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When your organization begins to compile a large list of subscribers and donors, the most effective way to “segment” those contacts is by using what is simply called, Smart Lists. Lists are an important part of your marketing. Beyond email sends, lists can help you identify how many contacts in your database have certain traits in common. But HubSpot’s Lists App becomes an even more powerful tool when you’re using lists to create reports.
For most nonprofits, you have different types of contact lists, but generally you’re only gathering more and more data about each contact without the lists being “smart” where they automatically alter the contact’s course by certain rules that you pre-set.
For example, Smart Lists can be built automatically based upon a contact’s selected property (i.e. what the contact has selected on a form or offline). A contact property example may be a “Want to Volunteer?” form field (for say a local Food Bank) where the prospective volunteer selects that they’d like to donate at the food bank once per week. A Smart List for Volunteers can collect that contact and add them automatically to the Smart List and all of the contacts on that Smart List (being that they’re volunteers) will now get all of emails and communications now that align with the volunteer program.
You can also build a list off of any company property (say that you want to build a Smart List of Corporate Sponsors for your charity). In addition to the different contact’s properties that you have, you will also have separate companies’ properties. These fields will give information about the company as a whole instead of the individual contacts. Some examples include website URL, industry, and annual revenue.
Next, you can also build a list off of a current list. If you have another list set up and want to use that criteria along with some additional pieces of criteria, this may be a great way to help you save time while setting that up. Or, if you want to create a list that doesn’t include the members of another list you have previously created, this is also another great tool.
Lastly, you can build Smart Lists off of common contact actions (i.e. email actions, for example) which help to again help you nurture each contact into the correct “lane” of communication that they need to be in.
Smart Lists save time and help automatically segment inbound contacts and the team at CauseDriven Marketing can help your organization create Smart Lists that will help you streamline your contacts to optimize your marketing!