Segmenting Lists in HubSpot

HubSpot Lists are one of the most powerful tools available for organising and segmenting records. Whether you’re running targeted email campaigns, cleaning up your database, or filtering inactive companies, using Lists correctly can significantly improve efficiency and results.

In this guide, we’ll cover:

• Why HubSpot Lists are useful
• The difference between Active and Static Lists
• How to create a List in HubSpot
• Examples of useful Lists you can set up

Why Are HubSpot Lists Useful?

Good marketing and sales rely on sending the right message to the right people at the right time. That’s where Lists come in.

By segmenting your contacts based on behaviour, demographics, or engagement, you can:

• Improve email targeting – Send tailored messages to engaged leads
• Streamline sales efforts – Identify and prioritise high-value prospects
• Keep your CRM clean – Remove outdated or irrelevant contacts
• Optimise automation – Trigger workflows based on contact activity

Essentially, Lists allow you to manage contacts efficiently, ensuring your marketing and sales efforts are as effective as possible.

Active vs Static Lists: What’s the Difference?

HubSpot offers two types of Lists:

Active Lists (Dynamic)

• Automatically update when a contact meets or no longer meets the set criteria
• Ideal for real-time segmentation
• Example: A List of leads who have opened an email in the last 30 days

Static Lists (Fixed)

• A one-time snapshot of contacts that doesn’t update
• Contacts stay in the List unless manually added or removed
• Example: A List of event attendees from a specific webinar

When to use each type:

• Use Active Lists for ongoing campaigns, automation, and reports
• Use Static Lists for one-off email sends or temporary segmentation

How to Create a List in HubSpot

Creating a List in HubSpot is straightforward. Follow these steps:

1. Go to HubSpot and navigate to Contacts > Lists
2. Click Create List
3. Choose Active or Static
4. Set your filters, such as "Lifecycle Stage is Lead" or "Last email opened within 30 days"
5. Preview the List to check which contacts are included
6. Save the List

Once saved, you can use the List in emails, workflows, ads, and reports.

Examples of Useful Lists in HubSpot

Here are some practical List ideas to help you get started:

Email Engagement Lists

• Engaged Contacts: Contacts who opened or clicked an email in the last 90 days
• Unengaged Contacts: Contacts who haven’t opened an email in six months or more (useful for re-engagement campaigns)

Lead and Customer Segmentation

• Marketing Qualified Leads (MQLs): Contacts who have filled out a form but haven’t spoken to sales
• Sales Qualified Leads (SQLs): Contacts who have booked a demo or had a call with sales
• Active Customers: Contacts with a "Customer" lifecycle stage

CRM Maintenance Lists

• Duplicate Contacts: Identify contacts with the same email address
• Old Contacts: Contacts with no activity in over a year

Event and Content-Based Lists

• Webinar Attendees: Contacts who signed up for a specific event
• eBook Downloaders: Contacts who downloaded a lead magnet

Final Thoughts

HubSpot Lists are a game-changer for organising contacts, improving targeting, and automating workflows. Whether you’re looking to clean up your CRM or run smarter marketing campaigns, using Lists correctly will save time and boost results.

Want to improve your HubSpot setup?