If you're using HubSpot's free tools or if you have a Marketing HubStarter account, when any of your key email deliverability metrics drop below a certain threshold, your email sending capabilities will put into a probationary state to safeguard your sending reputation.
Email sending probation and review process
The deliverability thresholds that will trigger an email sending probation (e.g., a high hard bounce rate) depend on the sending volume associated with the industry of your business. The email health dashboard provides a snapshot of your current email health based on your industry, as well as recommendations to ensure you maintain a healthy sending reputation.
If your account does enter a probationary state, you'll be prompted to review your contacts to confirm that you're only sending to recipients who granted explicit opt-in consent to receive marketing emails from your business, and have historically engaged with the contents of your email.
Once you've completed the contact review process, your account will no longer be under probation and you can resume sending emails to your contacts. Failure to address issues with your contacts will result in an escalation in your probation and may lead to an email sending suspension if you continue to neglect your deliverability issues.
Please note: you'll be given two probationary warnings before your email sending will be fully suspended.
Review your contacts
If your HubSpot account is affected by an email sending probation, a banner will appear at the top of the marketing email tool.
To review your contacts and resolve the probation:
In your HubSpot account, navigate to Marketing > Email.
Click Review contacts.
In the right panel, follow the instructions to review your contacts:
Read through the information provided on the permission that contacts must provide before you can email them, then click Next.
Learn about the three different ways to avoid emailing contacts who didn't provide verifiable consent to your business, then click Next.
Following the guidance from the previous two steps, review all of your email marketing contacts and remove any of them who did not give permission to receive your marketing emails. You should also clean up any contacts who do not have a valid email address.
Once you've gone through the steps above, select the I've reviewed my email marketing contacts checkbox.
Once you resume sending emails, your hard bounce rate should begin to improve. Keep in mind that you should still regularly review your email health dashboard to ensure a healthy sending reputation.
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