To create a list in HubSpot, note that lists are now called segments. Go to CRM, then Segments, click Create segment and choose Manually or Start with AI, pick the object, then add filters. Choose active, which updates automatically, or static, which stays fixed at creation. You can add up to 250 filters per segment.
Lists have a new name
If you're following an older tutorial that says Contacts, then Lists, you'll get lost. HubSpot's help article says segments were previously called lists. They still do the same job, grouping records based on property values and other characteristics, but they now sit under CRM, then Segments. You'll need Edit Segment permissions to create one.
Active or static: pick before you build
| Type | How it behaves | Use it for |
|---|---|---|
| Active | Updates members automatically as records meet or stop meeting the criteria | Regular newsletters, and properties that change often such as Lifecycle Stage |
| Static | Captures the records that match at the point of processing; you can add or remove records by hand | One-time email blasts, manual workflow enrolment, event attendees, bulk-deleting records |
A static segment never updates itself. New records that match later are missed unless you build a new segment, so if the audience should grow, choose active.
Building a segment by hand
1. Open Segments
In your HubSpot account, click More, then CRM, then Segments, or go straight to CRM, then Segments.
2. Start a new segment
Click Create segment in the upper right, then choose Manually.
3. Choose the object
Select the object whose records you want to group, for example contacts, then click Next.
4. Name and file it
Name the segment with the edit icon, and use Add to folder in the top left if you keep segments organised by team or campaign.
5. Add filters
Click Add filter and set criteria using Properties, Events or Memberships, then pick an operator and value.
6. Check and save
Toggle Test matches to check whether records meet the criteria, then save and choose whether the segment's active or static.
Three segments worth building first
- An active segment for your newsletter, filtered on a property such as Lifecycle Stage, so new subscribers join without anyone touching it.
- A static segment for event attendees, so you've got a fixed record of who came.
- A static segment for a one-time email blast, so the audience doesn't shift between building the email and sending it.
Those three cover most of what a small marketing team needs from segments, and they show the difference between active and static in practice.
Filters on associated records
You can select up to 250 filters per segment, including up to 60 associated object filters. When you filter on an associated object, such as a contact's company, a record is included if any associated record matches, by default. You can switch that to all of, use Primary Company, or filter by association label, which is limited to Professional and Enterprise.
Letting AI start it
To use AI, click Create segment, then Start with AI. That opens Breeze Assistant, where you describe the segment in plain language. Check the filters it produces with Test matches before you save. My guide to HubSpot's Breeze Assistant covers what else it does.
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Old menus lead nowhere
The HubSpot Knowledge Base article on creating segments explains the trap behind most confused searches: HubSpot no longer calls them lists, so older tutorials send you to menus that don't exist. And a static segment never refreshes, so if you built one for an ongoing newsletter, it'll quietly miss every new subscriber.
How other tools segment
Mailchimp's advanced segmentation lets you send specific campaign content to contacts who meet precise conditions. Segment's Customer Data Platform bundles Connections with Unify and Engage for identity-resolved profiles, AI-powered audiences and journey orchestration. For why it's worth the effort, read my piece on why email segmentation matters for a small business.
My advice for your first HubSpot segment
Decide active or static first: active for anything ongoing, static for a one-off send or an event list. Build it manually with two or three filters, run Test matches, and file it in a folder so you can find it again. Once you've got the basics, try Start with AI for quicker drafts. My HubSpot marketing strategy guide shows where segments fit in a wider plan.
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Frequently asked questions
Where are lists in HubSpot now?
They were renamed segments and sit under CRM, then Segments.
What is the difference between active and static?
Active segments update automatically; static segments only hold records that matched when processed.
How many filters can a segment have?
Up to 250, including up to 60 associated object filters.
Can AI build the segment?
Yes. Start with AI opens Breeze Assistant, where you describe the segment.
What permission do I need?
Edit Segment permissions.
