Email

How can I run a permission pass campaign in HubSpot?

Last updated: May 8, 2017

Available For:

Marketing: Basic, Pro, Enterprise
Sales: N/A

Permission is a fundamental element of inbound email marketing. If you’ve lost track of the opt-in status of your contacts or never confirmed opt-in, you can run a permission pass campaign to remove any unconfirmed contacts from future sends.

A permission pass campaign is a onetime email campaign that requests any contacts who haven’t already used some form of double opt-in to confirm that they would still like to receive emails from you. Only the contacts who confirm their subscription status are then kept on your list. Those who don’t confirm will then be opted out of your marketing emails in HubSpot. The result is a highly engaged list of contacts who have proven that they want to continue receiving marketing emails from your company.

This article will walk through the steps to implement a permission pass campaign (The steps below are meant to be followed in order, but you can click on a particular step to jump straight to it, if needed.)

  1. Enable resubscription emails for forms
  2. Create a list of contacts who have not interacted with your emails recently
  3. Create a new permission pass email to send to your list of contacts
  4. Review your email's post-send metrics
  5. Determine which contacts to opt out of your emails
  6. Opt out your unconfirmed contacts
  7. Repeat (optional)

 

1. Enable resubscription emails for forms

Before you start your permission pass campaign, enable the resubscription emails for forms feature in HubSpot. Enabling this feature will allow contacts who have been opted out your emails to resubscribe if they fill out a HubSpot form.

 

2. Create a list of contacts who have not interacted with your emails recently

Create a smart list of contacts who have not engaged with your emails recently.

  • Navigate in HubSpot Marketing to Contacts Lists.
  • Click New list in the upper right corner.
  • Add the following criteria:
    • Email | Contact received email but did not open it | [Select the campaign to be focused on] AND Contact Property | Last email click date | Is more than 26 weeks ago

      OR

      Email | Contact received email but did not open it [Select the campaign to be focused on] AND Contact Property | Last email click date | Is unknown

  • Give your list a name and click Save

 

3. Create a new email to send to your list of contacts

Create a new email to send to your list. Include a CTA to encourage your recipients to confirm their subscription. 

To create your email:

  • Navigate in HubSpot Marketing to Content Email
  • Click Create new email in the upper right corner. Select a template > name your email > click Create
  • When editing your email content, include a CTA that users can click on to stay opted in. You can link your CTA to a simple thank you page, where you can thank users for confirming their status or even present them with a new offer.

  • When selecting your Recipients, include the list that you created in step 2.
  • Use the Send or schedule tab to send your permission pass email.

 

4. Review your email's post-send metrics

In the post-send metrics on the Recipients Tab, you can see which contacts took action on the email. Contacts who confirmed by clicking on your CTA should continue to receive additional email campaigns from you. Those who didn’t should be opted out of all future email.

 

5. Determine which contacts to opt out of your emails

To figure out which contacts should be opted out, create two smart lists using the below criteria:

  • List 1 - Email | Contact clicked a link in [Permission pass email]

  • List 2 - Contact was sent [Permission pass email] and IS NOT a member of List 1

 

6. Opt out your unconfirmed contacts 

Use the second list to opt out contacts who did not engage with your permission pass email. You may want to wait for a few days before continuing to give your recipients time to interact with your permission pass email. 
  • Export List 2 as a CSV. 
  • Re-import that same CSV file as an opt-out list. Read more here.
  • Going forward, these contacts will be ineligible for email sends unless they resubscribe

 

7. Repeat the process (optional)

While traditional permission pass campaigns send just one email, you can choose to send two or three emails. Use the list criteria here and select your previous permission pass emails to create lists for each subsequent permission pass email.

 

For more details about permission pass campaigns, please refer to Spamhaus. As a best practice, it is recommended to enable double opt-in for your forms and conduct re-engagement campaigns on a quarterly basis.

 

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