Introduction

Do you want to prevent prospects from slipping through the cracks, without taking a lot of time out of your day?

Or,

Do you want to create an easy nurturing process and elicit responses from your potential customers without losing that personal touch?

The Sequences feature of HubSpot allows you and your sales team to automate their sales outreach, keeping their interactions personalized at all stages of the sales process.

In this article, we will guide you through various things related to Sequences in HubSpot and how this can help you achieve success. 

1. Enrolling Contacts in Sequence
2. Unenrolling Contacts
3. Pausing Contacts from the sequence
4. Editing the Sequence
5. Sequence Reports & Dashboard

Before starting, please note these two points:

• Only one sequence can be active for a given contact at once. A contact must first be unenrolled from its current sequence before being enrolled in another one.
• Users that have access to Bulk enroll sequences can enroll up to 50 contacts at once.

How to enroll contacts in Hubspot sequences. 

Enrolling Contacts in Sequence

You can enroll individual or multiple contacts in a sequence. In HubSpot, there are different ways via which you can enroll contacts.

Some of these are: 

• The Sequence tool
• An individual contact's record 
• Contacts index page
• Active and static lists
• Contact-based workflows

To enroll in the Sequence tool

• Find Automation > Sequences under Automation in your HubSpot account.
• Click the Manage tab on the top left.
• Simply click the sequence name.
• Click Enroll contacts at the top right of the sequence page.
• Choose the checkbox next to the name of the contact you wish to enroll in the right panel.

Source: HubSpot

To enroll from a contact record

• In your HubSpot account, navigate to Contacts > Contacts.
• Select a contact to enroll.
• In the left panel, click the email Email icon.
• In the pop-up box, click Sequences.

Source: HubSpot

Enroll contacts from the contacts index page

• Go to Contacts > Contacts in your HubSpot account.
• Select the checkboxes next to the contacts you want to enroll.
• To enroll in a sequence, click Enroll at the top of the table.

Source: HubSpot

To enroll multiple contacts from the lists tool

• Go to Contacts > Lists in your HubSpot account.
• To select a list to enroll from, click its name.
• Choose the checkbox in the top left corner of the table, then click Select all [x] contacts to select every contact in the list.
• Select the checkboxes next to the contacts you wish to enroll in the list to select them individually.
• Click Enroll in sequence at the table's top. 

Source: HubSpot

Enroll contacts using workflows

Hubspot automatically enrolls contacts in sequence using workflows. You can automate sequence enrollment and unenrollment based on different trigger criteria. For example, whenever a contact becomes a customer, you can automatically enroll them in a sequence.

Source: fractional CMO

Editing Sequence

You can edit your sequence templates, update the tasks included in your sequence, and adjust your sequence settings. 

To re-order the steps in the sequence, in the top corner, click the Actions dropdown menu and select Move up or Move down.

 Changes to the order of the steps, delays, templates, and tasks will only apply to contacts who are enrolled in the sequence after saving your changes. Already enrolled contacts will need to be unenrolled and then re-enrolled to go through the updated sequence steps.

Source: fractional CMO

Unenrolling Contacts from Sequence

Automatic Unenrollment

Contacts can be unenrolled from the sequence automatically if they reply to an email, or book a meeting. Also, contacts can automatically unenroll if they view a particular page or fill out a form.

Source: HubSpot

Automatic Unenrollment Using Workflows

If we need to automate some special conditions to unenroll contacts from the sequence we can even do that using HubSpot Workflows. 

In the trigger of the workflow, add the action after which the contact can be unenrolled. Then, in workflow options select unenroll from the sequence.

Source: HubSpot

Manual Unenrollment

To manually unenroll contacts, click on the contact profile, and on the top left side (above the contact name), there is an option to unenroll contact. Find screenshot:

Note: Once you unenroll the contact, and re-enroll it, by default the sequence will start from the first step, however you can manually change the step of the sequence from where to start. 

Source: HubSpot

Pausing Contacts from the sequence

You pause an individual contact's sequence enrollment from the contact's record: 

 In your HubSpot account, navigate to Contacts > Contacts.

• Click the name of the contact enrolled in the sequence. 
• In the top right, in the alert above the contact's avatar, click Pause or Resume.

Source: HubSpot

Once the contact's enrollment resumes, the sequence will start again where it left off. For example, if there was a two-day delay before the next step, the delay will start when the sequence resumes. Two days later, the next step will execute.

When a sequence is paused during a delay, the sequence will wait out the remainder of the delay before the next step executes. For example, if there is a three-day delay in a sequence that is paused after two days when the sequence resumes, there will still be one day left in the delay.

Sequence Reports & Dashboard

HubSpot provides a number of reports we can analyze to monitor the performance of sequences. 

Let’s look at the HubSpot sequence reports and what information it shows.

Sequence enrolls, opens, and clicks

This report basically compares the performance of different sequences in place so that you can decide on which sequence to continue with in the future. Here you can see a few basic metrics like the total number of enrolled contacts, email open rate, reply rate, meetings booked, unsubscribes, bounce rate, etc. for a different time period.

Source: HubSpot

Highly engaged contacts

This report lists downs all the contacts who engaged heavily with the sequence. This helps the sales team to actually put more effort into these leads to convert.

Along with these reports, you can also create multiple custom reports and dashboards on the sequences. We created a dashboard in HubSpot with some useful reports, some of which are as follows:

Source: HubSpot

Sequences Enrolled by SDR

This report shows the total number of contacts enrolled by an SDR in any of the sequences. You can also break down this data month-wise to see the enrollments on monthly basis.

Source:  fractional CMO

Errors in different Sequences

This report shows the total number of errors present in different HubSpot sequences. You can then click on the bar, to check out which contacts enrolled in the sequence have errors associated with them. 

Source:  fractional CMO

Set up Sequences with fractional CMO

At fractional CMO, we have a wealth of experience in offering training and advice on HubSpot as well as sales and marketing consulting.

 HubSpot, Inbound Marketing, Lead Generation, and Sales Enablement are all areas in which we are experts. We are aware of what works, how to make the most of the platform, and how to impart this knowledge and experience to you.

 Are you looking to

 Maximize the HubSpot Sales capabilities that are accessible through your portal?

• Create thorough reports on the activity of your sales pipeline?
• Know how to segment and monitor leads in your CRM effectively?
• Synchronize the sales and marketing teams' efforts to boost sales?

 Contact us today, and we will guide you through.