Hello! We have almost finished our integration into Hubspot and I recently joined the team to take over email marketing.
I am brand new to Hubspot and I am trying to build out our naming conventions for campaigns, emails, etc. Really any assets that we create in Hubspot.
Does anyone have any best practice advice, personal experience or anything else to share around naming conventions in Hubspot?
Hello @Jamie.George , Welcome to the community.
From my experience, what I always recommend is having a naming convention that the team agrees on and can easily remember.
But what I find works best is: Date_Team/Department_Purpose or Campaign name.
Practical Example:
Marketing Email: 2026-11-15_MKT_Black-Friday-Promotion, Workflow: MKT_New-Lead-Nurture.
I would also recommend organizing your assets into folders where possible, so they’re easier to find as your HubSpot portal grows.
Jamie, one useful addition to Emedion’s suggestion is to separate dated campaigns from evergreen automation. For example:
Campaign email: 2026-11_Product-Webinar_Email_01-Invite
Evergreen workflow: Lead-Routing_Demo-Request_Assign-Owner
Keep the same campaign key across related emails, forms and landing pages. Define whether a date means launch date or creation date, and use one separator consistently. For evergreen workflows, describe the purpose rather than adding a date that will soon look stale.
Before renaming everything, have two teammates independently name five existing assets using a one-page guide. Where their names differ, simplify the rule. That small test can uncover confusing abbreviations before they spread.
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