Each contact in your database should be organized based on why they expressed interest in receiving marketing emails from you. Working with this data ensures that your marketing email content is right for your audience.
Email engagement also improves your inbox placement rates. Email senders with high rates of opens and clicks look more trustworthy to email security filters. And most email accounts, including Gmail, automatically filter out emails that recipients aren't opening or clicking.
If you send an email from HubSpot that results in a high rate of negative engagement (e.g. bounces, spam reports), your email account will be placed in a suspension state. To resolve the issue, create lists to segment your contacts based on their interests and original source. Then suppress or delete any outdated or unengaged contacts from your account.
Please note: if you have questions about your contact lists after reviewing these recommendations, reach out directly to your Customer Success Manager or start a conversation on the HubSpot Email Deliverability Forum on the Community.
Best practices for adding and maintaining contact lists
- If you're getting started in HubSpot, segment your contact lists based on the data you have in your CRM. Gather contacts who have hard bounced or unsubscribed in the past and import them into HubSpot as an opt-out list.
- To maintain your contact lists, work out a process with your team to track the original source of new contacts. Consider creating custom properties to label contacts based on their interests in your business. This will help you improve your marketing email content to best meet the interests of your audience.
- You can also delete contacts who hard bounced or unsubscribed on emails sent from your HubSpot account.
To clean up your contact lists, use any of the following contact properties to get more context about their original source and why they're engaging with your business.
- Create date
- Last email date
- Recent conversion date
- Last form submission
- Last email opened
- Last email clicked
- Last reply
- Last date purchased
- Last activity date
- In your email campaign, try to include content relevant to the contacts' original interests.
- Allow one to two weeks for email engagement to occur, such as opens or clicks.
- Make a list of contacts who have not interacted with your re-engagement email, then delete that list.
Any contacts from the following source types should be removed from your database, as emailing unengaged or unknowing contacts can damage your email sending reputation:
- Event attendees from a conference or trade show
- Guessed emails based on the company format
- Rented, borrowed, leased, appended or purchased lists
Please note: purchased lists should be deleted from HubSpot immediately or imported as an opt-out list to ensure they're automatically dropped from all marketing emails.
Here are some important points to consider when looking at contacts from these sources:
- Many of these sources contain spam traps, which are emails deliberately planted to help email service providers identify spammers.
- Reaching out to contacts from these other sources is also a direct violation of our Acceptable Use Policy and may violate privacy or data laws in your jurisdiction.
- A spam complaint rate of 0.1% on a single email is a red flag that will increase your chances of bouncing or landing in the spam folder.
- Even a lack of enthusiasm among your recipients can do damage to your sending reputation, as a marketing email with an open rate lower than 15% sends a message to email service providers that the sender is sending spam.