Sick of reading? Listen to our email marketing podcast instead.

Never miss our newsletter! 

These days, you would be hard pressed to find an online marketer who isn’t familiar with HubSpot. The platform is a standard bearer for online marketing, blending customer relationship management and automated marketing tools. The platform can help you build a website, manage sales funnels and even send automated email campaigns.

We here at rasa.io think HubSpot is a powerful platform worth looking at. (Sidenote: Their blog is also chock full of useful info on online marketing. Check it out.)

But, wait. Doesn’t rasa.io do email newsletters? Wouldn’t that make HubSpot a competitor? Nope. Actually, the two platforms work well in tandem. Many of our customers are using rasa.io with HubSpot. Let us explain.

As far as marketing software goes, HubSpot is like a Swiss Army knife, offering a range of tools to get the job done all in one place. Marketers can do a lot with it, including managing a content marketing strategy, and building, tracking and sending email campaigns.

We have a tighter focus at rasa.io. Specifically, we care about email newsletters and making sure that the content your newsletter subscribers receive (articles, videos, etc.) is the best possible content for that reader in that moment.

That means sending what amounts to a completely customized email newsletter to every single subscriber on your list.

That kind of personalized email is almost impossible to build by hand in HubSpot or any other email marketing tool. Can you imagine re-designing your email newsletter thousands of times over to meet the needs of every subscriber? Yeah, not gonna happen.

Instead, our system leverages artificial intelligence to sift through and collect content from specific sources hand-picked by the newsletter sender. It then tracks how each reader interacts with the newsletter and uses that info to deliver articles that best match their interests.

The result is an email newsletter that is uniquely curated to each reader every time. Senders get personalized content in the time it takes to hit send and readers get stuff they actually want to read. Win-win.

So, back to HubSpot. HubSpot and rasa.io are fundamentally different tools, which makes them great to use together. HubSpot focuses on offering a full suite of online marketing tools, including tools that help you send great emails, and rasa.io focuses on sending great customized email newsletters.

Let’s imagine that you’re a florist in a mid-size city that uses HubSpot to keep in touch with customers. When it comes to email, HubSpot is where you would manage and track promotional email campaigns for your business, for example, a sale on rose bouquets or a time-sensitive discount code targeting event planners.

You could also use HubSpot or an e-commerce platform like Shopify to manage automated transactional emails such as order confirmations or password reset emails. HubSpot (or Shopify) also allows you to set up automated marketing emails like an abandoned cart email to convert an intention to buy into a sale.

You would use rasa.io, on the other hand, to build, send and track your weekly email newsletter as part of a broader content marketing strategy. Your email newsletter shares articles on interior decorating, gardening, local events and other topics your customers might find useful and entertaining. This approach is called relational email marketing, and it’s all about nurturing customer relationships over the long term.

Using rasa.io, in particular, allows your brand to leverage AI technology to make its newsletters more personalized. For example, if half of your customers like reading about urban gardening and the other half not so much, rasa.io’s AI will keep track of that and make sure that the right half is getting urban gardening articles.

To take it a step further, you can connect your rasa.io account to HubSpot. This allows rasa.io to feed data about what your customers like directly into HubSpot’s customer relationship management tool, providing another layer of insight to help guide your products and services, as well as promotional campaigns.

If, for example, rasa.io shows you have a core group of subscribers that almost always clicks on articles with tips on how to arrange flowers, you might consider offering arrangement workshops. You can use HubSpot to target the aspiring flower arrangers with a promotional email campaign advertising the workshops. The result is a more targeted and thoughtful approach to customer outreach, powered by machine learning.

The takeaway? HubSpot is a powerful online marketing platform. Using HubSpot in tandem with specialized tools like rasa.io gives you more insight to feed into that platform, strengthening your marketing strategy.

With any project, you want to make sure to pick the best tool for the job at hand. Email marketing is no different. Looking to strengthen your email newsletter? That’s where rasa.io can help.

You're reading "How to leverage both HubSpot and rasa.io to build lasting relationships."

Find Leads. Keep Leads. Convert Leads.

Cultivating relevancy through content.

Read more from the Pushing Send Blog!