Mackenzie | August 04, 2020 | Email Marketing
Welcome to email automation 101! This blog is going to focus on two specific ways to implement email automation using HubSpot — through their Sequences and Workflows tools. This information is great for anyone who is new to HubSpot services or is new to their email marketing tools.
Whether you've been using email automation since the dawn of dial-up, or if this is the first time you've ever scheduled an email, this blog is designed to help you navigate email automation through the HubSpot tool specifically.
With all of that in mind, let's get down to it. What's the difference between HubSpot Sequences vs. Workflows?
The most basic difference in the two tools is that HubSpot Sequences are a sales tool, and HubSpot Workflows are a marketing tool.
You have access to HubSpot Sequences with a Sales Hub Professional or Enterprise subscription, or a Service Hub Professional or Enterprise subscription with a connected personal inbox.
You'll have access to HubSpot Workflows with a Marketing Hub Professional or Enterprise subscription.
Let's take a clear, straightforward look at the differences between HubSpot Sequences vs. Workflows with this chart.
If that's all the information you need, great. If you're looking for more explanation, keep reading past the chart, and we'll dive a little deeper.
So that's a lot. If you're new to email automation, that might look a little overwhelming.
Let's look more closely at both HubSpot Sequences and Workflows.
HubSpot Sequences are designed to help your sales team reduce some of the time they put into repetitive communications. They can pull email templates set up in the "Templates" tool right into their inbox, where they can send out personalized, 1-1 content that nurtures those hot or warm sales leads they've already connected with.
HubSpot Sequences are:
HubSpot Sequences are not:
With a clear picture of what Sequences do and don't do, here's an example of when a Sequence 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 that unique contact.
Follow-up is automatic, ensuring you keep that lead hot as they get ready to make a purchasing decision.
Sequences are a great method for nurturing and closing hot leads. They're best sent individually to the leads who your team knows are ready to make a decision.
HubSpot Workflows are a marketing tool 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 towards a purchasing decision.
Workflows can also be used to trigger contact property changes, tasks for your sales or marketing team members, and more. Check out this workflow we use to send a text to a designated team member anytime someone chats a bot on our site.
Though email automation is the primary use for HubSpot 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:
We already showed you an example of HubSpot Workflows setting tasks internally with our chatbot, but here's an example of when an automated workflow would be helpful to your marketing team.
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, but this is an initial example that's a good use case for a basic workflow.
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.
HubSpot 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 — 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 Sequences, and when to use Workflows.
As a 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 Sequences are the tool to use.
When used properly, both HubSpot Sequences and Workflows can help your sales and marketing teams convert more leads, in less time.
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, get your hands dirty! Set up your first workflow, or get building out your sales templates. Once you start using them, you'll be able to see the unique benefits of each first-hand.
Let us know how your email automation with HubSpot goes! Are you loving the workflow and sequences tools? If you run into any questions, or if you just can't seem to get your workflows working the way you'd like, just let us know. We're a HubSpot Diamond Partner Agency, and we'd be happy to answer any questions you've got about Sequences, Workflows, and more.
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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