How long after an email send is a contact marked as unengaged?

Marketing & Content Hub Email Marketing Tool
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1

I’m wondering at what point after an email send Hubspot recognizes that the contact isn’t going to engage with an email. For example, say I have a workflow established that says “After a contact has not engaged with 7 emails, unsubscribe them”. If I send a contact an email, and it’s the 7th email that they haven’t engaged with, how long after I send that email will they be kicked into the workflow?

2

Hi @erinnanana

Hubspot’s calculation criteria and other useful information about graymail are outline in this article.

A contact will be categorized as unengaged if they meet one of the following criteria:

  • Never engaged with a marketing email from you and hasn’t engaged with the last 11 emails you’ve sent them.
  • Previously engaged with one of your marketing emails but haven’t engaged with the last 16 emails you’ve sent them.

I hope that helps.

Frank

3

Thanks @franksteiner79 . I understand that, but I’m wondering essentially how long it is between when an email hits a contacts inbox and when Hubspot decides “okay, they’re not going to engage with this one either. That’s eleven, lets mark them as unengaged.” Does that make sense? Is it within 15 minutes of receiving the email? Two hours? Two days?

4

Hi @erinnanana ,
Adding to @franksteiner79 points, you can add extra filter for that i.e Last marketing email open/recieved/ replied date is 180 days ago. It will track that in last 180 days you have send a contact 6 emails but those emails didn’t get any interactions ( open/recieved/ replied ).

Thanks!

5

Hi @erinnanana,

Since it’s not documented specifically, I would assume that this happens immediately. Using your original example, if you’re looking at Sends since last engagement, let’s assume you have a contact who hasn’t opened the recent 6 emails. The moment you send the 7th email, the value in the property Sends since last engagement should jump to 7. Usually these kinds of processes take seconds. In that very moment it’s true that this contact has not (yet?) interacted with the 7th email.

Should the contact then interact with the email after the value jumps to 7, it will be reset to 0. If you have a workflow linked to this property this means that you should plan for a delay yourself and give contacts 48 hours to interact with an email before you add them to an exclusion list, for example.

Generally, keep in mind that the Sends since last engagement / graymail functionalities of HubSpot have become unreliable due to recent changes since iOS 15, for example.

Personally, I don’t like to rely on opens anymore, I focus more on clicks.

Best regards!

6

@karstenkoehler I think this is a good solution. I added a brief delay between the workflow trigger (7 emails since last engagement) and the followup. Thanks everyone!