This article explains what happens when you delete a contact in MarketHype (anonymization), and the different ways contacts can be anonymized.
Quick summary
Deleting a contact in MarketHype means anonymizing the contact.
The contact card and personal data are removed and the contact can no longer be found or contacted.
Order history is kept for reporting (for example under Sales → Events), but it can’t be linked back to the person.
A contact can re-enter MarketHype if they subscribe again, place a new order, or are included in a manual import.
What does “delete” mean in MarketHype?
When you delete a contact in MarketHype, the contact is anonymized. This removes personal details from the contact card and makes it impossible to search for or communicate with that contact.
MarketHype still keeps the contact’s order history for reporting purposes, but the orders can no longer be connected to the individual.
Delete a single contact
Go to Audience → Manage.
Search for the contact and open the contact card.
Click Actions (top right).
Select Anonymize and confirm.
ℹ️ You can only anonymize one contact at a time, since you need to open each contact card to access the anonymize action.
Optional: Unsubscribe the contact before anonymizing
Before anonymizing, you can unsubscribe the contact from current subscriptions.
In the contact card, find Current subscriptions.
Hover over a subscription.
Click Unsubscribe.
This choice affects what consent the contact will have if they later re-enter MarketHype.
Consent if an anonymized contact re-enters MarketHype
If a contact re-enters MarketHype (by subscribing to a newsletter, placing a new order, or being included in a manual import), the consent status depends on what the consent looked like before anonymization.
What you did before anonymizing | If the contact re-enters MarketHype |
You unsubscribed the contact before anonymizing | If they return with freely given consent, they will receive communication.
If they return with legitimate interest, they will only receive messages marked as important information (no marketing). |
You did not unsubscribe the contact before anonymizing | The contact re-enters with at least the same consent as before anonymization.
If the contact had freely given consent before anonymization but re-enters with legitimate interest, MarketHype keeps freely given (no downgrade). If the contact previously had legitimate interest and re-enters with freely given consent, MarketHype applies freely given. |
Automatic data cleanup
Automatic data cleanup helps keep your contact list up to date by automatically anonymizing contacts you cannot communicate with (for example due to bounces, spam complaints, or missing consent).
When enabled, cleanup runs daily.
A log shows how many contacts were anonymized.
The setting is enabled by default for all new organizations created after January 10, 2025.
To manage the feature, go to Settings → Automatic data cleanup.
Contacts included in automatic data cleanup
Contacts will be anonymized automatically if they meet any of the conditions below:
The contact cannot be reached due to a spam complaint.
Messages (email or SMS) consistently fail to deliver (for example bounces).
The contact has unsubscribed from all subscription types and no longer has valid consent.
Legitimate interest consent has expired, leaving the contact without valid consent.
To view and adjust the validity time of legitimate interest for your organization, go here.
Contacts excluded from automatic data cleanup
Contacts will not be anonymized if any of the following is true:
They have another reachable email address or phone number with active consent.
They have an upcoming event or booking, or have attended something in the last 30 days.
Delete a subscription type
Hover over the subscription type and click Edit.
Click Delete.
The subscription type is removed immediately.
If automatic data cleanup is enabled, contacts without active consent in any other subscription type will be anonymized during the next cleanup run.
⚠️ Deleting a subscription type cannot be undone.