How to Create Email Sequences with Hubspot?
Posted: Tue Dec 10, 2024 4:49 am
In this article, we invite you to discover a powerful tool designed to increase salespeople's chances of success, while saving them precious time every day: HubSpot's email sequences .
What are they and how to easily create them with HubSpot? What is the difference with a workflow? Here are all the answers to your questions.
In the illustration we see a small robot writing and sending emails
Email Sequence: What is it?
An email sequence is a series of email messages that are automatically sent to a lead or segment of people who meet different qualification criteria. For example, the sequence might be triggered when a lead has clearly demonstrated interest in your business by scheduling a phone call.
The goals of email sequences can vary. Here are 3 concrete examples to help you see things more clearly
The welcome sequence : as its name suggests, this sequence is used to welcome your leads. You can introduce them to your company, without forgetting to talk to them about their issues. It is also an opportunity to offer them various content that could interest them;
The training sequence : this sequence consists of emails with rich and educational content on a specific subject. You can use this type of strategy when your prospects need to know more about their real problem and the different existing solutions, in order to make an informed decision;
The loyalty sequence : it consists of sending messages reminding a prospect who has been converted into a customer of your existence. You can use it to send special offers, obtain constructive opinions or feedback, offer benefits in exchange for recommendations, etc.
As you can see, each sequence has a specific objective . It is therefore essential to define it first.
If you want to mess up your sequences, we encourage you to skip this essential step altogether and let yourself be carried away by the inspiration of the moment. This could result in this type of message for a brand selling photocopiers.
Email 1: Welcome and here is the list of all our products (all ranges, all models, all accessories...)
Email 2: Follow us on social media!
Email 3: super promo on our SUPERCOPIE-RAYONLASER model – buy 2, get the 3rd free !
Email 4: How about making an appointment with one of our sales representatives? He has lots to tell you!
Email 5: Read our new blog post, 10 Reasons to Love Photocopiers – #8 Will Surprise You!
Not only does this sequence make no sense, but it is also centered around the brand and not around the expectations and needs of prospects . Not to mention the fact that it uses commercial strategies that are more ridiculous than the others. In short, don't be inspired by it!
To find good ideas for BtoB emailing sequences , you can instead look at band database copywriting, the discipline that allows you to sell with words . We also have an article on the AIDA method that will help you generate interest from your prospects through well-structured sequences and well-crafted emails.
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Email sequence and workflow: what are the differences?
On HubSpot, email sequences are very similar to workflows. So if you're wondering why you should use one over the other, that's normal! In fact, these 2 tools allow you to meet different objectives.
Workflows : used by marketing teams, they are used to nurture leads to a large, poorly segmented and poorly qualified audience. The emails created are generally rich in images and seek to increase the audience's interest in your brand. Workflows are therefore intended for relatively cold leads in order to warm them up and take them further in their Buyer's journey. They enter the funnel automatically after entering their email address in a form, for example.
Email sequences : Used by salespeople, they are reserved for qualified leads that have already been assigned to a team member. They are therefore more personalized than workflows and meet specific objectives based on the needs and expectations of the recipients. Contacts are entered manually because at this point, a one-to-one relationship has been established.
Why Create Email Sequences for Sales?
Who still has time to communicate with each of their prospects by defining a strategy for each of them and managing everything manually? Is it still profitable to work like this?
By creating email sequences with HubSpot , you optimize your work processes!
You improve your productivity : HubSpot allows you to send emails automatically, without having to manually manage their sending and tracking. Once your schedules are done (planned steps, email cadence, etc.), you will only have to let yourself be guided by the different tasks that will automatically appear in your dashboard.
For example, you can create a sequence of 5 emails, spacing each send by 4 days. After the third, you can schedule a task to contact the lead on LinkedIn for example.
You keep control over personalization : in each of your messages, you can include personalization elements such as the name of your recipient or their position, for example. These parts are filled in automatically from the information contained in your HubSpot CRM .
You save time editing your sequences : you can of course create your email sequences from A to Z, but to help you improve your productivity, HubSpot offers turnkey templates that you can modify as you see fit.
You can easily track your prospects and analyze your results using statistics : each email opened, each link clicked are listed in your database to give you clear and easily usable information to improve your strategy. Which message works better than the others? Which email subject line does not generate any openings? Which offer is particularly appreciated? Etc.
How to Create Email Sequences Easily with HubSpot?
To finish this article, here are the main steps to set up your email sequences with HubSpot.
From your dashboard, go to the Automation menu , then click Sequences .
Then, at the top right of your screen, click on Create a sequence . You can then take a ready-made template or create everything yourself from scratch. To find it easily, name your sequence!
Now comes the time to create the different steps of your sequence by adding automated emails and tasks by clicking on the + sign each time .
Now it's time to adjust your sequence settings, including the time frames for sending your emails and tasks. To access this window, click on Settings , which is located at the very top of the sequence editor.
Finally, you need to define the criteria for automatically subscribing and unsubscribing your leads. To do this, go to the Automation tab of the sequence editor.
Want more details and tips on how to create your first email sequence with Hubspot ? Head over to their knowledge base page dedicated to this topic . You'll find all the detailed steps there, as well as screenshots to help you along the way.
What are they and how to easily create them with HubSpot? What is the difference with a workflow? Here are all the answers to your questions.
In the illustration we see a small robot writing and sending emails
Email Sequence: What is it?
An email sequence is a series of email messages that are automatically sent to a lead or segment of people who meet different qualification criteria. For example, the sequence might be triggered when a lead has clearly demonstrated interest in your business by scheduling a phone call.
The goals of email sequences can vary. Here are 3 concrete examples to help you see things more clearly
The welcome sequence : as its name suggests, this sequence is used to welcome your leads. You can introduce them to your company, without forgetting to talk to them about their issues. It is also an opportunity to offer them various content that could interest them;
The training sequence : this sequence consists of emails with rich and educational content on a specific subject. You can use this type of strategy when your prospects need to know more about their real problem and the different existing solutions, in order to make an informed decision;
The loyalty sequence : it consists of sending messages reminding a prospect who has been converted into a customer of your existence. You can use it to send special offers, obtain constructive opinions or feedback, offer benefits in exchange for recommendations, etc.
As you can see, each sequence has a specific objective . It is therefore essential to define it first.
If you want to mess up your sequences, we encourage you to skip this essential step altogether and let yourself be carried away by the inspiration of the moment. This could result in this type of message for a brand selling photocopiers.
Email 1: Welcome and here is the list of all our products (all ranges, all models, all accessories...)
Email 2: Follow us on social media!
Email 3: super promo on our SUPERCOPIE-RAYONLASER model – buy 2, get the 3rd free !
Email 4: How about making an appointment with one of our sales representatives? He has lots to tell you!
Email 5: Read our new blog post, 10 Reasons to Love Photocopiers – #8 Will Surprise You!
Not only does this sequence make no sense, but it is also centered around the brand and not around the expectations and needs of prospects . Not to mention the fact that it uses commercial strategies that are more ridiculous than the others. In short, don't be inspired by it!
To find good ideas for BtoB emailing sequences , you can instead look at band database copywriting, the discipline that allows you to sell with words . We also have an article on the AIDA method that will help you generate interest from your prospects through well-structured sequences and well-crafted emails.
Toolbox
Take back control of your Hubspot investment
Download the kit
Email sequence and workflow: what are the differences?
On HubSpot, email sequences are very similar to workflows. So if you're wondering why you should use one over the other, that's normal! In fact, these 2 tools allow you to meet different objectives.
Workflows : used by marketing teams, they are used to nurture leads to a large, poorly segmented and poorly qualified audience. The emails created are generally rich in images and seek to increase the audience's interest in your brand. Workflows are therefore intended for relatively cold leads in order to warm them up and take them further in their Buyer's journey. They enter the funnel automatically after entering their email address in a form, for example.
Email sequences : Used by salespeople, they are reserved for qualified leads that have already been assigned to a team member. They are therefore more personalized than workflows and meet specific objectives based on the needs and expectations of the recipients. Contacts are entered manually because at this point, a one-to-one relationship has been established.
Why Create Email Sequences for Sales?
Who still has time to communicate with each of their prospects by defining a strategy for each of them and managing everything manually? Is it still profitable to work like this?
By creating email sequences with HubSpot , you optimize your work processes!
You improve your productivity : HubSpot allows you to send emails automatically, without having to manually manage their sending and tracking. Once your schedules are done (planned steps, email cadence, etc.), you will only have to let yourself be guided by the different tasks that will automatically appear in your dashboard.
For example, you can create a sequence of 5 emails, spacing each send by 4 days. After the third, you can schedule a task to contact the lead on LinkedIn for example.
You keep control over personalization : in each of your messages, you can include personalization elements such as the name of your recipient or their position, for example. These parts are filled in automatically from the information contained in your HubSpot CRM .
You save time editing your sequences : you can of course create your email sequences from A to Z, but to help you improve your productivity, HubSpot offers turnkey templates that you can modify as you see fit.
You can easily track your prospects and analyze your results using statistics : each email opened, each link clicked are listed in your database to give you clear and easily usable information to improve your strategy. Which message works better than the others? Which email subject line does not generate any openings? Which offer is particularly appreciated? Etc.
How to Create Email Sequences Easily with HubSpot?
To finish this article, here are the main steps to set up your email sequences with HubSpot.
From your dashboard, go to the Automation menu , then click Sequences .
Then, at the top right of your screen, click on Create a sequence . You can then take a ready-made template or create everything yourself from scratch. To find it easily, name your sequence!
Now comes the time to create the different steps of your sequence by adding automated emails and tasks by clicking on the + sign each time .
Now it's time to adjust your sequence settings, including the time frames for sending your emails and tasks. To access this window, click on Settings , which is located at the very top of the sequence editor.
Finally, you need to define the criteria for automatically subscribing and unsubscribing your leads. To do this, go to the Automation tab of the sequence editor.
Want more details and tips on how to create your first email sequence with Hubspot ? Head over to their knowledge base page dedicated to this topic . You'll find all the detailed steps there, as well as screenshots to help you along the way.