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.
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:
Even one automated email can help you start your customer relationship on the right foot.
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:
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.
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:
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.
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:
Small touches like these tell your subscribers, “This message was meant for me.” And that’s what drives clicks.
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.
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.
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:
In HubSpot, these emails can be designed in the same editor and automated through workflows, so they’re easy to scale.
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:
Over time, your results will reveal clear patterns. Keep optimizing, and your engagement rates will continue to grow.
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.
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:
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.