Last updated: December 8, 2020
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.
Please note: you should only use a permission pass campaign to reconfirm opt-in status for your contacts. You should not use a permission pass campaign to gain opt-in for a contact who hasn't yet provided it directly to your brand. HubSpot requires a verifiable opt-in record for any contact included in a marketing email send.
A permission pass campaign is a one-time 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. You can see some examples of permission pass campaigns on the Community.
This article walks through the steps to implement a permission pass campaign. The steps below are meant to be followed in order, but you can click a particular step to jump straight to it if needed.
Before you start your permission pass campaign, enable the resubscription emails for forms feature in HubSpot. Enabling this feature will allow contacts who opted out of your emails to resubscribe if they fill out a HubSpot form.
Make sure your forms have notification and consent information added to them so contacts know what they're opting in to when submitting a form.
Before getting started with the next steps, ensure that you've set up email subscription types as well. If the contacts that you're emailing are subscribers to several different subscription types, you may want to use the default Marketing Information subscription type, but your legal team is the best resource to give you compliance information for your specific situation.
Create an active list of contacts who have not engaged with your emails recently.
Create a new email to send to your list. Include a CTA to encourage your recipients to confirm their subscription.
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.
To figure out which contacts should be opted out, create two active lists using the below criteria:
Use the second list to opt out contacts who did not engage with your permission pass email. It's recommended that you wait a week before continuing to give your recipients time to interact with your permission pass email.
You can also opt to use a workflow with the Manage Subscription Status action to manage their subscription status.
While traditional permission pass campaigns send just one email, you can choose to send two or three emails. Use list criteria and select your previous permission pass emails to create lists for each subsequent permission pass email.
For more details about permission pass campaigns, 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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