How to create marketing emails in the classic email editor in HubSpot

With HubSpot's marketing email tool you can create emails, keep track of the email performance, and also keeps you engaged with your active subscribers. 

Create a new email


  • Go to Marketing > Email in your HubSpot account.
  • Choose the type of emails you want to create.
  • Click Create email in the upper right.
  • Click a template.
  • Enter a name for the email, and then click Create email
  • Click the pencil icon in email editor to Edit details.
    • Click the dropdown From name and select a user in your account as the sender. 
      • Click Add/Manage to use personalization to send the email from a contact's owner. 
    • Click the dropdown From address and select the email address in your account as the sender. 
      • Click Add/Manage to use personalization to send the email from a contact's owner's email address.
        • Keep the Use this as my reply-to address checkbox selected if you want email replies to go to the From address.
        • If you want the replies to the email to go to a different address, deselect the Use this as my reply-to address checkbox and add another email in the Reply-to address field.
    • Enter the email subject line.
    • Add preview text (Optional). This is the preview of the text recipients will see in their inbox. If you don't add any preview text, the first line of the email will appear by default.
  • Hover over the email body module and click the pencil icon to edit its content. 
  • On the left sidebar, click the module icons to open a complete list of modules. 



Click the Settings tab or Next

  • You can modify the internal email name. This is an internal name and won't be visible to your recipients.
  • Select the subscription type.
  • Assign your email to a campaign.

Advanced settings

Click Advanced Settings to expand additional options in your email settings.

  • Switch the toggle Edit web version contents on to enable the web version of your email.
    • Enter a page title, customize the URL for the webpage, and add a meta description.
  • Choose a different template for the email by clicking Select a different template and select one from an existing template.
  • Click Edit this template to edit the current template in use.
  • Customize the email footer information for email by clicking Edit email footer contents or click Manage to edit the email footer information.



Click Recipients tab or Next:

  • You can select the contacts who've opted in to receive your email. You can also select contacts or lists that you want to include in the send-to list. Recipients you select will appear in the right-column under Send to.  
  • If you will be using this email in a workflow, select Save for automation
  • To send your email now, select Add recipients
  • Hover over any lists on the Lists tab that you want to send the emails to and click Include. Click Exclude to exclude the lists of contacts from receiving the email. 
  • Click the Individual contacts tab to add particular contacts as recipients. Click Exclude to exclude any individual contacts from receiving the email.
  • Select the checkbox Don't send to unengaged contacts to exclude contacts with low engagement. 
  • You can see the number of contacts that will receive your email next to Total Recipients, which is based on the lists and individual contacts you selected.

  • If you've chosen a list to include, the Total Recipients number will not count any contacts from the list who've unsubscribed from or never subscribed to your marketing emails.



Click Review tab or Next:

Review your email before sending it to your contacts. Items that need to be edit will be flagged in red. Click Resolve to navigate to the section of the email editor that needs to be updated. 

Email tool features


There are tools in classic email editor that you can use to test, preview, and optimize the email before sending it to the subscribers.

On the left side of the email editor: 


  • Clicking the eye icon will give you a preview that how your email will appear on different devices.
  • Test smart rules or personalization by clicking the dropdown Preview as a specific contact, select a contact.

  Send a test email

  • Click the email icon to send a test email to yourself or a team member.
  • Test smart rules or personalization by clicking the dropdown Preview as a specific contact, select a contact.

Test in email clients

Test how your email will appear in different email clients, web browsers, and device types. 

  • Click the checkmark icon to test your email in different clients.
  • Click Test your email in the left panel.
  • In the window Test in different email clients, select the checkbox for any email client, browser, and device you want to test. Common clients and device types will already be selected by default. 
  • Click Test my email now at the bottom to run the test. 
  • Click on the preview to see how it will appear to your recipients in the View results tab.
  • In a particular preview, switch the toggle image blocking on, to see how the email will appear with images disabled on the recipient's client.


Optimize panel will give you some recommendations for better email performance such as how to improve your email's content, deliverability, and send time.

  • Click the bar graph icon. You'll see a To-do list and a list of items that are already Done. 

  • Hover over the information icon info to see a tooltip with more details for each recommendation. 

Edit modules

  • Click the module icon. Here you will see a list of all the modules included in the email.
  • Click on a module to make edits to its content.

A/B test

An A/B test measures engagement for different versions of the same email with a sample of the recipients.

  • Once you have created email content for variation A, click the A/B icon.
  • Click Create A/B test to create variation B. It is the clone of the existing email.

Send or schedule


Click the Send or schedule tab when your email is ready. 

  • Select any of the following:
    • Send now: your email will be sent immediately to your recipients.
    • Schedule for later: set a future time and date for your email to send. Select your date and your time under When do you want to send it out?. Click Schedule now. 
    • Schedule based on time zones: schedule an email to send in a recipient's local time zone. 
  • Click Send or Schedule in the upper right.