Delete unnecessary contacts in HubSpot using workflows

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To optimize the cost of HubSpot, it's essential to strategically adjust your subscription and usage:

Evaluate your HubSpot plan to ensure you're not overpaying for unused features, and consider downgrading if necessary.

Regularly audit your contact list to remove inactive contacts and reduce costs related to contact tiers.

Maximize efficiency without incurring extra costs by utilizing HubSpot's native tools and integration features.

Implement cost-cutting measures and use SysCloud to back up HubSpot data, ensuring no information is lost during the optimization process.

Struggling with the escalating costs of your HubSpot Marketing subscription? You're not alone! As businesses rely more and more on inbound marketing, the subscription fees of marketing platforms like HubSpot can quickly become a burden.  

This article explores three methods to help you optimize your HubSpot Marketing subscription costs without compromising on your marketing outcome.  

Before we delve into the details of cost optimization strategies, it's crucial to understand HubSpot's pricing structure. HubSpot's pricing is primarily based on the number of marketing contacts in your database, and different plans offer varying features. Understanding of these pricing tiers and their features will help you make an informed decision about which plan suits your needs the best, and where there is potential for cost optimization. 

HubSpot's Marketing Hub is divided into different tiers: Starter, Professional, and Enterprise. The pricing of these plans is primarily based on the number of marketing contacts you have. 

HubSpot Starter plan that provides the basic tools to engage and convert leads starts at $18 per month, if billed annually ($20 per month, if billed monthly). This plan includes1000 marketing contacts. If your business has more than 1000 contacts to market to, HubSpot charges an additional $18 per month for every 1000 additional marketing contacts.

The Professional plan is a comprehensive package that starts at $800 per month, billed annually ($890 per month, if billed monthly). This plan includes 2000 marketing contacts.HubSpot charges an additional $225 per month for every 5,000 additional marketing contacts.

Note: The cost shown for the Professional plan includes a one-time Professional Onboarding fee of $3,000. This fee covers the cost of getting your team up to speed with using the HubSpot platform. Learn more

The Enterprise plan is priced at$3,600/month, billed annually. This plan includes 10,000 marketing contacts. For more than 10,000 contacts to market to, HubSpot charges an additional $100 per month for every 10,000 additional marketing contacts.

Plan for annual billing: HubSpot usually offers a discount for annual billing as compared to month-to-month billing. If you have the budget to pay upfront, this can result in significant savings over time.

Below are three options that can help optimize HubSpot subscription costs: 

1) Deleting irrelevant contacts – Manual deletion and deletion using workflows 

3) Regularly reviewing your HubSpot plan 

Let’s look at each of these in detail. 

Regularly deleting contacts who are no longer engaged or relevant to your business can help lower your monthly subscription cost. The process involves reviewing your contacts list and removing those who are no longer needed. 

Here are some examples of marketing contacts that can be deleted to reduce the number of contacts in your HubSpot account: 

Duplicate contacts: Duplicate contacts can occur when two or more contacts have the same information. Learn how to identify duplicate contacts in HubSpot

Unengaged contacts: Contacts who have not responded to your marketing communications for a long period of time can be deleted. Learn how to filter out and delete unengaged contacts using workflows  

Outdated contacts: Contacts whose information, such as job title or company, is no longer accurate can be deleted.

Bounced emails: Contacts whose emails have bounced back can be deleted as they are no longer valid. Learn how to filter out and delete contacts with bounced emails using workflows

Opted-out contacts: Contacts who have explicitly opted-out of receiving your marketing communications can be deleted. Learn how to filter out and delete opted-out contacts using workflows

Contacts with spam complaints: Contacts who have marked your emails as spam can be deleted.

Low quality leads: Contacts who have shown interest in your offerings once but are not the right fit for your business. These low-quality leads can be identified based on their engagement patterns or demographic information.

Test contacts: Contacts created for testing purposes can be deleted after the tests have been completed. Learn how to filter out and delete test contacts using workflows

To manually delete contacts in HubSpot, follow the below steps:

Step 1: In your HubSpot account, navigate to Contacts -> Contacts.


Step 2: Click the name of the record you want to delete. This will take you to the details page of the selected contact.

Step 3:In the left panel, click on the Actions dropdown menu, then click Delete.

Step 4:  In the confirmation dialogue box that appears, select if you want to delete the contact with the ability to restore it(within 90 days) or delete it permanently.

Workflows are a key feature in HubSpot that allows you to automate tasks, including deleting contacts. Using workflows to delete contacts can be particularly useful when you need to manage a large number of contacts, or when you want to set up criteria for removing contacts automatically based on their activities or attributes.

To delete unengaged contacts, you can create a workflow and set the enrolment triggers to identify these contacts based on their engagement level. For example, you could include conditions such as “Last engagement data is more than 6 months” OR "Contact has not opened any marketing email in the last 6 months."

Once you have set the enrolment conditions, you can add an action in the workflow to either delete these contacts or add these contacts to a static list. You can then review the list and delete the list if the contacts are no longer needed.

To delete contacts whose emails have bounced, you can create a workflow with the enrolment trigger including conditions such as " Marketing emails bounced is greater than 0 " OR “Email hard bounce reason is any of Other, Policy, Mailbox full, Content, Spam, or Unknown user” or any other conditions according to your business requirements.

To delete contacts who have explicitly opted out of your marketing communications, you can create a workflow and set the enrolment triggers to identify these contacts. For example, you could include conditions such as “Opted out of email marketing information is equal to Yes” OR " Opted out of email: One to one is equal to Yes" OR “Opted out of email: One to one is equal to Yes.” 

Once you have set the enrolment conditions, you can add an action in the workflow to either delete these contacts or add these contacts to a static list. You can then review the list and delete the list if the contacts are no longer needed. 

To delete contacts who have explicitly opted out of your marketing communications, you can create a workflow to filter out all the testing emails your organization uses. For example, you could include a condition such as “Email contains any of <enter test account emails>”  

Once you have set the enrolment conditions, you can add an action in the workflow to either delete these contacts or add these contacts to a static list. You can then review the list and delete the list if the contacts are no longer needed 

You can deduplicate contacts in your HubSpot account using the duplicate management tool. 

To use the tool, users must have either Edit access set to Everything for Contacts and Companies or Data quality tools access permissions. 

The tool identifies duplicates by comparing the contacts' values for the following properties: 

To manage duplicate contacts, follow the below steps: 

Step 1: Navigate to Contacts -> Contacts.

Step 2: In the upper right, click the Actions dropdown menu and select Manage duplicates. 

This will give a list of potential duplicate contact pairs for your review. You can also see when the next duplicate check is scheduled. 

Step 3: You can customize which properties are displayed when comparing records by clicking Select properties to review above the table. This option is only visible if there are potential duplicates in the list.

To remove a property from display, click the X next to it in the Selected properties section. 

To add a property to the display, tick the checkbox next to the property. 

Click Apply once you've made your selections. 

Note: The properties you choose to display are for context only and do not affect how duplicates are identified.

Step 4: To examine a pair of potential duplicates, click Review next to a pair. 

In the dialog box, you can compare the properties of the records and choose which to keep. To merge the records, select the contact you wish to retain and click Merge. 

If the records are not duplicates, click Cancel in the dialog box. Then, in the table, click Reject to remove the pair from the 'Manage duplicates' dashboard. Rejected pairs will not appear in future suggestions. 

If you want to bulk merge or bulk reject duplicates, go to the next steps. ((only available with Operations Hub Professional and Enterprise)

Step 5: For bulk merging of duplicates or bulk rejection of suggestions, select the checkboxes next to the records.

To reject a pair, click Reject at the top of the table. These records will be removed from the dashboard and will not be suggested as duplicates in the future. 

To compare the records, click Review at the top of the table. 

Step 6: In the dialog box, click the Merge criteria dropdown menu and choose the criterion that will determine how the records are merged: 

Most recent engagement: All selected records will be merged into the record with the most recent 'Last Engagement date' value. 

Oldest engagement: All selected records will be merged into the record with the oldest 'Last Engagement date' value. 

Created first: All selected records will be merged into the oldest record according to the 'Create date'. 

Created last: All selected records will be merged into the newest record according to the 'Create date'. 

Most recently updated: All selected records will be merged into the record with the most recent property value update. 

Data accuracy: Regularly reviewing and deleting outdated or incorrect contact information can enhance the accuracy of your database, leading to better segmentation and more effective targeting.

Improved marketing efficiency: Removing unengaged or irrelevant contacts can improve your marketing efforts. By focusing on engaged contacts, you can increase open rates, click-through rates, and conversion rates. 

Reduced spam complaints: Removing contacts who have marked your emails as spam or who have opted out of your communications can help reduce spam complaints.

Time-consuming: Manually reviewing and deleting contacts can be a time-consuming process, especially for businesses with many contacts. 

Potential loss of opportunities: You might delete contacts who may become engaged or valuable in the future. A contact that hasn't interacted with your content recently may still do so in the future.

Legal compliance: Depending on your location and industry, there may be regulations about when and how you can delete contact data. It's crucial to ensure you're compliant with all relevant laws and regulations when deleting contacts.

This is a cost-saving option that allows you to exclude non-marketing contacts from your monthly subscription fees. Introduced by HubSpot in 2020, the concept of "non-marketing contacts" allows businesses to store contacts in their HubSpot database without incurring additional costs. Non-marketing contacts are those individuals in your database who are not actively engaged in your marketing initiatives. These could be past customers, partners, or other business associates. They are individuals who don't need to receive marketing communications or be enrolled in marketing automation workflows. 

While these contacts are stored in your database, they are not counted towards your contact tier, thus not influencing the cost of your HubSpot subscription. However, they can still be accessed for reporting purposes, CRM functionality, and one-to-one email communication. 

Thus, by eliminating non-essential contacts, you will only need to pay for the contacts that are actively receiving marketing communications. This distinction allows businesses to maintain larger databases without a significant increase in cost, while focusing their marketing efforts on the contacts who are more likely to convert or engage with the business 

This model is especially beneficial for large enterprises churning so many contacts. 

To set existing contacts as non-marketing from the Usage and Limits page, follow the below steps:

Step 1: In your HubSpot account, select your account name in the top right corner, and select Account & Billing.

Step 2: Click Usage & Limits -> Manage marketing contacts.

Step 4: In the Unengaged contacts step, contacts that have bounced or unsubscribed are automatically selected. It's advisable to categorize these contacts as non-marketing since they haven’t engaged with your marketing campaigns. Click Next if you want to set these as non-marketing, otherwise, choose Skip.

Step 5: In the Filters & lists step, you can set contacts as non-marketing using either a filter or a list. 

- Using a filter: Select the criteria for the contacts you wish to categorize as non-marketing by clicking on it. Learn more about selecting criteria 

- Using a list: Select the lists for the contacts you want to set as non-marketing. These lists can be created prior to managing marketing contacts. Learn how to create lists 

Step 6: Once you’ve selected your non-marketing contacts, click Next. If you have no selections, click Skip.

Step 7: In the Review & update step, verify the number of marketing and non-marketing contacts.

Step 8: After reviewing, click on Update Contacts.

To set existing contacts as non-marketing on the contacts index page, follow the below steps:

Step 1: In your HubSpot account, navigate to Contacts > Contacts.

Step 2: Select the contacts you want to set as non-marketing. You can use a saved view to help you select the correct contacts.

Step 3: Click the More dropdown menu at the top of the table and select Set as non-marketing contacts.

Step 4: In the dialog box, click Set as non-marketing to confirm. For any current marketing contacts, the non-marketing status will take effect on the next update date.

To automatically set existing contacts as non-marketing using workflows, follow the below steps:

Step 1: Login to your HubSpot account, navigate to Automation > Workflows.

Step 2: To edit an existing workflow, hover over the workflow, then click Edit.  Learn how to create a new contact-based workflow.

Step 3: In the workflow editor, click the + plus icon to add an action. 

Step 4: Select the Set marketing contact status action in the right panel, then click the Value dropdown menu, and select Set as non-marketing.

Step 5: Once you've turned on your workflow, contacts who meet your enrolment triggers will be set as non-marketing contacts when they pass through the “Set marketing contact” status action. This will also set the “Marketing contact until next update” property to “Yes,” which means on the next update date, the contacts’ “Marketing contact status” property will be updated to “Non-marketing contact.”

Only pays for contacts who are more likely to become customers

You get 1 million non-marketing contacts free

Separates marketing and non-marketing related contacts

Requires effort to set up workflows to change properties that indicate whether a contact is marketing or nonmarketing.

Advanced features like lead rotation, login for customer portal do not work with non-marketing contacts, thus limiting the capabilities of the CRM tool. If you are someone who uses these tools and have a lot of unengaged contacts but necessary contacts, then try an archiving solution instead.

May require additional time and effort to manage the different types of contacts.

Contacts changed from marketing to non-marketing will still be billed as marketing contact for that month.  

One of the most effective ways to save on HubSpot costs is to regularly review and optimize your current subscription plan. Often, businesses sign up for features or tiers that they don't fully utilize, leading to unnecessary expenses. Here are some strategies for reviewing and optimizing your HubSpot plan: 

Let’s dive into each of these strategies in details:

Check the features and services included in your current plan to identify any features you're not fully utilizing or that aren't essential for your business. Downgrading to a lower-tier plan with fewer features can help reduce costs.   

Let's take an example. Suppose your business is currently subscribed to the HubSpot Marketing Hub Professional plan. This plan includes features like SEO recommendations, A/B testing, and advanced reporting. However, upon review, you realize that your team primarily uses email marketing and basic reporting features, and rarely utilizes advanced features like A/B testing or SEO recommendations. 

In this case, your team is not fully utilizing the capabilities of the Professional plan. The Marketing Hub Starter plan, which costs significantly less, might be a more cost-effective choice as it still includes email marketing and basic reporting features. 

It's important to conduct this type of usage assessment regularly, as your needs may change over time. Perhaps initially you needed the advanced features of the Professional plan, but as your business and strategy evolved, those features became less relevant. Regularly aligning your HubSpot plan with your current needs can help you optimize your costs without compromising on the value you get from the platform. 

Evaluate the features you use most frequently and those that are essential to your business. Make a list of these features and check whether they're available in a lower-cost tier. Also, consider if there are features in your current tier that you're not using but could be used to maximize the value you're getting from your subscription. 

For instance, if your business heavily relies on content marketing as a primary strategy, you might be using the blog and SEO tools extensively. However, if you're also subscribed to the Enterprise plan which includes features like predictive lead scoring and event-based segmentation, but you find that these features aren't being used or don't add significant value to your business, then you're potentially paying for more than you need. 

In this scenario, downgrading to a lower tier that still includes your essential features - like the Professional plan which includes blogging tools, SEO recommendations, and A/B testing - could be a more cost-effective option.  

It's also beneficial to explore and consider underutilized features in your current plan. For example, the predictive lead scoring feature could potentially enhance your marketing strategy and improve your conversion rates. Before deciding to downgrade, consider if there are features you could be leveraging more effectively. 

By thoroughly analyzing your feature requirements, you can make sure you're only paying for the features that provide value to your business and can potentially uncover new tools to enhance your marketing strategy. 

HubSpot's pricing model is partially based on the number of marketing contacts. Review your contact list and consider if there are contacts that you don't engage with or who are no longer relevant to your business. You might be able to reduce costs by cleaning up your contact list. Refer to the following sections to learn how to delete contacts in HubSpot: 

Delete contacts in HubSpot using workflows

HubSpot's support team can help you understand the nuances of their pricing model and the features of their different tiers. You can contact them with your questions or for advice on choosing the most cost-effective plan for your needs. 

For example, suppose you're a small business that has been using HubSpot's Professional plan. Over time, your business has grown, your needs have changed, and you're unsure whether to upgrade to the Enterprise plan or stay with your current subscription. 

In this case, consulting with HubSpot's Support team can provide valuable insights. They can help you analyze your usage statistics, understand which features of the Enterprise plan could benefit your business, and clarify any questions you have about the different plans. 

The Support team can also inform you about any upcoming changes or new features that might influence your decision. For instance, HubSpot might be planning to introduce a new feature that will be included in the Professional plan and could be beneficial for your business. Being aware of such updates could save you from an unnecessary upgrade to the Enterprise plan. 

Cost optimization: Possible cost reduction by eliminating unnecessary features.

Feature utilization: Potential for better usage of existing features.

Better understanding: Improved knowledge of HubSpot's features and their relevance to your business.

Customization: Ability to tailor your plan to your specific needs, reducing wasted resources.

Proactive management: Encourages regular review of your subscription, keeping your usage and costs optimal.

Time-consuming: The review process can be time-consuming.

Risk of losing essential features: Downgrading could lead to loss of important features.

Operational disruption: Changing plans could cause temporary operational disruptions.

Need for expertise: Effective review requires good understanding of HubSpot's features and their applicability to your business.

Resistance to change: There may be internal resistance to changing plans, especially if it involves loss of certain features.

The three methods discussed in the article can help you optimize your HubSpot Marketing subscription costs without sacrificing the impact of your marketing strategy. By regularly cleaning up your contacts list, paying only for the contacts you actively market to, and regularly reviewing your subscription plan, you can reduce your monthly costs and get the most out of your HubSpot Marketing subscription.

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Cutting Costs on HubSpot Marketing Subscription: Effective Strategies for Smart Savings

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Explore the most effective strategies to minimize costs and maximize return on investment with your HubSpot Marketing subscription.

Guide to Optimize HubSpot Marketing Subscription Costs

An in-depth guide on the most effective strategies to minimize costs and maximize return on investment with your HubSpot Marketing subscription.

Cutting Costs on HubSpot Marketing Subscription: Effective Strategies for Smart Savings

Understanding HubSpot Pricing

1. Deleting irrelevant contacts

1.1. Manual deletion of contacts

1.1.1. How to delete contacts in HubSpot manually

1.2. Delete contacts in HubSpot using workflows

1.2.1. Delete unengaged contacts

1.2.2. Delete contacts with bounced emails

1.2.3. Delete contacts who have opted out of marketing communications

1.2.4. Delete test contacts

1.2.5. Manage duplicate contacts in HubSpot

1.3 Pros and cons of optimization by deleting contacts

2. Non-Marketing Contacts Model

2.1. Set existing contacts as non-marketing from the Usage and Limits page

2.2. Set contacts as non-marketing on the contacts index page

2.3. Automatically set contacts as non-marketing using workflows

Pros and cons of non-marketing contacts model

3. Reviewing Your Current HubSpot Plan

3.1. Assess your usage

3.2. Analyze Feature Requirements

3.3. Understand Your Contacts

3.4. Consult with HubSpot’s support team

Pros and cons of reviewing HubSpot plan

Cons

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