Seventh Sense’s AI system now automatically classifies each person in your marketing program into four different stages of email activity; "Evaluating", "Active", "Passive" or "Inactive".
Evaluating - These are either new or relatively new subscribers in your list where the system is building a baseline to understand their activity level with your email program.
Active - These are the people that are actively engaged in your email program.
Passive - These are people that the system has determined as being partially active in your email program. We recommend regularly suppressing these people from your email campaigns. Some exceptions might include a highly converting offer or a major product update.
Inactive - These are people that the system has determined as being inactive in your email program. We recommend that you suppress these people almost always with the exception of reengagement campaigns. The more you send to them the more it can hurt your domain reputation and affect reaching the inbox of the people that are actively engaged.
While in Seventh Sense, you can automatically suppress / unsuppress any activity segment from an email send, there are times where you might want to do further segmentation of your lists within HubSpot based on these activity levels.
Some examples would include:
- You're running a test to understand how the different activity classes perform.
- You're running an ABM campaign and you'd like to know who from each account is actively engaged in your email program so you can continue to make them your champion and / or for the people that are in passive or inactive activity levels, slow down the frequency of your emails or try different messaging.
- You're combining multiple lists for an email send and only want to send to people that are in a specified activity level(s).
- You're running a reengagement campaign and want to build a list of the people who are inactive to send the campaign to.
- You're cleaning up your database at the time of your subscription renewal and want to remove the inactive people that are older than "x period" of time.
If you want to append the activity level of every contact in your database, a subset or even a specified list, you can follow the below steps.
First create a custom contact property inside of HubSpot called "Email Activity Segment". For the field type use "Dropdown Select" and create four properties; "Evaluating", "Active", "Passive" and "Inactive".
Second, create a list of people in HubSpot that you'd like to add their activity level to. An example of everyone in HubSpot that has an email address is below.
In Seventh Sense Navigate to "Lists" by clicking on "Marketing" in the menu bar --> click on "Lists" --> Next search for the list you'd like to analyze and click the "Personalize" button next to the list name --> In the top right of the "Schedule List" screen, you'll see "Preview (do not initiate deliveries)" which is turned off (unchecked) by default. Check this box which will also disable the ability to select a workflow since there will be no mailing associated with the scheduled campaign.
Once the list finishes processing on the "Scheduled Actions" Screen underneath the distribution graph, you'll see a "Download" button. Click this which will download all relevant data along with the activity class of each person to your machine.
Upload this list to HubSpot using the list import tool. The only two fields you will need to map in HubSpot are the email address and the activity level field. During the import process, HubSpot will remove all other fields from the upload file. (Note: You do not need to adjust anything in the CSV prior to importing it.)
Select "File from computer" and click "Next".
Select "One file" and click "Next".
Select "One object" and click "Next".
Select "Contacts" and then click "Next".
Upload the scheduled-actions file from your computer and click "Next".
Map the Email address to "Email" and the Activity Level to the "Email Activity Segment" field. Ensure that you also check "Don't import data in unmatched columns". Click "Import". Once the import is complete, you can start using the contact property as a segmentation mechanism and also display it in CRM for your sales team.