Smart Content

Add smart content to your emails, website pages, landing pages, and templates

Last updated: June 7, 2019

Applies to:

Marketing Hub  Professional, Enterprise
HubSpot CMS

With smart content, a module can display different versions of your content based on certain viewer criteria. In addition to creating smart CTAs and smart forms, you can use rich text modules or coded modules to add smart content to your website pages, landing pages, and emails.

If a contact meets more than one of your smart content rules, they'll see the content for the first rule that applies to them. You can also preview how your smart content will render for specific visitors.

Please note: smart content should not be used on thank you pages because a contact's property values and list memberships won't update immediately after a form submission, leaving no time to inform the smart content on the page. Only contacts with preexisting property values and list memberships will see the smart content set for those conditions. 

You can base your smart rules on the following criteria types:

  • Country: display content to your viewer based on their country. The country is determined by the IP address of the visitor.
  • Device type: specify which device this smart content is centered around (mobile, tablet, or desktop). HubSpot looks at what is called the user agent of your visitor’s browser to determine their device type. Since this can sometimes be changed on the device, we cannot always guarantee accurate segmentation.
  • Referral source: show visitors your smart content based on how they found your site.
  • Preferred language: personalize your content based on the language set within the user's web browser.
  • Contact list membership: show a contact in your HubSpot database certain content dependent on whether or not they're a member of one of your HubSpot lists.
  • Lifecycle stage: this will look at the lifecycle stage property of a contact in your HubSpot database and display the relevant content based on the value of this field.

Please note: Country, device type, referral source, and preferred language can be chosen for contacts and customers as well as anonymous visitors.

When you create smart content, keep best practices in mind. Start small and pick only one area of text to personalize to your visitors.

Add smart content to your emails

Within the email editor, you can add smart content to your subject line or in the main email body. In the design manager tool, you can add smart content to an email template using a rich text module.

Add a smart subject line

  • In your HubSpot account, navigate to Marketing > Email.
  • Hover over your email draft and click Edit, or create a new email.
  • In the email editor, click Edit details.
  • Under the subject line, click Add smart rule.
  • Select to add smart rules based on Contact List Membership or Contact lifecycle stage. Because these emails are being sent to known contacts, you can't base your smart content criteria on anonymous information like device type or referral source.
  • Select the lists or lifecycle stages you want to create a unique subject line for.
  • Click Create.

smart-send-email-subject

To manage a smart rule, click Manage smart rules. To add a new smart rule, click Add smart rule

edit-smart-subject-lineYou can preview your email to see how the subject lines will appear for contacts that meet your smart rules.

Add smart content

  • In your HubSpot account, navigate to Marketing > Email.
  • Hover over the email and click Edit.
  • In the email editor, click the Main Email Body module, then click the Make smart icon.

make-smart

  • Select a smart rule based on Contact list membership or Contact lifecycle stage. Because these emails are being sent to known contacts, you can't base your smart content criteria on anonymous information like device type or referral source.
  • Click the dropdown menu to select specific lists or lifecycle stages to target in this smart rule.
  • Click Create.

select-smart-rule

  • In the sidebar editor, click the Content dropdown menu to switch between your default text and your smart text.
  • To add smart content rules, click Add rule. To change the order of your smart rules, click Reorder rules. To remove your smart rules, click Delete all rules.
  • When you're done editing your smart text, click Save and go to module list.
  • Before you send your email, you can preview how the smart text will render in your contact's inbox when sending a test email.
  • When you're ready to send the email, click Send.

Add to website pages or landing pages

  • In your HubSpot account, navigate to website pages or landing pages.
  • Hover over an existing page and click Edit or create a new page by clicking Create new website / landing page in the top right corner.
  • In the page editor, locate the rich text module you want to make smart and click the Make smart icon.
HubSpot Help article screenshot
  • In the dialog box, select the criteria you want to base your smart content rules on.
  • Click Create.
  • In the sidebar editor, create your smart text. Click the Content dropdown menu to jump between your default text and your smart text.
  • To add smart content rules, click Add rule. To change the order of your smart rules, click Reorder rules. To remove your smart rules, click Delete all rules.

  • When you're done editing your smart text, click Save and go to module list.
  • Before you publish the page, you can preview how the smart text will display. To open the preview pane, click the eye icon  view iiiin the left sidebar menu.
  • To preview the content this particular contact would see on your page, click the Preview as a specific contact dropdown menu and select a contact name.
  • To test the smart rule behavior for anonymous rules, select the Preview page from a specific country, Preview page in a specific language, or Preview page from a specific traffic source checkbox.
  • In the upper right, click Publish to take your smart text live.

Add smart content in the design manager

  • In your HubSpot account, navigate to Marketing > Files and Templates > Design Tools.
  • In the finder, select a template to edit.
  • In the template editor, click the rich text module you want to make smart.
  • In the inspector, click the Edit tab.
  • Click the More dropdown menu and select Make module smart.
HubSpot Help article screenshot
  • In the dialog box, select the criteria you want to base your smart content rules on.
  • Click Create.
  • In the module inspector, click the rich text content preview to expand the editor.
  • Enter your smart text in the rich text editor.
  • To switch between your default text and the text your smart rules will be based on, use the Smart based on contact lifecycle stage dropdown menu. edit%20smart%20text%20in%20the%20design%20manager
  • To add smart content rules, click Add rule. To change the order of your smart rules, click Reorder rules. To remove your smart rules, click Delete all rules.
HubSpot Help article screenshot
  • In the upper right, click Publish changes to take your changes live.

Add smart content to a global module

  • In your HubSpot account, navigate to Marketing > Files and Templates > Design Tools.
  • In the finder, select your module to edit.
  • In the inspector, under Global and smart content, select Edit global and smart content.

add-smart-rules-custom-module

  • In the content editor, click Make smart to add smart rules to your default module content.

make-module-smart

  • In the dialog box, select the criteria you want to base your smart content rules on, then click Create.
  • To switch between your smart content and the Default content, click the dropdown menu at the top of the editor.
  • To add smart content rules, click Add rule. To change the order of your smart rules, click Reorder rules. To remove your smart rules, click Delete all rules.
  • In the upper right, click Publish changes to take your changes live.