Should I clean up my prospect newsletter subscriber list and how?

[SZaric]

Hi all!

I run a prospect newsletter through HubSpot. People who subscribe via the newsletter form and those who download a gated asset and choose to opt in are on this list.
However, when I send the newsletter, there’s a discrepancy between the number of subscribers and emails that are actually sent and delivered. I know a small discrepancy might be normal, but this is, for example, 2,175 subscribers on the list, and only 1,605 sent emails.
Why is there such a difference between these numbers and does it mean I should clean up the subscriber list? If yes, how should I do it? Thanks!

[karstenkoehler]

Hi @SZaric,

There are multiple potential reasons why not all emails are sent:

Are you using the marketing contacts functionality? If yes, are all recipients marked as marketing contacts? (HubSpot will not send emails to non-marketing contacts.)

Are you suppressing unengaged contacts in the Recipients tab of the email? If yes, you could uncheck the box. Otherwise HubSpot will exclude these contacts.

Are you using an exclusion / suppression list in the Recipients tab of the email? (Do not send to dropdown)

Do you have the GDPR settings enabled? If yes, you might have restricted email sends to contacts who have a legal basis for communication only. In that case, you would have to update your contact subscriptions.

Have some of the contacts previously bounced? You can check by filtering your recipient list by “Email hard bounce reason is known”.

Did you already hit your monthly email send limit? (5X marketing contact tier)

Have some of the contacts previously unsubscribed? You can check by filtering your recipient list by “Unsubscribed from all email is equal to True”

You can easily check what’s going on by opening your last email and clicking on the Recipients tab:

Best regards!