How to decide on your list criteria

Last updated: June 15, 2016

Available For:

Product: HubSpot Marketing
Subscription: Basic, Professional, & Enterprise

Lists are a vital part of your marketing - they're how you send emails from within HubSpot but also help you identify and organize your contacts by traits they have in common. Figuring out which criteria is the important first step in implementing your next marketing effort.

Below you'll see each criteria you can choose to segment your contacts into a list. By seeing all your options for list segmentation and understanding what your marketing goal is, you can decide which list criteria makes sense for building out your list.

Create your list

To begin creating your list, you'll want to navigate to Contacts > Lists then create your New List

HubSpot Help article screenshot

Now you can begin building out your list criteria. It's important to have an idea in mind of how you want to compile your contacts into a list but it's okay to make changes or additions along the way. Below, this article will cover each option available and a little bit more about why they may help you.

HubSpot Help article screenshot

Build a list off of a Contact Property

You can build a list off of any contact property in your database. If you want to create a list based off of people who have the same Lifecycle Stage, you can do that. If you want to create a list of contacts who clicked on a certain aspect of your social media, you can do that, too. You may literally have hundreds of pieces of information on your contacts, because this includes any custom contact properties you may have created, too.

Build a list off of a Company Property

You can also build a list off of any company property. In addition to the different contacts properties that you have, you will also have separate companies properties. These fields will give information about the company as a whole instead of the individual contacts. Some examples include website URL, industry, and annual revenue.

Build a list off of a Deal Property

Next, you can build a list off a Deal Property. A Deal Property is any revenue amount that you may be pulling in from your CRM (like the HubSpot CRM or Salesforce). For more information on how to integrate your CRM with HubSpot, see this blog post.

Build a list off of a List Membership

You can also build a list off of a current list. You may be thinking that this sounds a bit redundant, but it can actually be a great time saver. If you have another list set up and want to use that criteria along with some additional pieces of criteria, this may be a great way to help you save time while setting that up. Or, if you want to create a list that doesn't include the members of another list you have previously created, this is also another great option. 

Build a list off of a Form Submission

You can also build a list based off of form submission criteria. So you could build lists of people who filled out one of your HubSpot forms at all, or you can even get more granular and compile a list of people who submitted on your form on a specific page.

Build a list off of Email actions

Next, you can build a list off of email actions. This means you can build a list based on whether or not your contacts opened certain emails, clicked on links in emails, or even just received an email.

Build a list off of Page Views

You can also create a list of contacts that have viewed specific pages on your website. This could be helpful if, as an example, you're looking for someone who visited a one of your product pages but didn't follow through and look at your pricing page. There could be an opportunity to target that audience to try to engage them further down the marketing funnel and become customers.

Note: this option is available only for Professional and Enterprise customers.

Build a list off Events

Next, you can build a list based off of Events criteria. Events are specific actions that your contacts have taken, such as visiting a URL or clicking on an element of your page (like a button or CTA.)

Note: this is available only to Enterprise customers.

Build a list off a Workflow status

If you are using HubSpot's Workflows App, you can build lists off of contacts who are currently active or who have completed a particular workflow.

Note: this option is available only for Professional and Enterprise customers.

Build a list off of a Call-to-Action

You can filter your list criteria based around your contact's history with a specific Call-to-Action (CTA) on your website. This option will allow you to filter contacts who have or have not seen a CTA on your website, as well as contacts who have or have not clicked on a CTA on your website.

Build a list off a GoToWebinar action

If you want to build a list off an action taken from a webinar, you can do that as well. If you are integrated with GoToWebinar, you can create lists based on whether or not someone registered or attended a webinar.

Build a list off a SurveyMonkey action

If you are using the SurveyMonkey integration in HubSpot, you can build lists off of whether or not contacts have responded to a survey or even specific answers to questions on the survey.

Build a list off an AdWords property

If you are using the HubSpot Ads tool with a linked Google Adwords account, you can segment your list off of AdWords properties like Campaign ID, Conversion, Keyword, etc.

Build a list off a LinkedIn Ad property

If you're using the HubSpot Ads tool with a linked LinkedIn Ads account, you can segment your list off of LinkedIn Ads properties like Conversion, Lifecycle Stage, Occurred, and Post ID.

Was this article helpful?

Previous article:

Next article: