Create a follow-up audience
Segment clickers, improve the email and decide who gets a follow-up.
Purpose and outcome
Why it matters. Follow-ups should be relevant, not repetition.
Expected outcome. A follow-up email sent to a deliberately chosen audience.
When to use it
- After reviewing performance.
Prerequisites and access
- A sent email (SOP 19).
Suggested roles (not yet approved): Marketing Coordinator, Marketing Reviewer
Instructions
- 1
From the email’s performance view, create a segment of contacts who clicked a specific link.
From training· ~1:13:30 - 2
Name it, e.g. “Lakeview | Open House | Clicked Floorplans | 2026-11-07”.
From training - 3
Decide whether clickers should get a deeper follow-up or be excluded from a resend.
Recommended practice - 4
Clone the original email and improve it.
From training· ~1:14:00 - 5
Adjust Send to and Don’t send to.
Recommended practice - 6
Repeat test and review (SOP 15, 17).
Recommended practice
Avoid automatic resends to non-openers
Open tracking is unreliable and frequent emails cause unsubscribes. Consider timing, relevance and how often contacts have heard from Caivan.
Completion checklist
Common mistakes and troubleshooting
Can’t create segment from the report.
Build it in Segments with a marketing email click filter (SOP 07).
Can’t create segment from the report. Build it in Segments with a marketing email click filter (SOP 07).
Sources and items needing confirmation
- From training· ~1:13:30–1:15:00Caivan | HubSpot Marketing Training, Sep 28, 2026 (recording transcript)
- Recommended practiceHubSpot Knowledge Base: Create segments
Account configuration described in training reflects September 28, 2026 and may have changed.