Why do open rates often drop immediately after switching to HubSpot?

Initial drops in open rates are common due to how different ESPs (like SFMC and HubSpot) handle Apple Mail Privacy Protection (MPP) and image pre-fetching. Google and other ISPs might also categorize you as a 'new sender' temporarily, reducing image loads. It's important to differentiate between a reporting change and an actual decline in inbox placement.

What are the most common authentication issues when moving from SFMC to HubSpot?

Ensure your SPF, DKIM, and DMARC records are correctly configured and aligned for your sending domain within HubSpot. If you previously relied on SFMC’s default authentication, you'll need to manually set these up in your DNS records to maintain your sender reputation. A proper DMARC setup is critical.

Does migrating unengaged email lists from SFMC affect HubSpot deliverability?

Yes, migrating old or unengaged contacts from SFMC can severely impact deliverability in HubSpot. HubSpot's shared IP pools are sensitive to list hygiene. It's recommended to clean and segment your list rigorously before migration, bringing over only your most engaged contacts to ensure a healthy start and avoid being placed on a blacklist or blocklist .

How should I warm up my IP/domain after moving to HubSpot?

A new IP or domain needs to build trust with mailbox providers. Start by sending small volumes to your most engaged contacts, then gradually increase volume and expand to less engaged segments over several weeks. This phased approach, known as IP/domain warmup , establishes a positive sending reputation.

Is it effective to use a new subdomain in HubSpot for sending to cold leads?

Creating a new subdomain for cold leads in HubSpot can still negatively impact your primary domain's reputation if the sending volume or engagement is poor. Mailbox providers often link subdomains to the root domain for reputation assessment. It's generally better to send to cold leads using highly specific, consent-based methods.

What are the challenges with email deliverability when switching to Hubspot from SFMC? - Troubleshooting - Email deliverability - Knowledge base

Moving from Salesforce Marketing Cloud (SFMC) to HubSpot can feel like a significant leap, especially when it comes to email deliverability. Many organizations experience a noticeable shift in their email performance, including a drop in open rates and an increase in emails landing in spam folders. It's a common concern, and navigating this transition requires a clear understanding of the underlying causes and proactive strategies.

The challenges aren't always straightforward. Sometimes, what appears to be a deliverability issue is actually a change in how email metrics are reported between platforms. Other times, it's a genuine problem stemming from new technical configurations or a shift in sender reputation. Understanding these nuances is key to diagnosing and resolving any post-migration deliverability issues.

I've seen many businesses go through this, and the good news is that most issues are addressable with the right approach and a bit of patience. It’s important to remember that email service providers (ESPs) handle things differently, and what worked seamlessly in SFMC might need adjustments in HubSpot.

Metrics and initial perceptions

A common cause for concern when switching ESPs is the immediate change in reported email metrics, particularly open rates. When you move to a new platform like HubSpot, mailbox providers, especially Google, might categorize you as a 'new sender.' This can temporarily reduce image pre-fetching, which directly impacts how open rates are tracked.

SFMC and HubSpot also handle Apple Mail Privacy Protection (MPP) and image pre-fetching differently. This means the way opens are reported can vary significantly between the two platforms, even if actual inbox placement hasn't changed. It's crucial to distinguish between a real deliverability problem and a reporting anomaly.

However, sometimes the issue is indeed real, and emails are genuinely landing in the spam folder. This often points to deeper problems with how your domain and IP reputation are being perceived by receiving servers on the new platform. It's a fresh start, and that fresh start needs careful management.

Authentication complexities

One of the most critical aspects of email deliverability is proper authentication. While SFMC typically manages much of this in the background, when you switch to HubSpot, ensuring SPF, DKIM, and DMARC are correctly configured for your sending domain in HubSpot becomes your responsibility.

Improper authentication can cause emails to fail validation checks, leading to direct placement in the spam folder. If you were previously relying on SFMC's default authentication, transitioning to your own domain and ensuring these records are accurately published in your DNS is paramount. This includes understanding SPF alignment with HubSpot.

Ensuring proper domain authentication

After migrating, verify your SPF, DKIM, and DMARC records are correctly published and aligned with HubSpot's sending infrastructure. Any misconfigurations can severely impact deliverability.

Example SPF record for HubSpotTXT

v=spf1 include:spf.hubspotemail.net ~all

HubSpot offers guides for setting this up, but it's a critical technical step that shouldn't be overlooked or rushed.

Data quality and list management

Data quality is often a silent killer of email deliverability during migrations. SFMC's flexibility might have allowed for a more varied data quality, but HubSpot's deliverability, especially on shared IP addresses, is highly sensitive to list hygiene. Migrating dirty data with duplicates, invalid emails, or highly unengaged contacts can immediately trigger spam filters or land your new sending domain on an email blacklist or blocklist.

A specific pitfall is attempting to use a new subdomain for 'cold leads.' While the intention might be to segment, sending a significant volume of emails (e.g., 10-20% of your total volume) to cold or unengaged lists, even on a separate subdomain, can negatively impact your overall domain reputation. Mailbox providers often link subdomains to the primary domain when assessing sender reputation.

Before any migration, a thorough clean-up and segmentation of your existing list from SFMC is non-negotiable. Only bring over engaged contacts to your new HubSpot instance to ensure a positive start to your sending reputation.

Salesforce Marketing Cloud

Data handling: Often accommodates larger, more complex, and sometimes less curated datasets due to enterprise-level focus and extensive customization.
List segmentation: Highly advanced segmentation capabilities, but these rules might not transfer directly to HubSpot, requiring re-creation.
Historical data: Extensive historical email engagement data that needs careful migration or archiving.

HubSpot

Data handling: Generally performs best with clean, consented, and engaged lists, especially on shared IP pools.
List segmentation: Robust but requires explicit re-building of logic for automation workflows and contact properties.
Data cleanliness: Crucial to clean data before importing to prevent deliverability issues.

The importance of warm-up

A fundamental step often overlooked or rushed during an ESP migration is the warmup of your new IP or domain in HubSpot. Even if you're sending from the same domain, the underlying IP addresses (especially if you've moved from a dedicated IP in SFMC to a shared IP pool in HubSpot) are new to mailbox providers. This new sending infrastructure needs to establish its reputation gradually.

Attempting to send your full volume immediately after switching can result in emails being heavily filtered, deferred, or blocked, as ISPs view this as suspicious activity. A phased transition period, where sending volume increases slowly over time, is crucial. This process allows receiving servers to build trust with your new sending patterns and associate your domain with positive engagement.

I often advise clients to create a detailed warm-up plan tailored to their list size and sending frequency. This helps prevent immediate deliverability issues and establishes a solid foundation for long-term email performance in HubSpot. It is essential to be proactive to resolve email deliverability issues and IP blocks.

Warm-up element	SFMC approach (typical)	HubSpot approach (required)
Sending IPs	Often dedicated, with reputation pre-established or managed by SFMC.	Typically shared IP pools. Requires careful warmup to avoid being impacted by others.
Domain reputation	Established over time within SFMC's ecosystem.	Needs to be rebuilt or reinforced for HubSpot, even if the domain is the same.
Volume increase	Transition might be less noticeable if using shared IPs from SFMC.	Strictly phased rollout required, starting with most engaged segments.

Platform differences and strategy

Beyond the technical aspects, understanding how HubSpot's email ecosystem differs from SFMC is vital. HubSpot is designed with ease of use and integrated marketing in mind, but its deliverability features might not be as granular or customizable as SFMC, which is built for high-volume, complex enterprise-level sending.

This means that while HubSpot excels at helping businesses manage their entire marketing funnel, senders coming from SFMC might need to adjust their expectations regarding certain deliverability controls or reporting depth. It's not necessarily a limitation, but a difference in platform philosophy.

Ultimately, successfully migrating email deliverability from SFMC to HubSpot requires a holistic approach that combines technical diligence, strategic list management, and a realistic understanding of how each platform operates. Proactive planning and continuous monitoring are your best allies in ensuring your emails continue to reach the inbox consistently.

Views from the trenches

Best practices

**Thorough data cleansing:** Before migrating, meticulously clean your email lists to remove inactive, unengaged, or invalid contacts.

**Proper authentication setup:** Ensure SPF, DKIM, and DMARC are correctly configured for your sending domain in HubSpot.

**Phased IP/domain warmup:** Gradually increase your sending volume on the new HubSpot platform to build reputation, starting with your most engaged segments.

**Monitor deliverability metrics closely:** Use HubSpot's built-in tools and external monitoring services to track inbox placement, open rates, and spam complaints.

Common pitfalls

**Ignoring authentication changes:** Assuming authentication from SFMC automatically transfers or is less critical in HubSpot.

**Migrating uncleaned data:** Transferring old, unengaged, or low-quality lists to HubSpot, which can immediately hurt your new sender reputation.

**Sending too much too soon:** Rushing to send full volume on a new IP/domain without proper warmup, triggering spam filters.

**Using subdomains for cold leads:** This strategy can still negatively impact the reputation of your primary sending domain.

Expert tips

**Review existing SFMC segments:** Understand their underlying logic to accurately recreate them in HubSpot, ensuring continuity in audience targeting.

**Engage key stakeholders:** Involve marketing, sales, and IT teams early to ensure a smooth transition and shared understanding of deliverability goals.

**Test email content:** Ensure your email content performs well in HubSpot, as slight rendering differences can impact engagement and deliverability.

**Leverage HubSpot's support:** Utilize HubSpot's resources and support for specific configuration questions and best practices unique to their platform.

Marketer view

Marketer from Email Geeks says that after switching to HubSpot from SFMC, they experienced a significant drop in open rates and noticed many emails landing in the spam folder, indicating potential deliverability issues.

2024-05-29 - Email Geeks

Expert view

Expert from Email Geeks says that deliverability issues after an ESP switch are often due to authentication and configuration, requiring proper IP or domain warmup to build reputation.

2024-05-29 - Email Geeks

Navigating your migration successfully

Migrating from Salesforce Marketing Cloud to HubSpot, while offering numerous benefits, undeniably presents its own set of email deliverability challenges. These often stem from differences in platform architecture, IP reputation, domain authentication, and historical data handling. The key to a smooth transition lies in meticulous planning and execution, rather than simply replicating your old setup.

By proactively addressing authentication, cleaning and segmenting your data, and carefully warming up your new sending infrastructure, you can significantly mitigate potential deliverability drops. Remember, building and maintaining a strong sender reputation is an ongoing process that adapts to your chosen ESP and the evolving landscape of mailbox provider requirements.

Continuously monitor your deliverability metrics and be prepared to adjust your sending strategy based on performance. With a thoughtful approach, you can ensure your email campaigns thrive in your new HubSpot environment.