How to Track Emails in HubSpot: A Comprehensive Guide

Effectively tracking your emails is crucial for understanding engagement, optimizing campaigns, and ultimately, driving better results with HubSpot. This article will provide a comprehensive guide on how to track emails in HubSpot, covering everything from connecting your inbox to analyzing email performance. We’ll explore different tracking methods, delve into advanced configurations, and offer practical examples to help you maximize your email marketing efforts.

Table of Contents:

• Connecting Your Inbox to HubSpot
• Tracking Emails with the HubSpot CRM Extension
• Analyzing Email Performance in HubSpot
• Troubleshooting Common Email Tracking Issues

Connecting Your Inbox to HubSpot

Connecting your inbox to HubSpot is the first step to unlocking powerful email tracking capabilities. This allows HubSpot to automatically log emails sent and received, associate them with relevant contacts, and track engagement metrics. HubSpot supports connections with Gmail, Office 365, and IMAP, catering to a variety of user setups. The choice of connection method impacts the level of integration and features available, so selecting the right option is important.

Example 1: Connecting a Gmail Inbox

To connect a Gmail inbox, follow these steps:

• Navigate to Conversations > Inbox in your HubSpot account.
• Click Connect a channel.
• Select Email, then Gmail.
• Click Connect to Gmail.
• Choose your Google account and grant HubSpot the necessary permissions.
• Configure your inbox settings, such as the team inbox to associate with.

Once connected, HubSpot will automatically scan your Gmail inbox for the past 30 days of emails, associating them with contacts in your CRM. Future emails will be tracked in real-time.

Example 2: Connecting an Office 365 Inbox

Connecting an Office 365 inbox is similar to connecting a Gmail inbox:

• Navigate to Conversations > Inbox in your HubSpot account.
• Click Connect a channel.
• Select Email, then Office 365.
• Click Connect to Office 365.
• Select your Microsoft account and grant HubSpot the required permissions.
• Configure your inbox settings as needed.

The primary difference is the authentication process, which uses Microsoft’s secure sign-in flow. The features and functionalities available are largely the same as with a Gmail connection.

Example 3: Connecting an IMAP Inbox

Connecting an inbox via IMAP is necessary when using an email provider that isn’t directly supported by HubSpot (Gmail or Office 365). This method requires manual configuration using your email provider’s IMAP and SMTP settings. This option offers less automation and might need more technical expertise. To configure it correctly, you’ll need the incoming and outgoing server details, port numbers, and security protocols.

• Navigate to Conversations > Inbox in your HubSpot account.
• Click Connect a channel.
• Select Email, then Other email account (IMAP).
• Enter your Email address, Password, Incoming server (IMAP), Port, and Security settings. These details are provided by your email provider. Common ports are 993 for IMAPS and 143 for IMAP. Security options are typically SSL or TLS.
• Enter your Outgoing server (SMTP), Port, and Security settings. Again, obtain these from your email provider. Common ports are 465 for SMTPS and 587 for STARTTLS.
• Click Connect inbox.

Important Considerations for IMAP:

• Security: Ensure you are using secure SSL/TLS connections for both IMAP and SMTP to protect your email credentials.
• Email Provider Documentation: Always consult your email provider’s documentation for the correct IMAP and SMTP settings.
• Testing: After connecting, send a test email to confirm that it is being tracked correctly in HubSpot.

Connecting your inbox allows HubSpot to track replies, opens, and clicks within your emails, providing valuable insights into prospect engagement. Without a connected inbox, you’ll need to rely on the HubSpot CRM extension, which we’ll cover in the next section, for tracking email activity.

Tracking Emails with the HubSpot CRM Extension

The HubSpot CRM extension for Chrome (Gmail) and Outlook is a powerful tool for tracking emails sent directly from your email client. It allows you to log emails to HubSpot, track opens and clicks, and even schedule emails to be sent later. This extension bridges the gap between your everyday email communication and the HubSpot CRM, providing valuable context and insights.

Example 1: Installing the HubSpot CRM Extension

To install the HubSpot CRM extension, follow these steps:

• Navigate to the HubSpot CRM extension page in the Chrome Web Store or the Outlook AppSource. You can find these by searching “HubSpot CRM” in the respective stores.
• Click Add to Chrome or Get it now.
• Follow the on-screen instructions to complete the installation.
• Once installed, you’ll see the HubSpot icon in your browser toolbar or Outlook ribbon.
• Log in to your HubSpot account through the extension.

Example 2: Tracking an Email with the HubSpot CRM Extension in Gmail

Here’s how to track an email composed in Gmail using the HubSpot CRM extension:

• Compose your email in Gmail.
• Before sending, look for the HubSpot tracking options at the bottom of the compose window. You should see checkboxes for “Track opens” and “Track clicks.”
• Enable the checkboxes to track email opens and clicks.
• If you want to log the email to HubSpot, ensure the “Log email in HubSpot” checkbox is also enabled. This will associate the email with the contact record in HubSpot.
• Click Send.

Example 3: Using the HubSpot CRM Extension in Outlook

The process for tracking emails in Outlook is very similar to Gmail:

• Compose your email in Outlook.
• Look for the HubSpot options in the Outlook ribbon. You should see options to “Track” and “Log.”
• Enable the “Track” option to track email opens and clicks.
• Enable the “Log” option to log the email to HubSpot.
• Click Send.

Example 4: Disabling Tracking for Specific Emails

Sometimes, you might not want to track certain emails, such as internal communications. The HubSpot CRM extension allows you to disable tracking on a per-email basis:

• When composing your email, simply uncheck the “Track opens” and “Track clicks” checkboxes (or the “Track” option in Outlook) before sending.

Expert Tip: Configure your HubSpot CRM extension settings to automatically log all emails to HubSpot. This ensures that all your email communication is captured and associated with your contacts, providing a complete view of your interactions. You can find these settings within the extension’s options menu.

Comparison of Inbox Connection vs. CRM Extension:

Feature	Inbox Connection	CRM Extension
Automatic Logging	Yes	Yes (if enabled)
Open Tracking	Yes	Yes
Click Tracking	Yes	Yes
Send Later	No (requires Sequences or Sales Tools)	Yes (Schedule send feature)
Integration Level	Deeper integration with HubSpot features	Integration primarily for email tracking and logging
Setup	Requires connecting inbox through HubSpot settings	Requires installing browser extension
Best for	Users who want seamless, automated email tracking	Users who want more control over individual email tracking

The HubSpot CRM extension provides a flexible way to track emails sent directly from your email client. While a connected inbox offers deeper integration and more automation, the extension is invaluable for situations where you need to track emails on a case-by-case basis or when using an email provider that doesn’t support direct inbox connection.

Analyzing Email Performance in HubSpot

Once you’ve connected your inbox and/or installed the HubSpot CRM extension, you can start analyzing the performance of your tracked emails within HubSpot. HubSpot provides detailed metrics on email opens, clicks, replies, bounces, and more, allowing you to understand how your emails are resonating with your audience and identify areas for improvement. Understanding these metrics is crucial for optimising your email marketing strategy and improving engagement.

Example 1: Viewing Individual Email Activity

To view the activity for a specific email, follow these steps:

• Navigate to Contacts > Contacts in your HubSpot account.
• Select the contact who received the email.
• In the contact’s activity timeline, locate the email you want to analyze.
• Click on the email to expand the details.
• You’ll see information about when the email was opened, whether any links were clicked, and if the contact replied.

This provides a granular view of how a specific contact interacted with your email.

Example 2: Analyzing Email Engagement in Sequences

If you’re using HubSpot Sequences, you can track the performance of each email within the sequence:

• Navigate to Automation > Sequences in your HubSpot account.
• Select the sequence you want to analyze.
• Click on the Analytics tab.
• Here you’ll see aggregate data for each email in the sequence, including open rates, click rates, and reply rates.
• You can also drill down into individual enrollment data to see how specific contacts interacted with the sequence.

This allows you to identify which emails in your sequence are performing well and which need improvement.

Example 3: Using Email Reports for Aggregate Performance

HubSpot’s email reports provide an overview of your email marketing performance across all your tracked emails:

• Navigate to Reports > Reports in your HubSpot account.
• Create a new report or select an existing email report.
• Customize the report to display the metrics you want to track, such as open rate, click-through rate, bounce rate, and emails sent.
• Filter the report by date range, email type, or other criteria to focus on specific segments of your email activity.

Key Email Metrics to Track:

• Open Rate: The percentage of recipients who opened your email. This indicates how engaging your subject line was.
• Click-Through Rate (CTR): The percentage of recipients who clicked on a link in your email. This measures the relevance and effectiveness of your email content and calls-to-action.
• Bounce Rate: The percentage of emails that could not be delivered. High bounce rates can indicate outdated email lists or issues with your sending reputation. There are two types of bounces: hard bounces (permanent delivery failures) and soft bounces (temporary delivery failures).
• Reply Rate: The percentage of recipients who replied to your email. This indicates how engaging and thought-provoking your email was.
• Unsubscribe Rate: The percentage of recipients who unsubscribed from your email list. This suggests that your email content is not relevant or valuable to them.
• Spam Reports: The number of recipients who marked your email as spam. High spam report rates can damage your sending reputation and lead to your emails being blocked.

By consistently monitoring and analyzing these email metrics, you can gain valuable insights into what’s working and what’s not. Use this information to optimize your email subject lines, content, calls-to-action, and sending frequency to improve engagement and achieve your marketing goals.

Example 4: A/B Testing to Improve Email Performance

HubSpot’s A/B testing feature allows you to test different versions of your emails to see which performs better. Here’s how to use it:

• When creating a marketing email, select the “A/B test” option.
• Create two different versions of your email, changing only one element at a time (e.g., subject line, call-to-action, image).
• Define the criteria for determining the winning version (e.g., open rate, click-through rate).
• Set the duration of the test and the percentage of recipients who will receive each version.
• HubSpot will automatically send the winning version to the remaining recipients.

Regular A/B testing is crucial for continuous improvement and optimization of your email marketing efforts. By testing different elements of your emails, you can identify what resonates most with your audience and refine your strategy accordingly.

Troubleshooting Common Email Tracking Issues

Even with proper setup, email tracking issues can sometimes arise. These issues can prevent you from accurately monitoring email engagement and can impact your overall marketing performance. This section outlines common troubleshooting steps to address these issues and ensure accurate email tracking in HubSpot.

Example 1: Emails Not Logging to HubSpot

Problem: Emails are not being logged to contact records in HubSpot, even though you have a connected inbox or are using the HubSpot CRM extension.

Troubleshooting Steps:

• Verify Inbox Connection: Ensure your inbox is properly connected to HubSpot and that the connection is active. Navigate to Conversations > Inbox and check the connection status. If the connection is broken, reconnect your inbox.
• Check CRM Extension Settings: If using the HubSpot CRM extension, verify that the “Log email in HubSpot” option is enabled by default in the extension settings. Also, confirm that you’re logged into the extension with the correct HubSpot account.
• Email Address Association: Make sure the email address you’re sending from is associated with a user in your HubSpot account. Go to Settings > Users & Teams and verify that your email address is listed.
• Check Contact Email Address: Ensure the recipient’s email address in your email client matches the email address associated with the contact record in HubSpot. Small discrepancies can prevent emails from being logged correctly.
• Firewall/Antivirus Interference: Sometimes, firewall or antivirus software can interfere with the HubSpot CRM extension’s ability to log emails. Temporarily disable these programs to see if the issue resolves. If it does, configure exceptions for the HubSpot CRM extension.

Example 2: Email Opens Not Being Tracked

Problem: Email opens are not being tracked, even though tracking is enabled.

Troubleshooting Steps:

• Verify Tracking is Enabled: Ensure that email tracking is enabled in your HubSpot account settings (Settings > Tracking & Analytics > Email Tracking) and in the HubSpot CRM extension settings (if applicable).
• Check HTML Formatting: Ensure that your emails are being sent in HTML format. Plain text emails cannot be tracked. HubSpot automatically tracks HTML emails.
• Image Blocking: Recipients may have image blocking enabled in their email client. Email open tracking relies on a small, invisible tracking pixel embedded in the email. If images are blocked, the pixel won’t load, and the open will not be tracked. Encourage recipients to enable images in their email client or add your sending address to their safe sender list.
• Email Client Compatibility: Some older email clients may not fully support HTML email or may strip out tracking pixels. Test your emails with different email clients to ensure they are being tracked correctly.
• Privacy Settings: Recipients may have privacy settings enabled that prevent tracking pixels from loading.

Example 3: Email Clicks Not Being Tracked

Problem: Email clicks are not being tracked, even though tracking is enabled.

Troubleshooting Steps:

• Verify Tracking is Enabled: Similar to email opens, ensure that click tracking is enabled in your HubSpot account and CRM extension settings.
• Link Formatting: Ensure that all links in your email are properly formatted as HTML links (e.g., Example Link). Plain text links will not be tracked.
• Link Redirection Issues: HubSpot uses link redirection to track clicks. Ensure that your links are not being blocked or modified by any security software or URL shorteners.
• Broken Links: Double-check that all links in your email are working correctly and point to the intended destination. Broken links will obviously not register any clicks.

Example 4: High Bounce Rates

Problem: Experiencing high bounce rates, indicating issues with email deliverability.

Troubleshooting Steps:

• Clean Your Email List: Regularly clean your email list to remove invalid, inactive, or duplicate email addresses. Use a reputable email verification service to identify and remove bad addresses.
• Implement Double Opt-In: Use a double opt-in process for new subscribers to ensure that they have confirmed their email address and are genuinely interested in receiving your emails.
• Authenticate Your Email: Set up SPF, DKIM, and DMARC records for your sending domain to authenticate your emails and improve deliverability. This helps email providers verify that your emails are legitimate and not spam. You’ll need access to your domain’s DNS settings to configure these records.
• Monitor Your Sending Reputation: Monitor your sending reputation using tools like Google Postmaster Tools or Sender Score. Low sender reputation can lead to your emails being flagged as spam.
• Review Email Content: Avoid using spam trigger words or phrases in your email subject lines and content. Also, avoid using excessive capitalization or exclamation points.

By systematically troubleshooting these common email tracking issues, you can ensure accurate and reliable email tracking in HubSpot, enabling you to make data-driven decisions and optimize your email marketing performance.

Quote: “Email marketing is not dead, it’s just evolving. Proper tracking and analysis are essential for adapting to these changes and maximizing your ROI.” – Neil Patel.

External Link: HubSpot’s Official Email Tracking Documentation