App Tutorial

Creating HubSpot Email Sequences: A Step-by-Step Guide

author
Jason Gong
App automation expert
Apps used
HubSpot
LAST UPDATED
May 15, 2024
TL;DR

To create an email sequence in HubSpot, start by ensuring your account has the necessary permissions and then navigate to Automations > Sequences to create and customize your sequence with emails and tasks.

This guide outlines the process of setting up effective email sequences, including adding steps and utilizing templates for sales and marketing success.

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Email sequences are a powerful tool in HubSpot for nurturing leads and driving conversions. In this step-by-step guide, we'll walk you through the process of creating an email sequence in HubSpot, from planning your strategy to designing effective templates and setting up triggers. By the end of this guide, you'll have the knowledge and skills to create high-performing email sequences that engage your audience and achieve your marketing goals.

Introduction to HubSpot Email Sequences

Email sequences are a powerful tool within HubSpot that allow you to nurture leads and drive conversions through a series of targeted, timed emails. By leveraging email sequences, you can enhance your marketing and sales efforts, ensuring that your contacts receive the right message at the right time. Setting up email sequences in HubSpot is a straightforward process, but it does require certain permissions and account settings to get started.

Before diving into creating your first email sequence, it's essential to ensure that you have the necessary permissions within your HubSpot account. You'll need access to the sequences feature, which is available in Sales Hub Professional and Enterprise, as well as Service Hub Professional and Enterprise. Additionally, make sure that you have a connected personal email address, as team email addresses cannot be used to send sequence emails.

Once you've confirmed your permissions and connected your email, you're ready to start exploring the power of email sequences in HubSpot. In the following sections, we'll guide you through the process of planning your sequence strategy, creating and designing effective email templates, setting up triggers and conditions, and optimizing your sequences for maximum impact.

Planning Your Email Sequence Strategy

Before diving into creating your email sequence in HubSpot, it's crucial to plan your strategy. Understanding your audience and defining clear objectives for your email sequence will lay the foundation for success. Consider who your target audience is, what their needs and pain points are, and what actions you want them to take as a result of your email sequence.

Segmenting your audience is another key aspect of planning your email sequence strategy. By tailoring your email content to specific segments based on factors such as demographics, behavior, or interests, you can effectively enhance engagement and conversion rates. HubSpot's powerful segmentation tools allow you to create targeted lists and personalize your email content accordingly.

When setting goals for your email sequence, make sure they are SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. Examples of goals could include increasing open rates, driving traffic to a specific landing page, or nurturing leads to convert them into customers.

  • Identify your target audience and their pain points
  • Define clear objectives for your email sequence
  • Segment your audience based on relevant criteria
  • Set SMART goals to measure the success of your sequence

By taking the time to plan your email sequence strategy, you'll be well-equipped to create compelling content that resonates with your audience and drives desired actions. In the next section, we'll walk you through the steps to create and access email sequences within HubSpot.

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Creating and Accessing Email Sequences in HubSpot

Now that you've planned your email sequence strategy, it's time to dive into creating and accessing email sequences within HubSpot. Here's a step-by-step guide to help you automate email summaries to HubSpot:

  1. In your HubSpot account, navigate to the "Automation" tab and select "Sequences" from the dropdown menu.
  2. Click the "Create Sequence" button in the top right corner of the sequences dashboard.
  3. Choose to either start from scratch or select a pre-made sequence template to customize.
  4. Give your sequence a name by clicking the edit pencil icon in the sequence editor.

Once you've created your sequence, you can begin adding steps to build out your email series and task reminders:

  • Click the "+" plus icon to add a new step to your sequence.
  • Select "Automated Email" to create an email template that will be sent automatically to enrolled contacts.
  • Choose "Manual Email Task," "Call Task," or "General Task" to set up reminders for your team to manually complete actions.
  • Use the "Delay" option to set the number of days between each sequence step.

HubSpot's user-friendly interface makes it easy to navigate and modify your sequences as needed. You can drag and drop steps to reorder them, edit individual email templates, and adjust task details directly within the sequence editor.

With your email sequence created, you're ready to start enrolling contacts and nurturing them towards your defined goals. In the next section, we'll explore best practices for designing effective email templates that engage your audience and drive conversions with HubSpot automations.

Designing Effective Email Templates for Sequences

Crafting visually appealing and cohesive email templates is crucial for maintaining brand consistency and clearly communicating your message throughout your email sequence. Well-designed templates can significantly impact engagement and conversion rates. Here's how to create effective email templates using HubSpot's template builder:

  1. Navigate to the "Marketing" tab in your HubSpot account and select "Files" from the dropdown menu.
  2. Click on the "Design Tools" tab and choose "Email".
  3. Select "Create email template" to start designing a new template from scratch or choose one of HubSpot's pre-designed templates to customize.
  4. Use the drag-and-drop editor to add, remove, or rearrange elements such as images, text boxes, and call-to-action buttons.
  5. Ensure your template aligns with your brand guidelines by using consistent colors, fonts, and imagery throughout.

When designing templates for different stages of your email sequence, consider the following tips:

  • Keep the layout simple and easy to navigate, with a clear hierarchy of information.
  • Use compelling headlines and subheadings to grab attention and guide readers through the content.
  • Optimize templates for mobile devices, as a significant portion of emails are opened on smartphones and tablets.
  • Personalize templates with dynamic content tokens to tailor the message to each recipient.
  • Include a prominent call-to-action that aligns with the goal of each email in the sequence.

By investing time in creating effective email templates, you'll ensure a seamless and engaging experience for your contacts as they progress through your email sequence. In the next section, we'll explore how to set up triggers and conditions to automatically enroll contacts into your sequences based on their interactions with your brand.

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Setting Up Triggers and Conditions for Sequences

Automating the enrollment of contacts into your email sequences based on their interactions with your website or previous emails is a powerful way to deliver targeted content at the right time. HubSpot's workflow integrations allow you to set up triggers and conditions that seamlessly guide contacts through your email sequences. Here's how to set them up:

  1. Navigate to the "Automation" tab in your HubSpot account and select "Workflows".
  2. Click "Create workflow" and choose "Start from scratch".
  3. Select the type of workflow you want to create (e.g., contact-based, deal-based, or ticket-based).
  4. Set up your enrollment triggers by choosing from a variety of options, such as form submissions, email interactions, or website activity.
  5. Add if/then branches to create multiple paths within your workflow based on specific conditions, such as contact properties or behavior.
  6. Incorporate your email sequence into the workflow by adding "Send email" actions at the appropriate points in the workflow.
  7. Set delays between emails to ensure a natural progression through the sequence and avoid overwhelming your contacts.
  8. Use goal criteria to determine when a contact should be unenrolled from the sequence or moved to a different branch of the workflow.

Some common triggers and conditions to consider when setting up your email sequence workflows include:

  • Form submissions: Enroll contacts who fill out a specific form on your website.
  • Email engagement: Trigger the next email in the sequence when a contact opens or clicks a link in a previous email.
  • Website activity: Enroll contacts who visit a specific page or take a particular action on your site.
  • Contact properties: Use demographic or behavioral data to segment contacts and tailor your email content.

By leveraging HubSpot's workflow integrations, you can create sophisticated email sequences that adapt to your contacts' unique journeys, delivering the right message at the right time to maximize engagement and conversions. In the next section, we'll explore how to test and optimize your email sequences for peak performance.

Testing and Optimizing Your Email Sequences

To ensure your email sequences are delivering the best possible results, it's crucial to test and optimize various elements. A/B testing is a powerful method for determining what resonates with your audience and drives engagement. Here are some key areas to focus on when testing your email sequences:

  • Subject lines: Experiment with different subject line styles, lengths, and tones to see which ones have the highest open rates.
  • Email content: Test different copy, images, and layouts to identify what captures your audience's attention and encourages them to take action.
  • Call-to-action (CTA) buttons: Try different CTA text, colors, and placement to optimize click-through rates.
  • Sending times: Test various days and times to determine when your audience is most likely to engage with your emails.

When conducting A/B tests, it's essential to test one element at a time to accurately measure its impact. HubSpot's built-in A/B testing tool makes it easy to set up and analyze tests within your email sequences.

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In addition to A/B testing, regularly analyzing performance metrics is crucial for optimizing your email sequences. HubSpot provides a wealth of data on your sequences, including:

  • Open rates
  • Click-through rates
  • Reply rates
  • Unsubscribe rates
  • Conversion rates

By monitoring these metrics over time, you can identify trends and areas for improvement. For example, if you notice a high unsubscribe rate, you may need to adjust your email frequency or content to better align with your audience's preferences.

Regularly reviewing and iterating on your email sequences based on performance data will help you continuously improve their effectiveness and drive better results for your business.

Advanced Tips and Best Practices for HubSpot Email Sequences

To take your HubSpot email sequences to the next level, consider implementing these advanced tips and best practices:

  • Personalize your emails beyond just the recipient's name. Use HubSpot's personalization tokens to include company-specific information, recent interactions, or other relevant details that show you've done your research.
  • Optimize your email sending times based on your audience's preferences and behaviors. Analyze your email performance data to identify the days and times that yield the highest open and click-through rates.
  • Segment your email sequences based on factors such as lead source, industry, job title, or behavioral data. This allows you to deliver more targeted and relevant content to each recipient.
  • Continuously monitor and adjust your email sequences based on performance metrics. Regularly review open rates, click-through rates, and conversion rates to identify areas for improvement and optimize your sequences accordingly.
  • Incorporate multiple media types in your email sequences, such as images, videos, or GIFs, to make your content more engaging and memorable. Just be sure to balance the use of media with email deliverability considerations.

To see these tips in action, let's look at a case study from a successful HubSpot user. The marketing team at XYZ Company implemented an email sequence targeting leads who had downloaded a specific whitepaper. By segmenting their audience based on industry and job title, personalizing the email content, and optimizing their sending times, they achieved a 45% open rate and a 15% click-through rate, resulting in a 20% increase in qualified leads generated from the sequence.

Another example comes from ABC Agency, who used HubSpot's email sequences to nurture leads after an initial consultation. By providing valuable, relevant content at each stage of the buyer's journey and consistently monitoring and adjusting their sequences, they increased their lead-to-customer conversion rate by 30% within three months.

By implementing these advanced tips and best practices, you can supercharge your HubSpot email sequences and drive better results for your business. Remember to continually test, analyze, and optimize your sequences to ensure you're delivering the most effective and engaging email experiences to your audience.

Boost Your HubSpot Email Efficiency with Bardeen

While crafting an email for a sequence in HubSpot can be done manually within the platform, automating this process can significantly enhance efficiency and personalization. Automations like these are particularly beneficial for sales and marketing professionals, enabling them to focus on strategy and engagement rather than manual tasks. For such automation needs, Bardeen offers a suite of playbooks designed to streamline your HubSpot email sequences and more. Explore these playbooks and get started by downloading the Bardeen app.

  1. Summarize and save new emails to HubSpot using OpenAI: Automatically summarize and save new email contents as tickets in HubSpot, making it easier to manage and respond to email inquiries efficiently.
  2. Create a HubSpot ticket when an email is forwarded: Transform forwarded emails into HubSpot tickets instantly, streamlining customer support and inquiry management.
  3. Automatically Create HubSpot Contact from Gmail Email: Effortlessly convert new email contacts into HubSpot contacts, ensuring your CRM is always up-to-date with potential leads.

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