Email marketing remains one of the most powerful ways to connect with your audience, and it’s not going anywhere.
But if you’ve been putting time into your email campaigns and your open and click rates still look flat, you’re not alone. Many small businesses struggle to turn email into the steady, reliable growth channel it can be.
The good news? With the right strategy (and a few HubSpot features working in your favor), you can easily increase engagement and make your emails work harder for you.
Here are 10 proven ways to do it, specifically tailored for small businesses using HubSpot.
1. Always Send a Welcome Email
A strong first impression matters. When someone subscribes to your list, your welcome email is your chance to say hello, show personality, and set expectations.
And people are ready for it — 76% of subscribers expect a welcome email right away, and they open these messages more than any other type of email.
In HubSpot, you can easily automate this step using a simple workflow:
- Trigger the workflow when someone fills out your newsletter or lead form.
- Send a friendly “thanks for joining” message right away.
- Include something of value — maybe a quick resource, discount, or intro to your services.
Even one automated email can help you start your customer relationship on the right foot.
2. Segment Your Contacts Early and Often
Segmentation deserves to be at the top of this list — because everything else depends on it.
If you’re sending the same email to your entire list, you’re missing out on engagement. People want to feel like you’re talking directly to them — and segmentation makes that possible.
Inside HubSpot, you can segment your list based on:
- Lifecycle stage (lead, customer, etc.)
- Industry or company size
- Geography or time zone
- Past engagement (opened the last 3 emails, clicked a link, etc.)
By using HubSpot lists and properties to build these segments, you can send more targeted, relevant emails — and your open and click rates will naturally climb.
3. Optimize Your Subject Line and Preview Line
Almost half of recipients decide whether to open your email based on the subject line alone, BUT your preview line (the short line of text next to it) plays a big supporting role. Think of these two as your email’s “headline and subheadline.” They should work together to create curiosity, value, or urgency.
Here’s an easy formula to test in HubSpot:
- Subject Line: Pose a question or create intrigue.
- Preview Line: Deliver a hint of the answer or benefit.
For example:
Subject: Are your email open rates stuck?
Preview: Try this one small change before your next send.
In HubSpot’s email editor, you can easily A/B test your subject lines to see what resonates most with your audience.
4. Personalize Beyond Just the First Name
Adding a first name token in your subject line is a start, but true personalization goes deeper. With HubSpot, you can use personalization tokens and smart content to tailor your message based on your contact’s data.
For example:
- Show a different CTA for leads vs. customers.
- Mention the recipient’s industry or region in the copy.
- Highlight a service they’ve already shown interest in.
Small touches like these tell your subscribers, “This message was meant for me.” And that’s what drives clicks.
5. Prioritize Your CTAs (and Keep Them Simple)
Every email should have ONE clear goal. Do you want readers to book a call, download a guide, or visit your site? Focus your message and design around that SINGLE action.
HubSpot’s drag-and-drop email editor makes it easy to add bold, mobile-friendly CTA buttons. Keep your CTA copy short (“Get the Guide,” “Book a Call,” “See the Results”) and test small variations to see what performs best.
6. Keep Your Copy Conversational
Marketing emails don’t need to sound like… well, marketing emails. Write the way you talk. Use short sentences. Keep your paragraphs to 2–3 lines. And don’t be afraid to show a little personality.
Here’s a quick before-and-after:
Before:
We’re reaching out to inform you about our upcoming promotion, which provides a 20% discount for a limited time.
After:
We’re doing something fun — 20% off this week only. Don’t miss it!
Which one would you rather read?
HubSpot’s email editor includes an AI writing assistant if you need a quick way to rework your copy for tone, but your best bet is to stay human and clear.
7. Leverage Your Transactional Emails
Your order confirmations, password resets, and booking notifications are often the most-opened emails you’ll ever send — sometimes over 80% open rates. Don’t waste that attention.
You can use these messages (while staying compliant) to include something helpful or engaging, like:
- A short thank-you note or follow-up tip.
- A referral link or loyalty offer.
- An invitation to follow your brand on social.
In HubSpot, these emails can be designed in the same editor and automated through workflows, so they’re easy to scale.
8. Test, Test, and Test Again
There’s no one-size-fits-all formula for email success, but data will tell you what your audience responds to.
Use HubSpot’s A/B testing tool to experiment with:
- Subject lines
- CTA copy or color
- Email layout
- Send times
Over time, your results will reveal clear patterns. Keep optimizing, and your engagement rates will continue to grow.
9. Design for Mobile First
Most people read emails on their phones. If your design doesn’t look great on mobile, you’re losing clicks. Make sure your emails use a single-column layout, short text, and large, tappable buttons.
HubSpot’s templates are mobile-responsive by default, but always use the preview tool to double-check how your email appears on smaller screens before you hit send.
10. Use Your CRM Data to Drive Continuous Improvement
The most effective email strategies don’t stop at the send button. Your CRM data tells you who is engaging, what they’re engaging with, and how they move through your customer journey.
By connecting your email performance with HubSpot’s reporting dashboards, you can track:
- Opens and clicks by list or lifecycle stage
- Conversions tied to specific email campaigns
- Sales influenced by email engagement
That’s where HubSpot shines — it gives you the full picture of how your marketing emails actually drive growth. And now you can even create marketing email properties to gain better insights.
Email engagement isn’t about tricking people into opening your messages — it’s about sending the right message to the right person at the right time.
With smart segmentation, great content, and a bit of testing, you can turn your email strategy into one of the most effective channels for your business.
If you’re not sure where to start improving your HubSpot email marketing, let’s chat. I help small businesses build smarter, more efficient email strategies that actually convert.
