How to create a nurturing sequence
Creating a nurturing sequence in HubSpot requires configuring Workflows with enrollment criteria, time delays, and personalized emails at each stage. The full process takes 30 to 40 minutes and requires Marketing Hub Starter or Sequences in Sales Hub Starter. In Teeo, you describe the sequence to the assistant and it's configured automatically.
How to do it in Teeo
“Create a nurturing sequence for leads that haven't responded in 7 days: value message at 7 days, success story at 14, offer at 21”
The sequence is set up and will activate automatically for leads that meet the condition.
How to create a nurturing sequence in HubSpot: step by step
Requirements
- ·Nurturing Workflows require Marketing Hub Starter ($45/month minimum) or above.
- ·Sequences (Sales Hub alternative) requires Sales Hub Starter ($45/month) but is designed for 1-to-1 sequences, not mass sends.
- ·Email templates for the sequence must be created separately before configuring the Workflow.
Log in and access Marketing Hub
Go to app.hubspot.com and log in. In the top navigation bar, click 'Marketing'. Make sure you have Marketing Hub Starter or above active.
Create the email templates for the sequence
Before creating the Workflow, you need the emails ready. Go to Marketing > Email > Create email and create the three sequence emails: the value message (day 7), the success story (day 14), and the offer (day 21). Save them as templates.
Navigate to Automation > Workflows
In the main menu, click 'Automation' then 'Workflows'. You'll see the list of existing workflows. Click 'Create workflow' in the upper right.
Select the workflow type
HubSpot will ask you to choose the workflow type. Select 'Contact-based' for a nurturing workflow. Then choose 'Start from scratch' to configure it from the beginning.
Configure the enrollment trigger
In the 'Enrollment triggers' section, click 'Set enrollment triggers'. Define the criteria: 'Contact property - Last activity date - is more than - 7 days ago'. This will automatically enroll leads who haven't had activity in 7 days.
Add the first email of the sequence
Click the '+' button to add the first action. Select 'Send email'. In the panel that appears, select the value message template you created. This email will be sent immediately when the contact is enrolled.
Add a 7-day delay before the second email
Click '+' after the first email and select 'Delay'. Set the delay to '7 days'. This waits 7 days before sending the next email.
Add the second email (success story)
After the delay, click '+' and select 'Send email'. Choose the success story template. This email will be sent on day 14 from enrollment (7 days after the first email).
Add an additional 7-day delay and the third email
Repeat the process: add another 7-day delay and then the third email with the offer template. This email will be sent on day 21 from enrollment.
Configure the workflow exit condition
In the 'Goal' section or 'Un-enrollment criteria', define when a contact should exit the workflow. For example: 'Contact property - Last activity date - is less than - 1 day ago' so leads who respond are automatically removed from the sequence.
Activate the workflow
Once you've reviewed the full configuration, click 'Review and publish' in the upper right. Review the workflow summary and click 'Turn on' to activate it. The sequence will begin running automatically for contacts that meet the enrollment criteria.
Frequently asked questions
What is the difference between Workflows and Sequences in HubSpot for nurturing?
Workflows (Marketing Hub) are for mass, automated nurturing: they activate automatically based on contact properties and can send emails to thousands of people. Sequences (Sales Hub) are for individual follow-ups: a sales rep manually activates them for a specific contact and emails are sent from their personal email account.
How much does it cost to create nurturing sequences in HubSpot?
For nurturing Workflows (mass marketing) you need Marketing Hub Starter from $45/month. For individual follow-up Sequences you need Sales Hub Starter from $45/month. HubSpot's free plan does not include either of these advanced automation features.
Can I personalize nurturing emails with the lead's name in HubSpot?
Yes. HubSpot allows using personalization tokens like {{contact.firstname}} in the subject and body of the email. These tokens are automatically replaced with the contact's actual data at send time, as long as the property is filled in on the contact record.