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      How to use Hubspot Sequences

      As more and more people are using Sequences from Hubspot this article discusses some best practices and do's and don'ts around the tool.

      With the sequences tool, you can send a series of targeted, timed email templates to nurture contacts over time. You can also automatically create tasks to remind you to follow up with your contacts. When contacts reply to the email or book a meeting, they will automatically unenroll from the sequence.

      Here is the article on how to create Sequences.

      Goal of the sequence

      Generally, sequences are a tool to increase efficiency for getting in touch with contacts. 

      • Great for first point of contact in order to further qualify
      • Share information
      • Gain efficiency with high amount of inquiries

      However, it doesn't make sense to use sequences in all cases.

      When to use sequences

      Sequences can be used for:

        • Inbound leads
          • Efficiency gain, qualify seriousness of inquiry
        • Webinar subscriptions
          • Can help to ask if there is further interest
        • Cold outreach
          • Beneficial as well, keep it short

      Sequences shall not be used for:

      • Existing contacts with previous relationship
      • Upselling without understanding the need of the lead
      • When there is no consent to be contacted

      Do's

      • Make it as personal as possible
        • A sequence is your automation tool to gain efficiency, but your contact must never feel the automation behind the emails she receives.
        • Always add tokens and a few manually added sentences to personalize the email before sending it!
      • Deliver value
        • Share documents, content that they asked for or that they could be interested in
      • Frequency
        • Inbound: follow up every 3 working days (not shorter), Amount: max. 5
        • Outbound: max 3

      Don'ts

      • If small numbers or Wingtra customer (or sensitive contacts): don't use sequences
      • No sequence without practicing: play it through with individual emails and then use what you have practiced, recognize the pattern
      • Re-enrollment: Don't reenroll after having had a personal conversation.
        • Only if unqualified
      • No overload with docs/content
      • Generic/automated is perceived as bad --> "missing real human"
      • Don' use it for up-selling: existing contacts shall we contacted in a personal way. Especially, it is important to understand the need to sell something.