Segment (List) Naming Conventions & Cleanup

Grounded in the 103 segments exported 2026-06-10 (28 active / 75 static).

Goal: every segment sortable by category → subject → year at a glance, with no duplicates or junk.

Principle (same as campaigns): folders carry the category; the name carries subject + purpose + year. Don't cram everything into the name.

What's wrong today (from the real export)

Step 0: The strategic layer (read first, it shapes everything below)

HueLife sells through two distinct revenue streams, and repeat business is a priority. The whole segmentation model is built on those two facts.

Two streams (every audience belongs to one)

Customer stage (the retention lever: emphasize Repeat)

Track every customer's stage in both streams, as a property, not just a list:
Prospect → First-time Customer → Repeat Customer → Lapsed

• Add a custom property Customer stage (and/or Times purchased) so "repeat" is filterable everywhere, reports, emails, dashboards.
• Build a headline segment per stream, Repeat Customers (in folder 3 · IND, Repeat & Alumni) and Repeat & Renewal Accounts (in folder 5 · INST, Active & Repeat Clients). Retention campaigns target these.

Stream lives in the folder, not the name. Because folders 1–3 are IND and 4–5 are INST, you don't prefix names with the stream, the folder already says it. Names stay Subject – Descriptor – YYYY.

️ Data-model gap to close alongside this

The institutional stream is currently untracked: companies have 0 custom properties and there are only 3 deals in the whole portfolio. Segments of contacts can't measure repeat institutional revenue, Deals do. Before this naming work fully pays off, stand up:

• Company records for each institution (+ a Client type property: Government / Health Dept / Nonprofit / Corporate),
• a Deal pipeline for institutional contracts with a renewal stage,
• associate course attendees back to their institution where one exists (a Dept-of-Health attendee is both an IND seat and a signal for an INST account).

Step 1: Use FOLDERS for the category (now stream-aware)

Lead the folder structure with the two streams, then operational (stream-agnostic) folders. Number them so they sort sensibly:

Step 2: The naming convention (within a folder)

Subject – Descriptor – YYYY

Rules: Title Case · one delimiter only, – (space-hyphen-space) · no file extensions · no auto-generated timestamps · fix typos on rename.

Subject codes (your actual programs/events)

MToP · TFM · TSP · TSoI · ToP · HIJ · HCS · HSF · AES · CoP · HUE Strategy · YouLEAD · TLR · TLG · Book, plus event codes AMC · ICMA · MCMA · Lumina, and region names for Geo.

Descriptor vocabulary (keep it small)

Alumni · Current Cohort · Waitlist · Recruitment · Interest · Target Audience · Attendees · RSVP · Follow-Up · Registrants · Newsletter · Engaged · Unengaged · Opened · Unopened · Hard Bounce · Unsubscribed · Internal · Do Not Market

Step 3: Rename map (representative)

Step 4: Cleanup priorities (do this first, it's most of the value)

1. Delete the junk auto-named segments, every [Email] - <timestamp> and [Workflows] - <timestamp> (sizes 1–18, mostly unused). These were created by accident.
2. De-duplicate the big clusters, pick ONE canonical, merge/delete the rest:
   • CoP (~11): keep CoP – Registrants – 2025, CoP – Registrants – 2026, CoP – Attendees – 2024, CoP – Interest. Delete the .csv snapshots and near-dupes.
   • Hard Bounce (5+): keep one dynamic Hard Bounce (auto-updating); delete the dated review snapshots once actioned.
   • MToP Recruitment (4): keep MToP – Recruitment – 2025 and – 2026; delete Updated MToP 2026 Recruitment.
3. Resolve the internal-team duplicate, Hue Life Team - Internal already exists. Confirm whether your new Internal, HueLife Team is a second copy; keep ONE (the dynamic one filtered on email contains @hue.life) and delete the other. This is the list driving the non-marketing / reporting exclusion, you only want one source of truth.
4. Move all .csv/.xlsx imports into 9 · _Imports to Process, merge their contacts into the right dynamic segment, then delete the static import.
5. Fix the two typos on rename (Alimni, Wisonsin).

Step 5: Active vs Static rule

• Active (dynamic) for anything ongoing, cohorts, recruitment audiences, engagement/suppression states. It self-maintains. (Only 28 of 103 are dynamic today, that's backwards.)
• Static only for a deliberately frozen point-in-time snapshot (e.g. "who attended the Dec 2025 event"). HubSpot shows the type with an icon, so don't put "Active/Static" in the name.

Migration checklist

1. Create the 7 folders (Step 1).
2. Delete junk + dedupe the big clusters (Step 4), biggest cleanup win, do it before renaming.
3. Resolve the internal-team duplicate.
4. Rename survivors to Subject – Descriptor – YYYY and file each into its folder.
5. Convert ongoing static lists to Active where it makes sense.
6. Gate new segments: no segment is saved without a conforming name + folder.

Renaming/foldering a segment doesn't change its membership or break anything that references it, names and folders are organizational only.