If you rely on HubSpot for your email marketing, you’ll want to pay attention to this one.
At INBOUND 2025, HubSpot rolled out over 200 new updates. One in particular I'm paying attention to, and one I think all businesses need to utilize is Email Properties — a new feature that gives marketers a much smarter way to organize and analyze their marketing emails. It’s one of those updates that makes you think, “Finally!”
As someone who’s been helping small and medium-sized businesses scale with HubSpot for years, I can confidently say this is a big step forward, especially for teams who want to grow efficiently and understand what’s really working.
What Are HubSpot Email Properties? (In Plain English)
HubSpot has always been built around “properties.” These are simply data points that help you track and organize different types of information — like Contact Properties (details about your leads), Company Properties, or Deal Properties.
Now, HubSpot has added Email Properties, which means you can finally apply the same kind of structure to your marketing emails. 👉 Read the full guidance about what exactly these are from HubSpot's knowledge base article.
In short, you can now tag and organize emails using your own custom labels — things like:
- Email language
- Campaign type
- Product line
- Audience segment
- Content theme
This makes it infinitely easier to find, filter, and compare emails at scale.
Think of it as turning your messy “sent email” list into a clean, sortable dataset — one that actually tells a story about your marketing performance.
Why This Update Matters (Especially for Small and Growing Businesses)
For many small businesses, email is the workhorse of marketing. It’s where you nurture leads, announce new products, share updates, and stay connected with your audience.
But here’s the problem: once you’ve sent dozens (or hundreds) of campaigns, it becomes really difficult to keep track of what’s working — especially if your naming conventions are inconsistent or if multiple people are sending emails.
Until now, the only real way to segment and analyze emails in HubSpot was through manual workarounds — lists, spreadsheets, or relying on memory.
Email Properties change that completely.
With this update, you can:
✅ Organize smarter – Tag every email by campaign, audience, or goal so you can quickly filter and compare.
📊 Find patterns faster – Identify which types of emails consistently drive engagement, clicks, or conversions.
⏱️ Save serious time – No more manual sorting or messy spreadsheets when reporting.
🤝 Collaborate better – Create a shared structure your whole marketing team can understand and use.
In short, this feature gives you data clarity — and data clarity is what fuels smarter growth.
How to Use Email Properties in HubSpot
Getting started is refreshingly simple. Here’s how:
- In your HubSpot account, go to Marketing > Email.
- Open a draft email or create a new one.
- In the Setup tab, you’ll now see the option to create or select Email Properties.
- Choose your field type — dropdown or multiple checkbox.
- Add your options (like “Newsletter,” “Promo,” “Product Update,” etc.).
- Once created, you can bulk-edit existing emails to apply these properties retroactively.
- From your Email dashboard, use Advanced Filters to sort, analyze, and report on email categories.
Pro tip: Start small. Choose 2–3 meaningful properties that align with your reporting goals, like Campaign Type, Audience, and Language. You can always expand later as your email program grows.
My Take: Why This Update Was Long Overdue
HubSpot has always offered incredible contact-level and deal-level data — but when it came to email, we’ve all been working with limited visibility.
Marketers could see open rates and click rates, sure, but answering bigger strategic questions — like “Which email topics lead to the most conversions?” or “Which types of emails drive the most engagement from my best customers?” — wasn’t easy.
That’s why this feature is such a win. It bridges that gap between data and decision-making.
It also signals something important: HubSpot is doubling down on giving small and midsized businesses enterprise-level analytics tools — without the enterprise-level complexity.
If you’ve ever wished your email reporting could be as flexible as your contact database… this is the update you’ve been waiting for. 🙌
Turning Data Into Action
Here’s the real power of Email Properties: they turn every email you send into a data point you can learn from.
Once you have that structure in place, you can start asking (and answering) meaningful questions like:
- What kinds of emails drive the most leads or purchases?
- How does engagement change by audience type or region?
- Which campaigns should we double down on next quarter?
And because it’s built right into HubSpot, you don’t need an external analytics platform or a complicated process. Everything happens in one place — your CRM, your reporting, and your campaigns all connected.
For small and medium-sized businesses, growth often comes down to one thing: understanding what works, and doing more of it.
With HubSpot’s new Email Properties, that just became a whole lot easier. This update gives you the structure and visibility you need to scale your marketing smarter — not harder.
If you’re already using HubSpot and want to start leveraging Email Properties (or if you’re considering HubSpot for your business), I’d love to help you set it up in a way that aligns with your goals.
