As a marketer, you're probably looking to improve the effectiveness of your marketing strategy and reach your target audience in a more relevant way. Thanks to segmentation, you can target the right people with the right messages at the right time. Whether you're looking to improve your conversion rates, automate your marketing processes or personalize your communications, segmentation on HubSpot is a powerful tool for achieving your goals. Here you'll find tips and tricks, whether you're a segmentation novice or expert, to help you make the most of this essential tool!
What is segmentation?
Segmentation on HubSpot refers to the platform's ability to divide your target audience into smaller, more focused groups, using specific criteria such as online behavior, demographics, previous purchase information and buying preferences.
This enables you to better understand the needs and preferences of your different customer segments, and send them more personalized and relevant marketing communications based on the stage of their buying journey.
For example, you can segment your mailing list according to the opening behavior of your emails, the pages visited on your website, or the time elapsed since the last interaction with your company.
HubSpot offers a variety of segmentation tools, such as dynamic lists, static lists and list filters, which allow you to easily segment your audience and automate your marketing campaigns based on these segments.
Download the guide Why choose HubSpot: 40 reasons to choose this CRM platform
The difference between static and dynamic lists
Static lists and dynamic lists are two types of contact lists on HubSpot that can be used for segmentation. Here are the differences between the two types:
- Static lists are contact lists created manually by selecting specific segmentation criteria. Criteria can include contact information, website interaction information or transaction information. Static lists are created once and do not change automatically based on contact activity.
- Dynamic lists, on the other hand, are contact lists that are updated automatically according to specified segmentation criteria. Criteria can include contact information, website interaction information, transaction information or even information from third-party integrations. Dynamic lists are updated in real time as new contacts meet the segmentation criteria, or as existing contacts no longer meet the criteria.
In summary, the main difference between static and dynamic lists is how they are updated. Static lists have to be updated manually, whereas dynamic lists are updated automatically.
Dynamic lists may be more useful for companies that need real-time segmentation for their marketing campaigns, while static lists may be more useful for one-off marketing campaigns or for contacts that meet specific, stable segmentation criteria.
Achieve your goals with segmentation on HubSpot:
- Personalize communications: by segmenting your audience, you can send personalized, more relevant messages to each group of customers based on their needs and preferences. This can improve audience engagement and increase conversion rates. Thanks to some of HubSpot's features, you can use smart rules to choose to show or hide certain blocks of a newsletter or landing page depending on your target.
- Maximize the effectiveness of your marketing campaigns: by sending targeted messages to specific segments, you can avoid generic communications that may not be relevant to your audience. This can increase the return on investment of your marketing efforts. In particular, it will enable you to relaunch a category of contacts with whom you had little interaction.
- Optimize lead management: segmentation can help you identify the most promising leads and personalize their experience to get them to convert more easily. You can also adjust your sales process according to different segments, to maximize your chances of closing sales.
- Improve customer satisfaction and loyalty: by offering a personalized experience to each segment of your audience, you can improve their satisfaction and loyalty. Customers who feel understood and valued tend to be more loyal and recommend your company to others.
- Automating processes: using segmentation for automated targeting on HubSpot, you can automate marketing processes for each segment. Workflows can be configured to run automatically based on segmentation criteria, enabling you to communicate with contacts at the right time and with the right message.
In short, segmentation on HubSpot is an essential tool for improving your marketing efficiency and delivering a personalized, engaging customer experience.
What criteria should you choose to segment your audiences properly?
HubSpot offers a variety of criteria you can use to segment your audience.
Here are just a few examples of segmentation criteria common on the platform:
- Online behavior: you can segment your audience based on pages visited on your website, content downloads, clicks on links in emails or on social networks, etc.
- Demographic data: you can choose criteria based on age, gender, geographic location, income, profession, etc.
- Purchase history: you can segment your audience according to previous purchases, purchase amount, purchase frequency, etc.
- Communication preferences: it's conceivable to divide your audience according to preferred communication channels, the times of day when they're most active, language preferences, etc.
- Lead score: this is a score assigned to each lead based on its level of engagement and interest in your company.
- Source of traffic: the channel or platform that led visitors to your website or to interact with your company.
- Contact data: you can segment your audience based on contact data, such as email address, phone number, etc.
- Customized properties: you can also create your own contact properties to capture specific information that's important to your business. For example, you can create a property for the type of product or service a contact has purchased from your company.
HubSpot also offers advanced segmentation options, such as the ability to create segments based on combined criteria or specific conditions. Using these segmentation criteria, you can create audience segments that are more targeted and better suited to your marketing objectives.
In particular, inter-object associations are used to create segments based on relationships between contacts, companies, transactions, support tickets, etc.
It's worth noting that segmentation reports allow you to visualize your segment data and measure the effectiveness of your marketing campaigns based on your different segments.