HubSpot Email 101: Marketing Emails vs. Sales Emails Explained

Ah, email. The bane of some of our existences.

Sometimes it feels like answering emails is a second job because we get so many in a day. In fact, across the world, 347.2 billion emails are sent and received every day. Holy cow, that's a lot of emails, and that number is only growing!

Since emails are such an important part of our daily lives and our daily workload, I thought it would be good to break down the two types of emails you find in HubSpot: Marketing Emails vs. Sales Emails. 

Although marketing and emails function differently, they share the same goal--to convert your prospects or leads into customers.

First, let's start with a high-level comparison, then we'll go into the details: 

Marketing emails and sales emails are two different types of emails that businesses send to their customers or potential customers. While both types of emails are important for a successful inbound marketing strategy, there are some key differences between the two. Let's break them both down:

Marketing Emails

What is a marketing email?

Marketing emails are designed to speak to a larger audience—think newsletters, promotions, event announcements, or nurture emails. These are your broad, branded communications that support your inbound marketing efforts. They're polished, on-brand, and created to educate, engage, or promote.

Where do I find them in HubSpot?

You’ll find them under the Marketing > Email section in your HubSpot portal.

What is their goal? When do you use them?

The primary goal of marketing emails is to nurture leads at scale, drive conversions, and build brand loyalty. You typically send them to lists or segments of your database (but only to marketing contacts—that’s important!). You might use them for:

• Monthly newsletters

• Product updates

• Promotional campaigns

• Lead nurturing workflows

Use Case Example:

Let’s say you’re launching a new digital course. You create a 3-email campaign promoting the launch, with beautifully designed templates and CTA buttons linking to the landing page. That’s a marketing email campaign.

Sales Emails

What is a sales email?

Sales emails are more personal and direct. They’re usually written and sent by sales reps as 1:1 outreach to a prospect, often in response to a lead’s behavior (like downloading a guide or booking a demo). They’re plain, simple, and conversational.

Where do I find them in HubSpot?

Sales emails live under Conversations > Templates or can be created directly in the CRM from a contact’s record. You can also automate them using Sequences.

What is their goal? When do you use them?

Sales emails aim to build relationships, start conversations, and guide a lead toward a purchase decision. They're used when leads are already engaged and you want to make a personal connection. You might use them for:

• Following up after a discovery call

• Sending a proposal or quote

• Re-engaging a cold lead

• Personalizing outreach based on behavior

Use Case Example:

Imagine someone downloads your pricing guide. Two days later, they get a personal email from a sales rep offering to answer any questions and suggesting a call. That’s a sales email—automated through a sequence but written like it’s just for them.

Both marketing and sales emails are essential to a strong inbound strategy. Marketing emails cast a wider net, while sales emails reel in specific leads. Together, they help create a seamless experience for your contacts—from stranger to customer.

And when you use them right in HubSpot? It’s email magic. ✨