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Difference of HubSpot active lists based on email interaction and TES

What is the difference between HubSpot active lists based on email interaction and TES?

To answer this question, you first must understand what an active list in HubSpot is and which possibilities you must set for different parameters. We lend the following explanation from HubSpot:

“Active lists automatically update their members based on their criteria. Records will join the list when they meet the criteria and leave the list when they no longer meet the criteria.

Examples of when active lists should be used include:

  • sending unique marketing emails based on each contact’s behavior and properties. If you send out a regular newsletter, an active list automatically manages the continually changing list of subscribers.
  • placing outbound calls to contacts based on behavior and property values.
  • grouping your contacts by lifecycle stage to continually identify behavior and properties for contacts in each stage.
  • segmenting records based on properties that change frequently over time, such as HubSpot score.“


In the list itself, you can filter the list based on email activity such as:

On an individual email level:

  • Contact clicked a link in the email
  • Contact marked email as spam
  • Contact opened Email


On a contact level:

  • Last marketing email clicked date
  • Marketing emails clicked
  • Marketing emails opened


In total, there are endless possibilities of combination BUT it will still be an estimation by a human being which is time-consuming and only looking into the past. This is NO prediction.

thalox is an Add-On for HubSpot that analyzes the past behavior of an individual contact + is looks into the fields of this contact to predict based on AI the likelihood that a contact is engaging with your next email campaign. The results are categorized into three segments + thalox gives an individual score – the TES.

thalox and its AI parameters are updated whenever you run a new prediction because data and customer behavior are changing every time.