Best Practices to automate marketing vs. non-marketing contacts

[BMelville]

I've seen some similar threads on this topic but none that quite fit my situation. I am looking to set up workflows that will automated the process to update contacts as 'marketing' or as 'non-marketing.' Right now, I'm only looking at the following: 

• if they've opted in to one or more email subscriptions - set as 'marketing contact'

Right now that gives me a very large number that I presume includes a good deal of invalid email addresses. What criteria do you all recommend to filter out those invalid email addresses? We do not use email verification on the front end, so I don't feel 100% confident about how to identify these.

Also, what criteria do you typically use to filter out unengaged contacts? And if they re-engage, is it safe to assume they will be set back to 'marketing contact'?

Aside from the above, is there any other criteria I should consider?

[karstenkoehler · Accepted solution]

Hi @BMelville,

Here's what I'd suggest for you:

• Workflow 1: Set contacts to non-marketing
  • Enroll contacts when:
    • Marketing contact status is Marketing contact AND
    • Unsubscribed from all email is true OR Email is unknown OR Invalid email is true OR Email hard bounce reason is known
  • Actions: Set contact as non-marketing
• Workflow 2: Set contacts to marketing
  • Enroll contacts when:
    • Marketing contact status Non-marketing contact AND
    • Unsubscribed from all email is not true AND Email is known AND Invalid email is not true OR Email hard bounce reason is unknown AND
    • Contact is opted into one of your subscriptions
  • Actions: Set contacts as marketing

Make sure to enable re-enrollment in both workflows if you expect contacts to go back and forth.

Additional criteria would depend on how exactly you define activity / engagement.

Best regards!