April 29, 2024

How can I segment and target contacts based on their product or purchase history in HubSpot?

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Step 1: Access Your HubSpot Dashboard

  • Log into your HubSpot account.
  • Click on the "Contacts" tab in the main navigation bar to open the contacts dashboard.

Step 2: Navigate to Contact Lists

  • In the contacts dashboard, select the "Lists" option from the left-hand sidebar.

Step 3: Create a New List

  • Click on the "Create list" button, usually located in the top right corner.
  • Choose "Active list" for ongoing segmentation based on dynamic criteria.

Step 4: Define Your List Filters

  • In the list editor, set up your filters based on purchase history. Click on "Add filter."
  • Select the “Contact Properties” category.
  • From the dropdown, locate and select an appropriate property related to purchase history, such as "Last Purchase Date" or "Products Purchased."

Step 5: Specify Filter Criteria

  • Based on your chosen filter, specify the criteria. For instance:
  • If you chose "Products Purchased", you might specify the exact product name or SKU.
  • If you chose "Last Purchase Date", you might segment contacts who made purchases in the last 30 days.

Step 6: Add Additional Filters (Optional)

  • For more granular segmentation, you can add more filters. For instance, you might want to segment users who purchased a specific product AND belong to a particular geographical location.
  • Click "AND" or "OR" based on your segmentation needs and repeat the filter selection process.

Step 7: Save and Name the List

  • Once you've set your criteria, click the "Next" or "Save" button.
  • Name your list appropriately, e.g., "Purchased Product XYZ in the Last 30 days."
  • Your list will now populate with contacts that fit the criteria you've set.

Step 8: Use the Segmented List for Targeted Marketing Activities

  • Now that you have a segmented list based on product or purchase history, you can use it for various marketing activities.
  • Send personalized email campaigns offering related products or discounts.
  • Design custom ad retargeting campaigns.
  • Develop nurture sequences tailored to their purchase history.

Step 9: Monitor and Update List Criteria

  • Periodically review the criteria for your lists to ensure they remain relevant. As your product offerings or business goals evolve, you may need to adjust your segmentation strategy.
  • Update list criteria by navigating back to the "Lists" section, finding your list, and editing the filters as needed.

Step 10: Analyze Campaign Performance

  • Use HubSpot’s analytics tools to monitor the performance of campaigns targeted at your segmented list.
  • Based on the results, refine your targeting strategy, content, or offers to optimize engagement and conversions.

By following these steps, you can effectively segment and target contacts in HubSpot based on their product or purchase history, allowing for more personalized and effective marketing campaigns.