Last updated: June 28, 2023
Each contact in your database should be organized based on why they expressed interest in receiving marketing emails from you. You can refer to this data to ensure 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 Then suppress or delete any outdated or unengaged contacts from your account.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.
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.
If any of the above properties are unknown or more than one year old, refer to best practices about confirming opt-in consent.
Without taking action, low open rates of your marketing emails can often worsen over time. Email service providers like Gmail or Outlook will move emails with low engagement to the spam folder, which can lead to open rates dropping further, since fewer users will see your emails once they're filtered out of their inbox.
To prevent this process and improve your overall open rate, you can create and suppress a list of contacts who've never opened one of your marketing emails:
You can then suppress this list of contacts when you're configuring your email's recipients.
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:
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: