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A few weeks ago, we deliberately unsubscribed 250,000 people from HubSpot's Marketing Blog -- people who had opted in to receive emails about new content we published on the blog but hadn't engaged with those emails in 6 months. This subscriber purge brought our total subscriber count from 550,000 down to 300,000. Why do this when growth is what we all aspire to? What gives? Graymail. Graymail is what gives.

  1. Created Automated Workflows to Unsubscribe Subscribers Once They Became Unengaged
  2. Eliminated the Marketing Blog's "Instant" Subscription
  • ES

    Edward Stephens

    over 3 years ago #

    Nice move from Hubspot here, when the crowd moves one way it's time to move the other.

    They've spent the last few years providing a masterclass on inbound marketing and are always worth listening to.

    Graymail is a big problem for organisations in my opinion, I really like how the article gave the outcome of each course of action they took and the fact they were brave enough to stare vanity metrics in the face and see them for what they were.

    Great share Meghan.

  • GB

    Gennady Barsky

    over 3 years ago #

    interesting strategy..

  • KJ

    Karolina Jasvinaite

    over 3 years ago #

    I would say that it is a contact list hygiene. Everyone who collects subscribers, should clean the list from time to time :) Surely, very few ones do that - it is always hard to say goodbye to the nice big numbers.

    Congratulations, well done.

  • RT

    Roman Temkin

    over 3 years ago #

    Great share, thanks for sharing us your strategy

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