Mastering Email Segmentation in HubSpot: How to Reach the Right Audience Every Time
Author:
Sarah Ganote
Category:
Marketing
Email segmentation isn’t just a best practice—it’s the backbone of any effective email marketing strategy. Whether you’re a seasoned marketer or just starting out, you know that sending generic emails to your entire contact list is a missed opportunity. With the vast amount of data that customers and prospects provide, it’s easier than ever to tailor your marketing efforts to meet their specific needs. HubSpot’s List Segmentation tool empowers you to tailor your messaging with precision, ensuring that each email lands in the inbox of the right audience with content that resonates. By leveraging segmentation, you can transform your email campaigns from one-size-fits-all to personalized experiences that drive actual results.
What is HubSpot List Segmentation?
HubSpot’s List Segmentation allows you to create lists of contacts or companies based on various property values, activities, and characteristics. This feature helps you divide your extensive contact database into smaller, more targeted segments. These segments can then be used to send tailored email campaigns that resonate with specific groups of recipients, increasing the likelihood of engagement and conversion.
Why is Segmentation Important?
Every interaction your audience has with your brand provides valuable insights into their preferences, needs, and behavior. Whether it’s a product they’ve shown interest in, content they’ve downloaded, or their industry and job title, each data point offers an opportunity to refine your marketing approach. According to a study by Mailchimp, segmented campaigns had an open rate of 14.31% higher than non-segmented campaigns. Moreover, segmented campaigns saw a 100.95% higher click-through rate and a 4.65% lower bounce rate than their non-segmented counterparts.
On the other hand, sending mass emails to your entire list without segmentation can backfire. Not only does this approach risk annoying recipients with irrelevant content, but it can also lead to higher bounce rates, unsubscribes, and spam complaints. These negative interactions can damage your email-sending reputation, making it more likely that your emails will end up in the spam folder rather than the inbox. By using segmentation, you can avoid these pitfalls, ensuring that your emails are well-received and your sender’s reputation remains strong.
Types of Lists in HubSpot
HubSpot offers several types of lists, each serving a unique purpose in your marketing strategy:
- Contact-Based Lists: Segments based on contact properties, such as job title or location.
- Company-Based Lists: Focuses on companies, using industry or company size criteria.
- Deal-Based Lists: Target contacts associated with deals at specific stages in the pipeline.
- Ticket-Based Lists: Used for customer service, targeting based on ticket status or type.
Active vs. Static Lists
When creating lists in HubSpot, you’ll encounter two main types:
- Active Lists: These lists automatically update over time, with records joining or leaving as their properties change. For example, a list of contacts who have downloaded a specific eBook in the last 30 days.
- Static Lists: These lists capture a moment in time and do not update automatically. Once a contact is added, they remain on the list regardless of any changes to their properties.
Key Features of HubSpot List Segmentation
HubSpot’s List Segmentation tool is designed to be both powerful and flexible, offering a range of features to help you create precise segments:
- CRM Integration: Seamlessly integrates with your CRM, automatically pulling in user data to keep your lists up-to-date.
- Multiple Criteria Options: This option allows you to create segments based on various criteria, from demographic information to behavioral data.
- Automatic Updates: Lists can be set to update automatically as new data is captured, ensuring your segments are always relevant.
- Time-Based Triggering: Schedule your messages to be sent at the optimal time based on user behavior and engagement.
- Unlimited Segments: Create as many segments as needed to ensure your campaigns are as targeted as possible.
Use Cases for HubSpot List Segmentation
To make the most of HubSpot’s segmentation capabilities, consider these common use cases:
- Blog SubscribersFor blog subscribers, segmentation allows you to deliver highly relevant content that matches their specific interests. For instance, if subscribers frequently engage with articles about sustainable living, you can create a segment specifically for them. This way, you can send them more in-depth articles, guides, and tips on sustainability, ensuring they receive content that truly resonates with their values. By tailoring your content to their preferences, you not only keep them engaged but also strengthen your relationship with your audience by consistently offering them valuable and relevant information.
- Quoted but Didn’t PurchaseWhen you have leads who have been quoted but haven’t yet made a purchase, segmentation becomes a powerful tool for re-engagement. By creating a segment for these contacts, you can send targeted follow-up emails designed to address any objections or concerns they may have. These emails might include customer testimonials, case studies, or limited-time offers to incentivize purchasing. The goal is to nurture these leads into the sales funnel, gently reminding them of your product or service’s value and encouraging them to take the next step.
- Customers
Segmenting your customers allows you to maintain ongoing relationships by sending personalized updates, offers, or loyalty rewards. For instance, create a segment for customers who have purchased a particular product and send them recommendations for complementary products or accessories. This approach drives repeat business and enhances customer satisfaction by showing that you understand and cater to their specific needs. - Trade Show/Event Attendees
After participating in a trade show or event, you can create a segment for attendees who interacted with your booth or signed up for more information. Follow-up emails tailored to this group can provide additional resources, exclusive content, or special offers related to the event. By doing so, you keep the conversation going and continue to build on the initial interest generated at the event, ultimately driving these contacts further down the sales funnel. - Product Interest Segmentation
For contacts who have shown interest in specific products or services, segmentation enables you to send highly targeted emails that align with their expressed preferences. For example, suppose a group of contacts has frequently visited a product page or downloaded a related brochure. In that case, you can segment them to receive updates, promotions, or new content related to that product. This targeted approach increases the likelihood of conversion by keeping the product top of mind and addressing any lingering questions or concerns. - Recent Website Visitors
Segmenting recent website visitors allows you to re-engage them with content or offers based on their browsing behavior. If someone visited your site but didn’t complete a purchase or fill out a form, you can create a segment to send a follow-up email encouraging them to return. This could include a discount code, an invitation to a webinar, or a reminder of items left in their cart. By reconnecting with these visitors shortly after their visit, you can capitalize on their interest while it’s fresh. - Inactive Contacts
Segmenting inactive contacts can help re-engage individuals who haven’t interacted with your brand for a while. These might be contacts who haven’t opened your emails, visited your website, or made a purchase in the past few months. Creating a segment specifically for these inactive contacts allows you to send a targeted re-engagement campaign designed to reignite their interest. This could include a special offer, a personalized note asking for feedback, or a roundup of your most popular content. The goal is to remind them of your brand’s value and encourage them to reconnect, potentially converting dormant leads into active customers.
HubSpot’s List Segmentation is a powerful tool that can transform your email marketing efforts. Creating well-defined segments ensures that every email you send is relevant, personalized, and likely to drive the desired action. Whether nurturing leads, re-engaging past customers, or simply keeping your audience informed, mastering segmentation in HubSpot is critical to reaching the right audience every time.
If you want to enhance your email marketing strategy, our agency is here to help. We can assist you in segmenting your email list and setting up a more targeted and personalized email marketing approach that drives results. Let us help you unlock the full potential of your HubSpot tools and connect with your audience in meaningful ways.
Sarah Ganote
HubSpot Specialist, Holland Adhaus
Empowering Your Business with HubSpot Mastery and Marketing Finesse!
