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.