Last updated: September 21, 2021
Subscription types represent the lawful basis to communicate with your contacts through email. Contacts can manage their email preferences so they're only opted in to emails they want to receive.
Please note: custom subscription types are not available for HubSpot CRM accounts, but if you've enabled GDPR tools in your account you can add Marketing Email or Sales Email subscription types to your contacts manually.
Subscription types work differently based on whether you have GDPR enabled:
Subscription type statuses can be updated manually for an individual, in bulk with a workflow, or via API.
If you have GDPR tools enabled in your account and selected the Only allow marketing emails to be sent to contacts who have a legal basis to communicate checkbox in your account settings, emails can only be sent to contacts who have an Opted in status.
Contacts can opt in to your email subscription types through a form that includes a notice of consent for that subscription type. When you’re manually applying lawful basis, you’ll also select a lawful basis to communicate. If you need to establish consent with your existing contacts, you can send contacts an email with a link to update their email preferences, or run a permission pass campaign.
If you aren't using GDPR tools in your account, emails can be sent to contacts with an Opted in or a Not opted in or out status. Emails will not be delivered to contacts who have opted out of that subscription type. To track which contacts want to subscribe to each of your subscription types, you can use a custom property on a form.
Apart from the GDPR settings above, if you have access to the marketing contacts functionality, only marketing contacts can be sent marketing emails.
An email subscription type can be created and managed from your settings:
To make changes to a subscription type's information:
Please note: if you've enabled GDPR for your account, you cannot edit the Purpose of subscription or Method of communication fields for default subscription types, such as the Sales and Services subscription types.
Once you've created a new subscription type, a corresponding Opted out of email: [Email Subscription Type] contact property will be created.
While the property will be visible on contact records immediately, existing contacts will not have a property value set until one of the following occurs:
Any changes to the subscription type will update this existing contact property. Renaming a subscription type will cause the corresponding property to be renamed. Marking a subscription type as inactive will cause the corresponding property to be hidden from the contact record, and vice versa.
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