What does segmentation refer to in the context of HubSpot?

Segmentation in the context of HubSpot refers to breaking up contacts into smaller, similar groups. This practice allows marketers to target specific audiences with tailored messaging, which enhances engagement and improves conversion rates. By dividing a larger audience into segments based on shared characteristics, such as demographics, behavior, or interests, marketers can create more personalized marketing strategies.

This targeted approach ensures that the right message reaches the right people, increasing the relevance of communications and helping businesses meet their specific goals. Effective segmentation can lead to higher open rates, better click-through rates, and ultimately, improved ROI on marketing efforts. It is a foundational concept in marketing automation and is essential for achieving effective and efficient marketing campaigns.