Create a Custom Property for Nickname

1. Why Create a Nickname/Preferred Name Property?

• Personalized Communication: Addressing a contact by their preferred name can build rapport and show attention to detail.
• Clear Distinction: If you have multiple contacts with similar or duplicate first names, the Nickname property can reduce confusion and help you use the correct form of address.
• Better Segmentation: You could filter or create lists based on Nickname if needed (e.g., sending personalized emails where the greeting includes the nickname instead of the legal first name).
• Avoid Miscommunication: It can be awkward or potentially off-putting if you repeatedly use a formal or legal name that the contact doesn’t identify with. A Nickname/Preferred Name property solves that issue.

2. Creating the Nickname (or Preferred Name) Custom Property

Step 1: Go to Property Settings

• Log into your HubSpot account.
• Click the Settings (gear icon) in the top-right navigation bar.
• In the left sidebar menu, click Properties.

Step 2: Create a New Contact Property

• At the top, ensure you are under the Contacts tab (not Companies, Deals, etc.).
• Click Create property to open the property creation panel.

Step 3: Define the Property

• Object Type: Choose Contact (since this property is specific to people).
• Group: Select Contact Information (or create a custom group called something like “Personal Preferences” if you prefer).
• Label: Enter the name of the property. For example, Nickname or Preferred Name.
• Internal Name: This autofills based on your label; no need to change unless you have a specific naming convention.
• Description (optional): Type a brief explanation, like “Use this property to store a contact’s preferred or nickname if different from their legal first name.”

Step 4: Select the Property Type

• Property Type: Set this to Single-line text, which is best for short names.
• (Optional) You can limit the maximum characters if you want, but typically it’s not necessary.

Step 5: Save the Property

• Verify everything looks correct.
• Click Create (or Save). You now have a new custom property.

3. Updating Contact Records with Nicknames

Manually Editing Individual Contacts

• Go to Contacts: Navigate to Contacts > Contacts in the main HubSpot menu.
• Select a Contact: Click on the contact record of someone whose Nickname you want to add.
• Edit Properties: In the Contact’s details (or About section), find your new Nickname property or select “View all properties.”
• Enter the Nickname: Type “Will” (for someone named William), “Liz” (for Elizabeth), etc.
• Save: The custom property now stores the preferred name.

Bulk Import (If Needed)

• If you have a spreadsheet with Nicknames, you can import that data into HubSpot.
• Import: During the import mapping process, map the spreadsheet’s Nickname column to your new Nickname or Preferred Name
• This will update all relevant contacts in one go.

4. Using the Nickname Property in Emails or Other Communications

• Email Personalization: In a marketing or sales email, you can choose to use the Nickname property token (e.g., {{ contact.nickname }}) if you’d prefer to greet them more casually when it’s available. As a fallback, you might use {{ contact.firstName }} if no Nickname is provided.
• Segments and Lists: If you want to filter or list only those who have a Nickname vs. those who don’t, you can create an Active List where Nickname is known (or Nickname is unknown).
• Forms: If it’s appropriate, you can add your new Nickname property to a HubSpot form so contacts can volunteer their preferred name upon sign-up or inquiry.

5. Best Practices and Considerations

• Communicate the Property’s Purpose: If you have team members, explain that the Nickname property is meant for informal or personal names only, not for storing formal legal names or job titles.
• Respect Privacy and Tone: Make sure you only use the Nickname in contexts where informality is acceptable. For instance, you might still use the formal name on an invoice but the nickname in a casual newsletter or quick email check-in.
• Combine With Default First Name: You can keep the default First Name property as the official record while referencing Nickname whenever you want to personalize communications.
• Check Data Quality: Be mindful that if you rely on multiple employees or data import sources to update this property, you could get random entries like “N/A” or “—.” Periodically do a quick cleanup if you see inaccuracies.
• Automation or Workflows: If you have a HubSpot plan that supports workflows, you could create an automated rule: if Nickname is known, use it in certain email templates. Otherwise, use First Name.