Building a solid email list is foundational to your email marketing success in HubSpot. You've got to make sure you're targeting the right humans with valid email addresses, and we're going to walk you through exactly how to do it.
Why List Quality Matters
Before you send out a single email, you need a clean list. That means contacts with known, valid email addresses. It's not just about vanity metrics, either. A quality list ensures your emails actually get delivered and your engagement rates stay healthy. Plus, it keeps your audience data current and actionable for future campaigns.
Step 1: Check Your Contact Database
First things first, let's see what we're working with. Head into your HubSpot CRM and navigate to Contacts. You'll see all the humans in your database. The key here is identifying which ones have email addresses. You want to keep contacts with known emails in your list and potentially exclude those without them. This keeps your metrics clean and your sending focused.
Step 2: Create Your Active List
Now it's time to build the list itself. Here's how:
- In the left sidebar, go to CRM and then select Lists
- Click Create List
- Give your list a clear name (like "Email Known" for a broad audience)
- Choose Active List as your list type
Why active? Active lists dynamically update as contacts meet your specific criteria. This means new contacts who qualify automatically get added, and those who no longer match your filters get removed. It's smart, hands-off management.
Understanding List Types
You've got two options when building lists in HubSpot:
- Active Lists: These update automatically based on your filters. Humans who meet the criteria get added or removed dynamically over time.
- Static Lists: These are fixed snapshots. You'd use them for imports or when you manually add specific contacts.
Step 3: Set Your Email Filter
Click Next and it's time to add your filter:
- Click Add Filter
- Search for and select Email under Contact Properties
- Set the condition to "is known" so you're only including humans with valid email addresses
This single filter ensures you're targeting everyone in your database who can actually receive your emails. HubSpot will calculate your total audience size right there so you know exactly who you're reaching.
Step 4: Save and Confirm
Once you've set your filters, save the list. HubSpot shows you the total audience size, giving you clarity on how many humans you'll be sending to. Now you've got a solid, clean email list ready for campaigns.
What's Next
With your list built, you're ready to move into the Marketing Hub and start creating emails. Your foundation is set, your data is clean, and you're targeting the right humans with the right information.
Building email lists might seem simple, but doing it right makes all the difference in your campaign performance. Keep your lists clean, keep your criteria clear, and your email marketing results will follow.
