Master How to Segment HubSpot Email Audience

With email marketing, yes, open rates and click rates are important - but that shouldn't be your ultimate goal. Instead, your focus should be on building genuine connections with your audience and delivering content that truly resonates with them. If you’re tired of campaigns that look impressive on paper yet fail to drive tangible results, then this blog is here to address that pain point by showing you practical, actionable segmentation strategies in HubSpot that go beyond vanity metrics.

In this blog, you'll discover how to effectively segment your audience using HubSpot’s robust tools, craft personalised messages that align with each contact’s journey, and ultimately transform your email marketing into a conversion-driving machine.

Segmentation isn’t just about who opens your emails, but about delivering the right content at the right time based on a deep understanding of your audience’s needs. Watch the video below to hear what Pamela Cardoza, our Growth Strategist, has to say about creating a more effective, targeted email marketing strategy:

Why Is Segmentation Important in Email Marketing HubSpot?

Before you get into the nuts and bolts of creating segmented lists, it’s important to understand the core reasons behind segmentation. When you ask yourself why is segmentation important in email marketing HubSpot, the answer is clear: segmentation allows you to tailor your message so that each recipient gets content that truly matters to them. This personalisation can:

• Increase Engagement: By sending content that resonates with your audience’s needs, you’re more likely to see improved open and click-through rates.
• Reduce Unsubscribes: When recipients feel that your emails speak directly to them, they’re less likely to mark your messages as irrelevant.
• Drive Conversions: Targeted content at the right stage of the buyer's journey can prompt decisive actions, leading to better conversion rates.
• Improve ROI: When your emails are more effective, you’re making the most of your marketing spend.

In HubSpot, you have access to a suite of segmentation tools designed to make this process as seamless as possible.

Getting Started with HubSpot’s Segmentation Tools

HubSpot offers robust functionality to help you segment your audience based on various criteria. Understanding these tools and choosing the right approach is the first step towards creating effective email campaigns.

Static vs. Active Lists

When you’re ready to segment HubSpot audiences, you need to decide between static and active lists:

Static Lists

• Definition: These are one-time snapshots of your contacts.
• Use Case: Ideal for capturing a fixed group, such as attendees of a particular event or a specific marketing campaign.
• Benefits: Easy to manage for short-term projects and specific initiatives.
  
  

Active Lists

• Definition: Dynamic lists that automatically update as your contacts meet (or no longer meet) set criteria.
• Use Case: Perfect for ongoing segmentation, such as capturing recent activity (e.g. contacts who have engaged in the last 30 days).
• Benefits: Saves time and ensures that your lists remain current without manual intervention.

Step-by-Step: How to Create a Segmented List in HubSpot

1. Navigate to Your Lists:
   Log into your HubSpot account, and go to Contacts > Lists.

2. Create a New List:
   Click on Create List and choose between an Active List or a Static List based on your campaign needs.

3. Define Your Filters:
   Use filters such as demographic data (e.g. job title, region), behavioural data (e.g. page visits, email opens), or lifecycle stages.

   • Example: "Job title contains ‘Manager’ and last email opened within 30 days."

4. Save and Name Your List:
   Give your list a descriptive name that reflects the criteria used—this will help you manage multiple segments effectively.

Actionable Steps for Effective Email Segmentation

To ensure that your segmentation efforts translate into tangible improvements in your email marketing performance, follow these practical steps:

1. Data Audit and Cleansing

Before you segment, take a moment to audit your data:

• Verify Accuracy: Ensure that contact information and behavioural data are up-to-date.
• Remove Duplicates: Clear out any duplicates to maintain the quality of your segments.
• Regular Updates: Schedule periodic audits to keep your data relevant.
  
  

2. Define Clear Segmentation Criteria

Focus on criteria that align with your marketing goals:

• Firmographics & Demographics: Industry, company size, job title, and location can provide a solid foundation.
• Behavioural Insights: Track website visits, email interactions, and content downloads.
• Engagement Levels: Identify highly engaged subscribers versus those who might need re-engagement campaigns.
  
  

3. Create a Segmentation Matrix

A segmentation matrix can help you visualise and prioritise your criteria. Consider the following table to balance various segmentation factors:

4. Implement and Test

• Set Up Smart Content:
  Use HubSpot’s smart rules to dynamically alter email content based on segmentation. For example, tailor CTAs for new leads versus loyal customers.

• Run A/B Tests:
  Experiment with different segmentation criteria and email templates. Analyse performance metrics like open rates, click-through rates, and conversions to refine your approach. Learn how to ace A/B testing in HubSpot!

Advanced Segmentation Techniques to Optimise Your Email Marketing

Once you’ve mastered the basics, you can leverage advanced techniques to further enhance your campaigns.

Leveraging Behavioural Triggers

You can set up automated workflows that trigger emails based on user actions:

• Trigger Campaigns: Send emails automatically when a contact visits a particular page or downloads a resource.
• Score Leads: Use behavioural data to assign lead scores and tailor follow-up messages accordingly.

Utilising Smart Content and Personalisation

Smart content ensures that every email feels uniquely tailored:

• Dynamic Content Blocks: In your email editor, add smart rules to display different content based on a contact’s segment.
• Personalisation Tokens: Include tokens for names, company details, or recent interactions to create a personal touch.

Integrating with Your Overall Marketing Strategy

Segmentation should not be a siloed effort:

• Cross-Channel Consistency: Ensure your segmentation strategy aligns with your broader marketing initiatives, such as social media and content marketing.
• Feedback Loop: Regularly review campaign metrics and adjust your segments based on what the data tells you.

Mistakes to Avoid When Segmenting in HubSpot

While segmentation can yield great results, certain pitfalls may hinder your efforts. Here’s what you need to watch out for:

• Over-Segmenting:
  Creating too many narrow segments can lead to analysis paralysis and dilute your messaging.
  Solution: Focus on key segments that align with your primary goals.

• Neglecting Data Quality:
  Poor data can lead to ineffective segmentation.
  Solution: Implement regular data audits and cleansing routines.

• Ignoring the Full Customer Journey:
  Segmenting only by demographic data without considering behavioural insights can result in generic campaigns.
  Solution: Use a combination of firmographics, demographics, and behavioural triggers.

• Failing to Update Segments:
  As your audience and business evolve, so should your segments.
  Solution: Regularly review and refine your segmentation criteria.

Conclusion: Why HubSpot is the Best CRM for Email Marketing

By now, you understand that effective segmentation is about delivering the right message to the right person at the right time. HubSpot, recognised as one of the best CRM for email marketing, provides you with the tools and flexibility to segment your audience with precision and efficiency.

You’re now equipped with actionable strategies to audit your data, define clear segmentation criteria, and implement both basic and advanced segmentation techniques. Start utilising these tips today, and watch your email marketing campaigns transform into highly personalised, engaging, and conversion-driven initiatives.