Create segments

Create segments (previously called lists) to group records based on property values and other characteristics. This article includes steps to create new segments. To manage segments, set segment criteria, or add records to existing segments, refer to the following resources:

• Determine filter criteria
• Add records to segments
• Edit or delete segments

Types of segments

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

Active segments

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

Examples of when active segments 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 segment automatically manages the continually changing subscriber group.
• Placing outbound calls to contacts based on behavior and property values.
• Segmenting records based on properties that change frequently over time, such as Lifecycle Stage.

Static segments

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

Examples of when static segments 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 group of contacts that doesn't change (e.g., event attendees, staff segments for an internal newsletter, or segments from a trade show). 
• Manually grouping records that may not have shared attributes or behavior.
• Segmenting to bulk-delete records from your account.

Create a segment

You can manually create segments or create AI-generated segments using Breeze. If you have a Starter, Professional, or Enterprise account, you can also use the AI assistant to generate segment filters and descriptions.

1. In your HubSpot account, navigate to CRM > Segments.
2. In the upper right, click Create segment.
3. Select the object with the records you want to segment.
4. To use AI to generate your segment filters (Starter, Professional, and Enterprise only), in the Generate segment filters with AI text box, enter a description of the types of records you want to include in the segment. You can still manually edit the filters in the segment editor.
5. Click Next.
6. To edit the segment's name, in the top left, click the edit edit icon and enter a name.
7. To add the segment to a folder, in the top left, click Add to folder. In the dialog box, click the folder and then click Move.
8. In the left panel, click + Add filter to set the criteria for the records you want to include in the segment. Learn the segment criteria available to you and how they work. You can select up to 250 filters per segment, including up to 60 associated object filters.

Please note: for the most up-to-date filtering experience, Super Admins can opt in to the Enhanced Segment Builder Experience beta. The enhanced filter editor has visual changes, but also includes new functionality that enables you to switch between AND or OR filter logic for groups.

Add filters for same object properties and events

To set up criteria based on properties and events for the segment's object (e.g., contact properties in a contact segment):

1. After clicking + Add filter, select the object for which to set filters (i.e. the same object you selected when creating the segment).
2. Select a filter category (e.g., properties or interactions with specific tools).
3. Scroll or type to search, then select the property or activity to filter by.
4. 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).
   • 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 and Calculation properties.
   • Date picker: click the date calendar field, then in the calendar, select a date. Date picker properties default to the HubSpot account timezone.
     
5. To test if an existing record meets the filter criteria, click Test [object]s, then select a record to test. If you have access to the Enhanced Segment Builder Experience and Granular Filter Insights in Segments betas, learn more about testing matches for filter criteria.

Add filters for associated object properties and events

To set up criteria based on the segment object's associations (e.g., associated company properties in a contact segment):

1. After clicking + Add filter, select the associated object for which to set filters.
2. Select a filter category (e.g., properties or interactions with specific tools).
3. Scroll or type to search, then select the property or activity to filter by.
   
4. For associated object filters, by default, the segment includes records when any associated records meet the criteria. To filter based on a primary company association or an association label instead, click Any [object] in the left panel, then click the Any [object] dropdown menu and select an option:
   • Primary [object]: for associated companies, filter based on only the primary associated company (e.g., include a contact only if the primary associated company meets the criteria).
   • With label (Professional and Enterprise only): in the With label section, select a label to filter based on only associations that use the selected label (e.g., include a contact if an associated company with that label meets the criteria).
5. To test if an existing record meets the filter criteria, click Test [object]s, then select a record to test. If you have access to the Enhanced Segment Builder Experience and Granular Filter Insights in Segments betas, learn more about testing matches for filter criteria.

Add other filters and manage filter groups

To add, clone, or remove filters and filter groups:

Please note: if your account has access to the Enhanced Segment Builder Experience beta, you can select AND or OR filter logic within and between groups. If you're using the original editor, by default AND logic applies within a group (i.e. a record must meet all criteria within the group) and OR logic applies between groups (as in a record must meet the criteria of at least one of the groups).

1. To add additional filters within the same category or group, click + Add filter. 
2. To add another filter group, click + Add filter group.
   
3. To finish editing a filter group, click the X at the top right of the editor.
4. 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.
5. To clone or delete a filter group, on the top right of the group, click the Clone or Delete icons.

Set up segment details and save the segment

To customize your segment's details and save your segment:

1. In the upper right, click Review and save. If you have access to the Enhanced Segment Builder Experience (BETA), click Next.
2. Select the type of segment, either Active or Static.
3. To set a description of what the segment contains, enter a description. You can also click Generate with AI to generate a description based on the segment's filters.
4. To associate the segment with a campaign, select the campaigns to associate or create a new campaign.
5. To select records to exclude from being added to the segment, click the Exclusions tab, then select segments or specific records to exclude.
6. To manage which users and teams have access to the segment, click the Access tab, then customize the access. If you've added any properties to the create segment form, set their values.
7. Click Save and process segment.

This segment will begin processing once you've entered or selected valid criteria. The set of records that appear is a preview of the records that'll be added to your segment. When the segment is saved and fully processed, the exact count of records will be visible under the segment's name in the upper left. Once the segment has finished processing, you can continue editing your segment.

Once saved, you can edit a segment's settings and details.

Clone a segment

If you have an existing segment you want to duplicate or use as a starting point for a new segment, you can clone the segment.

1. In your HubSpot account, navigate to CRM > Segments.
2. Navigate to the Manage tab.
3. Hover over your segment, click More, then select Clone.
4. Update the new segment's name and filters as needed, then click Review and save. If you have access to the Enhanced Segment Builder Experience (BETA), click Next.
5. Set the segment's details, then click Save and process segment.

Use segments in HubSpot tools

Once you've created a segment, you can use it in HubSpot tools to take actions with and make changes to a specific group of records. You can use segment in the following ways:

• Send a marketing email to a segment of contacts (contact segments only).
• Create a segment of bounced contacts.
• Enroll a segment in a workflow.
• Use Segment membership filters in other segments and custom reports.
• Create ads audiences (contact and company segments only).
• Send customer satisfaction surveys (contact static segments only).