Sending the right messages to the right people at the right time is critical for an effective marketing campaign. One of the best ways to do this in HubSpot is by grouping your CRM contacts into different buckets based on shared attributes, otherwise known as database segmentation.
In the latest Manchester HUG, Avidly UK & CA’s Strategy Manager, Sam Wright, talks us through the five simple yet highly effective ways you can segment your contact database in HubSpot. Watch the video below for the insights.
So, why should you use database segmentation? Grouping your contacts will help you:
- Increase relevance - sending the right email to the right person at the right time
- Enable effective automation - build workflows based on segmented lists
- Maintain a clean and organised database that’s easy to navigate
- Improve your email reputation and health by continually increasing open/click rates
- Achieve fewer unsubscribes
- Drive insights into your audience and understand who’s in your CRM
- Obtain more robust reporting
- Get better results
1. Segment by persona
Your persona is a semi-fictional representation of who you’re trying to sell to. All you need to do for this is set up a basic list in HubSpot with a workflow that tags a new contact with the relevant persona. From this, you know that anyone who gets pulled into this list is someone you want to talk to from the perspective of that persona. This is the first list you should create when working on a new client.
2. Segment by intent/interest
Segmenting by intent/interest uses behavioural information collected from the website. For example, if a contact views a specific product page at least once. If they’ve visited the same page multiple times, perhaps they’re waiting for a price drop, so you know to send them, for example, a discount code or offer. This is particularly useful if you have multiple products and services.
3. Segment by lifecycle stage
This is really important. We don't want to talk to multiple contacts at different stages in the lifecycle in the same way, so setting up a list for each lifecycle stage means you can target contacts by how close they are to making a buying decision. If they’re a marketing or sales qualified lead, you know to send them more sales-based messaging.
4. Segment by engagement levels
A lot of companies require general emails — something you want to send out to everyone, such as a company update or a newsletter — but these can lead to really poor engagement rates, ultimately resulting in damaged email health in HubSpot. To counter this, we make lists by engagement. For example, one list might contain people who have opened at least three emails in the last 90 days or those who have visited a page on the website at least five times.
These can be customised easily for your needs. You can also do a reverse version, which helps you avoid sending emails to cold contacts and damaging your email health.
5. Segment by industry
Set up lists based on your key target industries, for example, food and beverages. This can be a really powerful tool for personalising emails and sending relevant communications to people in those industries. Segmenting this way means you can include relevant case studies, educational content or timely news in these emails. You can even conduct market research through HubSpot surveys.
With HubSpot, you have the tools at your fingertips to create and manage successful relationships with your contacts. To learn more about database segmentation and the benefits, look at the video above, where Sam will talk you through it.
Want to find out more? Join us for the next Manchester HUG session
After watching Sam's talk at the top of this blog, why not come along to the next Manchester HUG event to get even more learnings and insights? We always switch it up with expert speakers on hot topics so you leave with the most value and actionable inbound marketing tactics you can use right away.
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