Review expected email engagement for contacts in segments

Prior to sending a marketing email to a segment of contacts, review how many included contacts are eligible to get marketing emails. For ineligible contacts, you may need to update contact details. For example, edit a contact's email address or marketing subscription preferences.

Once you've confirmed eligible contacts, you can review the segment's predicted engagement for your marketing emails. 

Check which contacts in a segment can receive marketing emails

To receive a marketing email, a contact must meet all the following criteria:

• Have an email address in the Email property.
• Be opted in to a marketing email subscription (when data privacy settings are on) or not unsubscribed from all marketing emails (when data privacy settings are off).
• Be set as a marketing contact (in accounts with a Marketing Hub subscription).

If ineligible contacts are included as recipients, HubSpot automatically stops the email from sending to them. They'll appear in the email's Not sent list and won't receive the email. If contact emails are invalid, the email will still be sent, but the contacts will appear in the email's Bounced list. Prior to sending, it's recommended to validate contacts with an external email validation service.

To review how many contacts in a segment meet the criteria to receive marketing emails:

1. In your HubSpot account, click More, then navigate to CRM > Segments. If More doesn't appear in your account, navigate to CRM > Segments directly.
2. Create a new segment or click the name of an existing segment.
3. Navigate to the Performance tab.
4. Click Available channels in the left sidebar menu.
5. On the Emails card, view the count and percentage of contacts in the segment that can be sent a marketing email. 
    
   
   
6. If you're ready to send the email to the segment, click Use in an Email. Select the email then click Proceed to manage and send the email.
7. If you expected more contacts to be eligible, to check and update the contacts in the segment:
   • Navigate to the Overview tab.
   • Check the values for contacts in the following columns: Email, Marketing contact status, Unsubscribed from all email, Opted out of [subscription type], and Marketing emails bounced.
   • Click a column to sort by a specific property's values. For example, click the Email column to view contacts missing an email address.
   • Depending on the values, make the following updates to change the contact's eligibility:
     • Email: if a contact's value is blank, add the contact's email address.
     • Marketing contact status: if a contact's value is Non-marketing, set the contact as marketing. Note that if you set contacts as marketing above your current marketing contact tier, your account will be automatically upgraded to the next marketing contact tier. Learn more about billing for marketing contacts.
     • Opted-out of: if a contact's value is True for the subscription type set for the marketing email, they cannot be sent that email. If a contact wants to get marketing emails from you, you can opt them in or have them resubscribe depending on your data privacy settings.
     • Unsubscribed from all email: if a contact's value is True, the contact cannot be sent marketing emails. If the contact wants to get marketing emails from you, they must be resubscribed. Depending on your data privacy settings, you can manually resubscribe individual contacts or a contact must resubscribe themselves via a form or email.
     • Marketing emails bounced: if a contact's value is True, depending on the type of bounce, the contact may no longer be able to receive marketing emails. Learn more about email bounces from marketing emails.

Review predicted marketing email engagement for a segment

Use predicted email engagement to understand how a segment is expected to perform before sending a marketing email. The report analyzes past engagement (e.g., clicks and opens) for contacts in the segment and compares it to your account's average marketing email performance. This helps identify which audiences are more likely to interact so you can avoid emailing low-engagement contacts.

To view the predicted marketing email engagement of contacts in a segment:

1. In your HubSpot account, click More, then navigate to CRM > Segments. If More doesn't appear in your account, navigate to CRM > Segments directly.
2. Create a new segment or click the name of an existing segment.
3. On the Overview tab, view Predicted email engagement on the data card above the contacts table. Possible values include:
   • High: expected to perform above your average email engagement.
   • Medium: expected to perform close to your average email engagement.
   • Low: expected to perform below your average email engagement.
   • Unknown: not enough historical data to make a prediction.