Elizabeth | April 11, 2023 | Email Marketing
Welcome to Email Automation 101! This class — er, blog — will focus on two specific ways to implement email automation using HubSpot: through their Sequences and Workflows tools. If you're new to HubSpot services, or just their email marketing tools, this one's for you!
(If you're looking for more general, non-HubSpot-specific info on email automation, we've got you covered too. Check out this blog on Email Workflow Best Practices, or this one on Inbound Marketing Automation).
So let's get down to it. What's the difference between HubSpot Sequences vs. Workflows, and how do you know which to use, and when?
Sequences and workflows are two email automation tools that HubSpot offers. They were each created to streamline everyday processes, saving your team valuable time and money.
You’ll have access to the HubSpot Sequences tool with a Sales Hub Professional or Enterprise subscription, or a Service Hub Professional or Enterprise subscription with a connected personal inbox (G Suite, Office 365, etc.). You’ll have access to HubSpot Workflows with a Marketing Hub Professional or Enterprise subscription.
Here’s a cut-and-dry look at the differences between HubSpot Sequences vs. Workflows with this chart:
HubSpot Sequences | HubSpot Workflows |
Sales tool | Marketing tool |
Available to Sales Hub Professional or Enterprise users, or Service Hub Professional or Enterprise with a connected personal inbox | Available with Marketing Hub Professional or Enterprise |
Customizable & targeted for 1-1 communication | Sent to bulk contact lists |
Simple, with minimal images and styling | Dynamic and highly stylized |
Sent directly from a sales rep's inbox | Sent through HubSpot |
Automatically unenrolls contacts after response | Automatically triggered by actions a lead takes, but doesn't automatically unenroll |
If that's all the information you need, great. If you'd like more explanation, keep reading and we'll dive deeper into the specifics.
The biggest difference between HubSpot Sequences and Workflows is that HubSpot Sequences are a sales tool and HubSpot Workflows are a marketing tool. What does that mean exactly? We’ll break each one down below.
HubSpot Sequences are designed to help your sales team reduce the time they put into repetitive communications. With sequences, you can set up email templates right into your inbox and send out personalized, 1-1 content that nurtures those hot or warm sales lead you’ve already connected with.
HubSpot Sequences are:
HubSpot Sequences are not:
With a clearer picture of what sequences are (and aren’t), here’s an example of when one might be useful.
Let's say your sales team knows that your pricing sheet is a great piece of content that usually speeds up the decision-making process. If they have a hot lead, they can use their Pricing Sheet Sequence to automate that communication a bit. That might look something like this:
Sequences make frequent, regular communication a little easier. Your sales reps start with an email template that they can send straight out to the contact from their inbox or customize as necessary for their unique contact.
Also, following up is automatic, ensuring you keep that lead hot as they get ready to make a purchase decision.
The HubSpot Workflow tool is designed to nurture warm, lukewarm, and even cold leads. They’re often sent to bulk lists and are highly stylized. Most workflows are designed to give leads more of the information they want or need to help move them toward a purchasing decision.
Though email automation is the primary use for workflows, you can also use them to assign leads who take specific action to a corresponding contact list, trigger tasks for your team to reach out to those leads, and more.
HubSpot Workflows are:
HubSpot Workflows are not:
Let's say your marketing team has just developed an awesome content offer. You know that when someone downloads this content offer, they're a qualified lead. A workflow can continue nurturing that lead for your marketing team until they're ready to talk to a sales rep.
Here's how you might use a HubSpot Workflow after a lead takes the action of downloading a content offer.
This is a short example of a workflow. Yours can be much more in-depth than this, offering a variety of options based on every action that contact does or doesn't take.
HubSpot Workflows eliminate a lot of wasted time, both for sales and marketing. Workflows help nurture warm or cool leads without much work on the part of your marketing team. If a lead does take an action that indicates interest, your workflows can auto-notify the appropriate person on your team.
Workflows function as another marketing expert on your team, talking to your lukewarm leads for your marketing pros, and bringing them in only when it's a good use of their time.
This helps your marketing team spend more of their time on the leads they know are warming up. This in turn ensures that your sales team only gets leads that are hot and ready to make a purchasing decision.
Now that you've got a better idea of what Sequences and Workflows do (and what they don't do), you should have a clear picture of when to use each of them to your advantage.
Here's our general rule:
If it's not 1-1 communication and you want to send a message out to a list of contacts, a workflow is your best bet.
If you're working to close a hot lead or send out personalized communication to a contact your sales team has already talked to, then you'll want to use a sequence.
When used properly, both HubSpot Sequences and Workflows can help your sales and marketing teams convert more leads, faster. They help you deliver the right message, to the right person, at exactly the right time.
Now that you know more about how both email automation tools work, it's time to get your hands dirty! Set up your first workflow, or get building your sales email templates. Once you start using them, you'll be able to experience the unique benefits of each firsthand.
Then, let us know how your email automation with HubSpot goes! If you run into any questions, or if you just can't seem to get your workflows working the way you'd like, don't hesitate to reach out. We're a HubSpot Diamond Partner Agency, and we'd be happy to help with your email automation and beyond.
At Evenbound, we're all about helping our clients grow. We use inbound and outbound marketing strategies to deliver you the qualified traffic and leads you need for serious growth. And we have a lot of fun doing it.
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