5 HubSpot sequence tactics you need to master yesterday
The complete what, why & how of HubSpot sequences
HubSpot sequences work because they automate the focus and tracking work that goes into stellar email campaigns.
Every touchpoint, whether the first or the last, should feel natural and consistent.
To achieve this, your sales and marketing data should live inside a single system.
This guide explores what HubSpot Sequences are, how they differ from Workflows, how to set them up, and five best practices to drive silver bullet email campaigns.
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Let’s get into it.
What are HubSpot sequences?
Think of Sequences as an automated extension of your inbox (Gmail or Outlook).
They let you send a series of email templates directly from your reps, designed to nurture leads into taking action, usually replying or booking a meeting.
Once a Contact replies, they’re automatically unenrolled from the Sequence.
By default, contacts are unenrolled when they reply or book a meeting.
However, you can now toggle these triggers off in the Sequence 'Automate' tab if you want the flow to continue even after an initial response (ideal for multi-step onboarding or long-term nurture!)
With Sequences, sales teams can:
- Automate the emails they already send manually, over and over.
- Layer in reminders, calls, and LinkedIn Sales Navigator tasks (like connection requests or InMails) directly into the flow.
- Give marketing and leadership access to performance metrics, without losing the “from a real person” feel of one-to-one email.
Important: While they aren't marketing blasts, you can now associate Sequences with Marketing Campaigns (if you have Marketing Hub Professional or Enterprise).
This allows you to track how your 1:1 sales outreach contributes to overall campaign influence and revenue attribution.
HubSpot sequences vs workflows
Many users confuse Sequences with Workflows.
They both automate communication, but their purposes are very different.
Sequences
- Built for: One-to-one sales outreach and account management.
- Email Type: Sales Templates (plain-text style, sent directly from a rep's inbox).
- Unenrollment: Flexible; triggers (replies/meetings) can be toggled on or off in settings.
- Sending Limits: Limited daily send volume per user (e.g., 500 for Pro, 1,000 for Enterprise).
- Enrollment: Manual (up to 50 at once) or automated via Workflow (Enterprise only).
- Customization: Reps can customize individual templates for a specific contact before enrolling them.
Workflows
- Built for: Large-scale marketing, lead scoring, and internal process automation.
- Email Type: Marketing Templates (drag-and-drop design, video embeds, and smart content).
- Unenrollment: Contacts stay enrolled until the workflow ends or a specific Goal is met.
- Sending Limits: No daily send limits; built for high-volume marketing blasts.
- Enrollment: Fully automated based on triggers (form fills, page views, property changes).
- Customization: Fully automated; emails are sent exactly as designed in the central editor.
How to create a Sequence in HubSpot
Setting up your first Sequence is straightforward:
- Go to Automation → Sequences.
- Click Create Sequence.
- Choose Start from Scratch or pick a Template.
- Name your Sequence.
- Use the "+" icon → Action to add steps.
Actions can be:
- Automated Email
- Create New Email Template
- Create a Task (email, call, or to-do)
Once the Sequence is built, you can start enrolling Contacts and watch the automation kick in.
How to enroll contacts in a sequence
- Go to Contacts → Contacts.
- Click on a Contact’s name.
- In the left panel, open Email.
- In the right-hand pop-up, choose Sequences.
- Select your Sequence.
- Use the Start At dropdown to decide which step to begin with.
- Choose a Time zone for sending.
- Specify a date and time to send.
- Use the dropdown to set delays between emails.
This level of control ensures you’re sending at the right time and pacing outreach appropriately.
Note: A contact can only be in one Sequence at a time. If they’re already in a Sequence, they must be unenrolled before you can add them to another.
5 best practices for managing HubSpot sequences
1. Build sequences for each stage of the buyer’s journey
A single “catch-all” Sequence won’t do.
Create tailored Sequences for each stage:
- Awareness: welcome emails to cold contacts.
- Consideration: follow-ups like demo invites or free consultations.
- Decision: pricing proposals or contract next steps.
Customizing Sequences to pipeline stages makes your outreach relevant and improves reply rates. Plus, HubSpot’s engagement reporting helps you refine as you go!
2. Add tasks to sequences
Automation works best with a human touch.
Sequences let you add tasks like delayed calls, reminders, and LinkedIn touches, so your reps know when to step in directly.
You might want to hold off on sending the next automated email and drop in a call task instead, for example. That way, a rep reaches out personally before the Sequence continues.
To flag a task as priority, just head into Sequences → Actions → Priority, then fill in the task title, notes, and (if it helps) link an email template for quick follow-up.
3. Personalize templates to increase response
Automation feels personal if you use the right info.
Don’t overthink it! Just anchor the message to what matters for that contact:
- Their name and company
- The goal they’re chasing
- The product or service that gets them closer
- Content that speaks to their exact interest
And don’t skip the first line. A short, genuine opener is so much more palatable than a polished (but hollow) template every time.
Pro Tip: Use HubSpot Breeze (AI) to scan a lead's recent LinkedIn activity or company news and suggest a personalized opening line for your sequence templates.
4. Monitor sequence enrollment and engagement
Take advantage of Sequence A/B testing.
You can now test different versions of the same email step to see which subject lines or CTAs drive more replies.
Use the 'Manage' tab to see which version is the winner and iterate quickly.
Automation → Sequences → Overview gives you top-level metrics like enrollments, opens, and meetings.
Dig deep into the Sequences that lag and pinpoint where replies drop off.
Then plug the holes before they drain your funnel.
5. Use sequences strategically
Sequences are powerful, but misuse can backfire.
- While concise is better for conversion, HubSpot now allows up to 10 email templates per sequence (previously 5). Use this extra room for longer-tail nurturing, but keep your content high-value to avoid spam filters.
- Space them out to avoid overwhelming your recipients.
- Sometimes, a personal, one-off email that is perfectly crafted performs better than an entire Sequence.
Your goal is to make outreach easier AND more effective. Be careful of drowning leads in automation.
And make sure your team knows when to use a Sequence and when to step in manually.
FAQ: HubSpot email sequences
What email send limit applies to Sequences?
Each HubSpot plan has limits. In Sales Hub Professional, you can send up to 500 sequence emails per day per user. In Enterprise, the limit is 1,000 per day. These are rolling 24-hour windows, not calendar resets.
Are there limits when bulk-enrolling contacts into Sequences?
Yes. You can enroll up to 50 contacts at once, but emails are throttled at 3 per minute to protect deliverability.
What happens if a contact replies or books a meeting?
By default, they are unenrolled. However, you can now toggle this setting in the 'Automate' tab if you want the sequence to continue (useful for onboarding flows where you need to send info regardless of a reply!)
Can contacts be in multiple Sequences at the same time?
No. A contact can only be in one Sequence at a time. If you try to enroll them in another, HubSpot will block the enrollment until they’re unenrolled.
For full official details on creating and editing Sequences in HubSpot, see HubSpot’s documentation: Create and edit Sequences.
