Groups of contact and company records can be sorted into two types of lists: active segments and static segments. Static segments are automatically added whenever contacts are uploaded onto HubSpot. These are records that meet defined criteria during that specific period of time, and thus do not update automatically. Active segments automatically update whenever contact record data that meets the criteria for the list enters HubSpot.
In breakdown:
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Active Segments |
Static Segments |
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Automatically updated lists of records that meet an evergreen criteria |
A snapshot of record data that fulfills specific criteria for a single point in time |
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Common Use Cases: Email campaign audience, contact tracking by criteria, workflow automation, current list data |
Common Use Cases: Manual workflow additions, one-time email sends (webinar attendees), historic data |
Data Hygiene
When monitoring the segments prior to any outbound email activity, adhere to the following principles of data cleaning:
- Address the Past: Remove duplicates, correct inconsistencies
- Fix the Present: Fill in required missing data, remove outdated information
- Prepare for the Future: Standardize data upload fields and naming conventions
Prior to any data upload, Marketing will run your contact list through a data validation service called ZeroBounce to clear out potential duplicates, spamtraps, invalid emails, and other non-valid emails to ensure we are uploading the cleanest contact information to HubSpot. This means that not every single member of your spreadsheet is guaranteed to be a valid contact. We will keep their information in HubSpot regardless of their contact status, but only valid contacts will be eligible for email marketing. Please do your due diligence prior to ensuring you are getting the most up to date information from clients, and regularly review your lists to remove older information.
To get started with a contact list upload, download the HubSpot Contact List Upload Template.