AB testing, which we strongly recommend as a tool to improve your rates over time.
Sales emails in HubSpot can be sent by integrating your Gmail/G Suite or Outlook account to get access to templates, documents, and sequences right from your inbox. This integration allows you to track status, opens, and clicks.
A great email strategy often includes both sales AND marketing emails to engage your audience at every stage. Which type of email have you implemented most successfully thus far?
Want help setting up your marketing and sales emails? Book a time with us here to see how we can help!