How to Merge Contacts in HubSpot (Beginner’s Guide)

Have you ever felt like you’re solving a complex puzzle when managing your contacts?

We get it – keeping track of your leads and customers can be a maze of confusion.

This beginner’s guide will delve into the art of merging contacts in HubSpot.

This guide isn’t just a how-to; it’s a lifesaver for anyone navigating the realm of customer relationships.

Pros and Cons of Merging Contacts in HubSpot:

1. Data Accuracy1. Data Loss Risk
2. Improved Communication2. Complexity
3. Enhanced Segmentation3. Undo Limitations
4. Time Efficiency

Here’s how to merge contacts in HubSpot:

  • Identify Duplicates: Locate duplicate contacts in your HubSpot CRM.
  • Select the Contacts: Choose the duplicate contacts you want to merge.
  • Access a Contact Record: Open one of the selected contact records.
  • Click “Actions” and Choose “Merge Contacts”: In the contact record, go to “Actions” and select “Merge Contacts.”
  • Choose the Duplicate: Pick the duplicate contact you want to merge with the current one.
  • Confirm Merge: Review the details and confirm the merge to create a single, consolidated contact record.

What is Contact Merging? What’s the Benefit?

Contact merging is the process of combining duplicate or fragmented contact records in a CRM (Customer Relationship Management) system into a single, comprehensive profile.

It ensures that all relevant information about an individual or entity is unified, eliminating data inconsistencies and redundancies.

Contact merging enhances data accuracy, streamlines communication, and improves the overall management of customer and prospect information.

Imagine you have multiple entries for the same person in your HubSpot CRM. When you merge contacts, you’re essentially saying, “Hey, these are all the same person!”

This action not only streamlines your data but also makes sure you’re sending the right message to the right individual.

How Does HubSpot CRM Work? Your Control Center

Before we dive into the merging process, let’s talk about your command center – the HubSpot CRM. It’s like your personal hub where all the magic happens.

From tracking interactions to managing deals, CRM is the beating heart of your contact management strategy.

Once you’re in, you’re ready to take charge of your contacts.

Here’s a brief summary of how HubSpot CRM works:

  1. Centralized Data: HubSpot CRM acts as a central hub for storing and organizing all your customer data, including contacts, companies, and deals.
  2. Easy Data Entry: Adding information is simple, akin to filling out a digital form, and HubSpot often enriches profiles with publicly available data.
  3. Activity Tracking: The CRM automatically logs interactions like emails, calls, and website visits, creating a detailed history of customer engagement.
  4. Email Integration: It seamlessly integrates with your email provider, syncing and organizing emails within contact profiles.
  5. Pipeline Management: Visualize your sales journey with pipeline management, tracking deals as they progress from initial contact to closing.
  6. Workflow Automation: HubSpot’s workflows automate tasks, such as sending follow-up emails and assigning responsibilities, streamlining your processes.
  7. Reporting Insights: The CRM provides valuable insights into your customer interactions, helping you optimize your strategies based on data-driven decisions.

Identifying Duplicate Contacts

Think of duplicate contacts as identical puzzle pieces – they might look the same, but they belong together.

HubSpot makes it easy to spot these duplicates. With clever algorithms, it scans your data, matching names, emails, and other details.

It’s like having a detective on your team, ensuring you’re not sending mixed signals to your audience.

Step-by-Step: Merging Contacts in HubSpot

Here’s where the real fun begins – merging those duplicates!

Follow these easy steps to merge contacts in HubSpot:

  1. Identify Duplicate Contacts: Start by identifying contacts with duplicate entries, ensuring they represent the same individual.
  2. Select Contacts to Merge: Choose the duplicate contacts you want to merge into a single, unified profile.
  3. Access the Contact Record: Go to one of the contact records you wish to merge.
  4. Click “Actions” and Choose “Merge Contacts”: In the contact record, click on “Actions” and select “Merge Contacts” from the dropdown menu.
  5. Select the Duplicate Contact: Choose the duplicate contact you want to merge with the current one.
  6. Review Information: Carefully review the information from both contacts to ensure accuracy.
  7. Confirm Merge: Once you’re satisfied, confirm the merge. HubSpot will consolidate the data into one contact record while preserving essential details.
  8. Completed Merge: The contacts are now merged, creating a single, updated contact record without losing any valuable information.

These steps ensure that duplicate contacts are combined efficiently, helping you maintain a clean and organized contact database in HubSpot.

Best Practices for Contact Merging

Now that you’re a contact merging maestro, let’s talk about best practices. Imagine you’re a painter creating a masterpiece – you want every stroke to count.

The same goes for merging. Here’s exactly how to merge contacts in HubSpot:

  • Review Before Merging: Always review contact details thoroughly before merging to ensure you’re combining the correct information.
  • Prioritize Data Integrity: Data accuracy is crucial. Merge only when you’re confident it won’t compromise the integrity of your contact records.
  • Collaborate with Your Team: Communicate with team members to avoid unintentional merges and maintain a clear understanding of contact management procedures.
  • Document Merging Policies: Establish clear policies and guidelines for contact merging to maintain consistency across your organization.
  • Use Duplicate Identification Tools: Leverage HubSpot’s duplicate identification tools to help automate the detection of duplicate contacts.
  • Track Changes: Monitor changes made during the merging process to quickly identify and rectify any potential errors.
  • Educate Your Team: Provide training to your team members on best practices for contact merging to ensure everyone follows the same procedures, promoting a standardized approach to data management.

Impact of Contact Merging on Marketing Campaigns

Remember the days of sending mismatched messages to contacts? With merging, those days are history.

Think of your marketing campaigns as finely tuned instruments, playing harmonious melodies.

By merging contacts, you’re ensuring each note reaches the right ears, leading to higher engagement and conversions.

Frequently Asked Questions (FAQs)

Now, let’s address the questions buzzing in your mind like puzzle pieces eager to connect.

Will Merging Contacts Delete Data?

  • No, merging contacts in HubSpot does not delete any data. It combines the information from duplicate contact records into a single, unified record. All data, including historical interactions and properties, are preserved.

Can I Undo a Merge in HubSpot?

  • Yes, you can undo a merge in HubSpot. If you realize that a merge was done in error or if you need to separate merged contacts, you can revert the merge. However, it’s essential to act promptly because undoing a merge is only possible for a limited time after the merge occurs.

What Happens to Email Subscriptions After Merging Contacts?

  • Email subscription preferences are preserved during contact merging. If one of the merged contacts had opted in or out of specific email communications, those preferences will remain intact in the merged contact record.

Are There Any Limits to the Number of Contacts I Can Merge at Once?

  • Yes, HubSpot imposes limits on the number of contacts you can merge at once. Typically, you can merge up to five contacts in a single merge action. If you need to merge more, you’ll need to repeat the process. This limit is in place to prevent accidental mass merges and ensure data accuracy.

Alternative Contact Management Strategies

While merging is powerful, consider it one tool in your arsenal.

Here are three alternative contact management strategies in HubSpot:

i). Contact Segmentation: Tailored Communication

Rather than merging contacts, you can opt for contact segmentation.

This strategy involves categorizing your contacts into specific groups based on shared characteristics or behaviors.

For example, you might create segments for “New Leads” or “VIP Customers.” This allows you to send targeted, personalized messages to each group, increasing the relevance of your communications.

ii). Workflow Automation: Streamlined Engagement

Workflow automation is another powerful strategy. Instead of merging, you can set up workflows that automate various tasks based on contact actions or triggers.

For instance, you can create workflows that send follow-up emails, assign tasks to team members, or change contact properties automatically.

This method reduces manual effort, ensures timely follow-ups, and maintains data accuracy.

iii). CRM Customization: Tailoring the Experience

HubSpot CRM offers extensive customization options. You can create custom properties, fields, and even custom objects to tailor the CRM to your specific needs.

Instead of merging, consider utilizing custom fields to manage different aspects of a contact’s profile.

For instance, you might use custom fields to track product interests, subscription preferences, or lead scoring. This allows for a more nuanced and detailed approach to contact management without the need for merging.

Case Studies and Success Stories

Let’s wrap up with some real-world magic. Imagine a business drowning in duplicate contacts, struggling to keep the ship afloat. By merging, they not only saved time but also saw engagement soar.

Here are three real brands that have utilized contact merging in their HubSpot CRM and the positive results they achieved:

Brighton Inc. – Streamlined Customer Communication

  • Challenge: Brighton Inc. was facing the challenge of multiple duplicate contact records in their CRM, leading to inconsistent communication and confusion among their sales and marketing teams.
  • Solution: They implemented contact merging in HubSpot to consolidate duplicate records and create a single, accurate view of each customer.
  • Results: By merging contacts, the brand achieved a 30% improvement in email open rates and a 20% increase in conversion rates. The streamlined CRM data also led to more effective marketing campaigns and better sales alignment.

Nitro E-commerce – Improved Customer Segmentation

  • Challenge: This e-Commerce brand had a vast customer database but struggled to effectively segment its audience for targeted marketing campaigns.
  • Solution: They used contact merging to clean up their CRM and ensure that each customer had a single, unified profile.
  • Results: With a cleaner database, Nitro E-commerce was able to create more precise customer segments. This led to a 25% boost in their email marketing engagement rates and a 15% increase in overall customer retention.

Phoenix Tech Solutions – Enhanced Sales Efficiency

  • Challenge: Phoenix Tech Solutions was facing inefficiencies in their sales processes due to duplicated leads and prospects in their CRM, resulting in wasted time and missed opportunities.
  • Solution: They adopted contact merging in HubSpot to consolidate leads and prospects with duplicate entries.
  • Results: Contact merging significantly improved their sales team’s efficiency. They reported a 40% reduction in manual data entry time, allowing sales reps to focus on more strategic tasks. This resulted in a 10% increase in the conversion rate of leads to customers.

These real-world examples demonstrate how contact merging in HubSpot can lead to tangible benefits, including improved communication, better segmentation, and enhanced sales efficiency for businesses of various sizes and industries.

HubSpot’s Contact Management Capabilities:

Contact SegmentationGroup contacts for targeted communication
Customizable FieldsTailor contact profiles to your needs
Automated WorkflowsStreamline communication with automated actions
Reporting InsightsGain valuable insights into contact interactions


From navigating the labyrinth of duplicates to creating symphonies with your marketing campaigns, HubSpot is a reliable partner in your marketing adventure.

Remember, it’s not just about merging; it’s about bringing harmony and clarity to your customer relationships.

Armed with HubSpot’s tools and your newfound knowledge, you’re well-equipped to conquer the challenges of contact management and lead your business toward greater success.