Are you using any tool to send automated emails?
HubSpot is a very common platform for automated email marketing. HubSpot Sequences and HubSpot Workflows are two popular tools for efficiently automating email communications.
HubSpot Sequences automatically sends strings of emails at a scheduled time triggered by certain actions. This helps ensure quick communication with customers and prospects. But which tool works more effectively for your needs?
The primary difference between the two is that HubSpot Sequences is designed for the sales team, while HubSpot Workflows is for the marketing team. In this blog, we will delve deeper into HubSpot Sequences, exploring how to create and update sequences and how it scores over HubSpot Workflows.
What are HubSpot Sequences?
HubSpot Sequences the functionality to automate repetitive email tasks with personalization. It helps streamline processes such as follow-up with prospects, personalized sales emails, conducting A/B tests, nurturing a potential customer, or keeping in contact with the existing customer base. It ensures continuous engagement with the customer.
Additionally, it has the ability to send task reminders like making a sales call, sending an email, or any other general task. HubSpot Sequences can be used for diverse purposes, such as promoting new products or services and upselling/cross-selling with current clientele.
After you have discovered the HubSpot Sequences and their uses, let us help you learn the steps for creating email marketing sequences.
How to Create HubSpot Sequences?
HubSpot Sequences can be easily created. Want to know how?
Let’s follow the steps to get started.
1. Go to Automation > Sequences.
- Click the “Automation” tab in the HubSpot navigation bar.
- In the left-hand sidebar, click “Sequences.”
2. Create Sequence.
- Click the “Create Sequence” button in the top right-hand corner of the Sequences page.
3. Select the goal for the Sequence.
- Move to the “Goal” section and select the goal for your Sequence.
- For instance, it offers options to choose from, such as Nurturing leads, following up with prospects, and promoting a new product or service.
4. Segment the audience.
- Click the “Segment your audience link” from the “Audience” section.
- Now, create a segment for your sequence from the “Segmentation Dialog Box.”
- Audience Segmentation is based on the job title, industry, company size, and many other factors.
- Once the audience segmentation is completed, click the “Add” button.
5. Create emails.
- To create the first email in your sequence, click the “Create email” button in the “Email” section.
- Start creating the email content through the Email Editor. It offers Personalization tokens to make emails more personal.
- Once the email has been created, click the “Save” button.
- Click the “Add Email” button to create the next email in the Sequence.
- To create all of the emails in the Sequence, you need to repeat steps 5.1 and 5.2.
6. Set triggers and delays.
- Click the “Add Trigger” button to create a trigger for the first email in the sequence.
- Now, choose the trigger for the email from the Trigger dialog box.
- For example, the trigger can be “contact to download a white paper from the website.”
7. Click the add button.
- Create a trigger for the next email in the Sequence by clicking on the “Add Trigger button and repeat steps 6.1 and 6.2.
- Now, set the delay for each email from the “Delay” section.
- For example, set a delay of 3 days between the first and second emails in the sequence.
8. Test and launch the Sequence.
- Now, it’s time to test the Sequence by clicking on the “Test” button in the top right-hand corner of the Sequence page.
- Once the Sequence is created properly, click on the “Launch” button.
- After this, all the emails are automated and ready to nurture the leads and prospects.
How to Update HubSpot Sequences?
If you want to update your active email marketing Sequences, then there is no need to worry about it. In this section, we will discover how to edit an active Sequence.
You can edit or update an active sequence by clicking on the “Steps” tab and making the required changes. But when can you do this?
The changes made in the active Sequence will only be reflected to the contacts who are enrolled after the updated Sequence. The contacts who were enrolled in the Sequence before the changes will still get the older version of email marketing.
In simpler terms, any update in the Sequence will only be visible to future contacts, and the existing contacts in the Sequence will get the older version. If you want to send the updated version to existing contacts, you need to unenroll and put them through the sequence again.
HubSpot Sequences vs Workflows
| Criteria/Aspect | HubSpot Sequences | HubSpot Workflows |
|---|---|---|
| Ease of Use | User-friendly and easy to set up | More complex but highly flexible |
| User | Sales representatives | Marketing and operations teams |
| Email-Sending | Sends emails directly from the connected inbox | Sends emails through HubSpot’s email-sending service |
| Task Management | Automatically creates tasks for follow-ups | Can create tasks, assign deals, rotate leads, etc. |
| Personalization | High, tailored one-on-one emails and tasks | High, with dynamic content and personalization tokens |
| Speed of Setup | Quick and easy to deploy for immediate follow-up | It may require more time to configure complex workflows |
| Automation Type | Linear and straightforward | Multi-step and branching logic |
| Examples of Use | Following up with leads after a call or meeting | Nurturing leads through the sales funnel, onboarding new customers, re-engagement campaigns |
| Useful For | Sales outreach and follow-up | Marketing automation and customer journey management |
In this HubSpot Sequences vs Workflows, we have discovered the features and different aspects of both tools. Now, it will be easier to choose the right tool for automated email marketing.
Concluding Thoughts
Creating and updating HubSpot Sequences is a powerful way to streamline your sales processes and ensure consistent follow-ups with prospects. It helps sales teams maintain personalized communication, stay organized, and ultimately increase their efficiency and success rates. Regularly updating sequences with new content, customized messages, and timely follow-ups based on the latest interactions will make the outreach relevant and engaging.
With the right setup and continuous optimization, HubSpot Sequences can become a crucial part of your sales strategy. With HubSpot-certified solutions, partners like TRooInbound will help you build stronger relationships and close more deals.
Let’s connect to start creating email marketing Sequences that will transform your sales process and achieve better results.
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