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Actions are what Mary does once she’s classified a reply and pulled out any extracted data. They run automatically the moment a match is confirmed, so by the time an email shows up in the Messages feed, the downstream work in HubSpot is already done. Actions are configured per category. A reply that lands in Unsubscribe runs one set of actions; one that lands in Left Company runs another. The HubSpot Actions configuration UI

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Available action types

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Sync Contact to HubSpot

Hubspot ERM Docs 1 Create or update a contact record in HubSpot, identified by the sender’s email address. Mary looks the contact up by email, then creates or updates it depending on the sync mode you choose. You can set:
  • Static values — e.g., lifecyclestage = subscriber
  • Dynamic values — tokens that resolve at runtime from Mary’s classification or extracted data, e.g., hs_lead_status = [allGood] {{ classification }}
Each row in the field map pairs a HubSpot contact property’s internal name (the same name you see in HubSpot Settings → Properties) with a value or token. The email property is always included automatically — it’s the lookup key. You also choose a sync mode under the advanced tab:
ModeBehavior
Create or UpdateUpdate the contact if it exists, otherwise create it (the safe default)
Create OnlyCreate a new contact; fail if one already exists for that email
Update OnlyUpdate an existing contact; fail (or skip) if no contact is found
Common tokens you can reference:
TokenWhat it resolves to
{{ classification }}The category Mary assigned (e.g., Unsubscribe)
{{ rationale }}Mary’s plain-English reasoning for the classification
{{ from.address }}The sender’s email address
{{ from.name }}The sender’s display name
{{ extractedFields["<field>"] }}Any field defined in Data Extraction for that category

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Add to HubSpot Static Segment

Hubspot ERM Docs 2 1 Add the sender’s contact to a specific HubSpot static segment (static list). Mary looks the contact up by email and adds them to the segment you select. The segment is identified by ID, and allGood will display the segment name for confirmation once you’ve picked it from the list of static segments in your HubSpot instance.
When adding a contact to a HubSpot static segment, the contact must already exist in HubSpot. If it might not, add a Sync Contact to HubSpot action before the Add to HubSpot Static Segment action — the sync (in Create or Update mode) will create the contact if it doesn’t exist.

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Unsubscribe in HubSpot

Hubspot ERM Docs 3 Opt the sender out of all marketing email in HubSpot. Mary looks the contact up by email and sets their subscription status to unsubscribed-from-all. This is the cleanest way to honor an opt-out, because it uses HubSpot’s native subscription preferences rather than just flipping a property.
If the contact isn’t found in HubSpot, this action skips quietly by default. You can flip this behavior with the skip if not found toggle if you’d rather treat a missing contact as a hard error.

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Example: Unsubscribe actions

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Here’s the action chain a typical Unsubscribe category would run:
1

Unsubscribe in HubSpot

Honor the opt-out using HubSpot’s native subscription preferences so the suppression is respected everywhere.
2

Sync Contact to HubSpot

Record the reason on the contact for the audit trail. Using Create or Update mode also guarantees the contact exists before the later steps run.
FieldValue
hs_lead_statusUNQUALIFIED
allgood_reason[allGood] {{ classification }}: {{ rationale }}
3

Add to HubSpot Static Segment

Drop the contact into the Mary-managed unsubscribe segment for downstream reporting and suppression.
FieldValue
Email address{{ from.address }}
SegmentUnsubscribed by Mary (ID: 19044)
The {{ rationale }} token is particularly useful here — it gives your ops team a human-readable audit trail directly on the contact record explaining why Mary marked someone as unsubscribed.

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Stacking and reordering actions

You can configure multiple actions per category, and they run in the order they’re listed. Use the up/down arrows on each action row to reorder them. Click + Add Action to add more. Order matters in two cases:
  • Dependent actions. If an Add to Static Segment depends on the contact existing, put Sync Contact to HubSpot (in Create or Update mode) first.
  • Field dependencies. If a later action references a field set by an earlier action, make sure the order reflects that dependency.

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Conditional actions

Every action supports an only-if condition — a token expression that must evaluate to true for the action to run. This lets you fan out behavior within a single category. For example, only add to a “Hot Leads” segment when an extracted intent field is high, while still running the rest of the chain for everyone. Actions that look a contact up by email also expose a skip if not found toggle, which controls whether a missing contact is treated as a quiet skip or a hard error.

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Best practices

  • Use the [allGood] prefix in audit fields. Following the example above (allgood_reason = [allGood] ...) makes it easy to see at a glance which records were touched by Mary versus a human or another system.
  • Use property internal names, not labels. The field map keys must be HubSpot’s internal property names (found in Settings → Properties), not the friendly labels shown elsewhere in the UI. A property name that doesn’t exist will fail at execution time.
  • Prefer the native unsubscribe. For opt-outs, use Unsubscribe in HubSpot rather than just setting a property — it updates HubSpot’s subscription preferences so suppression is honored everywhere.
  • Test the full chain, not just the classification. The Test Suite validates categorization and extraction; once those pass, sanity-check the actions in a sandbox HubSpot instance before going live.
  • Watch the order when adding to segments. Most static-segment add failures we see are contacts that didn’t exist yet. Lead with a Sync Contact to HubSpot in Create or Update mode to be safe.