Professionally Reviewed by: Alex Gurevich
Digital Marketing Expert
Written By Henry Walden - Digital Marketing Expert
HubSpot in a NutShell
|User Accounts:||Multiple with different logins|
|Segmentation and Geo:||Yes|
|Means of Use:||Mobile, tablet, social media|
|Industry:||Advertising, Media, eCommerce|
What is HubSpot?
HubSpot is an inbound marketing software that offers various platforms, including marketing, sales, customer service, CRM, CMS, and an operations hub. HubSpot's goal is for your business to grow without compromise, which is why they offer all the services you need in one place for your business to run a successful email marketing campaign.
HubSpot Pros & Cons
- High deliverability rates: You can create beautifully designed email campaigns and complex workflowautomation, but it has to show up in your subscriber's inbox for these campaigns to be successful. High deliverability rates ensure that the emails you are sending to your contacts don't end up in the promotion or spam folder. If the emails land up in the spam folder, your email account can potentially be suspended. The good news is that HubSpot currently has a deliverability rate of 6%, much higher than other email marketing software.
- HubSpot Academy: HubSpot offers a 100% freeonline resource library that offers multiple free courses, including "Powering your website with CMS Hub enterprise," "How to build a compelling competitive strategy," and "Nurture leads and customers with HubSpot." Suppose you are looking to get certified in different marketing areas. In that case, HubSpot is an excellent choice as they are constantly doing new studies and research to keep their certifications up to date.
- Advanced Segmentation: HubSpot enters contacts into several workflow automation by automatically taggingthat contact based on the platform's software logic. These segmented contacts will receive contents that is relevant to them. In addition, HubSpot allows your subscribers to decide the information they would like to receive, that allows for better engagement on email campaigns.
- Social media scheduling: HubSpot has a social media managementsoftware that allows you to post on any social platform within your HubSpot account. This is ideal since you can monitor all your social media reports in one place to check at what time the post performed the best and which platform gave the best engagement.
- No A/B split testing on lower-tier plans: A/B split testing is a feature that allows you to test two different email campaigns on a sample of your segmented list. Once these campaigns have accumulated the data, you can analyze the results and push forward the campaign that performedthe best. Unfortunately, while I enjoy this feature, HubSpot only offers it on their higher-tier plan, starting at $890 per month.
- Overwhelming software: HubSpot undoubtedly offers it all with their various platforms, making it possible for you to have a successful marketing strategy. Their software boasts many advancedfeatures but can be overwhelming to newcomers in email marketing. If you don't have experience in this area, then HubSpot might not be worth the money since you wouldn't know how to utilize the platform successfully.
Who is HubSpot Good for?
If you are looking for an all-in-one marketing platform- HubSpot makes it possible to run all your inbound marketing on one platform. This is ideal since you don't have to manage multiple platforms, making it easier to analyze your results.
If you are looking for a free CRM tool- CRM helps businesses manage relationships with their customers by maintaining communications with subscribers, organizing data, segmenting contacts, and creating sales reports. HubSpot knows how important this is, so they have made the CRM feature accessible to everyone.
If you are looking for software to manage your customer service- Running a successful business comes right all the way down to many aspects and one of these aspects includes offering reliable customers support. With HubSpot, you can make this easy by creating ticket automation that prioritizes critical issues first. You can convert frequently asked questions into a library of resources where people can find questions to their answers without them having to look ahead to.
HubSpot is not recommended for:
If you are a small business on a tight budget- HubSpot is a robust email marketing platform that can help scale your business, but advanced software comes with a high price tag. Unfortunately, HubSpot does not keep your marketing budget in mind, and the costs can add up quickly.
If you are looking for a generous free plan- HubSpot offers a limited free plan that allows you to send up to 2,000 emails per month. However, I would have liked them to be more generous with this plan by including A/B split testing and all the landing page features.
HubSpot Deliverability (Rated: 4/5)
Hubspot has a well-earned reputation, boasting a high deliverability rate and outshining many of their competitors, earning them a score of 4.
I was surprised to see that HubSpot claims a 98% deliverability rate, but I found that overall, the company’s services back up the hype.
HubSpot will track email accounts that haven’t engaged with your emails to reduce your bounce rates, as well as set frequency caps to ensure you’re not overloading your users. Additionally, you can automatically send emails based on time zone with a single click or set schedules manually.
HubSpot Pricing (Rated: 4/5)
Hubspot does offer a limited free version and, unfortunately, their more extensive offerings tend to be on the pricier side. However, for the features on offer, it could be worth the investment, so I give a score of 4.
HubSpot pricing ranges between $0-$3,200 per month. They offer a limited free plan with their Starter plan billed at $50 per month. With every higher-tier plan, more features get added. Their Professional plan includes features like omnichannel marketing automation, dynamic personalization, video hosting, and A/B testing, where their enterprise plan offers behavioral event triggers and reports, predictive lead scoring, and field-level permissions.
|0-500 Subs.||Price: $19.99/month|
|501-2500 subs.||Price: $29.99/month|
|2501-5000 subs.||Price: $49.99/month|
|5001-10000 subs.||Price: $69.99/month|
You can cancel your HubSpot subscription within your account, which you will be able to use until the end of your current billing period. Your account won't automatically close down, but it will be downgraded to a Free CRM account that you can delete. HubSpot does offer refunds under certain circumstances.
Key Features and Workflows
Here are the key features that have been examined by our experts.
Creating Email and Campaigns
Emails Sent/Opened and Links Clicked – one of the aspects that stood out to me from the start is that HubSpot gives you an in-depth look at your campaigns’ success, regardless of which plan you signed up for.
This includes open rates, click rates, the number of bounces unsubscribes, and click tracking that includes both frequency and mapping. You can even see how many emails were opened and clicked based on factors like email clients and devices.
Creating and Importing Email Lists – Importing email lists in HubSpot is straightforward and gives you multiple options. The application accepts imported CSV, XLS, and XLSX files, as well as manually inputting the contacts you need.
Additionally, you can import more than one file type at a time, making it easy to consolidate your multiple lists into a single location.
Split Tests and A/B Testing – Although it is exclusive to the higher tier plans HubSpot offers, the company does provide a handy A/B testing and multivariate testing tool that lets you compare both email campaigns and landing pages to determine the most effective one.
I would have liked to see the options available for all tiers, but HubSpot’s multivariate testing is on par with most options available on the market.
Personalization – I was happy to see that HubSpot offers a fairly comprehensive personalization tool.
In addition to customizing subject lines and greetings, you can create personalized content based on users’ activities, past behavior, and a variety of other triggers.
This lets you customize everything from links to content and even calls to action.
Reporting and analysis (Rated: 5/5)
The analytics offered by Hubspot offers extensive data and metrics which are easily filtered and sorted, geared to giving you the insights you need. I give Hubspot a score of 5.
I place a high value on analytics and reports when I explore email marketing software, and I am happy to report that HubSpot is a strong contender in this category.
The company’s analytics tools are intuitive and in-depth, giving you a variety of data and metrics that you can sort and filter to find the right blend of insights.
You can generate a report from their dashboard and have the results within minutes.
- Engagement Reports– HubSpot has recently updated their Engagement Reports and made them better. You can track open rates and click rates, as well as see the percentage of contacts you lose for each campaign. You can also track historical data to see how your emails are performing against previous strategies
- Heat Maps– Another great feature HubSpot offers is its Clickmap Visualization, a heat map that tracks user’ behavior for each email you send. This includes tracking which clicks are being opened more often, how far readers are scrolling, and more.
- Campaign Comparison Report– HubSpot offers straightforward comparison reporting, letting you match your current campaigns against historic data while also including multivariate and A/B testing features to determine which strategy is most efficient.
- Segmentation– It’s quite easy to create segmented lists with HubSpot. You can generate both active lists which will filter users depending on criteria you set ahead of time, or static lists which won’t update automatically. This is a great way to ensure that the content you’re delivering is always relevant and makes it easier to create automated campaigns.
- Social Media Tracking– HubSpot lets you connect social media accounts to your marketing campaigns, and will track data from the previous year, as well as for 30 days following any post you make. This includes a variety of engagement metrics such as impressions, likes, reactions, replies, and shares.
- ROI Analysis– Because it also works as an all-in-one marketing tool, HubSpot offers extensive ROI reporting tools. This includes combining the multiple streams you use to determine engagement, lead activity, bounce rates, and overall conversions. Additionally, you can view your email metrics as part of larger marketing workflows to determine if they’re giving you worthwhile returns.
HubSpot Integrations (Rated: 5/5)
Hubspot offers hundreds of integrations, all geared to helping you build the system you need to best manage your marketing efforts. I give them a 5 as their integration capabilities are substantial and easily customizable.
The best email marketing software lets you centralize your efforts by providing a variety of integrations and plug-ins to make your life easier, and in this regard, HubSpot shines.
With over 350 integrations that cover a wide spectrum of needs, the company lets you build a platform that works for your specific need.
Google Analytics – HubSpot lets you connect to Google Analytics in a few clicks to see how your email campaigns translate into activity down the sales funnel.
You can see how users are interacting with your website once they’ve clicked on email links and see how campaigns lead to conversions.
API Integrations – If you prefer to build your own custom functions or integrations, you can take advantage of HubSpot’s API.
The company places few restrictions on the types of integrations you can use and connect, although it won’t list any of these until they’ve been properly vetted and approved.
Ecommerce Integrations – I was pleased to see that HubSpot features quick integrations for major E-commerce platforms including Shopify, Magento, BigCommerce, and WooCommerce.
These integrations let you to share data across your platforms easily and tailor your email drip campaigns even further.
CRM Integrations – HubSpot recently launched its own CRM platform, which works well with its existing systems, but if you already use another application, you can also connect it to the software.
Available integrations include popular CRMs like, Salesforce and Microsoft Dynamics, also you can connect several others using the HubSpot API.
Social Media Integrations – You can easily connect a variety of social media platforms to your account and cross-publish your campaigns in a few minutes directly from HubSpot.
This also extends to your analytics, which includes your social media performance.
Apps – If you are looking for added functionality, you can go to HubSpot's marketplace to see the apps available.
The marketplace features over 370 apps in a variety of categories and will let you tie in almost any service to streamline your marketing operations.
Plugins -HubSpot also features plug-ins for email clients and tools, as well as major CMS systems like WordPress.
I was happy to see that it’s quite easy to set up each plug-in, and the company offers extensive tools to help you through the process.
HubSpot Automation (Rated: 5/5)
The popularity of Hubspot seems well earned when considering the automation features the system boasts. The automation features are substantial, earning Hubspot another perfect score.
One of the primary reasons to use email marketing software is to reduce the workload and at the same time optimize marketing campaigns.
I was pleased to see that HubSpot offers perhaps one of the most complete automation tools (something backed up by its wide popularity).
You can create fully automated workflows that includes email and other channels, and create drips based on a variety of user actions and other logic triggers.
You can build a variety of emails through templates, schedule emails up to a full year ahead, additionally, you can build custom workflows, set email responses based on triggers, specific dates and milestones (subscription expiration, renewal date, birthdays, etc.).
Design and Ease of Use (Rated: 5/5)
Hubspot receives a perfect score as it shines as a user-friendly system, despite its expansive nature. Anyone can start using Hubspot and create beautifully designed email campaigns, regardless of experience.
Especially for small businesses, ease of use and design should be a top concern, and HubSpot once again shines.
Despite its expansive nature, the platform’s interface is straightforward and uncluttered, and starting new campaigns only takes a few minutes.
Even if you have no experience with HTML or graphics design, you should have a bit trouble using HubSpot.
- Drag-and-Drop Interface– If you’re trying to build your email campaigns from scratch, you can use HubSpot’s intuitive WYSIWYG builder. It lets you drop in pre-built assets along with images and links or modify existing templates. You can access the builder directly from your workflow, and quickly add new emails and landing pages.
- Landing Page Creator– In addition to emails, HubSpot’s drag-and-drop builder lets you quickly create landing pages for your campaigns, which let you retain leads and offer more relevant calls to action.
- Email Templates– HubSpot offers a variety of paid and free templates that makes it easier to start new campaigns or modify existing ones. You can choose from over 2,000 total templates and even 10 pre-made workflows that you can tweak to your specific needs.
- Sign-Up Forms within Newsletter Tool– One of the more intriguing features HubSpot offers is its form builder It lets you drag-and-drop assets to create user-friendly forms on your landing pages and newsletters. The higher-tier plans also include “progressive profiling”, which lets you slowly add information and queries for users based on the number of visits they have made. Unfortunately, , you can’t insert these into your newsletters.
HubSpot Customer Service (Rated: 5/5)
I gave Hubspot a score of 5 for their support capabilities, as it has proven to be reliable in addressing critical concerns in a timely manner.
If you have any queries or issues, you can reach HubSpot via live chat or phone (you can find a phone number for most the countries on the company’s support page). Additionally, you can submit a support ticket if your problem doesn’t require an urgent action. If you prefer to find on your own answers, you can explore HubSpot’s expansive knowledge base.
You can reach support at: +1-888-HUBSPOT or +1-888-482-7768.
ActiveCampaign: If you are looking for software with the same capabilities as HubSpot, then ActiveCampaign is an excellent choice with its advanced segmentation and automation. ActiveCampaign is more affordable, coming in at $129 per month with 2,500 contacts on the professional plan.
GetResponse: This software is by far easier to use than HubSpot and offers many advanced features, and comes in at a cheaper cost. What I like most about this software is its conversion funnels and the ability to create and manage Facebook, Instagram, and Google ads from within the GetResponse platform.
Mailerlite: Compared to HubSpot, this email marketing platform offers basic features. On the upside, Mailerlite is a breeze to use and provides a generous free plan with up to 1,000 contacts and 400 emails per day.
I decided to explore HubSpot’s offerings to see how they stack up with the company and was impressed with the overall results. With features that include free CRM, deep analytics, and a variety of design functions, HubSpot is one of the top choices for some good reason.
What I Liked About HubSpot
At its core, HubSpot is an efficient and intuitive marketing tool. After using it for some times, I found that HubSpot prioritizes ease of use, especially for SMBs, with tools that reduce the initial time investment required to create new campaigns.
This includes a “what you see is what you get” (WYSIWYG) editor, thousands of free templates, and a streamlined way to track your success.
Perhaps the biggest plus for HubSpot is the service’s all-in-one philosophy, which makes it easy to manage broader marketing campaigns alongside your email marketing.
Additionally, the company’s marketplace lets you have exactly the right functionality and quickly integrate the suite into your existing operations.
The company’s progressive profiling is also valuable, as it lets you slowly convert leads instead of forcing them to interact with you before they are ready.
What I Didn’t Like About HubSpot
Money is always one of the most significant deciding factors when it comes to purchasing. For HubSpot, although they offer a free version, many of their top features are still quite costly.
Additionally, I would love to see the company to extend its automation features to include more triggers and workflow customization.