Marketing automation software provider HubSpot recently released a new version of the email and lead nurturing module of its software.  Rather than update the previous module, HubSpot has released a complete rebuild of its e-mail marketing engine.

Why is HubSpot's new e-mail marketing engine important to small businesses?  For one thing, marketers are increasingly turning to e-mail to reach customers.  According to Experian Simmons 2012 Digital Marketer Download, 61% of marketers plan to increase their e-mail efforts in the coming year compared to 53% for social advertising and 47% for mobile apps.  HubSpot's upgrade allows users to market more effectively and capitalize on e-mail marketing best practices.

Centralized Lead Database

The new marketing database allows users to store and maintain all data related to customers, leads and blog subscribers in one convenient location.  Because HubSpot is an end-to-end marketing automation software, the database tracks the contact's online browsing history, social media information, landing page form submissions and e-mail history within a single record.  The lead database can integrate with CRM systems so that you can measure and analyze the individual's entire inbound marketing history, from the first visit to your website to the purchase of your product or service.

Segmented Email Marketing

A fundamental best practice of e-mail marketing is to provide different messages to different groups of people based on their interests.  For example, if your company sells paper and computers, it's not necessarily a good idea to send information related to computers to people who have expressed interest in your paper products.  Nonetheless, more than 80% of marketers send the same information to all subscribers according to the Experian Simmons report cited above.  HubSpot's new module allows you to create static and dynamic e-mail lists based on any contact information field (e.g. - job title), landing page form submissions and previous list memberships.  This in turn allows you to provide targeted information to your audience based on their interests.

Robust E-Mail Marketing Analytics

HubSpot's new e-mail engine lets you measure the success of each email you send down to the individual contact level.  For each e-mail you send, you can see how many emails were sent, how many were delivered, how many were opened and how many recipients clicked through the content offer link included within the e-mail.

Simple User Interace

The new HubSpot e-mail engine has an easy to use interface that allows small businesses to create, send and measure professional, attractive e-mails.  It includes a variety of templates that can be used to "invidividualize" your marketing message.  For example, your newsletter can have a different look and feel than your product update emails.

Summary

HubSpot's end-to-end inbound marketing software has provided an affordable solution to small businesses looking to grow revenue by matching their selling processes to modern day buying processes.  A recent study by the DAC Group concluded that 71 percent of enterprise purchase decisions in the United States begin with research conducted on a search engine. HubSpot's software provides an end-to-end solution that allows small businesess to get found by buyers on the internet, converts website visitors to leads and then sales and analyzes the entire process for continual improvement.  For those small businesses looking to jump start revenue growth, I recommend that you check out how HubSpot can help you.