Why didn't all of the contacts in my HubSpot smartlist receive their email?

At times it can be tricky to understand who will and has received your emails due to a number of factors in HubSpot.  This can include people that are still part of a sending list that have previously unsubscribed, hard bounced, marked your messages as spam or could be part of a suppression list or workflow goal which will automatically be suppressed by HubSpot when Seventh Sense initiates the email send process through the workflow.

The first step in diagnosing this problem is to look at the "Not sent" numbers to see if they line up with the number of people that had their email delivery initiated from Seventh Sense and the people that were actually delivered their email.

For example, you've created a SmartList in HubSpot which does not contain filters for any of the above contact properties.  The list has x number of contacts and y number of them are either not mailable and / or are part of a suppression list.

You can Navigate to the "Recipients" list in HubSpot by first navigating to the email in question and underneath the email viewer, you'll see "Recipients".  A screenshot is provided below.

 Recipients_Tab.png

Once you are on the "Recipients" tab, you can see how many people were not sent the email.  You can also dig deeper into the reason(s) by clicking on "Not sent" which will filter these contacts on the right hand side of the page.

Not_Sent.png

If the numbers are still not lining up, you'll want to look at the sending HubSpot workflow to see how many contacts were enrolled in the workflow.

You can find this by navigating to the "Performance" tab and see how many contacts were enrolled in the workflow.

Contact_Enrollment.png

If these numbers line up with the total number of contacts that were initiated by Seventh Sense, then the challenge is likely contacts that are no longer mailable due to a hard bounce (could also be global bounce), previous unsubscribe or spam complaint.

If the numbers are still not lining up, you'll want to evaluate your Suppression Lists.  To understand what lists were suppressed, you can navigate to the "Unenrollment and suppression" screen.

Suppression_Screen.png

Once you have an understanding of the suppression list, you can then navigate to the "History" tab and look for "Unenrolled because it was found in a suppression list".  These contacts will not be included in the "Performance" tab highlighted above.

Unenrollment.png

In scenarios where you still can't find the discrepancy, there is some list manipulation you can perform in HubSpot which will provide the details and number of people that were both members of the sending list and the suppression list(s). In the below example, the "Explainer Video" is the sending list whereas the "Segment 3" and "Segment 2" lists are the suppression lists that are in the workflow.

The easiest criteria to use is similar to the below with an "and is a member of <list>". 

Suppression_List.png

If you subtract the number of people in the above list along with the total number of people that were not sent an email due to them being unmailable from the total number in the sending list, you should have a match.

 

 

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