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:
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:
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.
Permissions requiredWrite segments permissions are required to create segments.
In your HubSpot account, navigate to CRM > Segments.
In the upper right, click Create segment.
Select the object with the records you want to segment.
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.
Click Next.
To edit the segment's name, in the top left, click the editedit icon and enter a name.
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.
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.
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):
After clicking + Add filter, select the object for which to set filters (i.e. the same object you selected when creating the segment).
Select a filter category. Options include:
Properties (e.g., the Lifecycle Stage contact property)
Events (e.g., a CTA interaction)
Memberships (e.g., workflow enrollment)
Scroll or type to search, then select the property, event, or membership for which to set criteria.
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.
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):
After clicking + Add filter, select the associated object for which to set filters.
Select a filter category. Options include:
Properties (e.g., the Lifecycle Stage contact property)
Events (e.g., a CTA interaction)
Memberships (e.g., workflow enrollment)
Scroll or type to search, then select the property, event, or membership for which to set criteria.
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 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).
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.
To add, clone, or remove filters and filter groups:
To add additional filters within the same category or group, click +Add filter.
To add another filter group, click +Add filter group.
To finish editing a filter group, click the X at the top right of the editor.
To change the logic within or between a group, click the and or or dropdown menus and update the logic. Learn more about AND and OR logic.
To remove a piece of criteria from an existing filter group, hover over the property, activity, or value, and click the deleteDelete icon. If you're deleting a category that includes multiple filters, in the pop-up box, click Delete branch to confirm.
To clone or delete a filter group, on the top right of the group, click the Clone or Delete icons.
Exclude records from the segment
To exclude records from being added to the 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.
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.
In your HubSpot account, navigate to CRM > Segments.
Navigate to the Manage tab.
Hover over your segment, click More, then select Clone.
Update the new segment's name and filters as needed, then click Next.
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:
