Creating an email series in HubSpot can greatly enhance your email marketing strategies and guide potential customers through their purchasing process. As a frequent user of HubSpot, I can confirm the success of using email sequences to connect with potential clients and increase conversions.
First and foremost, it’s important to have a clear strategy and goal in mind before setting up an email sequence. Are you looking to onboard new customers, nurture leads, or re-engage with inactive subscribers? Understanding your objective will help you create a customized sequence that resonates with your audience.
Once you have defined your goal, follow these steps to set up an email sequence in HubSpot:
Step 1: Create a new workflow
Navigate to the “Automation” tab in HubSpot and click on “Workflows”. Then, click on the “Create workflow” button. Give your workflow a descriptive name and select the appropriate enrollment criteria. This will determine who enters the sequence.
Step 2: Set the trigger
Next, set the trigger for your email sequence. This could be based on a specific action, such as form submission, website activity, or email open. For example, you might want to trigger the sequence when a prospect fills out a lead capture form on your website.
Step 3: Build your sequence
The heart of your email sequence lies in the series of emails you send to your contacts. Start by adding a “Delay” action after the trigger, specifying the time interval between emails. This allows you to space out your messages strategically.
Now, add an email action and customize the content to reflect your brand voice and communicate your message effectively. Make sure to include personal touches and commentary to create a genuine connection with your audience. Personalization tokens can be used to dynamically insert contact properties into your emails, making each message feel more personalized.
Repeat this process for each subsequent email in your sequence, adjusting the timing and content according to your desired flow. Remember, the key is to provide value and keep your audience engaged throughout the sequence.
Step 4: Set goals and branch based on actions
HubSpot allows you to set goals within your email sequence workflow. These goals can be based on specific actions, such as email opens, link clicks, or form submissions. By setting goals, you can identify engaged contacts and tailor their journey accordingly.
Additionally, you can use conditional branches in your workflow to personalize the sequence based on contact actions. For example, if a contact clicks on a specific link in one of your emails, you can branch them into a different sequence or send them a separate email.
Step 5: Test and optimize
Once your email sequence is set up, it’s crucial to continuously test and optimize your emails for better results. Monitor your open rates, click-through rates, and conversion rates to identify areas for improvement.
Experiment with different subject lines, email content, and calls-to-action to see what resonates best with your audience. HubSpot’s built-in analytics and reporting tools can provide valuable insights to help you refine your email sequence for maximum engagement and conversions.
Conclusion
Setting up an email sequence in HubSpot allows you to automate and personalize your email marketing efforts. By following the steps outlined above, you can create a highly effective email sequence that engages your audience and drives results. Remember to add personal touches and commentary to create a genuine connection with your leads and customers. With time and optimization, your email sequence will become a powerful tool in your marketing arsenal.