Analyze sequence enrollment and performance data

After creating sequences and enrolling contacts, you can view a summary of your sequence performance. You can see at a high-level how contacts are engaging with your emails and see which contacts are the most engaged.

To further analyze the quality and effectiveness of your sequences, learn how to understand your sequence sender score. 

View performance data for a specific sequence

To monitor the performance of your individual sequences:

• In your HubSpot account, navigate to Automations > Sequences.
• On the Manage tab, you can compare how your sequences are performing by reviewing the data in the Reply Rate and Meeting Rate columns.

• To view open and click data for an individual sequence, click the sequence name.

• On the Performance tab, use the dropdown menus to filter sequence data by specific associated companies, users who enrolled contacts, or enrollment dates.

Please note: in the Enrolled by dropdown menu, (Me) will be selected by default.

• • The first report shows an overview of the sequence's open rate, click rate, and reply rate totals. This applies to automated emails and emails sent as a part of a task in the sequence. You can analyze the following metrics:
    • Total enrollments: the total number of contacts currently enrolled in the sequence (below is the total number of unique contacts currently enrolled). If a contact is scheduled to enroll but hasn't started the sequence yet, they won't be counted.
    • Open rate: the percentage of contacts who opened any of the sequence's email at least once. 
    • Reply rate: the percentage of contacts who replied at least once while enrolled in sequence. This includes any emails received from a contact causing automatic unenrollment. This can include emails that were not part of the sequence.
    • Meeting rate: the percentage of contacts who booked a meeting while enrolled in the sequence and up to seven days after they complete the sequence. This includes any meetings scheduled causing automatic unenrollment. This can include one-off meetings scheduled in HubSpot.

    Please note: for accounts with Sales Hub or Service Hub Starter that were created before March 3rd, 2020, meeting rate is calculated as the percentage of contacts who booked a meeting while enrolled in the sequence. This includes any meetings scheduled causing automatic unenrollment. This can include one-off meetings scheduled in HubSpot.
    

    • No response: the percentage of contacts whose enrollment in the sequence ended with no response.
    • Bounce rate: the percentage of contacts whose email addresses bounced while enrolled in the sequence. 
    • Click rate: the percentage of contacts who clicked a link in an email sent from this sequence at least once.
    • Deal rate (Sales Hub Enterprise only): the percentage of contacts enrolled in the sequence that resulted in a deal being created. If a contact was enrolled in multiple sequences before a deal is created, the deal will be associated with the most recent sequence.
    • Total Revenue (Sales Hub Enterprise only): the total amount of any associated deals in a closed won stage.

• • The Step performance report shows how your contacts are progressing through the sequence. In the top right, click Rates to show the percentage of contacts that completed each step, or click Counts to show the total number. Click the Hide steps no longer in use checkbox to hide steps you have deleted from the sequence. Click a number or percentage to view more information about the contacts.
    • Executed steps: contacts that were sent an email or who a task was created for. 
    • Meetings: contacts who booked a meeting while enrolled in this step. This includes any meetings scheduled causing automatic unenrollment. This can include one-off meetings scheduled in HubSpot.
    • Open rate: contacts who opened the email in this step.
    • Clicks: contacts who clicked a link in an email sent in this step.
    • Replies: contacts who replied to an email in this step.
    • Tasks completed: all tasks marked as completed in this step.

• • The Performance over time report shows a count of your enrollments or meetings booked over a specified amount of time. 
    • Clicked the dropdown on the left and select an option to alternate between Enrollments and Booked meetings.
    • Click the Frequency dropdown menu on the right and select Daily, Weekly, Monthly, Quarterly, or Yearly.
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  • The Enrollment by step report shows the number of contacts in each step, separated by their status. Click a bar to view more information about the contacts.

• To view more information about the sequence's enrollments, click the Enrollments tab.
  • On the left, click a status to view contacts based on their enrollment status.

• • To pause, resume, or end a contact's enrollments:
    • Select the checkboxes next to the contact names.
    • At the top of the table, select Pause, Resume, or Unenroll.
      

Analyze sequence engagement and top enrollments

On the Analyze tab, you can review at a high-level how contacts are engaging with your sequences and review which contacts are the most engaged.

• In your HubSpot account, navigate to Automations > Sequences.
• Navigate to the Analyze tab.
• At the top of the page, use the dropdown menus to filter data by specific associated companies, sequences, status, folder, users who enrolled contacts, or enrollment dates.
• In the first report, you can analyze the following metrics for sequences:
  
  • Total enrollments: the total number of unique contacts enrolled in sequences. Some contacts may be enrolled in multiple sequences.
  • Open rate: the percentage of contacts who opened any sequence email at least once. 
  • Reply rate: the percentage of contacts who replied at least once to any email sent from a sequence. 
  • Meeting rate: the percentage of contacts who booked a meeting while enrolled and up to seven days after they complete the sequence. This includes any meetings scheduled causing automatic unenrollment. This can include one-off meetings scheduled in HubSpot.
  • No response: the percentage of contacts whose enrollment ended with no response.

• To compare the performance of your sequences, scroll to the Sequence performance table. The table shows a list of your sequences, when they were created, how many contacts are enrolled, as well as how many opens, clicks, replies, and meetings came from the sequence.

Please note: only users in Sales Hub Professional or Enterprise account can access click tracking metrics for sequences.

• To review the most engaged contacts in the filtered sequences, scroll to the Highly engaged contacts table. This table shows a list of contacts, their associated company, sequence status, the latest and next steps in a sequence, the number of emails sent, and the number of email opens and clicks. To navigate to a contact, company, or sequence, click the name in the respective column.

Add sequence reports to your reporting dashboard

You can review data about your sequences' performance on your reporting dashboards. If you're a Sales Hub Professional or Enterprise user, you can review your sequence performance in the sales content analytics tool. You can also create reports using the custom report builder. 

To add a sequence report to your reporting dashboard:

• In your HubSpot account, navigate to Reporting > Dashboards.
• In the upper right, click Add report, then select From the report library.
• In the search bar in the upper right, search for sequences. 
• Analyze your sequence performance using the following reports:
  • Sequence enroll, opens, and clicks by month: it shows the total number of enrolled contacts for the month, as well as the rate of opens, clicks, replies, meetings created, and unsubscribes per enrollment.
  • Sequence enrollment totals and engagements: It shows the total enrolled contacts in each sequence and how they are engaging with your sequence.
• To add the report to your dashboard, click Save report.