Create and edit dynamic sequences (BETA)

Dynamic sequences nurture leads with personalized, automated emails and surface manual tasks only for the contacts who show open or click an email. With dynamic sequences, you can concentrate on warm leads who are engaged and have a higher likelihood of converting, and your sequence handles the rest.

Before you get started

To create and execute dynamic sequences, the HubSpot user account must meet the following requirements: 

• The user account has an assigned Sales Hub Professional or Enterprise or Service Hub Professional or Enterprise seat.
• The user account has a connected personal email address. A team email address connected to the conversations inbox cannot be used to send sequence emails.
• The user account has Sequences permissions.

When using sequences, do also take note of the following: 

• There's a limit to the number of sequences that can be created in your account by all users. You can view the total number of sequences created in your account in the top right corner of the sequences dashboard. Learn more about these limits in HubSpot's Product & Services catalog.
• Any tasks in a sequence will be assigned to the user who enrolled the contact into the sequence.

Create dynamic sequences

• In your HubSpot account, navigate to Automations > Sequences.
• In the top right, click Create Sequence.
• In the left panel, select Create a dynamic sequence.

• In the top right, click Create sequence.
• In the sequence editor, click the pencil icon and enter a name for your sequence.

Add automated outreach steps

Automated outreach is the first emails sent to contacts who are enrolled in the sequence. It’s meant to warm the lead. To configure your automated outreach:

• In the sequence editor, click Automated email. Learn more about how to create an automated email. 
• To add another automated emails, click Automated email. Then, to add additional automated emails, click the + plus icon. You can add up to three automated emails.

• If the automated email isn't the first step in the sequence, click [number] business day next to Delay to set the number of days before the email sends.

Add rep-led steps

Once a contact opens or clicks an automated outreach email, they will start the rep-led outreach path. To configure rep-led steps within your dynamic sequence:

• In the sequence editor, in the Create dynamic follow-up steps section, click the step name you want to add as the initial step.
• To add another step, click the + plus icon. Learn more about how to add steps to your sequence.

• To edit the engagement signals, click the settings settings icon next to Signals: X opens or X click. In the right panel, click to toggle on/off the Email opens and Email clicks toggles. Enter the desired signal count in the fields. Click Save.

Edit dynamic sequence settings

After adding steps to your sequence, you can edit the sequence settings including the follow-up email send times and default task creation times. These settings only apply to the emails and tasks that execute after the first step in your sequence. To configure your sequence settings:

• At the top of the sequence editor, click the Settings tab.
• In the Engagement section, you can review when rep-lead steps will start after a contact engages with automated outreach emails. This is a read-only section.
• Continue editing your sequence settings.

Edit dynamic sequence enrollment automation

Learn how to edit dynamic sequence enrollment automation. 

Edit a dynamic sequence

Learn how to edit a dynamic sequence.

Enroll contacts in a dynamic sequence

After you create your dynamic sequence, learn how to enroll contacts.

Analyze your dynamic sequence performance

To monitor the performance of an individual sequence: 

• At the top of the sequence editor, click the Permformance tab.
• Use the dropdown menus to filter sequence data by specific associated companies, status, users who enrolled contacts, or enrollment dates.

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

• The Insights reports shows an overview of the sequences total revenue as well as: 
  • Enrolled: the total number of contacts enrolled in the sequence.
  • Opened: the total number of contacts who opened any of the sequence's email at least once. 
  • Clicked: the total number of contacts who clicked any of the sequence’s emails at least once.
  • Replied: the total number of contacts who replied at least once while enrolled in the sequence. This includes any emails received from a contact causing automatic unenrollment. This can include emails that weren't part of the sequence.
  • Meetings: the total number of contacts who booked a meeting while enrolled in the sequence and up to seven 7 days after they complete the sequence. This includes any meetings scheduled causing automatic unenrollment. This can include one-off meetings scheduled in HubSpot.
  • Deals created (Sales Hub Enterprise): the total number of contacts associated with a deal that was created while the contact was enrolled in the sequence. If a contact was enrolled in multiple sequences before a deal is created, the deal will be associated with the most recent sequence.
  • Deals closed (Sales Hub Enterprise): the total number of contacts associated with a deal that was marked as closed won while the contact was enrolled in the sequence.

• The Lead quality report shows:
  • Bounce rate: the percentage of contacts whose email addresses bounced while enrolled in the sequence. 
  • Unsubscribe rate: the percentage of contacts who unsubscribed from any email in this sequence. 
  • Leads reached: the percentage of contacts who didn’t unsubscribe or have emails that bounced.

• The Engagement report shows:
  • Engagement rate: the percentage of contacts who engaged with an automated step and started receiving rep-led outreach.
  • No engagement: the percentage of contacts who never opened or clicked an automated step.
  • No response: the percentage of contacts whose enrollment ended with no response.

• The Step performance report shows how your contacts are progressing through the sequence. Learn more about the Step performance report.