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How to Create an Active Segment (List) in HubSpot

Active lists (segments) automatically update based on defined criteria. 

Active lists are used for:

  • Targeted communications (newsletter, partner communication, event communication, etc)

  • Reporting and analysis

  • Workflow automation 

If you built it correctly, it will maintain itself.

An active list updates automatically when contacts meet (or no longer meet) your criteria.

Example:

  • All contacts who attended a specific event

  • All contacts in a specific industry

  • All contacts who are associated with a specific project

Step-by-Step: Creating an Active List

1. Go to Lists

  • In HubSpot, navigate to:
    CRM → Segments

2. Click “Create Segment”

  • Top right corner

  • Choose Contact-based list (most common)

3. Select “Active List”

  • Choose Active 

4. Name Your List Clearly

Follow the naming convention:

[Team] – [Purpose]

Examples:

  • CRH2 - general Mailing List

  • BDA - Partners
Avoid vague names like:

  • “Test list”

  • “New contacts”

  • “Segment 1” (please, what does that even mean?)

5. Set Your Filters (The Core Step)

Click “Add filter” and define your criteria.

Common Filter Types

Contact Properties

  • Industry =

  • Verticals or Initiative =

  • Associated company = 

Activity-Based Filters

  • Associated with another custom object (i.e, TA events)

 

List Membership

  • Is member of another list


Example Build

Goal: Contacts who attended 2025 BDA Forum.

Filters:

  • Add Filter - Viewing - Custom Objects - BDA events

  • Add Event Name + contains any of + BDA Forum

  • Add "and" condition (if there is one, skip this step if you don't need additional filter)

  • Add Event Year + "contains any of + 2025

*Always use "contains any of" when entering specific names (i.e, BDA Forum 2025), because it will give you better results,

 

6. Refine with AND / OR Logic

  • AND = must meet all conditions

  • OR = can meet any condition

Common mistake:
Using OR when you meant AND → results explode and become useless.

7. Review List Size

  • Check how many contacts are included

  • Sanity check: does this number make sense?

If not:

  • Your filters are wrong

  • Or the data is messy

8. Save the List

Once saved:

  • The list updates automatically

  • No manual maintenance required

Best Practices

✔ Keep filters simple and intentional
✔ Use naming conventions consistently
✔ Test with small segments first
✔ Regularly review high-impact lists

Quick Gut Check

Before using a list, ask:

  • Do I understand exactly who is in this list?

  • Would someone else understand it from the name alone?

  • Will this update automatically without me touching it?

If you run into roadblocks - reach out!