Identifying Non-Marketing Contacts in HubSpot

Managing Marketing and Non-Marketing Contacts in HubSpot

Understanding the difference between marketing and non-marketing contacts is essential for effective campaign management and budget control in HubSpot. This post explores strategies to identify and categorize these contacts, helping you optimize your marketing efforts while minimizing costs.

Understanding Marketing Contacts

Marketing contacts are individuals you can actively market to, allowing you to send them marketing emails. The number of marketing contacts you can maintain in your database is determined by your HubSpot plan. When you reach your limit, HubSpot will notify you, and you may be automatically upgraded to a higher tier, which can impact your budget.

In contrast, non-marketing contacts cannot receive marketing emails. However, the number of non-marketing contacts you can have is unlimited. You have the flexibility to convert non-marketing contacts into marketing contacts at any time, but this change for marketing contacts is only updated once a month.

Strategies for Identifying Non-Marketing Contacts

1. Monitoring Unsubscribed Contacts

One effective way to identify non-marketing contacts is by tracking those who have unsubscribed from marketing emails. Creating an active list specifically for these contacts allows you to maintain control over your marketing outreach. This method helps ensure that you are not wasting resources on contacts who have expressed disinterest. Once you have the unsubscribed contacts on a list, you can create a workflow in HubSpot to set them as non-marketing contacts automatically:

2. Assessing Engagement Levels

Another method to identify non-marketing contacts is by evaluating their engagement levels. This can be easily done with Thalox's Engagement Score.

You can either use the Inactive or Indecisive list which is automatically created by Thalox inside HubSpot or you can as well just create a criteria to look for the TES (Thalox Engagement Score), focusing specifically on those with a score less than or equal to 10.

These contacts are unlikely to engage in the future, making them candidates for non-marketing status and even deletion.

Thalox's lists allow you to also identify contacts with an engagement score below 50, allowing you to target re-engagement campaigns toward those who may still have potential.

3. Custom Criteria for Non-Marketing Contacts

You may also want to establish specific criteria for defining inactive contacts beyond engagement levels. For example, prioritizing business email addresses over personal email addresses can further refine your contact list, ensuring that you engage with an audience that is more likely to convert.

Watch the video to know more:

Effectively managing your marketing and non-marketing contacts in HubSpot is crucial for optimizing your marketing strategies and controlling costs. By utilizing the tools available within the platform—such as unsubscribed contacts, engagement scores, and custom criteria—you can streamline your contact management process. This not only helps maintain a clean database but also ensures that your marketing efforts are directed toward engaged and interested individuals.