Migrate from OptiPub to HubSpot

OptiPub subscriber records map directly to HubSpot Contacts. Email address is the primary key. Subscribers without a company association are flagged for manual company assignment or placed under a default placeholder Account in HubSpot.

OptiPub does not have a native company object — publisher or company data may live in a custom property or domain field on subscribers. We surface this during assessment and create HubSpot Company records matched by domain or manual lookup, then link contacts to those accounts.

OptiPub campaigns become HubSpot static or active lists. Campaign membership is preserved as list membership on each contact record. HubSpot lists are used for segmentation rather than campaign-send tracking, so campaign-level open/click aggregates are stored as contact properties.

OptiPub automations and drip sequences do not have a direct HubSpot equivalent. We export automation definitions as a structured reference document your HubSpot admin uses to rebuild equivalent logic in HubSpot's workflow engine. This is not a data migration item — it is a rebuild task.

Open and click engagement events from OptiPub campaigns aggregate to HubSpot as a Last Engagement Date property and a campaign-open count property on each contact. Individual send-level events are not modeled as separate HubSpot activities but are preserved as metadata on the contact record.

OptiPub tags map to a HubSpot multi-value contact property. Complex behavioral tag logic — where tags encode conditional states — cannot be captured in a flat property and must be translated manually in HubSpot workflows after migration.

If OptiPub tracks publication-specific subscriptions (e.g., topic-based newsletters), we map these to HubSpot list memberships. If the publisher uses publication-level cadence data, a HubSpot custom object is created to store publication metadata linked to the contact record.

OptiPub subscriber status (subscribed, unsubscribed, bounced, inactive) maps to a HubSpot contact property for status value and a corresponding list membership for each relevant OptiPub audience list. Unsubscribes are synced to HubSpot's built-in unsubscribe property as well.

OptiPub custom fields on subscribers (e.g., preference_center values, source-channel data, subscription tier) are created as HubSpot custom contact properties during migration. Pick-list values are mapped value-by-value. Long-text fields preserve formatting as plain text in HubSpot.

OptiPub has no concept of CRM-style user accounts. If the publisher has team member information stored as contacts or in a separate system, we match by email to HubSpot Users. Unmatched users are flagged before migration so the team can create HubSpot accounts first.