Tags are one of the main features in Hotmart Send for organizing, segmenting, and automating communication with your contacts. With them, you can identify interests, behaviors, and the origin of leads, making it easier to create more targeted sends and manage your database more efficiently.
As your database grows, Hotmart Send also offers segments, which allow you to group tags and reuse sending criteria more easily.
In this article, you’ll learn what tags are in Hotmart Send, how they work, how to organize them properly, and how segments can help optimize your sends and keep your communication more organized.
What are tags in Hotmart Send?
Tags are internal labels applied to contacts registered in Hotmart Send. They work like markers that help classify leads based on criteria such as interest, behavior, or origin.
A single contact can have one or more tags, allowing you to create more precise segmentations and better understand your audience. For example, a lead may receive one tag when signing up through a specific form, another when accessing certain content, and a third when showing interest in an offer. This information is available for use in Campaigns, Automations, and filters.
Tags help organize your database and support different actions within Hotmart Send, such as:
- Defining the target audience for email Campaigns. Learn more in this article.
- Creating Automation flows based on contact behavior. For more details, check out this article.
- Filtering and viewing specific groups of leads.
- Tracking the origin of sign-ups and the performance of actions.
- Avoiding duplicate sends or irrelevant communications.
This level of control helps ensure more organized communication aligned with each contact’s interests, while also making it easier to manage your database over time.
How to create a tag in Hotmart Send?
Creating tags is simple and can be done directly in the Hotmart Send dashboard. To create a tag, follow the steps below:
- Log in to your account at http://app.hotmart.com.
- In the side menu, click Marketing and then Email marketing.
- Within the Hotmart Send environment, select Contacts in the left-hand menu and then Tags.
- On the new screen, click New tag.
- Set a name for your tag, which will be used only for internal organization and will not be shown to leads.
- If you want, configure the Auto subscribe and Auto unsubscribe fields.
- Once finished, click Save changes.
After saving, the tag will be available for use in forms, campaigns, automations, and lead imports.
What is a tag tree in Hotmart Send and when should you use it?
A tag tree is a hierarchical structure used to organize leads automatically, especially when it’s important to identify the origin of sign-ups in campaigns, offers, or launches. In this structure, tags are connected in levels:
- Primary tag: represents the main campaign or action and gathers all related leads.
- Secondary tags: indicate more specific categories, such as traffic type (organic or paid) or general origin.
- Secondary tag variations: provide more detailed information about the lead’s origin in specific channels.
When properly configured, the tree allows that, when a more specific tag is applied, the lead automatically receives all related tags above it. This makes analysis, segmentation, and automation easier without the need for manual adjustments.
To create a tag tree, use the same tag creation process in Hotmart Send and follow the guidelines below:
- To create a primary tag: create the tag normally without configuring auto-subscription.
- To create a secondary tag: create the tag normally, using names that represent broad categories (organic or paid, for example). In the Auto subscribe field, link the primary tag.
- To create secondary tag variations: create the tag normally, using names that represent more specific categories (such as paid lead sources). In the Auto subscribe field, link the corresponding secondary tag.
After setting up the configurations, click Save changes and repeat the process until the entire tree is complete. This structure is especially useful for tracking results, comparing acquisition channels, and maintaining consistency in lead management over time.
How do tags relate to forms and sends?
Hotmart Send forms allow you to apply tags to contacts at the moment they sign up. When creating a form, you can define which tags the lead will receive as soon as they register. In more advanced setups, you can create different forms for each secondary tag or variation within the tag tree. For a complete step-by-step guide on how to create a form, check out this article.
Here are some examples of associations::
- Organic form: LAUNCH_LIVE01_ORG
- Paid Instagram form: LAUNCH_LIVE01_PAID_INSTA
- Paid Facebook form: LAUNCH_LIVE01_PAID_FACEBOOK
- Paid Google form: LAUNCH_LIVE01_PAID_GOOGLE
The sources mentioned in this example are for illustrative purposes only. If you use other channels, adapt the tag tree according to your needs.
How to create tag segments in Hotmart Send?
When you frequently send emails to the same group of contacts marked with specific tags, selecting those tags manually for each send can become repetitive. To streamline this process, Hotmart Send offers the segments feature.
Segments are groups of tags created to simplify Campaign setup. Instead of selecting tags one by one every time you send an email, you can choose a previously created segment. This helps organize communication and saves time when creating sends.
To create a segment, follow the steps below:
- Within the Hotmart Send environment, select Contacts in the left-hand menu and then click Segments.
- On the new page, click the New segment button.
- Define a name for the segment and select the tags you want to group. If needed, you can create new tags at this stage.
- Once finished, click Save changes.
After creation, segments will be available in the Campaign setup within Hotmart Send. When defining the audience, you can use them to both include and exclude contacts, giving you more control over who will receive the communication. To learn more, check out this article.
Important: segments do not replace tags. They use existing tags as criteria to group contacts.