Hotmart Send: get to know Hotmart’s email marketing tool
Hotmart Send is Hotmart’s email marketing tool, created to help you communicate with your contacts, organize leads, and maintain an ongoing relationship with your audience.
With Send, you can create and send emails, capture leads through forms, and track communication performance metrics. The tool supports both those who are just getting started with email marketing and those who already have experience and want to integrate this channel with other Hotmart solutions.
In this article, you will understand how Hotmart Send works, learn the main concepts of the tool, and discover how to start using it in practice.
What is email marketing and how does Hotmart Send work?
Email marketing is a way to communicate directly with people interested in your products or content. It can be used to share updates, send informational content, important notices, or maintain a relationship over time.
In Hotmart Send, you can:
Organize and manage your contacts (leads).
Create forms to capture new leads.
Assign tags to segment leads by interest, source, or behavior.
Send emails through Campaigns, for one-time communications, or through Automations, with automatic sends.
Track metrics such as open rate, clicks, and message performance.
Integrate your sends with approved products and other Hotmart tools, such as Pages and Club.
Hotmart Send is available for free use, allowing you to start organizing leads, creating forms, and sending emails at no cost. As your base grows or you need more features, you can choose paid plans, which offer higher limits for leads, pages, and domains, as well as unlimited automations and access to more complete metrics. To learn about the available plans and understand which features are included in each option, visit the Hotmart extensions page.
What are the main features of Hotmart Send?
Hotmart Send brings together features that help you organize your leads and communicate with them via email over time. Below, see how the main features of the tool work and how they connect in your day-to-day use:
❯ Lead management (leads)
In Hotmart Send, all captured contacts are stored in a single database. These contacts, called leads, can come from forms, landing pages, product sales, or automatic capture integrated into the platform.
❯ Tags for organization and segmentation
Tags allow you to classify leads by interest, source, or behavior. They are used to organize your database and define who will receive each communication.
A single lead can have multiple tags, enabling you to create more specific segmentations for campaigns and automations.
❯ Capture forms
Forms are used to capture new leads. They can be integrated
into Hotmart Pages, and when submitted, they automatically
save the lead in your database.
Each form can be associated with one or more tags, making
it easier to organize leads from the very first signup.
❯ Email campaigns
Campaigns are one-time email sends, recommended for specific communications such as announcements, launches, or updates. In this type of send, you choose the email content, define the audience based on tags or lists, and schedule the send for a specific moment.
❯ Email automations
Automations allow you to create email sequences that are sent automatically based on a trigger, such as a lead signup or the application of a tag.
This feature is recommended for building ongoing relationship flows, such as welcome messages, educational content, or post-purchase communications. Hotmart Send provides ready-made templates to help with this setup. To learn more, check this article.
How to start using Hotmart Send?
To access Hotmart Send, follow the step-by-step below:
Inside the Hotmart Send environment, you will have access to the sections Contacts, Tags, Segments, Forms, Campaigns, Automations, and other management options by using the left-side menu.
You can start using Hotmart Send in two ways: by doing a manual setup or by using the Capture Funnel.
❯ Manual setup
In this option, you define each step of the process. To do this, you must:
Create a tag to organize your leads by following the instructions in this article.
Create a form to capture contacts using the Forms option in the left-side menu. For a complete step-by-step, access this article
Integrate the form you created into a Hotmart Pages page or an external page
Create a page in Hotmart Pages and integrate the form you created. To learn how, check this article.
Share the page link to start capturing leads.
This path is recommended for those who already understand how the tools work or want more control over each step.
❯ Lead Capture Funnel
The Lead capture funnel is an integrated experience between Hotmart Pages and Hotmart Send. With it, you can quickly create:
A capture page.
A form already connected to a tag.
An email automatically sent (with an AI writing option).
A thank-you page.
This experience brings together the main elements of the tools and helps you understand, in practice, how to set up and send your first messages.
To get started, go to the Hotmart Send home screen and click on the Create lead capture funnel card. Then, you will be guided through all the steps during the process. After finishing the setup, simply share the page link to start generating leads. If you need help creating the funnel, check this article.
How to track and interpret lead metrics in Hotmart Send?
Hotmart Send offers a Metrics dashboard that gathers data about lead acquisition and email sends performed in your account. With this information, you can track the growth of your contact base, analyze communication performance, and better understand lead behavior over time.
In this area, you will find data organized by period, with filters that allow you to adjust the view according to the type of analysis you want to perform. The displayed information varies depending on your account’s usage history and the applied filters, making it easier to get more contextual insights.
To access the Hotmart Send Statistics dashboard, follow the steps below:
In the side menu, click Marketing and then Email marketing.
Inside Hotmart Send, select the Metrics option in the left-side menu.
Currently, the dashboard is divided into four main sections, each with a specific analysis focus. Click the options below to check the details:
❯ Subscribed leads: data about your base growth
In the Subscribed leads section, you can track how your contact base evolves over time. The data can be filtered by period and, when applicable, by specific forms. Whenever a filter is changed, you need to click Apply to update the displayed information.
Among the main available indicators are:
Subscribed leads: total number of new leads added to your base in the selected period, with a growth chart.
Tags: manual tags that received new leads during the period.
Forms: number of leads captured per form and the status of these subscriptions.
UTMs: origin of leads when UTM parameters are configured in the page URL where the form was integrated.
In some cases, this section may also display engagement indicators, such as average engagement and percentage of engaged leads.
❯ Communications: includes sending and reputation indicators
The Communications section centralizes data related to campaign and automation email sends. Here, you will find important information about message delivery and performance, as well as indicators that help monitor your account reputation.
Among the displayed data are:
Bounce: percentage of emails that were not delivered to recipients. Bounces can be classified as:
Soft bounce: temporary failures, such as a full inbox or server instability.
Hard bounce: permanent failures, such as an invalid email address.
Spam bounce: when the email is identified as spam by the provider.
Campaigns: results of one-time sends, such as date, email volume sent, and open rate. Automations: data from automations executed during the selected period.
Important: a high bounce rate may impact your account’s ability to send emails, so it is important to monitor these indicators regularly.
❯ Lead information: behavior and profile analysis
In the Lead information section, you will find analyses based on the behavior and profile of the contacts registered in your account. The displayed data may include:
Repurchase analysis: average time until a new purchase.
Purchase moment: days of the week with the highest purchase volume.
Interest niches: other niches consumed by customers.
Amount spent per customer: total spent in the last year.
When there is not enough data, some of these analyses may appear without results.
❯ HotLeads: lead capture data linked to affiliate commissions
The HotLeads section gathers information about lead capture linked to affiliate commission tracking when this feature is active. Here, you can track:
Latest leads: recently captured leads according to the applied filters.
All leads: overall view including total leads, involved affiliates, attributed sales, and related products.
Reports may also be displayed by country, device, or affiliate. The data follows the platform’s standard processing and may take up to 24 hours to update. If HotLeads is not in use, this section will not display indicators.
In addition to the data displayed in each section, the Metrics dashboard offers features that help organize and analyze information more clearly. These include:
Search by campaign, automation, or report name.
Column configuration to reorder or hide information.
Data export in formats such as CSV or Excel.
Expanded view for more detailed reading.
Manual refresh of displayed data.
Toggle between more compact or detailed views.
With these features, it becomes easier to track the results of using Hotmart Send and understand how your lead base and communications evolve over time.
Frequently asked questions
❯ Does Hotmart Send have an email inbox?
No. Hotmart Send is a mass messaging and management tool and does not include an inbox. However, when creating a campaign or automation, you can specify an email address to receive replies.
❯ Do I need to configure a sender to start sending emails with Hotmart Send?
Hotmart Send already has a default sender configured (@mail.hotmart.host). This means you can start sending emails immediately without needing to set up a domain, server, or any technical configuration.
If you wish, you can customize the sender later, but this setup is not required to begin sending. To learn more, check this article.
❯ How do I get my first leads?
CYou can create a capture page in Hotmart Pages and include a Hotmart Send form. By sharing the page link on social media, videos, blogs, or other channels, contacts who fill out the form will be automatically added to your base.
Additionally, Hotmart Send can automatically capture leads based on actions within the platform itself, such as creating approved products and making sales. To learn more, check the article about automatic lead capture in Hotmart Send.
❯ I found leads in my account, but I didn’t create a form. Where did they come from?
If you sell products through Hotmart, some leads may have been generated through Automatic contact capture, which saves buyer or visitor data directly into your Send account.
❯ Can I import contacts into Hotmart Send?
Yes. If you already have a contact base, you can import it into Hotmart Send, assign tags, and start sending messages normally. To learn how, check this article.
❯ Can I use Hotmart Pages and Hotmart Send without paying for a subscription?
In addition to the free trial, Hotmart Pages and Hotmart Send also offer a free (Freemium) plan. In this plan, you can:
Create up to 5 pages and publish 1 page on Hotmart Pages at no cost.
Send up to 300 emails per month with Hotmart Send.
When you subscribe to any paid plan, you also get a 7-day guarantee, allowing you to test all features and request cancellation within this period, according to the conditions described in the Terms of Purchase.
