Email Deliverability

Albus_Bui
Contributor

Sunset Policy Best Practices

SOLVE

Hello Expert community,

 

I'm planning to apply some kind of sunset policy to clean up our HubSpot database and would love to ask for some pieces of advice.

 

A generic question would be to see if any suggestions for good practices in implementing such policy. 

 

A more specific one would be about this article highlight. I couldn't get why the article suggested to IMPORT the opt-out list to HubSpot while the whole story was about dealing with a database that's already on HubSpot. Could anyone please kindly advise here?

 

Thank you very much!

Albus

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TomM2
Solution
Thought Leader | Platinum Partner
Thought Leader | Platinum Partner

Sunset Policy Best Practices

SOLVE

Hi @Albus_Bui regarding importing an opt-out list, this is to sync opt outs with any systems you may have external to HubSpot. 
For example if you've used mailchimp to send emails in the past and don't have an integration set up, you would import your opt-out list from mailchimp into HubSpot, this would ensure any contacts who have opted out in mailchimp are also opted out in HubSpot. Generally if you have an integration set up this avoids having to do this step manually, but the logic behind having to import an opt-out list is to ensure that your HubSpot database has the most up-to-date opt-out information on your contacts if you're using other systems to email them or maintain consent status.

Regarding general sunset policies, it is really down to your company and how define strong engagement. 
For example if you send multiple emails in a month, then you might want to re-engage and eventually sunset contacts who have not opened an email in over 30 days. 

Generally speaking a good strategy is to be transparent, if for example you did define not opening an email in the past month as a low engagement rate, you can create a list of those contacts and ask them if they would like to email their subscription types. You can use a personalization token to link to the subscription management pages too! 
This has 2 purposes, you can allow users to opt out of specific subscriptions if they wish, or completely. It also lets you re-evaluate those users based on that email. For example you could then create a list of people who haven't opened your subscription management email and opt them out or remove them from marketing contacts to help keep your database clean and engaged! 

In general I'd advise against deleting the contacts entirely, but you can just remove them as marketing contacts as this will help keep the HubSpot bill down! 
It's always a good idea to keep them in your CRM overall to ensure they won't just be added back in, or if the opportunity arises where your services might be suitable for their company in the future you can re-engage them! 

Hope this helps! 

Tom Mahon
Technical Consultant | Solutions Engineer | Community Champion
Baskey Digitial

Book a meeting

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TomM2
Solution
Thought Leader | Platinum Partner
Thought Leader | Platinum Partner

Sunset Policy Best Practices

SOLVE

Hi @Albus_Bui regarding importing an opt-out list, this is to sync opt outs with any systems you may have external to HubSpot. 
For example if you've used mailchimp to send emails in the past and don't have an integration set up, you would import your opt-out list from mailchimp into HubSpot, this would ensure any contacts who have opted out in mailchimp are also opted out in HubSpot. Generally if you have an integration set up this avoids having to do this step manually, but the logic behind having to import an opt-out list is to ensure that your HubSpot database has the most up-to-date opt-out information on your contacts if you're using other systems to email them or maintain consent status.

Regarding general sunset policies, it is really down to your company and how define strong engagement. 
For example if you send multiple emails in a month, then you might want to re-engage and eventually sunset contacts who have not opened an email in over 30 days. 

Generally speaking a good strategy is to be transparent, if for example you did define not opening an email in the past month as a low engagement rate, you can create a list of those contacts and ask them if they would like to email their subscription types. You can use a personalization token to link to the subscription management pages too! 
This has 2 purposes, you can allow users to opt out of specific subscriptions if they wish, or completely. It also lets you re-evaluate those users based on that email. For example you could then create a list of people who haven't opened your subscription management email and opt them out or remove them from marketing contacts to help keep your database clean and engaged! 

In general I'd advise against deleting the contacts entirely, but you can just remove them as marketing contacts as this will help keep the HubSpot bill down! 
It's always a good idea to keep them in your CRM overall to ensure they won't just be added back in, or if the opportunity arises where your services might be suitable for their company in the future you can re-engage them! 

Hope this helps! 

Tom Mahon
Technical Consultant | Solutions Engineer | Community Champion
Baskey Digitial

Book a meeting

Did my post help answer your query? Help the community (and me) by marking it as a solution.


Albus_Bui
Contributor

Sunset Policy Best Practices

SOLVE

Thanks a lot, @TomM2  -- Very valuable input for our planning. 

Appreciated!

Albus