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Most deals require several contact attempts before the customer responds. Yet many reps give up after one or two. Sequences in HubSpot make it easy to follow up systematically, personally and without anything being forgotten.
In short: A sequence in HubSpot is a series of personal emails and tasks that a rep starts for a contact. The steps are sent or reminded automatically on a schedule, and the sequence stops when the contact replies or books a meeting. Sequences are sent from the rep's own inbox and are included from Professional.
How does a sequence work?
The rep chooses a contact and a sequence. HubSpot then sends emails on a schedule, creates tasks for calls or LinkedIn outreach and reminds the rep. As soon as the contact replies to an email or books a meeting, the sequence ends automatically, so nobody gets a reminder email after they have replied.
Sequence or workflow?
A sequence is personal, started by the rep and sent from the rep's inbox. A workflow is automated marketing or administration for many contacts at once. Use sequences for one to one communication and workflows for everything that should happen at scale.
Example: a sequence after an inbound lead
- Day 1, email: A personal thank you and a concrete question about their challenge.
- Day 2, task: Call and leave a short message.
- Day 4, email: Share a relevant customer story or article.
- Day 7, task: Send a connection request on LinkedIn.
- Day 10, email: Suggest two concrete times for a call.
- Day 16, email: Close politely and leave the door open.
Tips for sequences that work
- Short is better. Three to five sentences per email is enough.
- Personalize the first line. Use tokens for name and company, but always write your own opening for important contacts.
- Mix channels. Email, calls and LinkedIn together give higher reply rates.
- Send as replies in the same thread so the history is visible to the recipient.
- Measure and improve. HubSpot shows reply rates and booked meetings per sequence and step.
- Respect GDPR. Contact people in their professional role with a relevant message and make it easy to opt out.
Sequences and AI
HubSpot's Prospecting Agent can research contacts and write personal drafts that the rep approves before they are sent. That makes it possible to personalize at greater scale, but always let the rep read and adjust before anything goes out.
Frequently asked questions about sequences in HubSpot
What is a sequence in HubSpot?
A sequence is a series of personal emails and tasks that a rep starts for a contact. The steps happen automatically on a schedule, and the sequence stops when the contact replies or books a meeting.
Which edition do you need for sequences?
Sequences require a paid seat, and full functionality is available in Professional and Enterprise.
How many steps should a sequence have?
For most B2B sequences, five to seven steps over two to three weeks works well, with a mix of email, calls and LinkedIn.
Are sequences sent from HubSpot or my own inbox?
Sequences are sent from the rep's own connected inbox, so they look like regular personal emails and replies go to the rep.
Can you enroll many contacts in a sequence at once?
Yes, you can enroll several contacts at once, with limits per day and user. Still, personalize the message as much as possible.
Summary
Sequences help reps follow up consistently without losing the personal touch. Start with one sequence for inbound leads, measure the reply rate and improve step by step.
Want help building sequences that generate more meetings? Get in touch with LeadLabs.