WbD Revenue Operations · Build Plan

The Magazine List Belongs in HubSpot

A three-leg build, native to HubSpot, that makes every recipient queryable and self-verifying, before we ever convert to real mail.

Prepared by Dan Smith for Jacco van der Kooij and Shari Johnston · June 26, 2026

THE PROBLEM. The list is real; the storage is broken.

The finding: The magazine goes to ~200 names that live only in a spreadsheet. About 91 are hand-delivered, not mailed, verified by hand at ~95%. Nothing is queryable in HubSpot, so we cannot answer who gets it, whether the address is good, or who is newly qualified.

Current state of the magazine list	Today
Recipients tracked, spreadsheet only	~200
Copies hand-delivered, not mailed	91
Addresses human-verified	~95%
Recipients queryable in HubSpot	0
Recipients that re-verify on a cadence	0

Figure 1. Source: Q3 pipeline build call, 6/26/2026, and the live recipient spreadsheet.

We do not have a delivery problem. We have a data problem. Solve the data, and the mailing becomes a one-line switch later.

WHAT IS SETTLED. Four things we are not relitigating.

Built entirely in HubSpot. No new gifting platform, no new spend. We use the HubSpot we are already configuring.
HubSpot is the single source of truth. The spreadsheet retires once the data lands.
Authoritative from January 1, 2023 forward. Anything earlier is best-effort.
Delivery stays manual for now. The design is mail-ready, so converting to real mail later is a setting, not a rebuild.

LEG 2, THE DATA MODEL. Build this first, this week.

The finding: This is the easy, high-leverage piece, and it unblocks everything else. It is four contact properties plus one active list, all native HubSpot, no paid add-on.

The magazine data model

Native HubSpot contact properties. An active list reads them, so list membership stays current automatically.

On_magazine_list yes / no Address_status Verified / Pending / Unverified Address_verified_date date Magazine_ICP_qualified yes / no Delivery_mode Hand-delivered / Mail ← flips to "Mail" on conversion

So what: the moment these exist, who gets the magazine, whether the address is good, who is newly qualified, and who is hand-delivered versus mailed is a saved HubSpot view, not a spreadsheet scroll. This is the deliverable we stand up today.

LEG 1, THE CONFIRMATION FLOW. The list cleans itself.

The build: a simple three-touch HubSpot workflow that lets each recipient confirm or fix their own address, the pattern Sendoso uses, built natively here. Three emails, about five days apart, from a real person.

Touches 1 to 3: value, then nudge, then a final notice. Each links to a HubSpot form pre-filled with the address we already have.
On confirm: the form writes the corrected address back and stamps Address_status as Verified, with today's date.
No response after three: set Unverified, drop from the active list. This is the flush.

So what: the list cleans itself, then re-verifies once a year on a schedule, with no one hand-chasing addresses.

LEG 3, NEW CUSTOMERS. Added on approval, never blind.

The build: when a new contact meets the magazine ICP, HubSpot flags them and sends a one-click Slack approval to a named owner. Approve, and they enroll in the same confirmation flow. A human gate, so we never add someone automatically.

THE FLOW. End to end, native HubSpot.

EXISTING Spreadsheet → data model → 3-touch confirm → Verified (no reply ×3 → off list) NEW ICP match → HubSpot flag → one-click Slack approve → same confirm flow FUTURE Delivery_mode: Hand-delivered → Mail (add a CASS address check only when we mail)

Figure 2. End-to-end flow. Everything before "Future" is native HubSpot, no new spend.

THE DECISIONS. Six small calls to start the build.

Decision	Options	Owner
Sign off the property set (Figure data model)	Approve as-is, or adjust fields	Jacco / Shari
Who sends the confirmation emails	Jacco personally, the MD, or a WbD persona	Jacco
Define "Magazine ICP qualified"	The rule that auto-flags a new contact	Shari
Who approves new adds in Slack	Shari, the assigned MD, or Dan	Shari
Confirm the January 1, 2023 data cutoff	Confirm, or move the line	Jacco
When to convert hand-delivery to mail	The trigger and timing to flip to Mail	Jacco

THE LIMIT. Format now, deliverability when we mail.

Native HubSpot validates that an address is well-formed, not that it is physically deliverable. That is fine while we hand-deliver. When we convert to real mail, we add one external CASS-certified check at that point, not before.

The only decision today is to approve the data model, so we can build Leg 2 this week.

Winning by Design Magazine list → HubSpot build plan June 2026