Sequences in HubSpot are a very interesting type of tool for any sales strategy that allows you to automate certain actions so they happen at specific times .
Sequences in HubSpot are available in both the Sales Hub and Service Hub packages , and as you can see, they’re an incredibly useful tool, especially for sales teams, saving time and boosting productivity .
Difference between sequence and workflow in HubSpot
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You may have thought, upon reading the definition of HubSpot sequences we gave you earlier, that it’s very similar to the tool’s workflows . And although sequences and workflows work similarly, as they are both automation tools, their use and purpose are different.
Sequences are primarily used to make sales professionals’ follow-up with prospects or contacts simpler and easier, and to help close deals more quickly. foster contact between the company and the prospect so that, after the potential customer finally expresses interest in the products or services, the brand’s communication continues to generate interest and the emails don’t end up in the spam folder.
HubSpot workflows , for their part, are used to automate both task assignment and lead rotation. Unlike sequences, they are not a sales-only tool, but rather a more general one.
Requirements for creating sequences in HubSpot
Not all HubSpot users can create sequences. Unlike other features that are free or available in all plans, to access sequences, you must meet a number of requirements as a user:
- First, as we have already mentioned, it is essential to have purchased the Sales Hub package in its Pro or Enterprise version , or the Service Hub package in the same versions.
- Second, your account as a user must have the sequence permissions activated .
- Third, it’s critical that your user is connected to a personal email address and not a team email address, otherwise this type of email address cannot be used to send sequence emails.
How to start creating a sequence in HubSpot step by step
You can create sequences using both HubSpot email marketing templates and task reminders by following these steps:
- Head to your HubSpot account and click on the Automation option .
- Then, click on the Sequences section .
- At the top right you will see the Create Sequence option appear , select it.
- Now, in the left panel, you can choose the Start from Scratch option to create your own sequence or choose a pre-designed sequence template. Within the latter, we can find, for example, prospecting sequences, follow-up sequences after a call or meeting, recent conversion sequences, and so on. All pre-designed sequences can be edited and modified , of course. But you can not only edit the templates that make up the sequence, but also the steps within each sequence, deleting and adding any you want. If you want to add steps, just click the + sign and choose the step you want to add.
How to edit previously created sequences in HubSpot
You can edit them to change anything you see fit , including adding elements like the schedule for sending HubSpot marketing emails or creating tasks.
In the latter case, to change the shipping times and days, follow these steps:
- Click the Settings option at the top of the sequence editor.
- By default, HubSpot marketing emails that belong to sequences are only sent on business days . If you want them to also be sent on Saturdays and Sundays, you must disable the Run steps only on business days option .
- As for sending schedules, to edit them you must go to the automated email sending window .
But if you want to edit the order of the sequence you must:
- Look at the top right corner of each step in the sequence and click Actions .
- You will see a drop-down menu where you can choose the Move Down or Move Up option , depending on where you want to place that step.
If you want to edit the HubSpot email marketing threads that belong to the sequence, directly from there, you must:
- Go back to the Actions option, located in the upper right corner of the step you want to edit.
- Select the Edit email option.
- You will now be able to edit the body of the email and save it again.
Finally, you can edit not only the HubSpot email marketing threads in a sequence, but also the template itself :
- Select the Actions option , but from the Manual Email Task step .
- Click Edit Task .
- Choose the name of the template you want to edit.
- And select Edit from the menu that appears.
How to delete a step in HubSpot sequences
This is the easiest part. You’ll just need to click the Actions option in the top left corner of the step you want to delete again, and after the drop-down menu appears, click Delete .
Helpful tips for creating effective HubSpot sequences
Be clear about your goal
The more specific the goal you orient a sequence toward, the better the results will be. Having a clear goal will help you choose the right elements for your sequence and avoid adding things that might distract from the ultimate objective.
A specific objective might be, for example, scheduling a call. On the other hand, a generic and vague goal might be, for example, making a sale. Clearly, making a sale is the ultimate goal of every business, but to achieve it, you have to break it down into smaller, more specific goals.
Detects the most common difficulties
Before creating your sales email sequences in HubSpot, we recommend identifying the most common challenges you’ve encountered when trying to achieve the goal you want to achieve with your sequences.
Whatever it is, this will help you create sequences that help eliminate that obstacle . This way, you could reduce or eliminate that main obstacle.
Think carefully about the frequency of your emails.
So, think carefully about the appropriate timing based on your previous experience. Poor delivery timing may be the reason why your strategy isn’t working.
End the sequence on time
First and foremost, you should avoid letting the prospect think the emails they’re receiving are automated , but above all, you shouldn’t overwhelm them. Therefore, if after approximately 5 follow-up attempts (or a maximum of 6) the person hasn’t responded, it’s advisable to end the contact.
Customize your sequences
Although HubSpot’s email sequences are automated, they can be personalized and tailored to each prospect .
End each sequence with a task
As we’ve mentioned before, HubSpot sequences are a combination of emails and tasks. But if your sequence ends with an email, you might not realize as a professional that the sequence has ended. However, if the sequence ends with a task, you’ll know the sequence’s status when you receive a notification, keeping you up to date.
