Hupspot custom email properties guide

Hubspot gives marketers powerful custom email properties that make it easier to organize marketing emails, segment performance, and build accurate reports across campaigns. This step-by-step guide walks you through how to create, manage, and use these properties for better control of your email assets.

What are Hubspot custom email properties?

In Hubspot, custom email properties are fields you add to the marketing email object. They behave like any other object property, but they are applied specifically to individual marketing emails instead of contacts, companies, or deals.

These properties allow you to:

Classify emails by internal category or campaign type.
Track additional metadata beyond default email fields.
Filter email lists in the marketing email dashboard.
Use property values in custom reports.

By designing a clear property structure, you ensure every team member can quickly understand what each marketing email is for and how it is performing inside Hubspot.

Before creating Hubspot custom properties

Before you create properties for marketing email in Hubspot, plan your taxonomy. Decide what information you need to capture that is not already available in default fields.

Typical custom property ideas include:

Email theme or topic (e.g., product launch, newsletter, event).
Lifecycle stage focus (e.g., lead, MQL, customer).
Internal owner or squad.
Business line or region.

Agree on naming standards and allowed values to keep data clean for reporting.

How to create email properties in Hubspot

Follow these steps to create custom properties for the marketing email object in Hubspot. You must have permission to edit properties.

Step 1: Open Hubspot settings

Sign in to your Hubspot account.
In the main navigation bar, click the settings gear icon to open the settings area.

The settings area is where you manage all object properties, including marketing email-specific fields.

Step 2: Navigate to Properties and choose Marketing email

In the left sidebar menu, go to Properties.
At the top of the properties page, open the dropdown that lets you select the object.
Choose Marketing email as the object type.

This filters the list so you only see properties that belong to the marketing email object inside Hubspot.

Step 3: Create a new Hubspot property

Click Create property.
Configure the basic details:
- Object: confirm it is set to Marketing email.
- Group: select an existing group or create a new one such as “Email Classification”.
- Label: the name users see, for example, “Email Theme”.
- Description: explain exactly how and when the property should be used.
Click Next to define the field type.

Make sure the label and description are clear so everyone working in Hubspot knows how to use this property consistently.

Step 4: Set the field type and options

Select a field type that matches how you will use the property in Hubspot:

Dropdown select for controlled lists such as “Newsletter”, “Promotion”, “Product Update”.
Single checkbox when you only need yes/no, such as “Include in Quarterly Review”.
Multiple checkboxes when an email can belong to more than one category.
Text for flexible notes or tags.
Number for numeric classification or internal scoring.

If you select a dropdown or checkbox type, add the allowed options carefully. Use short, consistent labels and avoid overlapping meanings. This will keep filtering and reporting much easier within Hubspot.

Step 5: Save the property

Review the configuration.
Click Create to finalize the property.

The new field now appears on marketing email records in Hubspot and can be edited, filtered, and reported on like any other email property.

Assigning Hubspot custom properties to emails

Once your custom fields exist, the next step is to populate them for each relevant email. You can set or edit property values from the marketing email tool inside Hubspot.

Edit custom properties for a single email

In your Hubspot account, navigate to Marketing > Email.
Find the email you want to update in the list.
Click the email name to open its details.
Locate the Settings or details panel where properties are displayed.
Find your new custom property and select the appropriate value.
Save your changes.

This method is best for updating a small number of emails or confirming that new properties display correctly.

Bulk update Hubspot marketing emails using filters

To keep data consistent, you may want to update properties for many emails at once in Hubspot.

Go to Marketing > Email.
Use existing filters (like type, campaign, or date) to narrow the list.
Select multiple emails using the checkboxes in the table.
Use the bulk edit option (if available) to set a property value for the selected emails.

This helps quickly tag entire groups with a unified Hubspot custom property, such as “Q1 Product Launch” or “Evergreen Newsletter”.

Using Hubspot custom email properties in views

Hubspot allows you to build customized views in the marketing email dashboard using your new properties. This makes it easier to find relevant emails and manage your library.

Create filtered views by property

Open Marketing > Email in Hubspot.
Click the filter controls at the top of the page.
Add a filter for your custom property, for example, “Email Theme is Newsletter”.
Apply the filter to update the table.
Save the view if you want quick access in the future.

Common filtered views include:

Only customer emails sent in the current quarter.
All promotional campaigns for a specific product line.
Newsletters that should be reviewed monthly.

Using these views, teams can manage email content more efficiently and maintain consistent usage of Hubspot custom properties.

Reporting on Hubspot emails with custom properties

One major advantage of custom properties is improved reporting inside Hubspot. You can surface performance by any classification you define.

Build reports by marketing email property

In Hubspot, go to Reports > Reports.
Click Create report and choose a report builder that supports the marketing email object.
Add Marketing email as a data source.
Include your custom property as a dimension, such as “Email Theme”.
Add performance metrics like opens, clicks, or influenced revenue.
Group the data by the custom property to compare categories.

This approach reveals which types of marketing emails are most effective and highlights gaps in your strategy.

Example use cases for Hubspot custom email properties

Campaign-level tracking: Add a property for campaign group and see total engagement across multiple emails.
Lifecycle alignment: Mark emails by lifecycle stage focus and report on performance per stage.
Regional comparison: Tag emails by region to compare engagement across markets.
Content strategy analysis: Categorize by topic to learn which themes drive the most clicks.

Governance tips for Hubspot email properties

To keep your data accurate over time, you need basic governance for marketing email properties in Hubspot.

Limit who can create new properties to system owners.
Document each property’s purpose, allowed values, and examples.
Review unused or duplicate properties quarterly.
Train new team members on how to apply properties when creating emails.

Structured governance ensures your Hubspot reporting remains trustworthy and easy to use.

Resources for mastering Hubspot email configuration

For detailed reference straight from the platform documentation, review the official article on organizing marketing emails with custom email properties on Hubspot’s knowledge base. It outlines the current interface and any product-specific notes you should be aware of.

If you need broader strategic help designing a scalable property and reporting framework across your entire Hubspot instance, you can explore advisory and implementation services from specialists at Consultevo.

By carefully planning, creating, and governing marketing email properties, your team can unlock cleaner organization, deeper analytics, and faster execution inside Hubspot.

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