One of the easiest ways to improve email engagement is by sending the right message to the right people. This guide explains the segments in your account, when to use them, and which subscription type is most appropriate. We will update and add categories as these Segments (lists) grow.

💡Before You Begin: Understand the Difference

HubSpot uses several concepts to determine who receives an email. Understanding the difference will help you choose the right segment every time.

A contact may qualify for a segment but still not receive your email if they have unsubscribed from the selected subscription type or are not a marketing contact.

Quick Reference Matrix

If you're unsure where to begin or just don't have time read further (we get it, you can always check more later), these are the Segments you'll use most often.

Why Choosing the Right Audience Matters

Sending the right message to the right audience isn't just a marketing best practice...it's about creating a better experience for your community.

When contacts consistently receive communications that are relevant to their role and involvement with the league, they are more likely to:

• Open and engage with your emails.
• Take the action you're asking them to take.
• Stay subscribed to future communications.
• Feel informed rather than overwhelmed.

By choosing the most relevant audience, you also reduce the number of emails people receive. For example, a former parent doesn't need race weekend logistics. Sending only what's meaningful helps prevent inbox fatigue and builds trust that emails from your league are worth opening.

✨ What's New in segments

We've added two new Previous Season active segments to every league:

• [League] – Previous Season Parents & Riders - 2025
• [League] – Previous Season Coaches - 2025

These segments help you reconnect with last season's participants who have not yet registered for the current season, making them perfect for preseason registration reminders and welcome-back campaigns. A big thank you to John in Indiana for reminding us how valuable the Previous Season segments were in Iterable.

➡️ Checkout the 'Previous Season' section for more info.

Before choosing an audience, ask yourself: Who am I trying to reach?

If your goal is to encourage last year's riders, parents, or coaches to return, these new Previous Season segments are the right choice.

Why this matters

One of the biggest opportunities we have as communicators is sending the right message to the right people.

Choosing the correct audience:

• Improves engagement.
• Reduces inbox fatigue.
• Creates a better experience for your community.
• Helps ensure recipients receive communications that are relevant to them.

Should I use these segments or my Singletrack Times newsletter?

The answer is probably both…but they serve different purposes!

League newsletter

Use Singletrack Times when you want to communicate with your entire subscribed community via your newsletter.. It's a great place to announce that registration is open, share what's new for the season, highlight league stories, and keep your broader audience engaged!!

💡 Best Practice: Keep your newsletter concise. Use short snippets with a clear call to action that directs your readers to your website to learn more.

When not to use Singletrack Times:

Don't use for

Practice cancellations

Weather alerts

Current Season Participants

Current Season segments are designed for operational and season-specific communications with participants actively involved this season.

GRiT

Use the GRiT segments when your communication is specifically related to GRiT programming, events, leadership opportunities, or initiatives. These audiences help you connect with female riders, their families, and GRiT leaders without sending communications to your broader league audience.

💡 Best Practice

Use GRiT - Current for communications that support participants actively involved this season. Use GRiT - All Time when reconnecting with past participants, promoting GRiT initiatives and trying to grow, or inviting your broader GRiT community to events and opportunities.

Previous Season (NEW)

Use the Previous Season segments when your goal is to reach a specific group of people with a specific message who participated last season but haven't yet registered for the current season. These emails should be more focused and action-oriented, with a clear call to register to reconnect with your league!

💡 Best Practice

Keep these emails focused on one clear call to action...registering for the upcoming season.

Historical Audiences

Historical (All Time) segments are best used for broad outreach, alumni engagement, surveys, or communications that are not specific to the current season.

Before every send.....

Ask yourself these three questions:

1. Who am I trying to reach?

Examples:

• Everyone who subscribes to our newsletter?
• Current coaches?
• Last season's riders?
• Head Coaches?
• Team Directors?

2. What action do I want them to take?

Examples:

• Register
• Read
• Attend
• Sign Up to help with an event
• Respond

3. Which subscription type fits my message?

Need a Different Audience?

If your communication doesn't fit one of these segments, reach out to the MarCom team. We'll help determine the best audience for your message and whether a new segment should be created.

As we continue building out HubSpot together, we'll keep adding audiences that make it easier for leagues to communicate intentionally and effectively.

Where Can I SEE a list of All My Segments?

You can view all of your league's available segments (available Scribe step-by-step) by navigating to:

CRM > Segments (Lists) 

• View how many contacts are currently in each segment.
• Click into any segment to see which contacts are included.
• Review the filters that determine who belongs in the segment.
• Watch active segments automatically update as contacts register or their information changes.
  
  Tip: Most of the segments are Active lists, meaning they automatically update as contact data changes. You don't need to manually add or remove contacts!! Do not edit them.

For specific HOW TO info access the HubSpot Resource Library