Create lists

Create a list to segment records based on property values and other characteristics. This article includes steps to create new lists. To manage lists, set list criteria, or add records to existing lists, refer to the following resources:

• Determine your list criteria
• Add records to lists
• Edit or delete lists

Types of lists

There are two types of lists in your HubSpot account: active lists and static lists.

Active lists

Active lists automatically update their members based on its criteria. Records will join the list when they meet the criteria and leave the list when they no longer meet the criteria.

Examples of when active lists should be used include:

• Sending unique marketing emails based on each contact's behavior and properties. If you send out a regular newsletter, an active list automatically manages the continually changing list of subscribers.
• Placing outbound calls to contacts based on behavior and property values.
• Grouping your contacts by lifecycle stage to continually identify behavior and properties for contacts in each stage.
• Segmenting records based on properties that change frequently over time, such as Lifecycle Stage.

Static lists

Static lists include records who meet a set criteria at the point when the list is saved. Static lists do not update automatically, so new records who meet the criteria will not be added to the list. Records can be manually added and removed from static lists.

Examples of when static lists should be used include:

• Manually adding records to a workflow.
• Sending one-time email blasts, email campaigns that you don't run often, and for a list of contacts that doesn't change (e.g., event attendees, staff lists for an internal newsletter, or lists from a trade show). 
• Manually grouping records that may not have a shared list criteria.
• Segmenting to bulk delete records from your account.

Create a list

Users with Write permissions for lists can create lists. You can manually create lists or create AI-generated lists using Breeze Copilot. If you have a Starter, Professional, or Enterprise account, you can also use the AI assistant to generate list filters and descriptions.

To manually set up a new list:

1. In your HubSpot account, navigate to CRM > Lists.
2. In the upper right, click Create list.
3. Select the object with the records you want to segment in your list. 
   
   
4. To use AI to generate your list filters (Starter, Professional, and Enterprise only), in the Generate list filters with AI text box, enter a description of the types of records you want to include in the list. You can still manually edit the filters in the list editor.
5. Click Next.
6. To edit the list's name, in the top left, click the edit edit icon and enter a name.
   
7. To add the list to a folder, in the top left, click Add to folder. In the dialog box, click the folder and then click Move.
8. Click + Add filter to set the criteria for the records you want to include in the list in the left panel. Learn the list criteria available to you and how they work. You can select up to 250 filters per list, including up to 60 associated object filters.

Add filters for same object properties and events

To set up criteria based on properties and events for the list's object (e.g., contact properties in a contact list):

1. After clicking + Add filter, select the object for which to set filters (i.e. the same object you selected when creating the list).
2. Select a filter category (e.g., properties or interactions with specific tools).
3. Scroll or type to search, then select the property or activity to filter by.
4. Select an option for the property or activity, then set your criteria based on the field type:
   • Dropdown select or checkbox: click the dropdown menu and select the checkboxes to the left of the values.
   • Text: click the Add options field and type to enter a text value. If you’re adding multiple options, separate each value with a semicolon (e.g. Boston; Chicago; New York).
   • Numerical: click the Add values field and type to enter a number value. If you’re adding multiple options, separate each value with a semicolon (e.g. 10; 25; 30). This applies to Number and Calculation properties.
   • Date picker: click the date calendar field, then in the calendar, select a date. Date picker properties default to the HubSpot account timezone.
     
5. To test if an existing record meets the filters, in the left panel, click Test. In the dropdown menu, select a record to test.

Add filters for associated object properties and events

To set up criteria based on the list object's associations (e.g., associated company properties in a contact list):

1. After clicking + Add filter, select the associated object for which to set filters.
2. Select a filter category (e.g., properties or interactions with specific tools).
3. Scroll or type to search, then select the property or activity to filter by.
   
4. For associated object filters, by default, the list includes records when any associated records meet the criteria. To filter based on a primary company association or an association label instead, click Any [object] in the left panel, then click the Any [object] dropdown menu and select an option:
   • Primary [object]: for associated companies, filter based on only the primary associated company (e.g., include a contact only if the primary associated company meets the criteria).
   • With label (Professional and Enterprise only): in the With label section, select a label to filter based on only associations that use the selected label (e.g., include a contact if an associated company with that label meets the criteria).
5. To test if an existing record meets the filters, in the left panel, click Test. In the dropdown menu, select a record to test.

Add other filters and manage filter groups

To add, clone, or remove filters and filter groups:

1. To add additional filters within the same category or group, click + Add filter. Additional filters within the same filter category or group follow AND logic. A record must meet all criteria within the group in order to be included in the list.
2. To add another filter group, click + Add filter group. Between filter groups, OR logic applies. A record must meet the criteria of at least one of the filter groups in order to be included in the list.
   
   
3. To finish editing a filter group, click the X at the top right of the editor.
4. To remove a piece of criteria from an existing filter group, hover over the property, activity, or value, and click the delete Delete icon. If you're deleting a category that includes multiple filters, in the pop-up box, click Delete branch to confirm.
5. To clone or delete a filter group, on the top right of the group, click the Clone or Delete icons.

Set up list details and save the list

To customize your list's details and save your list:

1. In the upper right, click Review and save.
2. Select the type of list, either Active or Static.
3. To set a description of what the list contains, enter a description. You can also click Generate with AI to generate a description based on the list's filters.
4. To associate the list with a campaign, select the campaigns to associate or create a new campaign.
5. To select records to exclude from being added to the list, click the Exclusions tab, then select lists or specific records to exclude.
6. To manage which users and teams have access to the list, click the Access tab, then customize the access. If you've added any properties to the create list form, set their values.
7. Click Save and process list.

This list will begin processing once you've entered or selected valid criteria. The set of records that appear is a preview of the records that will be added to your list. When the list is saved and fully processed, the exact count of records will be visible under the list's name in the upper left. Once the list has finished processing, you can continue editing your list.

Once saved, you can edit a list's settings and details.

Clone a list

If you have an existing list you want to duplicate or use as a starting point for a new list, you can clone the list.

1. In your HubSpot account, navigate to CRM > Lists.
2. Hover over your list, then click More > Clone.
   
   
3. In the popup, set the list's name. 
4. Select one of the following options:
   • Clone as an active list: creates a new active list with the same filters.
   • Clone as a static list: creates a new static list with the same filters.
   • Close as a static list (membership only): removes the filters and clones only the list membership.
5. Click Clone list. 
6. Make changes to the list filters as needed, then click Review and save.
7. Set the list's details, then click Save and process list.

Use lists in HubSpot tools

Once you've created a list, you can use it in HubSpot tools to take actions with and make changes to a specific group of records. You can use lists in the following ways:

• Send a marketing email to a list of contacts (contact lists only).
• Create a list of bounced contacts.
• Enroll a list in a workflow.
• Use List membership filters in other lists and custom reports.
• Create ads audiences (contact and company lists only).
• Send customer satisfaction surveys (contact static lists only).