Blogging is an essential component of any successful inbound marketing strategy. Your blog is an effective way to attract new visitors who wouldn't have normally landed on your site organically, nurture new or existing customers and introduce your brand to new prospects. It’s important to have consistent content that offers value to your visitor. One of the ways you can help your posts reach the maximum number of readers is by setting an instant notification email to fire off any time something new is posted.
In this post, we’ll discuss how you can use the built-in HubSpot tool to instantly notify your subscribers of any new posts automatically. That way, you don’t have to worry about sending out a new email each time you add a post and you can quickly customize the look and feel.
Some of you reading this may already have subscribers to your blog and some of you may not. In order to send out notification emails, you’ll first need to set-up your subscription options in HubSpot to lay the groundwork for your email send. Here, your readers can decide the frequency they’d like to receive these notifications, and can choose from the following options:
- Instant: Your subscribers will receive an email within 15 minutes of you hitting the publish button. This is a nice safety feature that allows you to unpublish should you find an error and need to recall the email before sending to all of your subscribers.
- Daily: Your subscribers will get a “daily digest” of posts where you can decide the number of posts in each email and the time of day it gets sent.
- Weekly: Your subscribers get a “weekly digest” of posts. Like the daily notifications, you can control the number of posts per email and the time of day it’s sent.
- Monthly: Your subscribers receive a “monthly digest” of posts where…you guessed it... you can control the number of posts per email and the time of day it goes out.
The daily, weekly and monthly posts “will include any new posts since the last notification email, up to the maximum number set,” according to HubSpot.
Before we get into the nuts and bolts of setting up your email, have a look at where your subscription setting lives by clicking on the Settings ⛭ and choosing Website > Blog > Subscriptions:
Here you can toggle ‘on’ the Enable blog subscriber notification emails and click save. Now, you can decide which notification emails (mentioned earlier) you would like to turn on here:
For the purpose of this post, we’ll walk you through creating the “instant notifications” email for your subscribers.
As an example, let’s use our friends at Danny’s Doghouses, a fictional doghouse company. Danny has a pretty substantial list of subscribers and would like to create an email that sends out automatically when he publishes any new blog post. Danny has already enabled the instant notifications that we mentioned above, updated his blog subscription form and is ready to design his email.
Blog Subscription Form
As we discussed, Danny has updated his blog subscription form, so before you start designing your email, you’ll first need to set this up, as well. Your readers will be directed to this form when deciding to opt-in to your subscription list. Navigate to Marketing > Lead Capture > Forms:
Then you should navigate to the Subscribe to Blog email and click Actions. (Note, HubSpot will have your form’s default name as Subscribe to [Blog name] Notifications). In the Actions menu, click Edit Form. Here you can set up forms for each of your notifications (instant, daily, weekly or monthly).
Here is a quick video on how you can edit the form:
Designing your Notifications Email
Danny’s first step in creating his email will be to navigate to Marketing > Email and select Instant notification email for the blog “Default HubSpot Blog” here:
Danny selects edit on the instant notification email and is taken to the email dashboard. From here, Danny selects the layout Summary (with featured image), and inserts the Title, Author line (giving credit the post), Publish date/time, Summary, Post Link (the hyperlink of his blog post) and the Featured Image.
Danny edits the From name, From address, Subject line and Preview text here:
This feature allows you to choose your own custom subject line or check the box next to Use latest blog entry headline as email subject. Danny chooses to use the latest headline, adds standard preview text that will work for an automated send and clicks done.
Danny is happy with the design of his email and heads over to the Settings tab.
Image above: a mock-up of Danny’s notification email for his latest blog post “The Dos and Don’ts of House Training Your Small Dog.”
In the Settings tab, Danny gives his email an Internal email name, adds a Subscription type, (Danny’s Blog Subscribers) and can choose to add this to a Campaign. A campaign is used, according to HubSpot, “to group multiple pieces of content for analysis across a single marketing effort”. Not necessary in this case, Danny moves along with the set-up of his email.
It should be noted, that If Danny decides he’s unhappy with the standard template he’s working on, he can choose to customize his template in the Settings tab under: Settings > Advanced Settings > Edit Template:
Moving on to the next step, Danny’s Recipient tab is pre-filled with blog subscribers and from here you can choose to send to unengaged contacts. Danny then heads over to the Review tab to resolve any issues with the email and to give the final go-ahead!
Since Danny has the green light on the Review tab, he’s now ready to Publish.
Another note: Since Danny is choosing to do Instant Notifications, he doesn’t have to worry about send times. If he was choosing to send daily, weekly or monthly notifications, he would choose his preference of send day and time here, under the Schedule tab:
Analyzing the Performance of Your Email
You may be wondering how you can see the performance and analytics of each separate send. HubSpot makes it easy for you to see individualized analytics by going to Marketing > Email. Now choose the notification you set up. Under the Email Type dropdown menu, select Blog.
Next, select your email and click the date next to Blog publish time.
Here you can select the date of your send and HubSpot will show the analytics for that specific email performance so you can compare open rates, click rates, successful deliveries, top clicked links and more!
Blog notification emails are a quick and easy way to keep your subscribers engaged with new and exciting content from your business. It takes just minutes to set-up and then becomes an automated process from there. The initial set up time will hopefully pay off in spades once your new leads start flowing in!
Using a marketing automation tool like HubSpot to streamline these processes gives you the flexibility you need to spend your valuable time on nurturing prospective customers and new leads.