'Inbound & Down' S02 E07: INBOUND 2017 Takeaways: Are You Doing Email Right?

Ali Magno

Ali Magno
Published October 15, 2017

White text that says Season 2 Episode 7: INBOUND 2017 Takeaways: Are You Doing Email Right? on a black translucent background over a photo of the INBOUND conference

On this episode of 'Inbound & Down,' co-hosts Jon Sasala and Danielle Esposito continue their miniseries discussion about key takeaways from inbound marketing and sales platform HubSpot's INBOUND 2017 conference, focusing on email.


We attended several incredible sessions at Inbound about email, so we decided to piece them all together for an overview to help you determine whether you're creating and utilizing it correctly.

Email is not dead.

There are 1.7 billion global email users, and 61% of consumers want to be contacted by brands through email. So, if email is still one of the most effective ways to communicate with your audience, why are your emails failing?

Keynote speaker, marketing coach, consultant, and CEO of marketing firm Design That Speaks!  Arvell Craig, shared the answer during his panel "The Minimum Viable Email Sequence."

Emails fail for several reasons, including:

  • They're boring.
  • They aren't relevant.
  • You're not sending enough emails.
  • You're still sending to people who don't open their emails.
  • You're segmenting wrong.

Email segmentation and "still sending to people who don't open their emails" really struck a chord with us. We're so concerned with growing our email list that sometimes, we forget to clean it up. HubSpot Email Product Manager Tom Monaghan gave us step-by-step guidance on how to clean up your lists and try to get people to re-engage, in his session "When I Grow Up I Want to Be an Email Marketer (Said No Kid Ever)."

First, export your contacts that bounce, and unsubscribed. Then you can begin to re-engage your contacts. Among his shared wisdom on this topic:

  • Stop sending to people.
  • Let them "chill" for about 60 to 90 days.
  • Segment like a boss: Segment the list of people who don't engage into two lists:
    • List 1: Those who've engaged within the past year, and are from a known source. (Ex: filling out a form)
    • List 2: Those who've never engaged, or last engaged years ago (source unknown).
  • Then, find something awesome to say to them. Be empathetic, and say something real, such as "We missed you."
  • Send this email to list 1, but not list 2. Delete list 2.

Of course, no "Inbound Takeaways" episode would be complete without sharing a list of email best practices we learned from Arvell Craig, Tom Monaghan, and HubSpot Team Manager for the North American Lead Nurturing and Automation Team Marwa Greaves, who held the informative session "Rethinking Emails: It’s Not Dead But It Is Different."

Email best practices:

  • Apply social media best practices to email: Be consistent, visual, engaging, targeted, and short and to the point.
  • Break the mold. Go text. Change the days that you send your emails.
  • Stop sending emails on Tuesdays.
  • Monday and Friday are the best days. Fewer emails mean less competition, and greater probability of an open.
  • 6 a.m. to 9 a.m. is the worst time to send an email. The best? Lunch to mid-afternoon.
  • Send an email RIGHT after someone converts on a form.
  • Don't use someone's name in the subject line, it's creepy.
  • Don’t forget your preview text: mobile gold, and bonus subject real estate.
  • If you're not continuing a thread, don't use "RE:" in your subject line. Seriously, it's illegal.
  • Make sure your email has a responsive design. (Only 10% of emails today are actually responsive.)
  • Personalization doesn't just mean putting the person's name in the email. Dynamically tailor your email to the wants and needs of each user.

Key Takeaways From This Episode:

  • Email is not dead; it still has one of the highest ROIs.
  • Consider your list segments.
  • Don't let your workflows end. Keep the conversation going.
  • Consider daily emails (if appropriate).
  • Do not use "RE:" in subject lines.


 Have any questions or topic suggestions? Comment below or email us at inbound@moreycreative.com.

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