Reengagement Campaign

Marketing & Content Hub Email Deliverability
1

Hello,

We moved from Mailchimp to HubSpot in 2020. We imported our Mailchimp database to HubSpot in Sep of 2020. A lot of these contacts have never opened an email from us that was sent in HubSpot (about 2,000).

Why could this be? Could it be because their inbox doesn’t recognize an email sent from us using HubSpot (even though our email domain is the same). Could it be that we never had the same sender reputation through HubSpot as we do Mailchimp?

We were considering reactivating our Mailchimp and doing a reengagement campaign from there, even though we haven’t sent an email from Mailchimp in almost 4 years. Does this make sense or should we try a reengagement campaign through HubSpot? My worry is that the email doesn’t get through to their inbox when it’s sent through HubSpot.

Thanks in advance for any help!

2

Hi @ELevitch,

Just to confirm, the emails to these contacts show as delivered but not opened? Or some of these not sent? (You can check in the Recipients tab of a sent email.)

Could you confirm that you fully authenticated your sending domain? Manage your email authentication

Best regards

3

Some emails are showing as delivered to the inbox. A lot of other contacts show the emails have bounced or stopped being sent because the contact is unengaged (so a big database cleanup is in order).

Yes, confirming our email domain has been fully authenticated in HubSpot (this was done in January of this year).

Would you recommend cleaning up our database first before going ahead with a reengagement campaign?

4

@ELevitch could you share your email health metrics? Monitor email sending reputation with the email health tool

Generally, open rate is not what it used to be in 2020 anymore. A contact that shows up as unengaged because they presumably have not opened emails in a while might actually be not unengaged, see here: https://community.hubspot.com/t5/Email-Marketing-Tool/iOS-15-let-s-talk-about-it/m-p/513936/highlight/true#M6812

Personally, I’m typically do not check the ‘Don’t send to unengaged contacts’ checkbox because of that reason.

If you want to clean up, here’s what I would do:

  • Instead of opens, focus on clicks. If contacts have never or not in a long time clicked through your marketing emails, consider removing them from the list. (Of course only if they’re not from a contact group you definitely want to keep, e.g. customers, employees etc. Also, this is only recommended when your emails are engaging the reader to click. If you’re sending magazine style updates which can be experienced by just reading them, I wouldn’t do that.)
  • Remove the hard bounced contacts from the list or review them. (You can find these via “Email hard bounce reason is known”.)

By removing contacts who haven’t opened emails in a while, you’re running the risk that you’re removing engaged contacts as well. Yes, you’ll end up with a cleaned up list but you’ll likely have over-cleaned.

Best regards!