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Sequences

Analyze sequence enrollment and performance data

Last updated: July 26, 2021

Applies to:

Sales Hub  Professional, Enterprise

Once you start enrolling contacts in your sequences, you can view a summary of all sequences and monitor each sequence's performance. Analyzing their performance will tell you which sequences elicit more replies and prompt more meetings booked, and which sequences may need to be customized further.

Analyze sequence engagement and top enrollments

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

  • In your HubSpot account, navigate to Automation > Sequences.
  • At the top of the page, use the dropdown menus to filter data by specific companies, sequences, statuses, users who enrolled contacts, or enrollment dates.
  • In the first report at the top, you can analyze the following metrics for the filtered sequences:
    • Total enrollments: the total number of enrolled contacts.
    • Opened email: the total number of contacts who opened any sequence email at least once. 
    • Clicked link: the total number of contacts who clicked any link in a sequence email at least once.
    • Replied to email: the total number of contacts who replied at least once to any email sent from a sequence. 
    • Scheduled meeting: the total number of contacts who booked a meeting while enrolled.
    • Email bounced: the total number of contacts whose email address bounced at least once while enrolled.

sequence-overview-page

  • To review the most engaged contacts in the filtered sequences, scroll down to the Top enrollments table. This table shows a list of contacts, with their sequence status and number of email opens and clicks.

top-enrollments

  • To navigate to a contact, company, or sequence, click the name in the respective column.

View performance data for a specific sequence

To monitor the performance of your individual sequences:

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

specific_sequence

  • To view open and click data for an individual sequence, click the sequence name.
  • At the top of the summary page, use the dropdown menus to filter sequence data by a specific time range, or enrollments by a specific user.
  • 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. Specifically, you can analyze the following metrics:
    • Total enrolled: the total number of contacts enrolled in the sequence.
    • Open rate: percent of enrolled contacts who opened any email in the sequence at least once. 
    • Click rate: percent of enrolled contacts who clicked a link in an email sent from the sequence at least once.
    • Reply rate: percent of enrolled contacts who replied at least once to any email sent from the sequence. 
    • Meeting rate: percent of enrolled contacts who booked a meeting while enrolled in the sequence. To count towards the meeting rate, the contact must book a meeting using a meeting link that is included in one of the sequences emails they received.  
    • Unsubscribe rate: percent of enrolled contacts who unsubscribed from the sequence.
    • Bounce rate: percent of enrolled contacts whose email address bounced while enrolled in the sequence. sequence-summary-metric-totals
  • The table below the overview report shows metrics for individual email templates sent in the sequence. If the email was sent as part of a task in the sequence, the sequence step will be labeled as Email

manual-email-open-and-click-rate

  • The table at the bottom of the sequence summary page shows data about the recipients enrolled in the sequence.
  • In the upper left, click the Status dropdown menu to filter your contacts by their enrollment status.
  • Next to the recipient's Status column, click the Actions dropdown menu to email, call, create a task, or manually unenroll the contact. sequences-recipients-enrollment-status

Add sequence reports to your reporting dashboard

You can review data about your sequences' performance on your reporting dashboards.  

  • In your HubSpot account, navigate to Reports > Dashboards.
  • In the upper right, click Report library.
  • In the search bar in the upper right, search for sequences
  • Analyze your sequence performance using the Sequence enrollment totals and engagements report. 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.

 

If you are 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