HubSpot Review: Features and Pricing 2021

Originally founded by a pair of MIT graduates, HubSpot has gone from a plucky startup to one of the largest marketing applications on the market. The company today counts over 68,000 users and offers a variety of tools to help businesses of all sizes kickstart their email marketing software.

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Table of Contents

    HubSpot in a NutShell

    Free Plan:Yes
    User Accounts: Multiple with different logins
    Segmentation and Geo:Yes
    Time-zone-based Delivery:Yes
    Free Trial:Yes
    Means of Use:Mobile, tablet, social media
    Industry:Advertising, Media, eCommerce

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    Key Features and Workflows

    Here are the key features that have been examined by our experts.

    Creating Email and Campaigns

    Reporting and Analysis



    Design and Ease of Use

    Creating Email and Campaigns

    At its core, HubSpot is an efficient and intuitive marketing tool. After using it for some time, 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.

    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.

    Deliverability Rate and Delivery By Time Zone – 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.

    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 option 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

    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 its Engagement Reports and made it 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 users’ behaviors 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. 


    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 needs.

    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 eCommerce platforms including Shopify, Magento, BigCommerce, and WooCommerce.

    These integrations let you easily share data across your platforms 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, and 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 will include your social media performance.

    Apps – If you’re 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.


    One of the primary reasons to use email marketing software is to reduce the workload and 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 include 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, and also based on specific dates and milestones (subscription expiration, renewal date, birthdays, etc.).

    Design and Ease of Use

    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 graphic design, you should have little 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, which 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 both paid and free templates that make it easy 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, which 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 questions for users based on the number of visits they’ve made. Unfortunately, however, you can’t insert these into your newsletters.

    Compare Plans

    FreeStarterProfessional Enterprise
    • Price: N/A
    • 2,000 emails per day
    • CRM included
    • Up to 25 static lists and 5 smart lists
    • No mobile optimization
    • Price: $50 monthly
    • 10,000 emails per day
    • CRM included
    • Up to 25 static and 25 smart lists
    • No mobile optimization
    • Price: $800 monthly
    • 20,000 emails per day
    • CRM included
    • Up to 1,000 static and 1,000 smart lists
    • Mobile optimization available
    • Price: $3,200 Monthly
    • 20,000 emails per day
    • CRM Included
    • Up to 1,500 static and 1,500 smart lists
    • Mobile optimization available

    Customer Service 

    If you have any questions or issues, you can reach HubSpot via live chat or phone (you can find a phone number for most countries on the company’s support page). Additionally, you can submit a support ticket if your problem is not an emergency. If you prefer to find your own answers, you can explore

    HubSpot’s expansive knowledge base.

    You can reach support at: +1-888-HUBSPOT or +1-888-482-7768. 

    My Verdict

    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 good reason. 

    What I Liked About HubSpot

    At its core, HubSpot is an efficient and intuitive marketing tool. After using it for some time, 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’re 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 pricey.

    Additionally, I would love to see the company extend its automation features to include more triggers and workflow customization.

    HubSpot FAQs

    How can I export contacts?

    To export contacts from HubSpot, first, log in to your account. Then click the "Contacts" button. A drop-down option will appear, from there, hover over "List" and then click the "export" button. Then a pop up with a list of properties will appear. Choose your specifics than "Ok". 

    How can I delete an account?

    To delete an account in HubSpot, the first thing that you have to do is go to settings located at the upper left part of the display. From there click delete. A pop-up will appear asking you if you intend to proceed, click "ok".

    Are there any other payment methods other than credit card and PayPal?

    Aside from PayPal, HubSpot also accepts payments from reliable Credit cards. 

    Do they have discounts for prepayment?

    Yes, they offer 20% for those who choose to pay annually. 

    What happens if I want to send more emails then my current plan?

    If you exceed your daily send limit, HubSpot will prevent you from sending it anymore until the next available measuring period.

    Do they have training materials available?

    Yes, HubSpot makes ample educational materials available and accessible to users. You can visit the HubSpot academy for in-depth guides and read their blog for a variety of useful tutorials and how-to articles.

    Do they accept marketing affiliate links?

    Yes, HubSpot does allow affiliates to use the platform, however, they do reserve the right to discontinue service because affiliate marketing falls in the restricted industries category.

    Despite these restrictions, HubSpot does have its own affiliate referral program. Those who share and refer customers to HubSpot can earn up to $1000 as commission.