HubSpot Lists: Complete Guide
Quick Summary:
Lists segment your contacts, companies, or deals by defined criteria -- either dynamically updating (Active) or fixed (Static) -- powering everything from email sends to Workflow enrollment.
What Are HubSpot Lists?
Lists group records (Contacts, Companies, Deals) based on shared criteria, forming the segmentation backbone for email sends, Workflow enrollment, and reporting. Two types exist: Active lists automatically update as records meet or stop meeting criteria, while Static lists are a fixed snapshot you manage manually.
Active vs Static Lists
| Type | Membership Updates | Best For |
|---|---|---|
| Active | Automatic, real-time | Ongoing segments (e.g. "MQLs in the last 30 days") |
| Static | Manual only | Fixed groups (e.g. "Attendees of March webinar") |
How to Create One
Go to Contacts → Lists and click Create List.
Choose the object type (Contact, Company, Deal) and list type (Active or Static).
Define the filter criteria, combining multiple conditions as needed.
Save, and use the list as an audience for emails, a Workflow enrollment trigger, or a reporting segment.
A Real-World Example
A marketing team wants to send a re-engagement campaign to contacts who haven't opened any email in 90 days but are still marked as active subscribers. An Active list with exactly those criteria automatically stays current as contacts' engagement changes, so the campaign always targets the genuinely relevant, currently-disengaged audience rather than a stale snapshot from when the list was first built.
💡 Pro Tip
Default to Active lists for anything ongoing or criteria-based, and reserve Static lists specifically for genuine point-in-time snapshots (like event attendees) where the membership should never change after the fact.
Frequently Asked Questions
What\'s the difference between an Active and a Static list?
Active lists automatically update membership as contacts meet or stop meeting the defined criteria; Static lists are a fixed snapshot that only changes when manually edited.
Can lists be used to trigger a Workflow?
Yes, list membership is one of the most common Workflow enrollment triggers -- a contact joining an Active list can automatically enroll them into an associated automation.
Can I combine multiple criteria with AND/OR logic in a list?
Yes, Active lists support complex filter logic combining multiple properties, behaviors, and criteria groups.
Are lists available for Companies and Deals, or just Contacts?
Yes, lists can be built on Contacts, Companies, or Deals (and custom objects, depending on tier), not exclusively Contacts.
Can I export a list to a CSV file?
Yes, both Active and Static lists can be exported, useful for sharing data outside HubSpot or for one-time analysis.
Is there a limit to how many lists I can create?
Limits vary significantly by HubSpot tier -- worth checking current plan limits if managing a large number of segmented lists.
Can a Static list be converted into an Active list later?
Not directly -- Static and Active are set at creation and generally require building a new list of the other type rather than converting an existing one.
How often does an Active list\'s membership recalculate?
Active lists update in near real-time as contact properties and behaviors change, rather than on a fixed batch schedule.
Can lists be shared across marketing and sales teams?
Yes, lists are generally visible across the portal (subject to any permission restrictions), letting both marketing and sales reference the same segmented audiences.
Can I use a list as the audience for a marketing email send?
Yes, this is one of the most common uses -- selecting a list (Active or Static) as the recipient audience when sending a marketing email.
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