Earlier than we dive into the total HubSpot Sequences rationalization, are you aware what number of emails it takes to make a sale?
Whereas it will probably fluctuate vastly, 70% of responses are generated by the 2nd to 4th electronic mail of a gross sales sequence, in line with latest information, and the percentages of touchdown an in-person dialog goes up with every touchpoint after that.
That signifies that following up and having a method on your gross sales outreach is crucial. One electronic mail merely isn’t sufficient. That stated, it could take a ton of additional time to trace every new lead and electronic mail them on the acceptable instances.
Fortunately, gross sales automation makes this so much simpler, and there’s an amazing device that empowers your gross sales workforce to save lots of time and create consistency of their outreach: HubSpot sequences. Not solely do these assist you to automate electronic mail duties, however they supply personalization instruments and efficiency monitoring, empowering your gross sales workforce to give attention to the duties that take advantage of influence.
Need assistance organising sequences, or optimizing your HubSpot to higher develop your online business? Find out about our HubSpot companies, or learn concerning the fundamentals of HubSpot.
Contents:
- What are HubSpot sequences?
- HubSpot sequence instance
- Distinction between a workflow and a sequence in HubSpot
- Methods to create a HubSpot sequence technique
- Methods to arrange HubSpot sequences for your online business
- Making the most of Dynamic Sequences in HubSpot
- What must you embody in a HubSpot gross sales sequence?
- Greatest practices on your sequences
What are HubSpot sequences?
HubSpot sequences are a set of instruments within the Gross sales Hub that assist you to automate a lot of your gross sales course of — extra particularly, to automate messages to your prospects, saving you time in your gross sales outreach. HubSpot sequences They combine along with your present inbox and make it simple to personalize and ship emails rapidly. Sequences are solely obtainable in Gross sales Professional and Gross sales Enterprise to this point.
HubSpot sequences assist you to:
- Create customized 1-to-1 electronic mail templates to ship sequentially to a focused viewers of your selection. When creating sequences, you may select from pre-made sequences HubSpot has already made templates for (like “latest conversion” or “commerce present follow-up”), or you may create your individual from scratch.
- Customise the timing of the emails to ship at whichever tempo is smart on your workforce.
- Create duties to comply with up with contacts (like making a name, or connecting with them on LinkedIn), so no one falls by way of the cracks. You may add as many duties as you need, however you’re restricted to 5 emails per sequence.
You may mechanically unenroll contacts from the sequence once they full the specified motion, like reserving a gathering or replying to your electronic mail, so you may keep away from sending extreme emails as contacts transfer down your funnel. (These triggers to unenroll contacts can’t be turned off, however might be edited).
HubSpot sequences are a good way to automate and optimize your gross sales emails — however not at the price of personalization, which is what makes all of the distinction. It’s additionally an amazing alternative to get these emails out of particular person gross sales reps’ inboxes and into a spot the place you may observe and monitor every electronic mail’s success (after which optimize it for higher outcomes).
Automation tends to require some upfront time funding to get every little thing arrange, however as soon as the techniques are in place, you could be shocked at how a lot time you save on mundane duties.
HubSpot sequence instance
Sequences can look totally different relying in your aim. You may need a sequence devoted to introducing prospects to your organization, an engagement sequence to share invaluable content material and construct rapport, or a conversion sequence to get them to join a session name.
Right here’s a pattern of a primary HubSpot sequence that includes all three of these:
- E mail 1: Welcome E mail
- Job 1: Join with Prospect on LinkedIn
- E mail 2: Useful Content material
- Job 2: Cellphone Name
- E mail 3: Social Proof + Invitation to Chat
- Job 3: Change Lead Standing
- E mail 4: Comply with-up E mail
- E mail 5: Break-up E mail
- Job 4: Analyze Sequence
Any such sequence can present a customized expertise on your prospects whereas automating a few of the extra tedious duties your gross sales workforce offers with.
Take into account a couple of examples of once you would possibly use HubSpot sequences
- Proposal follow-up: Hold purchasers engaged after a proposal with well-timed emails to reply questions, spotlight key advantages, and present responsiveness. HubSpot sequences simplify this course of, serving to reps keep prime of thoughts and shut offers.
- Value-based follow-up: Tackle pricing issues with a customized sequence. Clarify worth, share value justification, and comply with up primarily based on curiosity. HubSpot’s automation lets reps deal with questions, serving to prospects see worth within the funding.
- No-show demo rebooking: For missed demos, use understanding, versatile follow-ups to rebook. Automated emails spotlight demo worth, rescheduling choices, and personalised incentives, growing the chance of getting prospects again on observe.
Distinction between a workflow and a sequence in HubSpot
Newer HubSpot customers usually confuse workflows and sequences within the platform. Each instruments characteristic automation duties, reminiscent of nurturing leads, automating tedious gross sales, or notifying workforce members of well timed info. Listed below are some key variations between them.
HubSpot Sequences vs Workflows:
HubSpot Sequences | HubSpot Workflows | |
Utilized by | Utilized by gross sales groups to ascertain a reference to a lead by way of a collection of follow-ups | Utilized by entrepreneurs (or in some firms, by customer support groups) |
Nice for | Closing offers on certified leads | Nurturing new leads in earlier phases of purchaser journey |
Stage of personalization | Extremely focused content material for the person | Content material personalized extra broadly to the viewers phase |
Contacts enter by | Contacts manually enrolled within the sequence, 1 to 50 at a time | Contacts enter workflows mechanically from actions like web site signups, discipline property modifications, and many others. |
Typical variety of contacts | Small variety of certified contacts | Bigger variety of contacts |
Ending the method | Contact unenrolled after they reply to an electronic mail, or e book a name | Contacts exit upon ending workflow, or different customized triggers |
Sort of content material | Lighter on media and magnificence, extra textual content centered | Stylized and image-rich emails |
Contacts have been assigned to a salesman? | Sure: a 1-1 relationship has been established | No: contacts are usually earlier within the purchaser journey |
To get you a greater grasp of those variations, try this video explaining once you would possibly need to use every:
Coupled with different helpful options like workflows and HubSpot playbooks, an amazing set of gross sales sequences could make it a lot simpler to scale your online business.
Methods to create a HubSpot sequence technique
Because the saying goes: “with out technique, execution is aimless. With out execution, technique is ineffective.” We stay by that mantra at Easy Strat, so earlier than we clarify learn how to arrange sequences, we need to emphasize the significance of realizing your technique.
Despite the fact that particular person gross sales reps may need their very own concepts and techniques they’ve used prior to now, one of the best apply is to create an total technique on your HubSpot sequences primarily based on their experiences.
Your preliminary communication technique units the stage for every contact’s view of (and relationship with) your organization, so let’s give it the eye it deserves:
Know your personas
Step one is realizing who you’re writing to. If you happen to don’t have a deep understanding of the challenges, wants, and targets that your prospects have, it will likely be troublesome to speak successfully and write your gross sales emails in a manner that can resonate with them.
Take time to determine how you’ll create several types of gross sales sequences for these personas. If you happen to solely plan on creating one sequence for all of your prospects, you’re lacking a chance to tailor your content material to their particular person ache factors. Particularly when entrepreneurs have famous a 760% enhance in income from personalised and segmented campaigns.
Discuss to your gross sales reps
Your gross sales workforce is a invaluable useful resource in terms of realizing what works and what doesn’t. So, take the time to ask them what has been profitable prior to now. Take into account sending out a survey asking for enter or ship check sequences to prime reps to ask for his or her suggestions.
This may even assist to get buy-in out of your gross sales workforce once you’re able to launch your sequences and need salespeople to implement them of their outreach.
Add a private contact
An enormous level in favor of HubSpot sequences is which you could simply personalize these emails primarily based on information in your CRM. If you happen to preserve observe of data like a prospect’s greatest problem, you may add a personalization discipline to tug that into your electronic mail and point out it in your outreach. This worth is large, with personalised experiences creating a mean enhance of 20% in gross sales, in line with Monetate.
You may also edit the e-mail templates for a particular contact once you enroll them within the sequence. That is one other nice alternative so as to add a private contact and make a much bigger influence in your prospect.
Monitor what works (and what doesn’t)
Arrange a number of sequences and check what works. Does one sequence generate loads of assembly requests? Does one other shut numerous offers? Through the use of HubSpot to arrange your sequences, you’re in a position to observe this info and enhance your outreach primarily based on it.
A/B check your sequences
HubSpot sequences additionally now embody A/B testing, making it simple to refine emails by testing parts like topic strains, physique copy, CTAs, and personalization. This helps gross sales groups enhance engagement and increase conversions by specializing in what works finest. Arrange is straightforward: create variations, break up sends, and let the information information you.
Study extra about A/B testing sequences.
Methods to arrange HubSpot sequences for your online business
Okay, so that you’ve established your communication technique and it’s time to arrange your first sequence.
Earlier than we dive in, a couple of issues to recollect. To create, edit, and execute HubSpot sequences, your account must have the next:
- An assigned Gross sales Hub Skilled, Enterprise, Service Hub Skilled, or Enterprise seat
- A linked private electronic mail tackle (you may’t ship sequence emails with a workforce electronic mail tackle linked to the conversations inbox)
- Sequences permissions
The next steps will probably be simpler to comply with visually, so watch our HubSpot sequences tutorial video for a greater understanding of how the sequencing setup works. This video goes over HubSpot sequence templates, organising your individual sequences from scratch, and a few professional tricks to get probably the most out of your sequences.
Earlier than you get began
When utilizing sequences, keep in mind that there’s a restrict to the variety of them you may create in your account. To examine what number of sequences you will have to this point, have a look at the highest proper nook of your Sequences dashboard.
Additionally, do not forget that any duties in a sequence will probably be assigned to whichever consumer enrolled the contact into the sequence.
Creating and organising sequences
When you’re within the sequences part, you may select between beginning a brand new sequence from scratch, or utilizing one of many pre-made templates.
1. Choose the kind of sequence to create.The pre-made templates cowl a useful vary of frequent use instances, and would require minor customization to get arrange. If you happen to begin from scratch, you’ll have rather more flexibility with what your sequences do (although word that in the event you haven’t already created saved templates of your individual, you’ll want to jot down them as you go). If you’re prepared, hit Create Sequence.
2. Edit the sequence. On the following web page, you may identify and edit your sequence on the prime of the display, add steps utilizing the + icon, or edit steps utilizing the pencil icon. Pay attention to the timing between every electronic mail, and ensure it really works on your targets. If step one in your sequence isn’t an automatic electronic mail, you’ll need to set the variety of days (or weeks) earlier than step one occurs.
3. Add actions. From the facet panel on the precise, you may choose actions so as to add, reminiscent of automated emails, or process reminders. A helpful process reminder is likely to be to name the contact, or so as to add them on LinkedIn in the event that they don’t reply after a time period. HubSpot won’t full these duties for you, however these reminders will let you recognize when it’s time to take every motion.
4. Customise your emails. Inside every electronic mail, you may customise the content material to fit your wants, and add customized contact tokens to autofill textual content reminiscent of names or firm names. The templates present the bones for a great electronic mail however aren’t able to go as-is, so at a naked minimal you’ll must swap out placeholder textual content on your personal.
Methods to enroll contacts in a sequence
When you’ve acquired your sequence arrange, reserve it (utilizing the button within the prime proper), and also you’ll be taken to a web page the place you can begin sending contacts into it.
The “Enroll” button permits you to ship a contact into the sequence. This may open up a window with extra customization choices, such because the timing of an electronic mail.
When you’ve set this up and confirmed, your “Whole Enrolled” contact depend will enhance (this will take a web page refresh to indicate up).
Word that in the event you began utilizing the Gross sales Starter plan early sufficient, you might have been “grandfathered in” and have entry to sequences, however solely on a minimal stage, so you may solely enroll 1 contact at a time.
Monitoring Sequence Success
Additional down the display, you may see every enrolled contact and their standing. This allows you to get a fast sense for the way your emails are performing. With this type of information, you may get a a lot better understanding of the place the weak spots are in your gross sales communications, so you recognize what to work on.
That stated, we’ve discovered many individuals don’t truly know which kind of electronic mail content material will get constant outcomes, so let’s dive into that.
Benefit from Dynamic Sequences to drive your gross sales workforce’s effectivity
Is your workforce juggling tons of leads, however just a few are literally prepared to attach? What in case your system might ship the most well liked leads straight to your reps, whereas mechanically nurturing the remaining? HubSpot’s dynamic sequences make that occur, combining automation with a private contact so your workforce can shut extra offers, sooner.
Right here’s the way it works: dynamic sequences ship personalised, automated emails to nurture leads, however solely floor guide duties when contacts have interaction—like opening or clicking an electronic mail. That manner, reps spend time with leads which are genuinely , whereas the sequence takes care of everybody else. Evaluate that to static sequences in different instruments, the place each prospect will get the identical remedy, regardless of how chilly they’re.
Right here’s why HubSpot’s Dynamic Sequences are such a recreation changer:
- Concentrate on the leads that matter: Dynamic Sequences mechanically flag sizzling leads, liberating reps to spend their time the place it counts.
- Versatile multi-channel outreach: Reps can swap simply between automated emails and guide follow-ups, adjusting primarily based on a lead’s engagement.
- Actual-time insights: Enhanced reporting lets reps see engagement immediately, making it simple to regulate their strategy on the fly.
With Dynamic Sequences, your gross sales workforce spends much less time on admin work and extra time connecting with the precise individuals.
What must you embody in a gross sales sequence?
The brief reply? Your HubSpot electronic mail sequences must have invaluable content material. It’s necessary to make use of these emails as a chance to carry worth to your potential prospects and present them that you simply empathize with their challenges.
To do that, provide options to these challenges along with your content material from the beginning, and it’ll change into a lot simpler to supply your merchandise as an answer down the highway. The content material you embody in these emails will fluctuate primarily based in your services and products, however listed here are a couple of concepts to get you began:
- Case research
- Webinars
- Perception experiences
- Movies
- Blogs on trade subjects
- Personalised surveys
- Testimonials
- Referrals
In the end, the aim is so as to add worth on your prospects and construct a relationship they’ll belief.
Greatest practices for HubSpot sequences
Need your HubSpot sequences to really convert? Comply with these simple finest practices to make your sequences extra focused, participating, and efficient—so you can begin seeing actual outcomes.
- Set a transparent aim. Each sequence ought to begin with a aim that guides what you’re saying and the way usually you’re reaching out. Whether or not it’s reserving a gathering, sharing assets, or nurturing curiosity, a transparent aim retains issues centered.
- Make it private and focused. Personalization means extra than simply utilizing a contact’s identify—tailor your content material to suit their wants. Use segmentation to succeed in the precise teams and make every sequence really feel related and invaluable.
- Concentrate on fixing actual issues. Your content material ought to reply questions, deal with ache factors, and remedy points your contacts care about. Sequences that tackle actual wants get higher engagement.
- Optimize for cell. Most emails are opened on cell, so make sure that they’re simple to learn on small screens. Hold your message concise, and make your name to motion (CTA) simple to search out and click on.
- Use clear calls to motion. Every electronic mail ought to information the recipient to do one thing particular. However don’t simply ask for a gathering—combine it up by asking them to observe a video, learn a information, or join on social.
- A/B check and enhance. Take a look at one factor at a time (like the topic line or CTA) to search out what works finest. HubSpot’s A/B testing makes it simple to see what’s driving engagement, so you may preserve enhancing.
- Monitor and share what you be taught.Doc what you’re testing and the outcomes. Sharing these insights retains everybody within the loop and helps the entire workforce get higher outcomes.
We lined these practices and extra in a latest webinar, condensed right here on your comfort.
Study extra about Easy Strat’s webinars.
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When used accurately, HubSpot sequences generally is a highly effective device on your gross sales workforce to work together with prospects and shut extra offers, particularly once they’re backed by a sensible technique.
What’s labored for you? Any gross sales sequence professional suggestions or success tales out of your firm? Share them within the feedback under!