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Everyone wants to grow their business, but not everyone has the time or patience to learn all the ins and outs of marketing, sales enablement, and making the most out of a CRM such as HubSpot. Join the Web Canopy Studio team, a HubSpot Diamond Partner Agency, as they chat about various topics all designed to help you grow your B2B business.
Elizabeth Winkelman (00:05.189)
ends up being an okay thing. But he's like home. He left to go to work out. But then the dog's here and I keep forgetting that Monty's here and I keep hearing these snarts and I'm like, what is that?
Elizabeth Winkelman (00:20.381)
Yeah.
Elizabeth Winkelman (00:24.165)
It does. It'll be in the long run, it's a good thing. I mean, it ended up being just a personality difference. Well, not even that. I think it's a philosophy difference between Nate and the CEO. Nate, he's not gonna work his dev team to like to death. And then is also not gonna be a drill sergeant. And that's what Steven wanted. And it's funny because even when they, originally interviewed for the job, he even told Steven he's not like that.
and Steven hired him anyway. And Nate knew it was kind of a risk going into it, but he was hoping that it would work out, but it actually ended up being a good thing because I don't think, Jason, I don't think I've ever seen him this stressed out in my life. Like to the point where, right, he was not Nathan. I know that's a weird way to say it, but he just, you know how like you live with someone, your spouse, you know them, and you're like, this is not the person. This is not right, but.
It's been a little weird. I've been a little distracted. I think that's why I feel off today. You know? But, it'll be fine.
Elizabeth Winkelman (01:44.985)
Mm -hmm. Yeah, I mean, yeah, and he's already reached out to A &F, which is cool. Like they, he has two teams fighting over him at A &F. So I'm not worried about him finding another job at all. He'll find something, but it was just weird. It's been a weird thing. then selfishly, I don't want to give up the apartment in Traverse City, but we're probably going to have to. And I'm like, meh.
Elizabeth Winkelman (02:14.343)
I know, I know. Anyway, it's fine, sorry, rant over.
Elizabeth Winkelman (02:21.021)
Yeah.
Elizabeth Winkelman (02:29.617)
I've never been fired, but I did work for a company that went out of business. So, yeah. Yeah, and it was Family Christian and it was weird because I was picked to be on the liquidation team. So I had to stay there and close out the stores because I was the only designer that could do both print and digital. So like e -com, email and stuff. So it was actually pretty sweet, but also weird.
because everybody left that day except for a core group of people. And it was like a zombie apocalypse in the office. People just left stuff at their desks. They literally dropped things in the middle of whatever they were doing. Do you know what I mean? Legit that. But then I only came into work three days a week for half a day. I got my severance from Family Christian and then the liquidation team paid me this identical salary for three months.
So for three months I got double the salary, or no, maybe it doesn't matter. It was pretty sweet for less than a quarter of the amount of work. And I didn't say anything, but I totally could have pre -scheduled all of the emails and been done in a week. But they wanted me to come in just in case we needed to pivot or do whatever.
Mm -hmm.
It was weird, yeah. And then Dominion, would have lost my job because Judd sold it, but I didn't know he sold it. And I quit two weeks before they announced that everybody was gonna let go. Or not everybody, most people. So, yeah.
Elizabeth Winkelman (04:17.166)
Yeah, exactly.
But I couldn't do it anymore. That's when I remember that day I texted John Aiken and I'm like, you can say no and I won't be offended, but do you have room for me on your team? This is what's going down. I can't do it anymore at Dominion. And he literally called me and like hired me the next day. And then I walked into Dominion and I'm like, peace out homies. I mean, I didn't say it that way, but.
Elizabeth Winkelman (04:53.747)
Aww.
Elizabeth Winkelman (05:10.503)
Okay, yeah, yeah, yeah. All right, see ya.
Elizabeth Winkelman (05:19.997)
Hey, it's Elizabeth here with another fun video, podcast, whatever the crap it's called. Anyway, today we're talking about email lists and putting email lists together or just lists in general. Inside of HubSpot, you've got a lot of options when it comes to lists and it's actually one of my favorite features inside of HubSpot, which is silly, but I love it. But when you're emailing, you wanna make sure you're emailing the right people. How do you do that?
A couple ways to think about it is obviously you can capture people based on like life cycle stage or create date or maybe they've interacted with a piece of content or something like that. So the list that you curate in HubSpot will depend on what you want to deliver, what you want to nurture the intent of that. But not only do you need a good delivery list, send list, recipient list, there we go.
Equally important, if not more important, is the suppression list. So who do you not want this to go to? Now, we all know that data, having a clean data set in HubSpot would be a dream. In reality, you might be able to get to a B or a C, maybe an A if you're lucky. So I like using suppression lists to kind of double down and make sure that you're communicating to the right people.
when you're talking email lists. So let's talk about what should go or what you should use as a suppression list. One of the obvious ones, and these are just called trainings, is an unsub and bounce list. So this is an active list inside of HubSpot. In HubSpot, you can create two different types of lists. So the one that you'll want to look for when creating an unsub and a bounce is an active list. And what this means is this list will change over time, right?
So as people fall or meet the criteria or don't meet it, they will either go on the list or fall off the list. So in this scenario, we've got unsubscribed equals true and hard bounce reason is known because we don't want to email those people. It's not worth it. Just make the active list, keep it in HubSpot, use it as a suppression list on your marketing emails because that way you're doubled down. You're just doubling down, making sure that people who don't want to hear from you don't hear from you.
Elizabeth Winkelman (07:45.831)
and it'll improve your deliverability. The other one that I recommend making is a client list. So if it's something that's a marketing initiative, something where you want to do some type of marketing nurture and you don't want clients on there, make a client list. If you are confident that the data inside of HubSpot is correct, you can use an active list. Another advantage to HubSpot is to create a static list.
So if you wanted to do a client static list, for example, you could do that. And then you would have to add filters. So you could use data inside of HubSpot and then add filters like contact properties and then maybe lifecycle stage if you're using this, if you trust it.
But it's been my experience that sometimes this isn't accurate, Somebody along the way has forgotten to change someone from an opportunity to a customer in HubSpot, something like that. So another way to do this would be to do an import from what other software you have, or maybe you have things in HubSpot, maybe there's a customer service rep or account managers, you can task them to go through and make sure their book of business is updated correctly.
and then you can pull that client list. A couple other things to keep in mind is maybe you want to exclude people that are in active deals or something like that so that the only communication they're getting from your company is marketing. You could create an active list for things like that as well. But let's make an active list for a marketing nurture.
Elizabeth Winkelman (09:33.067)
and we'll type in a name just as an example. If you want to put in a description, you can do so as well. Sometimes it's helpful, especially when you are working on a large team. And then I am going to go in and add some of those clients. I want create date is equal to, there we go. And I am going to do a marketing, this is a pretend scenario.
I'm going to do a marketing nurture to all of Drew's contacts, for example. Not that you would ever use this scenario, but I wanted to show how easy it was to create an active list, grab the correct amount of people, save the list, and then go and use it in your marketing email. Sometimes you got to refresh the screen to get your list to pop up, but
HubSpot will keep working and this list size will calculate once it's done scrubbing your data and building out that list for you. And then once you have the lists available, you can come into your email. And let's say this email, this is the one we built in a previous podcast. You can come in and put on your training nurture example and then use your exclusion lists, right?
to then put on here the people that you don't want to send to, right? Like I don't want the unsubs and bounces, and I don't want the client list, and then I wanna make sure when I'm sending to impact and increase deliverability, you don't wanna send to unengaged contacts, right? So there's a little bit of an issue over here. Again, this is test data. So we're not working with real world examples. However, if you come to this,
screen and you see that you've got zero out of 49 recipients receiving your email, there's an issue. Typically in HubSpot, you need to come in and mark those people as marketing contacts. You also may not have permission to email them, something like that. But the point is HubSpot will at least set you on the right path to figuring out why these people aren't going to be emailed.
Elizabeth Winkelman (11:53.627)
And then you can, before you even review and send, I highly recommend looking at this estimated recipients and addressing any issues that come up along the way. If you needed to mark these people as marketing contacts, for example, you could do so at this stage. But that's something you can address as a one -off example. But because you have these as active lists, you'll always want to make sure you check this when you come to this tab. If they're static lists,
could be a one and done type thing because the beauty of the static list is once you meet the list criteria, you're on it forever. The active list, you may come onto the list if you meet the criteria or fall off based on whatever that list is. So make sure you come in, double check that list before you hit send. But anyway, that's just a couple ways to think of lists inside of HubSpot. What we recommend for
impacting deliverability and making sure that your marketing initiatives get into the right hands at the right time. That's all I have for today. Thank you and I hope you found this helpful. Watch the video if you want to see the demo inside of HubSpot and until then, see ya.
Elizabeth Winkelman (13:12.294)
Jason, I think I did okay. Let me know if I need to record it.