HubL in Email vs HubL in CMS: A Practical Comparison

[Balaji_Mavlers1]

HubSpot’s HubL (HubSpot Markup Language) is a versatile templating language that powers both HubSpot CMS and HubSpot Email templates. Yet many teams blur the lines between the two. A common pitfall is trying to use CMS features inside emails or expecting the same level of personalization on web pages that you get in emails.

This guide highlights the key differences, shows side-by-side examples, and offers practical takeaways so you can create better-performing pages and campaigns.

Understanding HubL in HubSpot CMS

In the CMS environment, HubL is optimized for scale and structured content delivery. It’s the backbone of HubSpot-hosted websites, landing pages, and blogs, giving developers the flexibility to build dynamic, modular systems.

Key capabilities include:

• ​Fetching and rendering dynamic content from HubDB tables
• Looping through data with for and while
• ​Including partials and modules for reusable design blocks​

Example: HubL in CMS

<!-- hubdb-loop.html -->

{% set rows = hubdb_table_rows(12345) %}

<ul>

{% for row in rows %}

<li>{{ row.name }} - {{ row.price }}</li>

{% endfor %}

</ul>

{% include "@hubspot/footer" %}

Why it works:

• ​ hubdb_table_rows loads data dynamically.
• ​ The loop iterates through rows, making large datasets manageable.
  
• The partial (@hubspot/footer) ensures consistent branding.​ 

 

Understanding HubL in HubSpot Email

HubL for emails is streamlined to focus on personalization. While you don’t get the full CMS toolset, you gain the ability to customize messaging at a granular level, speaking directly to each contact.

Key capabilities include:

• ​ Injecting contact data with tokens ({{ contact.firstname }})
• ​ Using if/else logic to tailor messages
• ​ Creating programmable emails with repeaters and advanced personalization (Enterprise)​
  
  

Example: HubL in Email

<!-- personalized-email.html -->

<p>Hello {{ contact.firstname|default("there") }},</p>

{% if contact.lifecyclestage == "customer" %}

<p>We appreciate your loyalty! Check out our exclusive offers.</p> {% else %}

<p>Explore our products and find your perfect fit.</p> {% endif %}

{% if personalization_token("contact.favorite_product") %}

<p>Your favorite product: {{ personalization_token("contact.favorite_product") }}</p> {% endif %}

Why it works:

• ​Personalization tokens fetch real-time contact data.
• Conditional blocks create tailored experiences without duplicating templates.
• Default values keep layouts clean when data is missing.​

Side-by-Side Code Comparison 

Content	Purpose	Example
CMS	Render dynamic website content	{% set rows = hubdb_table_rows(12345) %} + loop through data
Email	Personalize messages	`{{ contact.firstname

Feature Comparison: HubL in CMS vs Email​ 

Feature	HubL in CMS	HubL in Email
Primary Use	Build scalable, data-driven pages	Personalize email content
Data Sources	HubDB, blog data, modules	Contact properties, custom tokens
Loops	Full support for "for" and "while"	Limited (repeaters only)
Includes/Partials	Yes (include, macro)	Not supported
Programmability	Advanced (macros, filters, HubDB)	Moderate (programmable email in Enterprise)
Context	Website visitors	Individual recipients
Limitations	Subject to module support	No HubDB, no includes, email size limits

Use Cases

CMS

• ​Product or service listing pages
• ​Dynamic landing pages powered by HubDB
• ​Blogs and gated membership content
• Personalized newsletters and promotions
• Lifecycle or nurture campaigns
• Transactional updates with tailored data​

Key Takeaway

HubL has two distinct personalities:

• ​ CMS HubL is your toolkit for building robust, reusable, and data-rich web experiences.​
• ​ Email HubL is your personalization engine, delivering messages that feel written for one person at a time.​

When you respect these boundaries, your projects become cleaner, easier to maintain, and more effective, whether you’re scaling a website or sending targeted campaigns. Mastering this separation is the secret to unlocking HubSpot’s full potential.