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The HubSpot Sequences tool enhances productivity by automating routine tasks, such as sending follow-up emails, creating tasks, and running A/B tests. You can streamline your outreach efforts by leveraging sequences and focusing on meaningful interactions.

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🥇 Best Practices

Info

Coming soon…

Setting Up Sequence Limits and Timing

Daily Email Limit:

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Plan Before You Build and Include a Clear Exit Strategy

  • Define Goals: Know the objective of your sequence (e.g., lead nurturing, follow-up, sales outreach).

  • Segment Your Contacts: Group contacts by behavior, demographics, or stage in the buyer’s journey to ensure relevant messaging.

  • Use Pause Until Task is Completed for manual tasks to ensure the sequence doesn’t continue until critical actions are completed.

  • Avoid unnecessary steps by removing contacts who no longer require outreach.

Respect Daily Email Limits

  • HubSpot sequences have email limits based on your

    email provider’s settings. If you reach your limit, HubSpot will prompt you to schedule emails for another day.

  • Running Sequences During Specific Times:

    • Go to Settings in the top right corner to select the days and times you want the sequence to run (e.g., business days only, specific time frames). You can also set an email reminder for yourself at a specific date and time.

  • Automatic Sequence Pause for Replies:

    • If a contact replies to an email in the sequence or books a meeting using a link, the sequence will automatically stop for that contact. Use the Now in sequence property to filter and manage contacts currently in sequences.

  • Optimize Email Send Windows: Use data from previous campaigns to set effective email timing.

  • Enable Task Reminders: Ensure you’re notified promptly for manual tasks.

  • Use Campaign Attribution: Track how sequences influence campaign performanceprovider. Plan sequence enrollments to avoid exceeding limits, which could delay outreach.

Test Before Launch

  • Review every step of the sequence for accuracy, including:

    • Templates.

    • Personalization tokens.

    • Task details and timing.

    • Unenrollment triggers.

Optimize Timing

  • Set Appropriate Delays: Space out sequence steps to avoid overwhelming contacts. For example, follow-up emails are sent every 2–3 business days.

  • Business Hours: Use automated email send windows to deliver emails when contacts are most likely to engage.

Avoid Over-Enrolling Contacts

  • Use Filters: Ensure that contacts already enrolled in a sequence are excluded from others.

  • Unenrollment Triggers: Automatically remove contacts when they:

    • Reply to an email.

    • Book a meeting.

    • Take an action that fulfills the sequence’s purpose.

Monitor Engagement and Adjust

  • Use Metrics: Track open rates, clicks, replies, and meetings booked to identify underperforming steps.

  • A/B Testing: Test different subject lines, email content, or CTAs to optimize performance.

  • Iterate Regularly: Update templates based on data insights

Review Sequence Analytics

  • Regularly analyze the Step Performance Report to:

    • Identify drop-offs.

    • Assess email performance.

    • Improve based on data.

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📄 Step-by-Step Instructions for Creating and Managing Sequences

Expand
titleHow to Enroll Contacts in a Sequence

Option 1: From the Prospecting Workspace

  1. From the main navigation, go to Workspaces > Prospecting.

  2. In the Prospecting Workspace, click on the Leads tab to view your lead list.

  3. Select the leads you want to contact.

  4. Instead of creating individual tasks, click Enroll in sequence to add them to an automated sequence.

Option 2: From the Contacts Index Page

  1. Navigate to CRM > Contacts in the main navigation.

  2. Select specific contacts or the entire contact list.

  3. Click Enroll in sequence to add them to an automation.

After Selecting Contacts:

  • Choose the desired sequence.

  • The next page will display contacts on the left and the steps in the sequence on the right.

  • To customize the sequence for individual contacts, select their name and edit the email or task in the pane that appears on the right.

Expand
titleHow to Create a Sequence

  1. Navigate to Sequences. In your HubSpot account, go to Automation> Sequences. In the top right, click Create Sequence.

  2. Choose a Template:

  • In the left panel, select Start from scratch or a pre-made sequence template.

  • Click Create sequence in the top right.

  1. Name Your Sequence:

  • Click the pencil icon at the top and enter a name for your sequence.

  1. Add Steps to Your Sequence: Click the sequence editor's + (plus) icon.

Step Options

What the step does

Automated email

You can automatically send an email to the contact enrolled in the sequence, start a new thread, reply to a previous sequence email, create a template, or use an existing template. 

Manual email task

Get a task reminder to send an email manually. The email will not be sent automatically. You can start a new thread or reply to a previous sequence email. You can use an existing template or create a new email when contacting the contact.

Call task

Get a task reminder to call the contact enrolled in the sequence manually. 

General task

Get a task reminder to complete an action manually.

InMail Task

If you're using HubSpot's integration with LinkedIn Sales Navigator, you can create a task to remind you to manually send an InMail.

Connection request task

If you're using HubSpot's integration with LinkedIn Sales Navigator, you can create a task reminder to manually send a connection request.

After adding steps to your sequence, you can edit the sequence settings, including the follow-up email send times and default task creation times (see below).

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Expand
titleRunning A/B Tests in Sequences

HubSpot's Sequences tool allows you to automate A/B testing of emails to determine which versions resonate best with your audience. You can enhance engagement and improve conversion rates by experimenting with different email elements such as:

  • Subject Lines: Craft compelling subject lines to entice recipients to open the email.

  • Email Copy and Messaging: Experiment with different wording and tone to maximize reader engagement.

  • Personalization Tokens: Tailor the email content using personalization tokens for a more relevant experience.

  • CTA Placement: Test the placement and wording of call-to-action buttons.

Accessing A/B Testing:

  1. Go to Automations > Sequences and select the sequence you want to test. Click on the Steps tab to view the sequence steps and their performance metrics.

  2. Edit or Create a Sequence:

    1. Hover over the desired sequence and click Edit, or click Create Sequence to build a new one.

  3. Add an A/B Test:

    1. Within any manual or automated email step, click + Add A/B test.

    2. In the right panel, select your alternate (B) email. You can search existing templates or click Create template to craft a new one.

    3. Toggle the Version B switch on.

  4. Once your A/B test steps are set, choose Save existing sequence or Save as a new sequence to start running the test. This will help refine your outreach strategy based on performance.

Analyzing A/B Test Results:

  1. Monitor the performance of each email version within the sequence builder.

  2. The Step Performance table on the sequence's Performance tab provides detailed metrics on sends, opens, clicks, replies, and meetings booked for each version.

Ending an A/B Test:

  1. Once you've identified the better-performing version, navigate back to the sequence editor.

  2. Toggle off the underperforming version.

  3. Save your changes to finalize the sequence with the preferred email version.

By leveraging A/B testing within HubSpot Sequences, you can systematically optimize your email outreach, leading to more effective communication and higher engagement rates.

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