Sequences in HubSpot are a particularly interesting tool for any sales strategy, enabling the automation of specific actions to unfold at precise moments. Within these automated actions, you can find tasks ranging from sending HubSpot email marketing messages to assigning responsibilities to different team members to ensure they remember specific tasks.
HubSpot Sequences are available in both the Sales Hub and Service Hub packages. As you can see, it's an incredibly useful tool, especially for the sales team, as it saves time and enhances productivity. But it's not just about efficiency; HubSpot Sequences have proven to help companies close more sales.
It's possible that, upon reading the definition of HubSpot sequences we provided earlier, you may have thought it closely resembles workflows in the same tool. While sequences and workflows operate in a similar manner, as both are automation tools, their use and purpose are different.
Sequences are primarily used to simplify the follow-up that sales experts conduct with prospects or contacts, aiming to close deals more efficiently. For example, sequences would be employed in cases where scheduling a meeting is desired. In summary, sequences are a tool geared towards facilitating contact between the company and prospect so that, after the potential customer definitively shows interest in the products or services, the brand's communication continues to generate interest, preventing emails from ending up neglected in the spam folder.
On the other hand, HubSpot workflows are used to automate both task assignments and the rotation of potential clients or leads. Unlike sequences, workflows are not solely focused on sales but are more generic. They are used both internally, for sending notifications to teams, and externally, to communicate with potential clients.
Not all HubSpot users can create sequences. Unlike other features that are free or available in all packages, to access sequences, a user must meet certain criteria:
You can create sequences using both HubSpot email marketing templates and task reminders by following these steps:
Once you've created your sequences and added or removed steps, they are not set in stone, as you can edit them to make changes or add elements such as the schedule for sending HubSpot email marketing messages or creating tasks.
In the case of changing the schedules and days of sending, follow these steps:
But if you want to edit the sequence order, you should:
If you want to edit the threads of HubSpot email marketing belonging to the sequence directly from there, you should:
Finally, you can not only edit the HubSpot email marketing threads of a sequence but also the template itself:
This is the simplest part. You just need to click again on the Actions option in the upper-left corner of the step you want to delete, and after the dropdown appears, click on Delete.
Be clear about your goal. The more specific the objective of your sequence, the better results it will yield. Having a clear goal helps you choose the right elements for your sequence and avoids adding things that may distract from the ultimate objective. For example, a specific goal could be to schedule a call. On the other hand, a vague and unclear goal would be something like achieving a sale. While achieving a sale is the ultimate goal for any business, breaking it down into smaller, specific goals is crucial.
Before creating your sequences with sales emails in HubSpot, it's recommended to identify the most common challenges you've encountered when attempting to achieve the goal you're targeting with the sequences. It could be that potential clients don't show up for the initial meeting, for example, or that they don't respond to the first call. Whatever the challenge, this will help you create sequences that address and overcome these obstacles. Continuing with the example, you could create a sequence where the prospect receives a reminder email about the meeting or call, potentially reducing or eliminating this primary obstacle.
Not only is the content of sequence emails important, but also the frequency with which they are sent. So, think carefully about the appropriate timing based on your past experience. A poor choice of delivery times may be the reason why your strategy isn't working.
It's crucial to avoid the prospect thinking that the emails they're receiving are automated, and above all, you should not overwhelm them. Therefore, if approximately after 5 follow-up attempts (or a maximum of 6), the person hasn't responded, it is advisable to conclude the contact.
Although HubSpot sequence emails are automated, they can be personalized and adapted to each prospect. It's not just that they can be personalized, but they should be. Developing communication tailored to each potential customer increases the chances of conversion, as they feel more heard and understood by the company and are more willing to accept different offers.
As explained above in the section on how to edit already created sequences, we've provided step-by-step instructions on how to customize each email.
As mentioned earlier, HubSpot sequences are a combination of emails and tasks. However, if your sequence ends with an email, you may not realize as a professional that the sequence has concluded. On the other hand, if the sequence ends with a task, you will know the status of the sequence when you receive a notification, staying informed.