How Do I Prevent Lead Decay in My Database?
Preserve list quality and pipeline potential with verification at capture, consent & preference management, recency-based segments, re-permission workflows, enrichment, and a clear sunset policy—automated in HubSpot.
Define Lead Health in HubSpot as Recency (last activity), Deliverability (valid email), Consent (opt-in & subscription type), and Fit (ICP). Use Active Lists to band contacts by inactivity (e.g., 0–30 Fresh, 31–90 Aging, 91–180 At-Risk, >180 Stale). Automate re-engagement and re-permission flows, verify emails on capture/import, enrich & dedupe records, move lapsed contacts to Non-marketing status, and enforce a sunset policy for deletion. Track Active Contact Rate, bounce/complaint rate, and 90-day engagement to prove lift.
Lead Decay Prevention Plays
Build a Lead Health System in HubSpot
Create properties for Last Marketing Engagement Date, Lead Health Band (Fresh/Aging/At-Risk/Stale), Deliverability Status (Valid/Unknown/Bounced), and Consent Level. Use a Lead Health Score that decays over time (e.g., −1 point per 7 days inactive; −20 on soft bounce; −100 on hard bounce; +10 on form submit/meeting).
Build Active Lists per band and suppression lists for risky contacts (bounces, no consent, non-ICP). Workflows should: update bands daily, set Marketing Contact = Non-marketing for Stale, trigger re-permission sequences at 150 days, run reactivation nurtures for At-Risk, and delete per policy (e.g., 365+ days inactive & no consent).
Report weekly on Active Contact Rate (90-day engaged / total), deliverability (hard/soft bounce, complaint), graymail sends, and pipeline from reactivated leads. Break out by source and ICP tier to protect high-value segments.
30-Day Lead Hygiene Sprint (HubSpot)
- Days 1–5: Define decay bands & score; add Lead Health properties; authenticate email (SPF/DKIM/DMARC).
- Days 6–10: Build Active & suppression lists; set verification on capture/import; create Non-marketing workflow for Stale.
- Days 11–20: Launch re-permission series for 150–365 day inactives; deploy At-Risk reactivation nurture; stand up preference center.
- Days 21–30: Dedupe & enrich; purge hard bounces; finalize deletion policy; publish dashboards and graymail controls.
Frequently Asked Questions
Turn Your Database into a Healthy, Revenue-Ready Asset
We’ll implement verification, consent, re-permission, enrichment, and sunset automation in HubSpot—then prove lift with active-rate and pipeline dashboards.
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