How to Create Random Split Lists in Hubspot

Hubspot makes it easy to create random split lists so you can divide your contacts into equal, unbiased segments for testing and reporting. This guide walks you through every step to build and manage random splits that power better campaigns and cleaner analytics.

What is a Random Split List in Hubspot?

A random split list is a set of related lists that divide your contacts into equal, randomly assigned buckets. Each contact appears in exactly one bucket so you can compare performance across segments without overlap.

In Hubspot, random split lists are especially useful when you want to:

Run A/B or multi-variant email tests with balanced audiences
Compare performance between different nurture paths
Limit enrollment into experiments without manual selection
Ensure fair distribution of contacts across sales or service teams

Instead of hand-picking contacts, Hubspot uses a randomization engine to assign each eligible contact to one of the split lists automatically.

Key Requirements Before You Split Lists in Hubspot

Before creating a random split, make sure you have:

Access to the Lists tool in your account
Permission to create new contact lists
A clear idea of how many segments you need

Also confirm that you are using an active list as the source, because Hubspot random split lists are built from that active list’s membership and update as it changes.

How Random Split Lists Work in Hubspot

When you create a random split, Hubspot generates several new active lists linked to a single parent list. These lists share key behaviors:

Each contact in the parent list is automatically assigned to one and only one split list.
Assignments are random, not based on properties or behavior.
As the parent list gains or loses members, the split lists update.
You can reference each split list separately in tools across Hubspot, such as marketing email, workflows, and reports.

This design ensures a fair distribution, which is critical for statistically reliable testing.

How to Create a Random Split List in Hubspot

Follow these steps to build a new random split from any active list.

Step 1: Open the Lists Tool in Hubspot

In your Hubspot account, navigate to Contacts > Lists.
Locate the active list you want to use as the base for your split.

Your base list should contain all contacts you want to distribute across the split segments.

Step 2: Start the Random Split Creation

Hover over the active list name.
Click the More dropdown (often represented by three dots).
Select Create random split list from the menu.

This opens the random split configuration panel in Hubspot.

Step 3: Configure the Random Split in Hubspot

In the configuration panel, Hubspot prompts you to define how many split lists you need and how to name them.

Set the number of lists
- Choose how many buckets to create (for example, 2, 3, 4, or more).
- Hubspot divides the parent list evenly so each random split list contains roughly the same number of contacts.
Name each list clearly
- Use descriptive names, such as “Campaign Test A,” “Campaign Test B,” or “Onboarding Path 1.”
- Consider adding a consistent prefix for easier filtering in the Hubspot lists index.
Review list type
- The split lists are active by default, so they update as the parent list changes.
- You can later clone a split into a static list if you need a frozen snapshot for analysis.

Once configured, confirm your settings to let Hubspot generate the new lists.

Step 4: Let Hubspot Process the Random Split

After you click to create the split, Hubspot begins assigning contacts from the parent list to each split list.

Processing time depends on the size of the parent list.
You can continue working while the split runs in the background.
Each new list appears in your lists dashboard as it is created.

When processing is complete, the random split lists behave like any other active lists in your Hubspot account.

Using Random Split Lists Across Hubspot Tools

Once your split lists are live, you can use them throughout the platform.

Use Random Splits for Email Testing in Hubspot

One of the most common use cases is multivariate or multi-campaign testing.

Send variation A to split list 1.
Send variation B to split list 2.
Compare open, click, and conversion metrics.

Because assignment is random, Hubspot helps you avoid bias in your test audience.

Use Random Splits in Hubspot Workflows

You can also enroll each split group into a different workflow branch.

Assign split list 1 to a shorter nurture path.
Assign split list 2 to an extended, multi-touch sequence.
Measure performance over time across these paths.

This is an effective way to test onboarding strategies or lifecycle messaging in Hubspot.

Reporting on Random Split Lists in Hubspot

To evaluate your experiments, use the reporting tools.

Create separate reports filtered by each split list.
Compare KPIs such as lifecycle stage movement, revenue influence, or form submissions.
Export split lists if you need to analyze data outside of Hubspot.

Keep list names consistent so you can quickly identify and group them in dashboards.

Managing and Editing Random Split Lists in Hubspot

After creation, you may need to adjust or maintain your random splits.

Renaming or Deleting Split Lists

You can rename a list from the lists index without affecting the random assignment.
If you delete one of the split lists, contacts remain in the parent list, but the distribution for that test is effectively broken.
Keep a log of which lists belong to each random split group for audit and tracking.

Understanding Ongoing Updates in Hubspot

Because the split lists are active, they adjust as the parent list membership changes.

New contacts joining the parent list are automatically assigned to one of the split lists.
Contacts removed from the parent are removed from the splits.
This keeps your experiments synchronized with your current audience.

If you want a fixed group that never changes, clone a split list to a static list and use that version for analysis.

Best Practices for Random Split Lists in Hubspot

Define your goal first: clarify what you want to learn before creating a split.
Limit active tests: running too many splits at once can dilute your data.
Document naming conventions: include campaign name, test type, and date.
Monitor contact volume: ensure each split list is large enough for meaningful results.

Following these practices helps you maintain a clean structure and reliable experiments across Hubspot.

Learn More About Hubspot Random Split Lists

To dive deeper into the official documentation, review the original article on the Hubspot Knowledge Base here: How to create a random split list.

If you need expert help implementing advanced list strategies, automation, and data-driven experiments around Hubspot, you can also visit Consultevo for consulting and implementation services.

By using random split lists thoughtfully, you unlock more accurate testing, smarter campaigns, and stronger reporting across your entire Hubspot ecosystem.

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Hupspot random split lists guide