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Your Go-to Guide To Hubspot's Epic List Filters (Part 2)

By Beth HendersonComments

Your Go-to Guide To Hubspot's Epic List Filters (Part 2)

All I wanted to do was highlight the importance of segmenting your contact lists. That, and throw in a few tips to ensure you’re choosing your list filters wisely. But here I am, smashing out a blogging miniseries on HubSpot lists - tips, tricks and details galore.

You can check out the other blogs below:

  1. How To Get Started With HubSpot Lists
  2. Understanding HubSpot’s Different List Filters (Part 1)

Already up to speed? Then crack on…

In part 1 I covered Contact Properties, Company Properties, Deal Properties and List Memberships. Here I’m going to look at the 5 remaining list filters HubSpot offers you:

5. Form submission

6. Email

7. Page view

8. Workflow status

9. Call-to-Action

If you want to jump ahead to one of these filters, just click on the property in the list above.

List Filter 5: Form Submission

You’ll no doubt be setting up and using several forms throughout your HubSpot campaign. If you’re not, why not?

Forms are the bread and butter of lead generation. They allow you to dig deeper and uncover the information you want and need on your contacts. And there’s nothing sneaky or untoward about it - your contacts are giving out this information, willingly, to you.

Apart from helping you collect vital info on your database’s traits and behaviours, forms are a great way of segmenting your lists as they show you who has submitted what. 

For example, to find out who and how many people have subscribed to receive your newsletter, you can filter your database by contacts who have submitted the Newsletter Subscription Form.

You can also filter by contacts who have not filled out a specific form.

Select Form Submission → Select Has Filled Out / Has Not Filled Out → Select Form


If your form features on several different pages, and you only want to look at submissions from a certain page, you can use the option ‘On page’ logic in this filter. You can also use the ‘AND’ or ‘OR’ logic to look at submissions from some of the different pages.


List Filter 6: Email

HubSpot’s email tool gives you insight into average deliveries, opens, and clicks of your marketing emails. You can also view the number of deliveries, opens, clicks, and contacts lost from reviewing the performance of individual emails.

Creating a list using this information is the next step in harnessing the value of this data.

Select Email → Select Specific Property → Select Email


Again, use the ‘AND’ or ‘OR’ logic to tailor these lists to your needs.

Email lists are particularly useful if you want to exclude contacts from an email blast that you know won’t engage. After all, we know that bounces and unopens can impact your chances of successful email deliverability.

Or, you could use it to identify contacts that you might need to further outreach to.

For example:

You’re sending nurturing emails to your list of MQLs, encouraging them to request a free website analysis (a decision stage offer). You can see from the individual email performance numbers that your contacts are clicking through to the landing page to request the analysis, but they aren’t submitting the form - so you want to step in, remove them from the workflow of emails and outreach personally.

To find out who you need to be excluding from emails and reaching out to, you need to set up a new list:

  • Email → Contact clicked a link in {select email}  And clicked on {select link to landing page}  Done
  • AND
  • Form Submission  Contact has not filled out {select form}  Done
  • OR
  • Email → Contact clicked a link in {select email}  And clicked on {select link to landing page} → Done
  • AND
  • Form Submission → Contact has not filled out {select form}  Done
  • {Repeat for all emails you want to include}

List Filter 7: Page View

If you’re using the swanky Professional or Enterprise Edition of HubSpot, you’ll also be able to filter your lists using page view.

This filter shows you how contacts have been interacting with particular pages on your site, and allows you to group them together based on specific behaviour. This is where the ‘refine by’ tool comes into its own, as it’s often extremely insightful to see when people have interacted with a page, and how many times.

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Select Page View  Select Specific Property → Select URL… → Select Refine By  Select Specific Refining Property  Choose Date or Number


For example, say:

You want to look at the contacts who have visited a particular service page 5 times, so you could tailor their emails to them. You use the Page View property to filter by ‘contact has visited exact URL’, and then refine by ‘number of times’.

You can get even more sophisticated using the ‘AND’ or ‘OR’ logic. For instance, you can see who and how many people have viewed a landing page in a particular time frame, but not submitted the form…

  • Page View  Contact has visited exact URL  Select URL
  • Refine by…  On or before date  Choose end date of time frame
  • AND
  • Page View  Contact has visited exact URL  Select URL
  • Refine by…  On or after date  Choose start date of time frame
  • AND
  • Form Submission  Contact has not filled out  Select Form

This would be really interesting to look at following an email blast, or other promotional boosts of your landing page.

List Filter 8: Workflow Status

Perfect if you’re using HubSpot’s Workflow Tool (refresh your memory on HubSpot workflows here) you can build lists based on whether a contact has or hasn’t completed a workflow.

You can also filter based on whether or not they are active in a workflow, whether they’ve ever been enrolled into a workflow, and whether they’ve met the workflow goal.

Select Workflow Status → Select Specific Property → Select Workflow


This type of list is particularly useful if you want to understand links between a particular workflow and other content you have on offer. Or, indeed, the type of people who are and are not active in a workflow.

For example:

You want to reach out to people who have completed the workflow you set up for MQLs. These contacts have downloaded your Consideration stage content, have automatically dropped into the MQL - SQL workflow which aims to nurture them to become a SQL. They have received all of the emails, yet not converted, so you want to reach out personally.

Before you reach out, you want to know what pages they have visited and what content they have been consuming:

  • Workflow Status  Contact has not met the workflow goal  Select workflow
  • AND
  • Page View  Contact has visited a URL containing  Select criteria (e.g. /service)

List Filter 9: Call to Action

This filter demands that you have a CTA(s) built and hosted in HubSpot. It doesn’t matter whether these are used in emails, on blogs, or on landing pages, if it’s a CTA you can use it to segment your contacts.

You can look at contacts who have seen, not seen, clicked and not clicked on a specific CTA or CTA group. If you’ve got Smart CTAs set up, you’ll be asked to choose a specific CTA within that smart logic.

Select Call to Action → Select Specific Property → Select CTA


To truly amplify this filter, make sure you use the ‘AND’ and ‘OR’ logic.

The simplest logic, and a filter very commonly used, is to look at contacts who have seen a CTA but not clicked on it.

  • Call to Actions  Contact has seen this Call to Action  Select CTA
  • AND
  • Call to Actions  Contact has not clicked this Call to Action  Select CTA

As well as offering valuable insight into how your contacts are responding to CTAs, this list can also be used to set up more Smart CTAs.

For example:

You have three decision stage offers. You want to promote these offers to your contacts via marketing emails and your blog, so you create CTAs for each. You initiate a workflow of emails to go to your contacts, promoting the decision stage offers:

  • The primary CTA in email 1 is decision offer 1.
  • The primary CTA in email 2 is decision offer 2.
  • The primary CTA in email 3 is decision offer 3.

You want to ensure that the CTAs your contacts see on your blogs reflect their behaviour and preferences from your emails. Say a contact receives and opens email 1, sees the CTA but doesn’t click, you can set up a Smart CTA on your blog (using list membership) so that they will automatically be shown decision offer 2.

Again, if contacts have seen but not clicked on both decision offers (and CTAs) 1 and 2, they can be shown decision offer 3.

If contacts have seen all three, but haven’t clicked on any, it may suggest that they are not ready to become SQLs. In this instance, you could set it up so that they see another Consideration offer.

Crack on!

HubSpot’s advanced list functionality is a beautiful thing - it means you can pretty much find everything out about your contacts that you want to.

With a filter and logic to suit every business, you’ll have no problem tailoring your content to your contacts’ individual needs. And with that, you’ll be well on your way to a successful inbound marketing strategy.

For regular tips and advice on inbound and content marketing, make sure you subscribe down below!

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