TUTORIAL: How to segment your contacts to create email lists
Your email campaigns will be most effective if you send your contacts emails that they will be interested in reading. You're able to determine your contacts' interests based on which forms they've completed, information they provided in their forms, and more. You can use HubSpot's Lists application to create lists of contacts that share common interests.
Use the Lists tool when you want to:
- Email your leads with different messaging than you email to your customers
- Create a geo-specific promotion (for example, promote a trade show you're sponsoring in New York only to your leads in New York)
- Send a check-in email to your leads at a specific company
- Promote a Twitter contest only to your leads who have given you their Twitter username
- Send your sales reps leads specific to the region they're assigned to
Those are just a few examples of how you can use the segmenting tools. Segmenting your contacts allows you to send hyper-targeted email communications based on your contacts' interests, and this is much more powerful than sending a generic email to your entire database.
There are infinite combinations of criteria you could use to create a list. So for the sake of this example, we're going to show you how to create the following list: leads who've subscribed up for our newsletter and have not provided their Twitter username.
1. Go to the Lists
Go to Contacts > Lists.
Create a name for your list, and then decide whether the list should be smart or static.
- Smart - this means that new contacts would automatically be added to this list if they met the criteria specified in this list
- Static - this means you'd be creating a list that would only include contacts you've obtained up till now or were manually added after the list was created.
In this example, we'll use a Smart list.
3. Add contacts to this list
Next, select whether you want to add contacts based on:
- A property value
- List membership
- A form submission
- A page viewed (ENTERPRISE ONLY)
- A custom marketing event (ENTERPRISE ONLY)
Remember, we're creating a list of leads who've signed up for our newsletter and have not provided a Twitter username. So, we'll first select Property Value.
We'll select the following for the criteria Lifecycle Stage > is any of > Lead, Marketing Qualified Lead, Sales Qualified Lead. Then we'll click the + sign to add another criteria and continue to specify this segment of contacts.
Next, we'll use the criteria Form Submission > Contact > has filled out > Chronos Newsletter Subscription form to specify that not only should they be a lead, but they must have also filled out this newsletter subscription form.
The last bit of criteria is twitterhandle > (simply does not have this property). This will refine the criteria so that we are now looking at all leads that have filled out a newsletter subscription form and did not provide a twitterhandle. This list would be all set if I only had one form that let leads subscribe to our newsletter, but what if I had another form that let leads subscribe to the newsletter?
Using the Add another rule button we can add contacts to this list who meet a different set of requirements. This is traditionally known as an OR statement.
Now we just want to use similar criteria to find all leads that have filled out the other newsletter subscription form and also have not provided use with their twitter handle.
To finish creating the list, you'll need to click the Save list button at the bottom of the list editor.
Once you've saved a list, you can then use the list when creating and sending emails. To learn how to create and send emails using HubSpot, follow these instructions.