Determine if it's OK to send marketing emails to a contact list

Last updated: October 13, 2020

Applies to:

All products and plans

You can send marketing emails to a contact list using HubSpot if all of the following statements are true:

1. You have permission to email these contacts

Importing purchased or third-party lists where contacts have not explicitly opted into hearing from you can lead to poor email deliverability. Purchased lists are typically filled with people who don’t know who you are yet. When your email hits their inbox, they’re much more likely to mark your email as spam.

2. You have an unsubscribe or suppression list to go along with it

Email lists should always come in twos. When you import a new contact list into HubSpot, you should include an opt-out list from the same source. If you don't keep track of who opts out of receiving your emails, your original list may include unengaged contacts, which has a negative impact on your deliverability.

3. You have engaged with these contacts within the past year

Email addresses that are over a year old bounce at a significantly higher rate than more recently acquired email addresses. Email addresses change as people change companies, ISPs, and last names. Emails sent to stale addresses are much more likely to be hard bounced or marked as spam.

If your contact lists don't meet the minimum criteria above, your account could be at risk of suspension.