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The Ops TableIssue #1 · Mar 4, 2026

Your Bounce Rate Is Lying to You

5 min read · by John

Last week I discovered that one of our business units had a 2.1% bounce rate in HubSpot. Marketing was celebrating. "Under the 2% industry benchmark!" they said. They were wrong.

Here's what was actually happening: HubSpot wasn't counting soft bounces that converted to hard bounces after 3 attempts. The real bounce rate was 4.8% — and it was dragging down the sending reputation for every other email we sent from that domain.

The Fix (5 Minutes)
Export your bounce log from Marketing > Email > Health tab. Filter for "soft bounce" contacts that appear 3+ times in the last 90 days. Suppress them. Your deliverability will improve within 2 sending cycles.
The Ops Roundup
Salesforce Just Changed How Custom Objects Handle Cascade Deletes
If you run HubSpot-Salesforce sync, this affects you. The new behavior can orphan records in HubSpot when parent objects are deleted in SF.
Salesforce Release Notes
HubSpot's New Workflow Action: Rotate Owner by Territory
Finally. No more building 47-branch if/then trees to assign leads by region. Here's how to migrate your existing rotation workflow.
HubSpot Product Updates
Why Your Email Warm-Up Strategy Is Probably Backwards
Most warm-up guides tell you to start with your most engaged segment. That's wrong. Here's the counterintuitive approach that actually works.
Original Analysis
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Who writes this
J
John
Director of Marketing Operations · 14 Years in the Trenches

I've managed enterprise HubSpot and Salesforce portals across three business units, led a 16-person marketing team through an Agile transformation, and spent more hours in workflow builders than I'd like to admit. I write The Ops Table because the marketing ops community deserves better content than recycled "10 Best Practices" listicles. Every issue comes from real problems I've solved (or am solving) on real portals.

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