15 Best HubSpot Email Best Practices I Live By in 2025

Email marketing is evolving, and if you’re still relying on the same strategies from a year or two ago, you’re already falling behind.

In 2025, email isn’t just about sending newsletters—it’s a dynamic, data-driven powerhouse that shapes customer journeys, nurtures leads, and drives conversions.

And when it comes to optimising email strategies, HubSpot remains the go-to platform—but only if you know how to leverage it effectively.

So, why do HubSpot email best practices matter more than ever? Because inboxes are flooded, attention spans are shorter, and engagement depends on precision, timing, and relevance.

Every email needs to feel like it was written for the individual recipient, not a mass audience. This is where HubSpot’s evolving email marketing tools step in, making personalisation, automation, and analytics more advanced than ever before.

How Email Marketing Is Evolving with Marketing Tools

In the last few years, AI-driven insights, predictive analytics, and hyper-personalisation have reshaped email marketing. HubSpot has kept pace by continuously refining its automation workflows, segmentation tools, and data tracking capabilities.

• Personalisation is no longer optional. If your emails aren’t tailored to behaviour, interests, and past interactions, they’ll get ignored. HubSpot’s smart content and dynamic segmentation make this easier than ever.
  
  
• Email automation has gone from basic sequences to intelligent, behaviour-driven journeys. HubSpot’s workflows now allow for real-time triggers, multi-step nurturing, and precise audience targeting without manual intervention.
  
  
• Deliverability is a science, not a guessing game. With inbox providers getting stricter about filtering spam, HubSpot’s email deliverability insights help ensure your emails land in inboxes, not junk folders.
  
  
• Engagement isn’t just about opens and clicks anymore. With HubSpot’s in-depth analytics, you can track how contacts interact with your emails, website, and sales funnel—giving you actionable insights to refine your strategy.

In short, email marketing in 2025 is about working smarter, not harder and HubSpot gives you the tools to do exactly that.

But tools alone aren’t enough; strategy is everything. That’s why I live by these 15 HubSpot email best practices that keep my email marketing effective, engaging, and ahead of the curve. Let’s look into these!

Core Elements of Effective Email Marketing

Email marketing isn’t just about sending a well-designed email—it’s about crafting an experience that compels engagement.

If you’re using HubSpot, you already have access to powerful tools, but knowing how to use them strategically is what sets great email marketers apart.

Key Components of Effective Emails in HubSpot

Every high-performing email has a few core elements working together:

• A Clear Purpose – Before writing a single word, ask yourself: What action do I want the recipient to take? Every email should have one primary goal, whether it’s driving sign-ups, nurturing leads, or promoting a resource. HubSpot’s A/B testing can help fine-tune this.
  
  
• Compelling Copy & Structure – Walls of text? Instantly ignored. The best HubSpot emails flow naturally, using short paragraphs, bullet points, and clear CTAs.
  
  
• A Strategic CTA (Call to Action) – A weak or generic CTA can ruin an otherwise great email. Instead of saying "Click here", make it specific: "Download your free guide now" or "Claim your exclusive discount". Extra points if it's witty! HubSpot allows smart CTAs that adapt to different recipients—use them.
  
  
• Optimised Mobile Experience – Over 55% of emails are opened on mobile. If your email isn’t responsive and scannable in seconds, your audience will move on. HubSpot’s drag-and-drop editor ensures mobile-friendly designs—use it wisely.
  
  
• Timing & Frequency – Sending too often? You risk being marked as spam. Too infrequent? You lose engagement. HubSpot’s send-time optimisation can help pinpoint the best times based on recipient behaviour.

How Subject Lines & Personalisation Impact Email Engagement

A great email never gets opened if the subject line fails. And in 2025, subject lines need to be concise, curiosity-driven, and data-backed.

• Forget Clickbait, Focus on Value – Instead of "You won't believe this deal!", try "Exclusive: Your personalised discount inside".
  
  
• Use AI-Driven Insights – HubSpot’s subject line analysis tool can predict performance based on historical data. Test and refine.
  
  
• Personalisation Beyond First Names – “Hey [First Name]” isn’t enough anymore. HubSpot allows dynamic personalisation, so leverage past purchases, browsing history, and preferences to tailor emails further.
  
  
• Context Matters – If a lead downloaded an eBook last week, don’t send them a generic sales pitch. Instead, follow up with a relevant case study or webinar invitation to nurture the relationship.

Mastering these fundamentals makes the difference between an email that converts and one that’s lost in the void.

The next step? Taking these principles and applying them with even more precision. Let’s move on.

How HubSpot Stands Out Among Other Email Service Providers

There’s no shortage of email marketing platforms out there—Mailchimp, ActiveCampaign, Klaviyo, and many others all offer solid email tools. So, why do I swear by HubSpot?

Because HubSpot isn’t just an email service provider (ESP)—it’s a full-scale marketing, sales, and automation powerhouse.

While many platforms focus solely on sending emails, HubSpot integrates email into a larger, data-driven marketing strategy, giving you smarter automation, deeper insights, and a seamless customer journey.

How HubSpot’s Email Service Compares to Competitors

What does this mean? If you’re just sending newsletters, Mailchimp or Klaviyo might do the job. But if you want intelligent automation, lead nurturing, and conversion tracking that ties directly into your CRM, HubSpot is on another level.

Unique Marketing Tools That Enhance Email Marketing

What truly sets HubSpot apart is its all-in-one approach—here’s what I find invaluable:

• Smart Send Times & AI-Powered Optimisation
  HubSpot’s AI predicts when your contacts are most likely to engage, helping emails land at the perfect time. This goes beyond generic “best times to send” advice—it’s personalised to your audience’s actual behaviour.

• Dynamic Content That Adapts to Each User
  With smart content blocks, a single email can display different offers, CTAs, or messages based on a contact’s lifecycle stage, location, or past interactions—no need to send multiple versions.

• Seamless CRM & Sales Integration
  Unlike standalone ESPs, HubSpot connects email campaigns directly to your sales pipeline. This means you can:

  • Trigger automated follow-ups based on recipient actions
  • Score leads based on engagement
  • Track every interaction in the CRM for a 360-degree view of your customers

• Deliverability & Reputation Safeguards
  HubSpot’s email health monitoring ensures your sending domain remains reputable, reducing spam complaints and increasing inbox placement rates. Many marketers overlook this, but your email strategy is only as strong as your deliverability.

Why This Matters

Many businesses outgrow basic ESPs when they realise they need more than just scheduled email blasts. HubSpot ensures that every email fits into a larger marketing strategy, allowing you to nurture leads, automate conversions, and track ROI—all from one dashboard.

This level of control and intelligent automation is why I choose HubSpot over any other platform. And if you’re serious about scaling your email marketing in 2025, you’ll want to do the same.

15 Best HubSpot Email Best Practices for Higher Open Rates & Conversions

There’s no shortage of email marketing best practices HubSpot Academy teaches, but in 2025, it’s all about being smarter, more personalised, and data-driven. Let’s look at some of the best practices for HubSpot email marketing that will get your emails opened, read, and acted upon.

4.1. Craft Attention-Grabbing Email Subject Lines to Boost Open Rates

A great subject line is your first (and sometimes only) chance to make an impression. If it doesn’t stand out, your email will get buried under dozens of others.

Why Subject Lines Matter More Than Ever

• Inbox competition is fierce. The average person gets over 120 emails per day, so your subject line needs to break through the noise.
  
  
• AI-powered spam filters are getting smarter. Overusing capital letters, exclamation points, or misleading claims could land you in the spam folder.
  
  
• Mobile users scan quickly. With most emails opened on mobile, your subject line has seconds to capture attention before getting swiped away.

How to Increase Open Rates with A/B Testing in HubSpot

• Test different tones & styles. Try a curiosity-driven line vs. a direct, benefit-focused one to see what resonates.
  
  
• Use AI-powered subject line recommendations. HubSpot’s AI tools analyse performance trends to suggest stronger variations.
  
  
• Experiment with personalisation. A subject like “Jane, your exclusive guide to email conversions” can feel more engaging than a generic one.
  
  
• Keep it under 50 characters. Anything longer gets cut off on mobile devices, so be concise.

By testing, tweaking, and refining, you can turn a weak subject line into a powerful engagement driver.

4.2. Personalise Emails to Enhance Engagement

Personalisation is no longer just a nice touch—it’s an expectation. But in 2025, it’s about going beyond just using first names.

Leveraging HubSpot Email Smart Content for Relevance

HubSpot’s smart content feature allows you to change parts of an email based on a recipient’s past interactions, preferences, and stage in the buyer’s journey.

• A returning customer might see a loyalty discount, while a new lead gets an introductory offer—all in the same email.
  
  
• Users in different industries can receive tailored content instead of one-size-fits-all messaging.

Dynamic Personalisation Beyond First Names

• Use behavioural triggers. If a lead recently downloaded a guide, follow up with related insights or case studies instead of a generic newsletter.
  
  
• Personalise CTAs. HubSpot lets you adjust CTA buttons based on user preferences, so a warm lead gets a "Schedule a Demo" button while a new subscriber sees "Learn More".
  
  
• Location-based customisation. Adjust your emails based on a recipient’s time zone, language, or region-specific offers.

Done right, HubSpot email best practices around personalisation turn generic emails into high-converting interactions.

4.3. Segment Your Email List for Targeted Messaging

Sending the same email to your entire contact list is one of the biggest mistakes in email marketing. Segmentation ensures that the right message reaches the right people.

Why Segmentation Increases Engagement

• Higher open & click-through rates. When emails feel relevant, recipients are more likely to engage.
  
  
• Lower unsubscribe rates. People stick around when they receive content that actually matters to them.
  
  
• Better conversion rates. Targeted offers and recommendations drive more sales and responses.

How HubSpot’s Automation Tools Help with List Management

• Lifecycle stage segmentation. Automatically move leads through different lists based on their interactions with your emails, website, and sales team.
  
  
• Engagement-based segmentation. If a contact hasn’t opened emails in months, HubSpot can trigger a re-engagement campaign or remove them from active lists.
  
  
• Purchase history & behavioural segmentation. Send highly targeted emails based on previous purchases, browsing activity, and abandoned carts.

By using best practices for HubSpot email marketing, you can ditch mass emails and start sending hyper-relevant content that converts.

4.4. Optimise Email Content for Readability & Conversions

Even if your email is perfectly segmented and personalised, it won’t drive results if it’s difficult to read or too cluttered.

Formatting Emails for Maximum Impact

• Short paragraphs & bullet points. Long, dense emails overwhelm readers—break text into digestible chunks.
  
  
• Bold key takeaways. If someone is skimming, they should still grasp the main message in seconds.
  
  
• Use high-quality visuals sparingly. Images enhance emails, but too many can increase load time and trigger spam filters.

Best Practices for Engaging Email Newsletters

• One clear CTA per email. Too many competing CTAs confuse the reader—stick to one primary action.
  
  
• Use HubSpot’s drag-and-drop editor. It ensures that your emails look great on any device, especially for mobile readers.
  
  
• Test plain text vs. HTML emails. Sometimes, a well-written plain-text email outperforms a heavily designed one—A/B test to see what works best.

The best emails are clear, compelling, and easy to act on. Mastering these techniques will turn your emails into conversion machines.

4.5. A/B Test Different Elements to Show Results

Even the best email marketers don’t rely on guesswork—they test everything. A/B testing (or split testing) in HubSpot Email allows you to compare different versions of an email to see which elements drive better engagement and conversions.

Testing Call-to-Action (CTA) Placement for Better Conversions

A call to action is the most critical element of your email, but where you place it can make or break engagement.

• Above the fold vs. at the end: Some audiences respond better when the CTA is immediately visible, while others engage more when the CTA appears after compelling content.
  
  
• Button vs. hyperlinked text: A well-designed CTA button can stand out, but in some cases, a simple text-based link can feel more natural in conversational emails.sometimes
  
  
• Primary vs. secondary CTA: Sometimes, a secondary CTA (like "Read More") supports the main action without overwhelming the reader.

Experimenting with Email Subject Lines & Design

Beyond CTA testing, other key elements should also be A/B tested in HubSpot:

• Subject line variations (urgency vs. curiosity, question-based vs. statement-based).
  
  
• Personalised subject lines vs. generic ones.
  
  
• Plain-text vs. HTML-heavy designs.
  
  
• Image-heavy vs. minimalistic layouts.

By systematically testing one element at a time, you’ll find patterns that increase engagement and drive more conversions.

4.6. Leverage HubSpot's Email Automation for Smarter Campaigns

Manually sending every email is inefficient—and that’s where HubSpot’s automation tools come in. With the right workflows, you can send the right message at the right time without constant manual effort.

How Automation Improves Efficiency & Engagement

• Timely follow-ups: If a lead downloads an eBook, HubSpot can automatically send a follow-up email with related content, keeping them engaged.
  
  
• Lead nurturing sequences: Instead of one-off emails, automation lets you drip-feed content based on where users are in the funnel.
  
  
• Behaviour-triggered emails: HubSpot can track website visits, past email engagement, and form submissions, sending emails tailored to user actions.

Setting Up Workflow Automation in HubSpot Email

Setting up an email automation workflow in HubSpot is straightforward yet powerful:

1. Define your goal—Is it to convert leads, increase webinar sign-ups, or nurture inactive subscribers?
   
   
2. Select your trigger—This could be form submissions, past email clicks, or CRM lifecycle stage updates.
   
   
3. Design the email sequence—Create a series of emails that are automatically sent at set intervals.
   
   
4. Monitor & refine—Use HubSpot analytics to adjust email timing and content based on performance data.

When HubSpot email best practices include smart automation, you spend less time managing emails and more time closing deals.

4.7. Send Emails at the Right Time for Maximum Open Rates

Sending a perfectly crafted email at the wrong time is like delivering a package when no one’s home—it gets ignored. HubSpot’s analytics tools help identify the best send times to increase open rates.

Finding the Best Times to Send Effective Emails

While industry benchmarks suggest sending emails on Tuesdays and Thursdays around 10 AM, the best time for your audience may be different.

• Consider time zones—HubSpot allows you to send emails based on each recipient’s local time for maximum relevance.
  
  
• Study past engagement trends—Check HubSpot’s email performance reports to see when your audience is most active.
  
  
• Test different days and times—A/B testing different send times helps refine your strategy based on real subscriber behaviour.

Using HubSpot Analytics to Track Email Opens

HubSpot provides detailed insights into open and click-through rates, helping you:

• Identify peak engagement hours.
  
  
• Spot trends in specific audience segments (e.g., B2B recipients may open emails later in the workday).
  
  
• Adjust email cadence if engagement drops at certain times.

Mastering timing ensures your emails land when subscribers are most likely to engage.

4.8. Avoid Spam Filters to Ensure Your Emails Reach Inboxes

No matter how well-crafted an email is, if it lands in the spam folder, it’s as good as never sent. HubSpot’s email service includes built-in compliance tools to improve deliverability.

Best Practices for Improving Email Deliverability

• Use a verified sending domain. HubSpot allows you to authenticate your domain (via SPF, DKIM, and DMARC) to increase email trustworthiness.
  
  
• Avoid spam trigger words. Words like “free,” “guarantee,” and “urgent” can flag spam filters—write naturally and focus on value.
  
  
• Keep image-to-text ratio balanced. Too many images with little text look suspicious to spam filters.
  
  
• Encourage engagement. When recipients reply to your email, it signals to email providers that your messages are legitimate.

HubSpot’s Email Compliance Tools

HubSpot’s email tools help you stay compliant with email regulations and optimise for deliverability:

• GDPR compliance settings let you easily manage consent-based email marketing.
  
  
• Automatic suppression lists prevent you from sending emails to unsubscribed or unengaged contacts.
  
  
• Spam analysis tools score your emails before sending, helping you avoid pitfalls that could send them straight to junk folders.

By following these HubSpot email best practices, you ensure more emails land in primary inboxes, not spam or promotions tabs.

4.9. Integrate Social Media for Increased Engagement

Email and social media might seem like separate channels, but when used together, they create a powerful amplification effect.

Social media extends your email’s reach, while emails nurture engagement with your social followers.

HubSpot’s email tools seamlessly integrate with social media, helping you maximise visibility and interaction.

How Social Media Can Amplify Email Reach

Most brands treat email and social media as two separate marketing efforts, but integrating them can:

• Expand your audience—Encourage email subscribers to follow your social pages, increasing their touchpoints with your brand.
  
  
• Encourage cross-platform engagement—People who see content across multiple channels are more likely to engage.
  
  
• Repurpose email content into shareable posts—Well-performing email content can be transformed into social media posts to extend its reach.

One of HubSpot’s strongest features is its ability to track customer interactions across multiple channels, allowing you to see how your email subscribers engage with your brand beyond the inbox.

Encouraging Shares and Interactions

Your emails shouldn’t just sit in an inbox—they should encourage action across platforms.

• Add social sharing buttons: A well-placed social share button can increase engagement by up to 158% (depending on industry).
  
  
• Incentivise sharing: Offer exclusive content, discounts, or giveaways for subscribers who share your emails or tag friends on social media.
  
  
• Feature user-generated content (UGC): Showcasing social media posts from customers in your emails can encourage more followers to engage with your brand.
  
  
• Run email-exclusive social campaigns: Promote social media contests or challenges only to your email list, making subscribers feel like insiders.

By seamlessly connecting email and social, you expand your audience, increase engagement, and create a more cohesive brand experience.

4.10. Write Strong Calls to Action That Drive Clicks

Your email can be beautifully designed and well-written, but if your CTA isn’t compelling, you’re leaving conversions on the table.

A strong call to action (CTA) does more than tell people what to do—it motivates them with clear, strategic language.

How to Craft Compelling Call-to-Action Buttons

Not all CTAs are created equal. Generic phrases like "Click Here" or "Learn More" are too passive. Instead, a great CTA:

• Creates urgency: Use action-oriented phrases like "Claim Your Spot Now" or "Limited Spots Left!"
  
  
• Focuses on benefits: Instead of “Download eBook,” try “Get Your Free Growth Guide” to emphasise value.
  
  
• Uses first-person language: Studies show that CTAs like "Show Me My Results" convert 90% better than generic ones.

HubSpot lets you personalise CTAs based on customer segments, so a lead in the consideration stage might see "Schedule a Free Demo," while a returning customer sees "Claim Your Exclusive Discount."

Placement Strategies for Higher Conversions

A CTA’s position in an email significantly impacts engagement. Consider:

• Above the fold: If the primary action is time-sensitive, place it where it’s immediately visible.
  
  
• After key content: If the email’s goal is educating readers, a CTA at the end feels more natural.
  
  
• Multiple CTAs: Don’t be afraid to add two or three CTA buttons (header, middle, and footer), as long as they lead to the same action and don’t feel spammy.

HubSpot’s CTA performance tracking lets you test different placements and button designs, helping you refine your strategy for higher conversions.

4.11. Use AI and Predictive Analytics for Smarter Email Targeting

AI isn’t just a buzzword in email marketing—it’s a game-changer. HubSpot’s AI-driven tools help predict customer behavior, personalise content, and optimise segmentation for higher engagement and conversions.

How AI Helps in Creating Relevant Content

Personalisation goes beyond just inserting first names into an email. AI can:

• Analyse user behavior to determine which type of content a subscriber is likely to engage with.
  
  
• Predict the best send times for each user based on historical open rates.
  
  
• Generate dynamic email content that adapts to the recipient’s interests, past interactions, and lifecycle stage.

HubSpot’s AI-powered Smart Content automatically tailors email copy, images, and offers to individual recipients, making emails feel custom-crafted rather than generic.

Using Auto-Suggest for Audience Segmentation

Traditional segmentation relies on manual filters like demographics or past purchases, but AI-driven segmentation goes deeper by:

• Grouping subscribers based on behavioral patterns (e.g., frequent buyers, one-time customers, or inactive users).
  
  
• Predicting who is most likely to convert, so you can focus marketing efforts on high-intent leads.
  
  
• Automatically refining audience lists—HubSpot’s predictive analytics update segments in real-time, so users move between groups as their behaviors change.

This AI-driven approach ensures every email sent is relevant, boosting engagement and reducing unsubscribe rates.

4.12. Re-Engage Inactive Subscribers with Win-Back Campaigns

Every email list has dormant subscribers, but that doesn’t mean they’re a lost cause.

Win-back campaigns are designed to rekindle interest and bring inactive subscribers back into the fold.

How to Ensure Your Emails Bring Back Inactive Users

Instead of sending the usual "We Miss You" email, take a strategic approach:

• Identify disengaged subscribers: Use HubSpot’s analytics to track users who haven’t opened an email in 3-6 months.
  
  
• Segment based on inactivity reasons: Did they stop opening emails because of irrelevant content, frequency fatigue, or shifting interests?
  
  
• Use re-engagement incentives: Offering a discount, exclusive content, or a sneak peek at upcoming features can motivate action.

Best Practices for Re-Engagement Campaigns

1. Personalised Subject Lines: Generic “We Miss You” won’t cut it. Try: "Exclusive Invite Just for You, [First Name]" or "Here's What You’ve Been Missing!"
   
   
2. Test Different Formats: Some users may respond better to a personalised video, a quiz, or a survey rather than just a standard email.
   
   
3. Offer an Easy Way Out: Ironically, giving disengaged subscribers an easy option to unsubscribe builds trust and can improve sender reputation.
   
   
4. Automate Follow-Ups: If a subscriber doesn’t engage with the first re-engagement email, HubSpot can trigger a follow-up email after a set period.

Not every subscriber will return, but an effective win-back campaign ensures that those who still have interest are pulled back into your marketing funnel instead of slipping away for good.

4.13. Make Emails Mobile-Friendly for Better Readability

With over 60% of emails now opened on mobile devices, an email that isn’t optimised for mobile risks being ignored or deleted.

A well-designed, responsive email ensures your content is accessible, readable, and engaging, no matter the device.

The Importance of Responsive Email Newsletters

A mobile-friendly email isn’t just about shrinking content—it’s about adapting the design for different screen sizes. Key principles include:

• Scalable Layouts – Use a single-column design with flexible images and text that adjust automatically to fit different screens. HubSpot’s drag-and-drop editor ensures your emails look great on desktops, tablets, and mobiles.
  
  
• Readable Text – Small fonts require zooming, which can frustrate users. Stick to a minimum of 14px for body text and 22px for headings.
  
  
• Optimised Images – Large, high-resolution images may slow down loading times. Use compressed images and add alt text so that recipients still understand the content if images fail to load.
  
  
• Test Before Sending – HubSpot’s email preview tool allows you to test emails across different devices and email clients, ensuring they display correctly.

Failing to optimise for mobile doesn’t just hurt readability—it affects engagement, conversions, and overall campaign success.

How to Optimise Call-to-Action Buttons for Mobile Users

On mobile, CTA buttons need to be:

• Tap-friendly – Small buttons are difficult to click. Ensure they are at least 44px x 44px, following Apple’s recommended touch target size.
  
  
• Centrally Placed – Avoid placing CTAs too close to other links. Keep them clear, prominent, and well-spaced.
  
  
• Contrasting & Action-Oriented – A dull CTA blends into the background. Use bold colours and text like “Claim Your Offer” rather than a vague “Click Here”.
  
  
• Above the Fold – Many users won’t scroll down if they don’t see value immediately. Position your primary CTA near the top of the email for better conversions.

By ensuring seamless mobile readability, you retain more subscribers, improve engagement, and drive stronger conversions.

4.14. Track & Analyse Email Performance for Continuous Improvement

Even the best email marketing strategy is ineffective without proper analysis and refinement. Tracking performance helps identify what’s working and what needs adjustment, ensuring continuous growth.

Key Performance Metrics in HubSpot’s Email Service

HubSpot’s email analytics offer detailed insights into campaign performance. The most critical metrics include:

• Open Rate – Measures the percentage of recipients who opened your email. A low open rate indicates poor subject lines or delivery issues.
  
  
• Click-Through Rate (CTR) – The percentage of recipients who clicked a link within the email. If CTR is low, your CTA might be unclear or unappealing.
  
  
• Bounce Rate – Emails that weren’t delivered due to invalid addresses (hard bounces) or temporary issues (soft bounces). High bounce rates damage sender reputation.
  
  
• Unsubscribe Rate – If a significant number of users are opting out, your content may not be resonating or emails may be too frequent.
  
  
• Conversion Rate – The percentage of users who completed a desired action after clicking the email link, such as making a purchase or signing up for a webinar.

HubSpot’s engagement tracking tools allow you to segment these metrics based on audience behaviour, giving deeper insights into how different customer groups interact with your emails.

How to Adjust Campaigns Based on Results

Numbers alone aren’t enough—you need to take action based on the data:

• Low Open Rates? → A/B test subject lines, experiment with different sending times, and personalise emails to increase engagement.
  
  
• Low Click-Through Rates? → Improve CTA wording and placement, refine content relevance, and test different email structures.
  
  
• High Bounce Rates? → Regularly clean your email list and remove inactive or invalid addresses.
  
  
• High Unsubscribe Rates? → Ensure you’re not overwhelming subscribers with too many emails and that content aligns with expectations.

HubSpot’s campaign comparison feature allows you to track performance across different emails, helping you fine-tune your strategy for maximum impact.

4.15. Stay Updated with HubSpot Academy for Latest Best Practices

Email marketing is constantly evolving, and staying ahead of industry trends is essential to remain competitive. HubSpot Academy provides in-depth, expert-led courses that help marketers refine their skills and implement cutting-edge strategies.

How HubSpot Academy Can Enhance Your Email Strategy

HubSpot Academy offers free and premium courses covering:

• Advanced Email Marketing Techniques – Learn about the latest innovations in personalisation, automation, and email design.
  
  
• Deliverability & Compliance – Ensure your emails follow GDPR and CAN-SPAM regulations to improve inbox placement.
  
  
• Segmentation & Lead Nurturing – Gain insights into creating smarter, AI-driven email sequences that drive engagement.
  
  
• A/B Testing & Analytics – Master the art of data-driven decision-making to continuously optimise your campaigns.

Learning from HubSpot-Certified Experts

Rather than relying on outdated or generic marketing advice, HubSpot Academy’s courses are led by industry experts who provide:

• Real-world case studies showcasing successful email strategies.
  
  
• Step-by-step guides on implementing automation, segmentation, and personalisation.
  
  
• Hands-on certifications that validate your expertise and enhance your credibility as a marketer.

By keeping up with HubSpot Academy’s latest courses and certifications, you ensure your email marketing remains fresh, data-driven, and ahead of the competition.

How AI and Automation Are Changing Email Marketing

The landscape of email marketing is rapidly evolving, with AI and automation redefining how brands connect with their audiences.

Rather than relying on basic segmentation or scheduled emails, AI-powered marketing tools now enable hyper-personalisation, predictive analytics, and data-driven automation, creating a more tailored and engaging experience for recipients.

The Role of AI-Powered Marketing Tools in Personalisation

Traditional personalisation in email marketing often meant adding a recipient’s first name to the subject line or body. However, AI goes far beyond this by dynamically adjusting content based on real-time user behaviour, preferences, and intent.

1. AI-Driven Smart Content Adaptation

AI enables dynamic content blocks, where the email content changes in real time based on the recipient’s past interactions. For example:

• A retail brand can showcase personalised product recommendations based on a user’s browsing and purchase history.
  
  
• A B2B company can highlight case studies or blog content relevant to the recipient’s industry or previous website visits.
  
  
• A travel company can display holiday packages based on recent searches or previous destinations booked.

With HubSpot’s Smart Content feature, email marketers can create one email template that delivers multiple variations of content depending on the recipient’s profile—removing the need for separate email campaigns for different audience segments.

2. Behaviour-Based Email Triggers

AI enables brands to send emails at precisely the right moment based on real-time customer activity. These triggers could be:

• Abandoned cart reminders – Sent automatically when a user leaves items in their basket without checking out.
  
  
• Post-purchase follow-ups – AI predicts when a customer is likely to reorder and schedules a reminder email accordingly.
  
  
• Lead nurturing sequences – Instead of sending static drip campaigns, AI-powered emails adapt to user actions, ensuring each recipient moves through the funnel at their own pace.

This level of precision in personalisation ensures higher engagement and conversion rates, as emails feel relevant and timely rather than intrusive.

Predictive Analytics and Auto-Suggest for Better Targeting

AI doesn’t just help personalise emails—it also anticipates what will work best before an email is even sent. Predictive analytics uses historical data and machine learning to refine targeting strategies and optimise engagement.

1. Predictive Audience Segmentation

Rather than relying on static segments based on broad demographics, AI identifies micro-segments by analysing customer behaviour patterns.
For instance, HubSpot’s predictive lead scoring ranks contacts based on their likelihood to convert, helping marketers prioritise high-value leads for targeted email campaigns.

Examples of AI-powered segmentation include:

• Identifying at-risk customers who haven’t engaged in a while and sending them a tailored re-engagement campaign.
  
  
• Grouping recipients based on purchase intent rather than just age, location, or job title.
  
  
• Predicting optimal send times for different segments based on past email interaction data.

This data-driven approach ensures each email reaches the right audience with the right message at the right time.

2. AI-Powered Subject Line and Content Optimisation

Crafting the perfect subject line can be challenging, but AI removes the guesswork. HubSpot’s AI-powered auto-suggest tool analyses previous email performance and suggests subject lines that are more likely to drive opens and clicks.

For example:

• AI might detect that shorter, curiosity-driven subject lines perform best for one audience segment, while longer, informative subject lines work better for another.
  
  
• It can suggest wording variations based on past email success rates, helping marketers avoid phrases that trigger spam filters or low engagement.
  
  
• AI can analyse tone, sentiment, and word choice to ensure subject lines align with the brand’s voice while still maximising engagement.

Similarly, AI helps with optimising email body content by analysing past performance and suggesting improvements to layout, CTA placement, and readability.

The Future of AI-Driven Email Marketing

With AI and automation advancing, email marketing is shifting towards:

• Hyper-personalised experiences that feel tailored to each recipient.
  
  
• Smarter segmentation that predicts customer intent rather than relying on static lists.
  
  
• Automated yet highly engaging emails that adapt based on real-time behaviour.

HubSpot’s AI-powered email tools not only improve efficiency but also ensure every campaign is backed by data, reducing guesswork and maximising ROI. By leveraging these technologies, brands can create emails that feel human, relevant, and compelling—at scale.

Advanced Strategies to Enhance Your HubSpot Email Marketing

As email marketing evolves, simply sending out newsletters and promotional emails isn’t enough—you need to optimise every element for engagement, conversions, and compliance. This section explores advanced strategies to make your emails more effective, from writing compelling content to retargeting inactive subscribers and ensuring regulatory compliance.

6.1. How to Write Emails That Convert: Tips & Tricks

High-performing emails are not just well-written—they are structured strategically to drive action. Whether it’s a lead nurturing sequence, a sales follow-up, or a promotional email, every detail matters.

1. The Psychology of Persuasive Email Content

To motivate readers to engage, your emails should use proven psychological tactics:

• The Curiosity Gap – Create subject lines and preview text that spark curiosity without giving everything away (e.g., “You’re missing out on something big...”).
  
  
• Social Proof – Mention case studies, testimonials, or stats to build trust (e.g., “Join 10,000+ marketers using this strategy”).
  
  
• Scarcity & Urgency – Use time-sensitive offers or highlight limited availability to prompt quick action (e.g., “Only 3 spots left—secure yours now”).
  
  
• Personalisation Beyond First Names – Instead of just adding a recipient’s name, reference their industry, previous interactions, or specific needs (e.g., “Based on your recent download, here’s something just for you”).

2. Formatting for Maximum Readability & Impact

Even if your content is persuasive, poor formatting can reduce engagement. Here’s how to optimise readability:

• Short paragraphs & bullet points – Avoid text-heavy emails; break content into scannable sections.
  
  
• One clear CTA per email – Emails with too many choices dilute impact. Ensure there’s one primary action (e.g., “Download the guide” instead of multiple CTAs).
  
  
• Strategic bolding & highlights – Emphasise key phrases to guide readers to important points.
  
  
• CTA button placement – Place the primary CTA above the fold and repeat it at the end for reinforcement.

3. The Power of Preview Text

Your email’s preview text (the snippet shown in inboxes) is often overlooked, but it can significantly impact open rates.

• Avoid generic preview text (e.g., “Click here to read more”).
  
  
• Use it to reinforce urgency or value (e.g., “Your exclusive access expires in 24 hours”).
  
  
• Make it complement the subject line, not repeat it (e.g., Subject: “Boost conversions with this trick” → Preview: “See how top brands improved CTR by 35%”).

6.2. Retargeting & Re-Engagement: Winning Back Inactive Subscribers

Not every subscriber stays engaged, but that doesn’t mean they’re a lost cause.

Re-engagement campaigns can bring them back while refining your email list for higher deliverability.

1. Identifying & Segmenting Inactive Contacts

Before re-engaging inactive subscribers, first define what “inactive” means for your business.

• No opens or clicks in 60-90 days? – They might need a reactivation email.
  
  
• No engagement in 6+ months? – Consider removing them from your active list to improve email deliverability.

HubSpot’s email engagement analytics help identify inactive contacts, and predictive AI tools can suggest which users are worth targeting again.

2. Personalised Win-Back Campaigns That Work

Re-engagement emails should feel exclusive and relevant, not like a generic mass email.

• Offer an incentive – Discounts, free resources, or exclusive content can bring inactive users back.
  
  
• Ask for feedback – A simple “What went wrong?” survey can help refine future emails.
  
  
• Use FOMO tactics – Let users know they’ll be removed from your list if they don’t act (e.g., “We’d hate to see you go… but this is your last chance to stay updated”).

Example subject lines for win-back campaigns:
✔ “We miss you—here’s something special”
✔ “Still interested? Here’s what you’ve missed”
✔ “We’re cleaning up our list—want to stay?”

3. Using Auto-Suggest to Refine Targeting

HubSpot’s AI-powered auto-suggest tools analyse previous engagement data to predict the likelihood of reactivation.

• If a contact has shown sporadic engagement, AI can suggest gradual re-engagement via a low-frequency email series.
  
  
• If a contact has never engaged, AI may recommend moving them to a suppression list to improve overall email deliverability.

6.3. Compliance and Privacy: Ensuring Your Emails Follow Regulations

Email marketing isn’t just about engagement and conversions—it’s also about ensuring your emails comply with data privacy laws.

Failing to adhere to these regulations can result in legal penalties and damaged brand reputation.

1. Key Regulations You Must Follow

• GDPR (General Data Protection Regulation) – Applies to anyone marketing to EU residents. Requires explicit consent before sending marketing emails.
  
  
• CAN-SPAM Act – Applies to businesses marketing in the US. Requires a clear opt-out option and prohibits misleading subject lines.
  
  
• PECR (Privacy and Electronic Communications Regulations) – UK-specific laws governing electronic marketing consent and data protection.

2. Managing User Consent with HubSpot’s Tools

HubSpot provides built-in tools to help ensure compliance, including:

• Double opt-in settings – Verifies subscribers have consented before adding them to email lists.
  
  
• Subscription preferences pages – Allows users to control what types of emails they receive instead of unsubscribing completely.
  
  
• Automatic compliance footers – Ensures every email includes an unsubscribe link and company contact details.

3. Keeping Your Email List Clean & Compliant

A compliant email strategy isn’t just about following legal guidelines—it also improves deliverability and engagement.

• Regularly remove inactive subscribers to maintain list health.
  
  
• Monitor spam complaint rates—if too many people mark your emails as spam, it impacts your sender reputation.
  
  
• Avoid misleading subject lines that could be flagged as deceptive under anti-spam laws.

Advanced email marketing isn’t just about sending emails—it’s about sending the right emails, to the right people, at the right time, while staying compliant.

By leveraging HubSpot’s powerful tools, AI-driven insights, and best practices, you can build an email marketing strategy that is not just effective, but also sustainable and future-proof.

Future-Proofing Your HubSpot Email Strategy

The email marketing landscape is constantly evolving, with new technologies, regulations, and consumer behaviours shaping the way brands communicate. To ensure long-term success, businesses must anticipate industry changes, leverage emerging tools, and stay ahead of shifting best practices.

This section explores the key trends and strategies that will define email marketing in 2025 and how you can future-proof your HubSpot email strategy.

1. The Evolving Landscape of Email Marketing Best Practices

Email marketing is no longer about mass broadcasting—it’s about hyper-personalisation, AI-driven automation, and data privacy.

Here’s what’s changing:

1.1. AI and Machine Learning Are Driving Smarter Email Strategies

• AI is redefining personalisation, moving beyond first-name tokens to predictive content recommendations.
• HubSpot’s AI-driven features help analyse user behaviour and automatically tailor email content based on past interactions.
• Predictive engagement scoring is becoming standard, where AI identifies high-value prospects and recommends personalised messaging.

What to do:

• Use HubSpot’s Smart Content to dynamically adjust emails based on user preferences.
• Implement AI-powered send-time optimisation to ensure emails reach users at the best time for engagement.
• Leverage auto-suggest for segmentation, allowing AI to group subscribers based on behaviour patterns.

1.2. Privacy-First Email Marketing: Adapting to Stricter Regulations

• GDPR, PECR, and new privacy laws are shifting how brands handle email permissions and data collection.
• Third-party cookies are being phased out, making first-party data collection through email sign-ups more important than ever.
• Apple Mail Privacy Protection (MPP) and Gmail's spam filter improvements mean that open rates are becoming less reliable as a performance metric.

What to do:

• Focus on first-party data collection—use preference centres in HubSpot to let users customise their email experience.
• Shift away from open rates as a primary KPI and focus on click-through rates (CTR), conversions, and revenue attribution.
• Implement double opt-in processes to maintain a high-quality, engaged subscriber base.

1.3. Email Design Is Evolving for a Mobile-First World

• Over 70% of emails are now opened on mobile devices, yet many brands still optimise for desktop first.
• Interactive emails are becoming more common, with clickable carousels, collapsible sections, and embedded forms improving engagement.
• Dark mode compatibility is now a necessity, not an afterthought.

What to do:

• Use HubSpot’s drag-and-drop editor to create fully responsive emails that auto-adjust to different screen sizes.
• Design interactive elements like polls, surveys, and image sliders to drive engagement without requiring a website visit.
• Test emails in dark mode to ensure readability across all devices.

2. Key Takeaways to Stay Ahead in 2025

To maintain a competitive edge in 2025, businesses must combine technology, personalisation, and compliance to create a sustainable email marketing strategy.

2.1. Hyper-Personalisation at Scale

Personalisation will move beyond static content tokens to real-time dynamic content based on user intent and behaviour.

• Use behaviour-triggered automation (e.g., abandoned cart emails, post-purchase follow-ups).
• Implement AI-generated subject lines and email copy to tailor messaging to different audience segments.
• Leverage predictive analytics to suggest content that users are likely to engage with next.

2.2. Better Email Performance Tracking with Advanced Metrics

With open rates becoming unreliable, brands must shift to new KPIs:

• Engagement Score – Measure time spent reading emails instead of just opens.
• Conversion Attribution – Use HubSpot’s multi-touch attribution reports to track the full impact of email campaigns.
• Email Deliverability Health – Monitor bounce rates, spam complaints, and sender reputation to ensure strong inbox placement.

2.3. AI-Driven Content Optimisation

AI tools will continuously refine email content to boost engagement.

• Use HubSpot’s AI-powered Smart Content to dynamically adjust messaging for different user segments.
• Implement automated A/B testing for subject lines, email copy, and CTAs to let AI determine the best-performing versions.
• Utilise AI-generated email summaries for quick content previews in Gmail and Outlook.

2.4. Email Automation Will Be More Intelligent & Behaviour-Based

• Predictive email flows will send follow-ups only if a recipient is likely to convert.
• AI will suggest the optimal number of touchpoints, reducing unnecessary emails.
• Advanced lead scoring will prioritise highly engaged subscribers for sales outreach.

2.5. Privacy & Compliance Will Remain a Priority

• Adapt to stricter data protection laws by refining subscription management and consent tracking.
• Minimise reliance on third-party tracking and focus on zero-party data collection (data users willingly provide).
• Improve email authentication with DMARC, DKIM, and SPF records to boost deliverability and security.

The future of HubSpot email marketing is data-driven, privacy-conscious, and hyper-personalised. Brands that embrace AI, automation, and user-driven content while staying compliant with evolving regulations will thrive in 2025 and beyond.

To future-proof your strategy:

• Invest in AI-powered automation to personalise content at scale.
• Prioritise first-party data collection to reduce reliance on cookies.
• Use advanced analytics to measure email performance beyond open rates.
• Optimise for mobile-first and interactive design to improve engagement.
• Stay ahead of compliance changes to maintain trust and deliverability.

By implementing these advanced strategies, your HubSpot email campaigns will remain effective, engaging, and adaptable to future industry shifts.

Improving email deliverability isn’t just about dodging spam filters; it’s about making sure your emails actually reach the people who need to see them.

We’ve covered the best practices, but if you’re looking for a deep dive into improving email deliverability, check out our blog: How to Improve Email Deliverability in HubSpot Like a Pro. It breaks down exactly what you need to do to stay out of spam folders and boost your email performance.

At Pixcell, we help businesses get more out of their HubSpot email marketing - whether that’s improving open rates, refining targeting, or making automation work smarter. If you want your emails to land in inboxes (and not the spam folder), we’re here to help.

Let’s chat - reach out to see how we can improve your email deliverability.