Manage your contacts' subscriptions

Last updated: November 5, 2018


After you have created your subscription types, you can opt your contacts in to subscriptions, segment your contacts based on subscription preference, and establish consent with your existing contacts. 

Manually add subscriptions to individual contacts

New contacts by default are not opted in or out. If you do not have GDPR enabled in your account, new contacts can still receive emails under all your subscription types. There is no need to manually add subscriptions for contacts.

If you have GDPR enabled in your account and checked the Only allow marketing emails to be sent to contacts who have a legal basis to communicate box, contacts only receive emails under subscription types they've opted in toContacts can opt in to your subscription types by filling out a form or lead flow with the Notice and Consent / Legitimate interest (GDPR) optionYou can also add subscriptions manually on the contact record:

  • In your HubSpot account, navigate to Contacts > Contacts.
  • Click the name of the contact.
  • Navigate to the Communication subscriptions section on the left side.
  • Click Add subscription.
  • Enter the subscription information:
    • Select the contact's Email address that you'd like to add the subscription for. 
    • Select the Communication subscription type that you'd like to subscribe the contact to. 
    • Select the lawful basis for communicating with the contact and enter an explanation for the contact's consent. 
  • Click Save

communication-subscriptionYou'll now see a list of the contact's existing subscriptions. To delete a subscription type, hover over it and click Delete. To add more subscriptions for this contact, click  + Add another subscription.

Add subscriptions to contacts in bulk

If you have GDPR enabled in your account, you can opt your contacts into a communication subscription type in bulk from the contacts dashboard:

  • In your HubSpot account, navigate to Contacts > Contacts.
  • Select the checkbox to the left of the records you want to edit, or select the checkbox to the left of the Name column, then click Select all [number] contacts to edit multiple contacts. 
  • Click More, then select Add communication subscription for contact from the dropdown menu. bulk-assign-lawful-basis-to-communicate-from-contacts-index
  • In the Communication subscription pane, enter the subscription information:
    • Click the Communication subscription type dropdown menu and select a subscription type.
    • Click the Legal basis for communicating with contact dropdown menu and select a lawful basis to communicate, then enter an explanation for the contact's consent. 
  • Click Save

Add subscriptions to contacts with a workflow

You can opt your contacts into a communication subscription type in bulk using a contact-based workflow:

  • In your HubSpot account, navigate to Automation > Workflows.
  • Click Create workflow.
  • Select a Contact-based workflow, then click Create workflow.
  • Click the pencil icon edit and enter a workflow name.
  • Click Set enrollment triggers to to select the contacts you want to enroll.
  • Click the plus icon + to add your workflow actions.
  • Under Contact properties, select the Manage subscription status action.
  • Click the New opt status dropdown menu to choose whether you want contacts to be opted in or opted out of receiving communication in bulk.
  • Click the Communication subscription types dropdown menu to choose one of your subscription types.
  • Users with GDPR functionality enabled will also choose a lawful basis for communication and enter the explanation for communication consent.
  • Click Save.


Create a list of contacts by subscription type 

You can segment your contacts in a list based on their subscription type:

  • In your HubSpot account, navigate to Contacts > Lists.
  • Click Create list in the top right corner. 
  • In the upper left corner, click the pencil icon edit and enter a list name, then click the dropdown menu and select Active list or Static list.
  • Select the Email subscription radio button. email-subscription-types
  • Select the Contact has opted intoContact has opted out of, or Contact has not opted into radio button. Click the dropdown menu and select the subscription type(s) you'd like to segment your contacts by. Click the to remove any subscription types.subscription-filters
  • Click Done, then add any additional criteria.
  • When you are finished, click Save.  

If you’re applying GDPR principles and have GDPR enabled in your account, you’ll need to indicate a legal basis to communicate with contacts in order to send them emails. You'll also need to set up a lawful basis to process, to confirm consent to track and store their contact details in your database.

With that in mind, for existing contacts in your database, you can establish consent to communicate in a couple of ways.

  1. Apply lawful basis to communicate manually, either within an individual contact record using the Subscriptions section on the left or from the contacts home screen by selecting a set of contacts and clicking More, then select Add communication subscription for contact.
  2. If you have not established consent already but you want to use consent as your lawful basis to communicate, you can run a permission pass campaign to gather consent from your contacts. You can do so in one of two ways:
    Please note: in order to deliver email to contacts who have not yet given consent to communicate, the Only allow marketing emails to be sent to contacts who have a legal basis to communicate checkbox in your Account Defaults settings must be unchecked. While this is an option to allow your existing contacts to give consent, your legal team is the best resource to give you compliance advice for your specific situation.
    1. In any rich text box of your email, click the Insert dropdown menu and select Insert Subscription confirmation link. When that link is clicked, the contact is automatically opted in to all subscription types moving forward.
    2. Insert a direct link to your subscription preferences page. On this page, your contacts can opt in to specific subscription types. Insert a link to your subscription preferences page by adding the following line of code (or similar) to the source code of your email:
    <a href="">Click here to manage your email preferences</a>

    If you’ve sent a re-engagement campaign in the past, before subscription types were introduced, work with your team to map the opt-ins and opt-outs you collected (e.g. via custom properties) to the new subscription types.