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Create and use lists

Last updated: November 22, 2021

Applies to:

All products and plans

The lists tool in HubSpot allows you to create a list of contacts or companies based on property values and other characteristics, including activities. This article includes instructions for creating and editing lists from the lists tool. To add records to existing lists, learn how to set up list criteria or manually add records to static lists.

Other HubSpot tools rely on lists to make changes to a specific group of contacts. Some uses of lists in HubSpot include:

The above uses are currently not available for company lists. However, you can still create a list to analyze the contacts or companies that fit a certain criteria.

Please note: the maximum number of lists you can create depends on your subscription. Learn more about subscription options and limitations in the Product & Services catalog.

Types of lists

There are two types of lists in your HubSpot account: active lists and static lists.

Active lists

Active lists automatically update their members based on its criteria. Records will join the list when they meet the criteria and leave the list when they no longer meet the criteria.

Examples of when active lists should be used include:

  • sending unique marketing emails based on each contact's behavior and properties. If you send out a regular newsletter, an active list automatically manages the continually changing list of subscribers.
  • placing outbound calls to contacts based on behavior and property values.
  • grouping your contacts by lifecycle stage to continually identify behavior and properties for contacts in each stage.
  • segmenting records based on properties that change frequently over time, such as HubSpot score.

Static lists

Static lists include records who meet a set criteria at the point when the list is saved. Static lists do not update automatically, so new records who meet the criteria will not be added to the list. Records can be manually added and removed from static lists.

Examples of when static lists should be used include:

  • manually adding records to a workflow.
  • sending one-time email blasts, email campaigns that you don't run often, and for a list of contacts that doesn't change (e.g., event attendees, staff lists for an internal newsletter, or lists from a trade show). 
  • manually grouping records that may not have a shared list criteria.
  • segmenting to bulk delete records from your account.

Create a list

  • In your HubSpot account, navigate to Contacts > Lists.
  • In the upper right, click Create list.
  • In the left panel, select Contact-based to create a list of contacts, or Company-based to create a list of companies.
  • In the right panel, enter a name for the list and select if you want an Active list or a Static list.
  • In the upper right, click Next.
  • In the left panel, set the criteria for the contacts or companies you want to segment. Learn the list criteria available to you and how they work. You can select up to 250 filters per list.
    • Select a filter type.
    • Scroll or type to search, then select the property or activity to filter by.
    • Select an option, then set your criteria based on the field type:
      • Dropdown select or checkbox: click the dropdown menu and select the checkboxes to the left of the values.
      • Text: click the Add options dropdown menu and type to enter a text value. If you’re adding multiple options, separate each value with a semicolon (e.g. Boston; Chicago; New York).

Please note: for most text criteria in list filters, the use of a wildcard (*) is not supported. The only case when a wildcard (*) will work is if using the Page views criteria Contact has (not) visited URL that matches regular expression.

      • Numerical: click the field and type to enter a number value. If you’re adding multiple options, separate each value with a semicolon (e.g. 10; 25; 30). This applies to Number, Score, and Calculation properties. 
      • Date picker: click the date calendar field, then in the calendar, select a date.
  • Once you've set your criteria, click Apply filter. Records that fit this criteria will populate in the table.

Please note: after applying a filter, the set of records that appear is a preview of records that will be added to your list. When the list is saved and fully processed, the exact count of records will be visible under the list's name in the upper left.

  • To test if an existing record meets the filters:
    • In a contacts list, click the Actions dropdown menu in the upper right and select Test a contact.
    • In a companies list, click Test filters in the left panel. Click the Search dropdown menu and select the record you want to test.
  • In the upper right, click Save. Your list may take some time to process.

Once the list has finished processing, you can continue editing your list.

View and edit a list

  • In your HubSpot account, navigate to Contacts > Lists.
  • In the table, click the list you want to view or edit. To view or edit lists that are not currently used by other HubSpot tools, click the Unused lists tab.
  • To search for a specific record in your list, use the search bar in the upper right.
  • In the upper right, click the Actions dropdown menu to perform more actions with your list:
    • Create a report: build a custom report based on your contact lists.
    • View list performance: analyze your list's metrics, such as the list's size over time, and the breakdown, engagement, and activity of the list's contacts. This only applies to contact lists.
    • Resync list with Salesforce (Professional and Enterprise only): trigger a resync of the list with Salesforce if you're using the Salesforce integration for contacts.
    • Use this list to limit Salesforce Sync (Professional and Enterprise only): specify the list as an inclusion list for contacts that will sync to Salesforce, if you're using the Salesforce integration. Learn more about Salesforce inclusion lists for contacts.

  • In the table, you can sort the contacts based on their property values by clicking the headers.

Delete a list

If you have reached your account's list limit, you may want to delete a list without deleting its records. If you would like to delete the records in a list, learn how to bulk delete records.

Please note: if you delete a static list, the list will be permanently deleted. If you delete an active list, the list can be restored within 90 days from the Recently deleted tab.

  • In your HubSpot account, navigate to Contacts > Lists.
  • To view only lists that haven't been used or updated in the last two months, click the Unused lists tab. You can also continue with your deletion in the Lists library tab.
  • To delete a single list, hover over a list and click the More dropdown menu, then select Delete list
  • To bulk delete lists, select the checkboxes next to the lists you want to delete and click Delete at the top of the table.

  • In the dialog box, click Delete.

Learn more about why you may be unable to delete a list.

Restore an active list

You can restore an active list within 90 days after it has been deleted. If you haven't restored the list within 90 days, the list will be permanently deleted. Static lists can't be restored.

  • In your HubSpot account, navigate to Contacts > Lists.
  • Click the Recently deleted tab.
  • Hover over the list you want to restore and click Restore.


  • In the dialog box, click Restore to confirm.

Please note: a restored list will have a new List ID that is different from the List ID it had prior to deletion. If you use any filters or code that reference the original List ID, they will need to be updated.