Most effective criteria to clean disengaged non-customers?
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In the aftermath of the iOS 15 Update in Sept 2021 and now not being able to accurately measure email opens, what are the most effective criteria (across all properties) to clean disengaged non-customers from HubSpot?
Clicks and replies may be a better measure of engagement than opens, but when it comes to marketing emails, just because they don't click or reply, they could still be a good lead...especially if there's no reason to get them to click anywhere, just reading the email is fine. So I'm not sure the email properties are great now for deleting contacts.
I know it may be different for everyone, but just interested to hear people's take on this please. 😊
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I'll also tap in a couple experts on this -
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Then, maybe also consider a third party tool like Kickbox that's inexpensive, integrates with HubSpot, and can quickly run a deliverability report on your contacts. Then, any email addresses that are truly undeliverable can be removed.
If you find you have quite a few contacts who are or used to be at companies that are clients of yours, you could consider going the route of using HubSpot's marketing contacts option and then turning those into non-marketing contacts to keep historic data/conversations but remove them from the list of people who would be sent emails.