Where can lists be used in HubSpot?

Last updated: January 5, 2017

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. Knowing what parts of HubSpot utilize lists is important because this will influence how you approach your marketing efforts. 

The following HubSpot tools use Lists in some form: 

As you can see from the above list, building lists is necessary in order to use and take full advantage of other HubSpot tools. 


A lead nurturing workflow in HubSpot allows you to move your contacts down the marketing funnel. A large part of this is often done with lists. One of the enrollment criteria of a workflow is to enroll a contact when that contact joins a particular list. This can be extremely helpful with smart lists - as contacts are added into your smart list, they will also be added into the workflow and nurtured without you having to configure anything beyond your initial list and workflow.

You can also add an action to your workflow to either add or remove your contact from a list. This can only be done with static lists, so you'll only see static lists as options in the last dropdown menu.

Workflows also utilize goal lists - where you can set a list built of criteria that meet your goal for your workflow. So once a contact meets those requirements, they are entered into the goal list and removed from your workflow. Read more about goal lists here.

Suppression lists are also used in HubSpot workflows. Within your workflow settings, you can add one or multiple suppression lists that will prevent any contacts that are in that list from ever entering your workflow. Read more about suppression lists here.


Emails in HubSpot use lists in order to know who to send your email to and, even, who not to send your email to. Within your emails, you can click on the Recipients tab to decide if you want to Include or Exclude recipients. Those two selections are made solely from your HubSpot lists.

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Within HubSpot Reports, you can build multiple types of reports to organize your data. A lot of this data can be collected within your reports by using lists. Below you'll see an example Contacts report built around contacts added to a list over time, all-time. 

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Exporting data

HubSpot lists can be built to identify and organize contacts in your HubSpot database that all have something in common. After you build these lists, besides using them all over HubSpot, you can also export this data. After you build the list, navigate to Actions > Export list. From there, you can export all your contacts and their data to your email address in the form of a CSV, XLS, or XLSX file so you can further segment and research your list data.

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You can also use the HubSpot Lists tool to export refined data from one place in HubSpot into a new list. For example, after you send an email, you can filter that email down to a specific email metric (like, emails opened) and create a list of contacts who opened that particular email. This can help you further segment your lists to target your next piece of content towards a specific group, with a specific goal in mind.

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Smart Content

Smart content can use lists to decide what type of content your contacts will see on a specific web page or email. Smart content allows you to show different content to different contacts based on a criteria of your choosing. So you could decide to show members of one of your lists a different CTA than someone who might not be in the list.

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Salesforce inclusion list

If your HubSpot account is integrated with Salesforce, you can build a smart list to be your Salesforce inclusion list. This list will limit the contacts that sync to Salesforce to only members of this list, which will allow you to create a more targeted list of qualified leads and avoid every lead from HubSpot syncing to Salesforce.

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