Email marketing success hinges on delivering the right message to the right person at the right time. One of the most effective ways to achieve this is through email segmentation—and if you’re using HubSpot, Smart Lists make this process powerful and dynamic.

In this guide, we’ll walk you through the best practices for email segmentation using HubSpot Smart Lists, especially how to segment contacts based on behavior and lifecycle stage.

What Are HubSpot Smart Lists?

HubSpot Smart Lists (also known as Active Lists) are dynamic contact lists that automatically update based on specific criteria you define. When a contact meets or no longer meets the criteria, HubSpot adds or removes them from the list in real-time.

These are essential for automating email campaigns, workflows, lead nurturing, and personalization.

Why Email Segmentation Matters

Segmented email campaigns result in:

  • Higher open and click-through rates

  • Better engagement and relevance

  • Improved lead nurturing and conversion

  • Reduced unsubscribe rates

Instead of sending one-size-fits-all emails, segmentation ensures each contact receives tailored content based on their actions, interests, and lifecycle stage.

Key Segmentation Criteria in HubSpot

HubSpot allows segmentation based on dozens of data points. Here are the most valuable:

  1. Lifecycle Stage

  2. Behavioral Activity (website visits, downloads, email engagement)

  3. Demographics (location, job title, company size)

  4. Source of Acquisition

  5. Email Engagement (opens, clicks)

  6. Custom Properties and Tags

For this post, we’ll focus on behavior and lifecycle stage segmentation using Smart Lists.

Segmenting by Lifecycle Stage

HubSpot’s default lifecycle stages include:

  • Subscriber

  • Lead

  • Marketing Qualified Lead (MQL)

  • Sales Qualified Lead (SQL)

  • Opportunity

  • Customer

  • Evangelist

  • Other

Best Practices:

1. Create Smart Lists for Each Stage

Use HubSpot’s Lifecycle Stage property to build lists like:

  • List: All MQLs
    Criteria: Lifecycle stage is Marketing Qualified Lead

  • List: SQLs from Organic Traffic
    Criteria: Lifecycle stage is Sales Qualified Lead AND Original Source is Organic Search

2. Customize Messaging

  • Subscribers → Send educational content to build trust.

  • Leads & MQLs → Share lead magnets, product demos, and webinars.

  • SQLs & Opportunities → Share case studies, pricing, and offer sales calls.

  • Customers → Onboard them and upsell/cross-sell.

  • Evangelists → Encourage referrals and reviews.

3. Combine with Company Info

Create Smart Lists like:

  • MQLs from companies with over 50 employees

  • SQLs in the healthcare industry

Segmenting by Behavior

Behavioral segmentation targets contacts based on actions they’ve taken (or not taken).

Smart List Examples & Use Cases:

1. Visited Pricing Page But Didn’t Convert

  • Criteria: Visited URL contains yourdomain.com/pricing AND Lifecycle stage is not Customer

  • Use Case: Send a personalized follow-up with an incentive or demo offer.

2. Downloaded an eBook or Lead Magnet

  • Criteria: Filled out form “eBook: [Topic]”

  • Use Case: Trigger an automated lead nurture sequence relevant to that eBook.

3. Opened Last 3 Emails But Didn’t Click

  • Criteria: Opened last 3 campaigns AND Clicks < 1

  • Use Case: Send more engaging content (video, quiz, etc.) or retarget with a different CTA.

4. Viewed Specific Product Pages Multiple Times

  • Criteria: Page view count > 3 on a product URL

  • Use Case: Target them with a product demo email or discount.

5. Inactive Users

  • Criteria: Last email open date > 60 days ago

  • Use Case: Re-engagement campaigns (“We miss you!”)

Combining Lifecycle and Behavior for Hyper-Personalized Segmentation

You can stack criteria using HubSpot Smart Lists to create micro-segments. For example:

Segment: MQLs who visited the pricing page at least twice
Use Case: Target with “limited-time offer” emails or live demo invitations.

Segment: Customers who haven’t opened any email in the last 30 days
Use Case: Win-back campaigns or satisfaction surveys.

How to Set Up a Smart List in HubSpot

  1. Go to your HubSpot Dashboard.

  2. Navigate to Contacts → Lists.

  3. Click Create List.

  4. Choose Active List (Smart List).

  5. Set your criteria (e.g., “Lifecycle stage is MQL” AND “Last page viewed contains pricing”).

  6. Name the list clearly.

  7. Save and use it in your campaigns or workflows.

Pro Tips for Smarter Segmentation

  • Use HubSpot’s Segmentation Guide for inspiration

  • Layer Conditions: The more relevant your segment, the better your conversion rate.

  • Combine Smart Lists with Workflows: Automate nurturing and retargeting.

  • Review and Refine Regularly: Check engagement levels to adjust criteria if needed.

Final Thoughts

HubSpot’s Smart Lists are a game-changer for segmentation. By segmenting based on lifecycle stage and behavior, you deliver deeply personalized experiences that move leads down the funnel faster and retain customers longer.

Start with a few key segments, test your messaging, and expand over time. With the right strategy, segmentation becomes the foundation of a high-performing email marketing engine.

👉 Ready to start?
Explore the HubSpot Smart Lists feature and begin building your first behavioral segment today.

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