Deliverability Setup
SPF, DKIM, DMARC configured via HubSpot’s domain manager. Send from a real domain (not @gmail). Warm the domain gradually before high-volume sends.
Segmentation
Lists and active lists filter by property + behavior. ‘Opened last email + in target industry’ is more useful than ‘contact exists’.
Personalization
Name-in-subject is the floor. Smart content based on lifecycle, persona, or recent behavior is the ceiling. Test each layer.
A/B Testing
Subject line, from name, CTA copy. Keep 80/20 tests running on flagship sends. Stop tests that don’t reach significance.
Lifecycle Marketing
Workflows triggered by lifecycle stage, not batch campaigns. Subscriber, lead, MQL, SQL, customer — each deserves different content cadence.