Email Isn’t Dead, You Just Need a Smarter Newsletter Strategy
Learn how to build high-performing newsletters with clear goals, strong CTAs, and smart tracking.
Email Marketing Isn't Dead, But Your Strategy Might Be
Let’s get one thing straight: email is very much alive, and newsletters are still one of the most powerful tools in your digital marketing strategy. In fact, while everyone’s scrambling to keep up with ever-changing social media algorithms, savvy marketers are doubling down on something they actually own: their email list.
According to a 2023 HubSpot survey, one in three marketers say click-through rate (CTR) is one of their top two metrics when evaluating email campaigns. And here’s the kicker, email consistently outperforms social when it comes to CTR, ROI, and audience engagement.
So, if your email newsletter feels like a chore (or worse, a ghost town), it’s probably time to revisit your email marketing strategy, and with HubSpot, you've got the tools to do it right.
Start with a Clear Goal
A newsletter without a goal is like a GPS with no destination. You might be moving...but are you actually getting anywhere?
Your email newsletter should always align with your larger inbound marketing strategy. Are you trying to:
Drive traffic to your blog or resource center?
Promote new products, services, or HubSpot content offers?
Nurture leads through the marketing funnel?
Keep existing customers engaged and reduce churn?
Choose one primary goal per send and build your newsletter content around that. This keeps things focused and ensures your readers aren’t overwhelmed with too many messages.
If you’re using HubSpot CRM, you can take this even further by segmenting your contacts based on lifecycle stage, behavior, or interests. With contact segmentation, you can send highly relevant content to the right people at the right time.
Craft CTAs That Actually Convert
The call-to-action (CTA) is the engine of your email. It’s what turns passive readers into active leads or customers.
A high-converting CTA should be:
Clear: Be direct and action-oriented.
Compelling: Offer value (what’s in it for them?).
Contextual: Tailored to the audience and email content.
Instead of a generic “Learn More,” try something like:
“Read the Full Case Study”
“Save Your Spot for the Free Workshop”
“Get the Checklist + Bonus Templates”
If you’re on HubSpot, take advantage of smart content and smart CTAs to personalize calls-to-action based on who’s reading. Show a demo request to MQLs, product updates to existing customers, and lead magnets to new subscribers, all in one email, all automatically.
Track What Matters (Spoiler: It’s Not Just Opens)
Open rates have long been a vanity metric, and with privacy changes like Apple Mail Privacy Protection, they’re even less reliable. Instead, focus your email analytics on what really moves the needle:
Click-through rate (CTR): One of the most important engagement metrics in email marketing.
Conversions: Did readers take the desired action? (HubSpot workflows can help you track this.)
Unsubscribes: A normal part of list hygiene, but worth watching if they spike.
With HubSpot email reports, you can A/B test subject lines, CTA placement, copy tone, and even send times — then drill into performance data to see what’s working and what’s not.
Bonus: Use HubSpot’s marketing automation tools to trigger follow-up emails based on user behavior. For example, if someone clicks a “Book a Demo” CTA but doesn’t convert, send them a reminder or related content to keep the conversation going.
Why Email Beats Social (Almost Every Time)
Social media has its place...brand visibility, community building, engagement. But when it comes to reliable, targeted communication, email is still king.
Here’s why:
You don’t own your social followers. Algorithms control visibility, and reach can drop overnight.
You do own your email list. You control the message, timing, and audience.
Email is direct. No middleman between you and your contact.
Email is customizable. With HubSpot, you can personalize everything, from subject lines to content blocks, based on real-time CRM data.
Think about it this way: building a community on social is like renting an apartment. Building your email list is like buying a house.
Ready to Rethink Your Newsletter Strategy?
A successful newsletter isn’t just a roundup of random links or company news. It’s a strategic, high-impact tool that can drive conversions, build trust, and turn contacts into customers, if you approach it with intention.
With HubSpot’s full suite of email marketing tools, CRM-powered segmentation, and smart automation, creating newsletters that perform doesn’t have to be hard. Start by setting a goal, writing with purpose, optimizing your CTAs, and measuring what matters.
Because email isn’t dead. It’s just waiting for a smarter strategy.
Need help building a high-performing email strategy in HubSpot?
Let’s talk about how The Middle Six can help.
About Hayley Novak
Hayley Novak is the Chief Marketing Officer at The Middle Six®. With nearly 20 years of marketing experience across industries, she specializes in bridging the gap between sales and marketing, ensuring both teams work in sync to drive business success. Since joining The Middle Six® in 2022, she has been the creative force behind the brand’s marketing efforts, crafting strategic campaigns that resonate and convert.
A firm believer in the power of technology to streamline efforts, Hayley leverages tools like HubSpot to optimize sales and marketing alignment, enhance automation, and turn data into actionable strategies. Passionate about storytelling, analytics, and efficiency, she helps businesses cut through the noise and create meaningful connections that fuel growth.
Need some 1:1 attention?
If you’re looking for expert guidance on HubSpot architecture, implementation, or ongoing support, The Middle Six team is here to help. Visit our HubSpot services page to learn more and get started today.
