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How To Get Started With HubSpot Lists

By Beth HendersonComments

How To Get Started With HubSpot Lists

Marketing emails, smart forms, workflow setups, smart CTAs - all essential elements of any inbound marketing campaign. And all which rely heavily on your contact lists.

But lists go far and beyond this. They can be used to segment your contacts based on their traits, activities and other properties - giving you unbelievable insights into who your customers are and how they behave.

There’s no doubt that contact lists should be a priority in your marketing efforts. So here’s a quick how-to, to help you get started with them.

How to find and make lists in HubSpot

Before I launch into this, here’s a reminder of how to find the list tool in HubSpot: Contacts > Lists.

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From here, you’ll be taken to a new page showing all your current lists. You’ll also have the option to create new lists, or import an existing list of contacts.

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If you are importing a list of data into HubSpot, make sure you have the following:

  • A file in CSV format, with clear headings that describe the property e.g. First Name, Last Name, Email, Phone Number.
  • I would always suggest having their email address when adding them into HubSpot, as this is the typical identifier HubSpot uses to differentiate contacts. However, there are ways you can add contacts without emails.
  • Consent from each of the contacts in this database to be contacted from your business.

You can go one step further and change their contact properties, such as lifecycle stage, to help segment them in the future.

When creating a new list, you’ll have the choice of Smart or Static:

  • Smart lists automatically add and remove contacts, based on the criteria you set. This is ideal if you want to group contacts based on lifecycle stage.
  • Static lists don’t change, unless you manually change them. This is great for when you want to add specific contacts into a workflow.

After you’ve named your list and selected Smart / Static, you’re ready to set up the unique criteria using these 9 filters:

  1. Contact property: think name, lifecycle stage, email address, country etc.
  2. Company property: think name, size, revenue, industry etc.
  3. Deal property: think deal name, close date, stage, and amount etc.
  4. List membership: based on whether a contact is or isn’t a member of a specific list.
  5. Form submission: based on whether a contact has or hasn’t filled out a specific form.
  6. Email: the various ways a contact interacts with an email(s) e.g. open, click, unsubscribe.
  7. Page view: based on pages a contact has or hasn’t visited.
  8. Workflow status: based on how a contact has interacted with a workflow, e.g. completed, met goal, active.
  9. Call-to-Action: based on whether a contact has or hasn’t seen or clicked on a specific CTA.

Before I dive into these 9 core list filters (watch this space), here’s what you need to know about segmenting these lists using the ‘AND’ or ‘OR’ statements, which add multiple criterias to your lists.

How to segment your lists

Whether you create lists based on contact properties, company properties, form submissions, page views, or whatever, a lot of the time you’re going to want to dig a little deeper. This is where the ‘AND’ or ‘OR’ statements come in.

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Using this sophisticated logic, you can combine criteria and filters from multiple properties - as many as you like. This means you can group contacts together based on very high level segmentation.

Don’t get me wrong, the current 9 lists are great just as they are, offering bags of useful information on the activities, behaviours and traits of your contacts. However the ‘AND’ or ‘OR’ statements (and multiple use of them) drives your insight to a whole new level.

Using ‘OR’ Segmentation

HubSpot’s ‘OR’ logic should be used if you want to segment a list and you want criteria to be kept separate. Or, as HubSpot put it:

‘If each criteria in the list should be evaluated exclusively from the others, and a contact needs to only satisfy one of the requirements to join your list.’

For example, if you want to create a list of ‘All Form Submissions in X Campaign’ you could use the following filters:

  • Form submission > Contact has filled out form > Select Form
  • OR
  • Form submission >Contact has filled out form > Select Form
  • OR
  • Form submission >Contact has filled out form > Select Form

This list will pull in any contact who has filled in at least one of the forms you have selected. Whether they’ve submitted one, two, or three - they’ll qualify to be a member of the list.

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Using ‘AND’ Segmentation

The ‘AND’ logic should be used if you want to segment a list and you want the qualifying criteria to be considered an inclusive set. In layman’s terms, a contact will have to satisfy every single requirement listed in that set.

For example, if you wanted to create a list of contacts who have opened specific emails, but not clicked on the links, you could use the following filters:

  • Email > Contact opened email but did not click on link > Select email
  • AND
  • Email > Contact opened email but did not click on link > Select email
  • AND
  • Email > Contact opened email but did not click on link > Select email

Contacts will only be added to this list if they have opened and not clicked every single email you select.

Of course, you can make this much more sophisticated to suit your needs…

  • Email > Contact opened email but did not click on link > Select email
  • AND
  • Email > Contact opened email but did not click on link > Select email
  • AND
  • Email > Contact opened email but did not click on link > Select email
  • AND
  • Contact property > Country > Select country
  • AND
  • List membership > Contact is not a member of > Select list

This is just scratching the surface. The world of HubSpot lists is your oyster.

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Advanced List Segmentation

There’s nothing stopping you from using the ‘AND’ and ‘OR’ logic together. If you really want to drill down into who your contacts are and what their behaviours are, give it a go.

For example, if you wanted a list of Sales Qualified Leads who aren’t actively in a workflow, you could filter as so:

  • Contact property > Lifecycle Stage > is any of > Sales Qualified Lead
  • AND
  • Workflow status > Contact is not currently active in the workflow > Select workflow
  • OR
  • Contact property > Lifecycle Stage >is any of > Sales Qualified Lead
  • AND
  • Workflow status > Contact is not currently active in the workflow > Select workflow

Whether you use one, five, or twenty pieces of logic, you can tailor each list to your own requirements.

And they’re not set in stone as soon as you hit save either.

You can go back and tweak your lists when, and as often as, you like. So don’t worry if your lists are bigger or smaller than you expected, or if you add a new asset to a campaign that needs to be considered in your list.

Mastering HubSpot Lists

Every email you send, every report you run, every piece of smart logic you create, you’re going to need a segmented list. It’s part and parcel of modern inbound marketing. The more specific you get, the more tailored your content can be, and the more powerful your campaign.

And with this article, you’ll be able to create lists and apply advanced segmentation.

I’ll be sharing insights into each of the 9 list filters really soon, so keep an eye out on Twitter. Or, subscribe down below and we’ll let you know when it’s live.

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