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Lists

Create and use lists

Last updated: September 20, 2022

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 set up your list criteria and add records to existing lists, learn how to determine 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

Users with Write permissions for lists can create lists.

  • 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 Add filter.
    • Scroll or type to search, then select a filter category.
    • Within the category, scroll or type to search, then select the property or activity to filter by.
    • Select an option for the property or activity, 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 field 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 Add values 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. 
    • For associated object filters, by default, the list includes records when any associated records meet the criteria. To filter based on a primary company association or a association label instead, click the Any associated [object] dropdown menu in the left panel, then:
      • Select Any [object] to filter based on all associated records of that object type (e.g., the list would include a contact when any of their associated companies meet the criteria).
      • If you're creating a contact-based list, select Primary [object] to filter based on only the primary associated company (e.g., the list would include a contact only if the primary associated company meets the criteria).
      • In the With label section (Professional and Enterprise only), select a label to filter based on only associations that use the selected label (e.g., the list would include a contact only if they have an associated company with that label and that company meets the criteria).
primary-company-list-filter
    • To add additional filters within the same category or group, click Add filter. Additional filters within the same filter category or group follow AND logic. A record must meet the all criteria within the group in order to be included in the list.
    • To finish editing a filter group, click the X at the top right of the editor.
    • To add another filter group, click + Add filter group. Between filter groups, OR logic applies. A record must meet the criteria of at least one of the filter groups in order to be included in the list.

add-additional-filter-group

    • To remove a piece of criteria from an existing filter group, hover over the property, activity, or value, and click the delete Delete icon. If you're deleting a category that includes multiple filters, in the pop-up box, click Delete branch to confirm.
delete-criteria
    • To clone or delete a filter group, on the top right of the group, click the Actions dropdown menu, then select Clone or Delete.
    • To test if an existing record meets the filters, in the left panel, click Test. In the dropdown menu, select a record to test.
  • In the upper right, click Save list.

This list will begin processing once you've entered or selected valid criteria. The set of records that appear is a preview of the 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. Once the list has finished processing, you can continue editing your list.

View and edit a list

Users with View permissions for lists can access lists but not edit them. To edit lists, users must have Write permissions for lists. 

  • 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.
  • To edit the list's name, click the edit pencil icon next to the current name, then enter a new name. Press enter or click away from the text editor to save your changes. 
  • To edit the filters of an active list, in the left panel, click Edit, then adjust your filters and criteria, To save your changes, in the top right, click Save changes
  • In the table, click the headers to sort the records based on their property values.
  • In the upper right, click the Actions dropdown menu to perform more actions with your list:
    • Details: in the right panel, view the list's name, the date it was created, the user that created the list, the List ID, and the HubSpot tools or assets currently using the list.
    • Edit columns: select the properties to display for each record in the table.
      • To apply the column configuration to only the selected list, click Save.
      • To apply the column configuration to all your lists of that object, select the Apply to all [contact/company] lists checkbox, then click Save.
    • Export/Export list: download a copy of the 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.

actions-dropdown

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. Only users with Write permissions for lists can delete lists.

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.

restore-active-list

  • 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.

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