Mafalda Martins Email remains one of the most powerful tools in the digital marketing arsenal. In a world where social media is ruled by unpredictable algorithms and third-party cookies are becoming obsolete, email marketing stands out as a direct, permission-based, and highly measurable channel to communicate with both potential and existing customers.
However, to make the most of this channel, it’s essential to use a platform that combines ease of use with smart automation, advanced personalisation, and CRM integration. This is where HubSpot Email Marketing comes in — a robust solution that allows you to create personalised, automated, and data-driven campaigns.
Before we dive into how HubSpot’s email marketing feature works in practice, let’s take a look at the current state of email marketing in 2025, supported by recent statistics.
Current Email Marketing Statistics
- Outstanding ROI: For every $1 spent on email marketing, the average return is $36 to $44, depending on the industry — a return of 3600% to 4400% (Omnisend, 2024).
- Open and Click Rates: The global average open rate is around 21% to 22%, and the average click-through rate (CTR) is about 2.6% (Ian Brodie, 2023).
- Impact of personalisation and segmentation: Personalised emails receive 26% to 29% more opens and up to 41% more clicks. Segmented campaigns generate up to 760% more revenue than non-segmented ones (Omnisend, 2024; EmailMonday, 2023).
- Automation: Automated emails, like welcome messages or cart abandonment flows, can generate up to 30x more revenue than one-off campaigns. They also achieve 70% more opens and 152% more clicks than manual emails (Shopify, 2024; EmailMonday, 2023).
- Mobile viewership: Between 41% and 46% of email opens happen on mobile devices. If an email isn’t mobile-friendly, 42% of users delete it immediately (Wix, 2024; Shopify, 2024).
These figures highlight the power of modern email marketing — especially when backed by platforms like HubSpot, which combine automation, personalisation, and native CRM integration. Now, let’s explore how HubSpot Email Marketing works in practice.
How HubSpot Email Marketing Works
1. Drag-and-Drop Editor and Custom Templates
HubSpot’s drag-and-drop email editor lets you build visually appealing emails without writing code. You can insert images, text, buttons, CTAs, and other modules via an intuitive interface, with real-time previews for desktop and mobile. A vast library of responsive, customisable templates makes it easy to align each email with your brand identity.
2. Contact Segmentation
Segmentation is at the heart of HubSpot. You can divide your contact base by funnel stage (lead/subscriber/customer), location, interests, website behaviour, or previous interactions. This ensures each campaign is more relevant — leading to higher open and conversion rates.
3. Automation and Workflows
With Marketing Hub, HubSpot allows you to build automated workflows: welcome emails, lead nurturing sequences, abandoned cart alerts, re-engagement campaigns, and more. These workflows are triggered by specific actions (e.g., sign-ups, page visits, cart abandonment) and include dynamic personalisation tokens — sending the right message, to the right person, at the right time.
4. A/B Testing
HubSpot offers easy A/B testing for subject lines, content, images, CTAs, or even entire layouts. Each version is sent to a sample of your list, and the winning version is automatically sent to the rest — improving engagement and performance using real-time data.
5. Metrics and Reporting
After each send, HubSpot provides in-depth analytics: open rates, CTR, link performance, conversions, bounce rate, opt-outs, and deliverability. These insights help you optimise future campaigns and understand what truly resonates with your audience.
6. Full CRM Integration
HubSpot integrates seamlessly with its own CRM and the entire suite (Sales, Service, CMS). You can personalise content using CRM tokens (name, company, lifecycle stage), trigger emails based on sales activities, and sync conversion metrics with deal pipelines and contact records.
Why Choose HubSpot Over Other Tools?
| Feature | HubSpot Email Marketing |
|---|---|
| Intuitive Visual Builder | Drag-and-drop with real-time, multi-device preview |
| Advanced Segmentation | Dynamic lists based on CRM data (behaviour, location, interests) |
| Smart Automation | Workflows triggered by CRM or website behaviour |
| A/B Testing | Built-in, easy to configure |
| Detailed Reports | Real-time metrics and performance insights |
| CRM & Sales Hub Integration | Unified data across the entire sales and marketing funnel |
HubSpot isn’t just an email tool — it’s a complete platform for intelligent, scalable, and measurable email marketing.
Best Practices to Boost Your Results
- Segment your database by behaviour, demographics, or interests. Segmented campaigns generate up to 760% more revenue than non-segmented ones (Omnisend, 2024).
- Personalise subject lines and content. Personalised emails achieve 26% to 29% more opens and up to 41% more clicks (Ian Brodie, 2023).
- Automate emails based on user behaviour such as sign-ups, purchases or cart abandonment. These emails bring up to 30x more revenue than manual ones (EmailMonday, 2023; Shopify, 2024).
- Run continuous A/B testing to optimise content, visuals, CTAs, and timing (HubSpot, 2023).
- Ensure mobile optimisation. Between 41% and 46% of emails are opened on mobile. If not mobile-friendly, 42% of users delete them immediately (Wix, 2024).
- Use strong and clear CTAs, preferably as buttons. CTA buttons can result in up to 3x more clicks than text links (Campaign Monitor, 2023).
- Stay GDPR-compliant. Only contact users who have given explicit consent. Always include a clear unsubscribe option (CNPD Portugal, 2024; HubSpot GDPR, 2024).
Real Examples of HubSpot Email Marketing in Action
1. Lead Nurturing
- A lead subscribes to a newsletter or downloads a gated asset.
- HubSpot automatically sends a personalised welcome email.
- A sequence follows with educational content and sales offers.
- Segmentation tailors messages to the lead’s industry.
- A/B tests optimise subject lines and CTAs for conversions.
2. Cart Abandonment (eCommerce)
- A customer leaves items in their cart.
- A workflow triggers an automated email reminder.
- Optionally includes a discount or free shipping offer.
- Tokens pull in the actual items left behind.
- A follow-up is sent if the cart remains inactive.
3. Re-engaging Inactive Contacts
- Segment contacts inactive for 3–6 months.
- Send a re-engagement campaign with a special offer or survey.
- If still inactive, exclude them to protect future deliverability.
Conclusion
HubSpot Email Marketing is more than just an email tool. It’s a strategic platform that empowers teams to create personalised, automated, and highly targeted campaigns, fully integrated with CRM data.
At a time when consumer attention is more fragmented than ever, email remains a top-performing channel with exceptional ROI and consistent engagement potential. HubSpot takes this further with automation, personalisation, analytics, and user-friendly design — all in one place.
If you’re looking to nurture leads, increase conversions, and strengthen customer relationships, HubSpot Email Marketing is the smart choice. It centralises data, automates workflows, and transforms email into a powerful engine for growth.
How to Use HubSpot CRM Strategically
Knowing how to use HubSpot CRM is the first step towards building a predictable and scalable sales process. But using it strategically is what turns it into a true growth engine.
At Liminal, as certified HubSpot partners, we help companies implement HubSpot the right way from day one — with custom workflows, intelligent automation, and cross-team alignment.
If you’re considering HubSpot or already use it but feel it’s underutilised, get in touch. We’ll help you turn your CRM into a real competitive advantage.