1. What are Sequences?
Sequences automate a series of one-to-one sales emails and follow-up tasks so reps can nurture leads at scale—yet still look personal. They can also A/B-test outreach to improve engagement over time .
2. User & Account Requirements
To build or send sequences, a user must :
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Hold a Sales Hub or Service Hub Professional or Enterprise seat.
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Connect a personal inbox (team inboxes can’t send sequence mail).
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Have the Sequences permission.
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Remain within the portal-wide limit on total sequences.
3. Standard vs Dynamic Sequences
| Sequence type | When to use | Key capability |
|---|---|---|
| Standard | Classic linear outreach | Up to 5 automated emails & tasks with custom delays |
| Dynamic | Adaptive paths that branch once a contact engages | Separate “automated outreach” & “rep-led” tracks triggered by opens/clicks |
4. Create a Sequence
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Navigate to Automations › Sequences → Create sequence.
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Choose Start from scratch, a template, or Create a dynamic sequence .
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Name the sequence and click Create.
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Add steps with the + icon:
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Automated email – sends on schedule.
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Manual email, Call, General task, LinkedIn InMail/Connection task .
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Adjust delays (0–90 business days) and decide if the sequence should pause until task completion.
5. Enroll Contacts
| Method | Best for | Steps |
|---|---|---|
| Individual enrollment | One-off prospects | From any CRM record → Enroll icon / from Sequences tool. |
| Bulk (≤50 contacts) | Post-event follow-up or list outreach | Select contacts/list rows → Enroll in sequence. Note: HubSpot sends max 3 emails/min and still obeys daily send caps . |
| Workflows (Enterprise) | Automated lifecycle triggers | Workflow action Enroll in a sequence . |
| API | Custom apps | POST /automation/v4/sequences/enrollments |
Daily email limit—shown at the bottom of the Sequences tool—prevents sending beyond what your mail provider allows .
6. Automatic & Manual Unenrollment
A contact is automatically unenrolled when they reply, book a meeting, bounce, unsubscribe, or finish the sequence ; replies or meetings cancel remaining steps immediately .
Reps can also click Unenroll from the record, sequence summary, Gmail, or Outlook panels.
7. Analyze Performance
Open a sequence and use Performance to track enrollments, opens, clicks, replies, meetings, deals created/closed, bounce & unsubscribe rates, engagement by step, and overall sender score .
8. Best-Practice Checklist
| Do | Why |
|---|---|
| Personalize templates with tokens; fill missing values before send. | Prevent “[FName]” mishaps |
| Space emails thoughtfully & respect business-hour sending windows. | Higher deliverability & response |
| Pause until call tasks are complete when context matters. | Avoid sending “I just called” when you didn’t |
| A/B-test automated steps to refine messaging. | Identify the highest-performing variant |
| Monitor daily send limits & adjust bulk enroll timing. | Stay compliant with provider throttling |
9. Troubleshooting FAQ
| Issue | Quick check |
|---|---|
| “Enroll” button grayed out | Confirm user seat & inbox connection |
| Contact already in another sequence | A contact can only be active in one sequence at a time |
| Emails stopped mid-sequence | The recipient replied, booked a meeting, bounced, or hit unsubscribe |
| Bulk enroll slow | HubSpot caps at 3 emails/min plus your daily limit |