As a HubSpot Partner Consultant, I’ve seen firsthand how sales teams can reclaim up to 5 hours per week by automating their follow-ups. Yet, a staggering 44% of sales reps give up after just one follow-up attempt, even though 80% of sales require at least five. This is where HubSpot Sequences become a game-changer.
But what separates a sequence that gets ignored from one that books meetings? It’s not just about automation; it’s about having the right strategy and the right templates. Users are tired of generic, robotic follow-ups.
That’s why I’ve compiled this list of 15 battle-tested HubSpot sequence examples, complete with email templates you can adapt and use today. We’ll move beyond the basics to give you actionable plays for nearly every sales scenario, from re-engaging cold leads to requesting referrals from happy customers.
What Are HubSpot Sequences (and Why They Beat Workflows for Sales)
Before we dive into the examples, let’s clarify. A HubSpot Sequence is a sales tool designed to send a series of one-to-one, personalized emails and create follow-up tasks for a specific contact. Think of it as your personal sales assistant.
A Workflow, on the other hand, is a marketing automation tool for managing processes across large groups of contacts. It’s a megaphone, while a sequence is a phone call.
Key Difference: Sequence emails come directly from the sales rep’s inbox and stop automatically the moment a contact replies or books a meeting. This prevents awkward, automated messages after a human connection has been made. For sales outreach, sequences are almost always the right choice.
15 HubSpot Sequence Examples [with Email Templates]
Here are 15 sequences you can implement to drive engagement and close more deals.
1. The Post-Demo Follow-Up Sequence
•Purpose: To maintain momentum after a product demo and guide the prospect to the next step.
•When to Use: Immediately after a demo is completed.
Email 1: The Recap (Sent 1 hour after demo)
Subject: Great chat, ! Here’s that recap
Hi ,Thanks for your time today. I really enjoyed learning about and your goals around [mention specific goal, e.g., improving sales efficiency].As promised, here’s a quick recap of what we discussed and how we can help:
Are you free for a quick chat on [Date] or [Date]? You can also grab a time on my calendar here: [Meeting Link]Best,
•Challenge: [Recap their main challenge]
•Solution: [Briefly explain how your product solves it]
•Next Step: [e.g., A 15-minute call to discuss a formal proposal]
Email 2: The Value-Add (Sent 2 days later)
Subject: A resource for your team at
Hi ,While you’re reviewing things, I thought you might find this [Case Study/Blog Post] useful. It outlines how a similar company in the [Industry] space achieved [Result] with us.Let me know if any questions come up.Cheers,
2. The Proposal Follow-Up Sequence
•Purpose: To keep your proposal top-of-mind and address any final concerns.
•When to Use: After sending a formal proposal or quote.
Email 1: Confirmation & Next Steps (Sent 1 day after proposal)
Subject: Proposal for
Hi ,Just wanted to confirm you received the proposal I sent over yesterday. We’re really excited about the possibility of partnering with you.
I’m here to answer any questions you or the team might have. Is there a good time next week for a brief call to walk through it together?
Best,
Email 2: The Gentle Nudge (Sent 4 days later)
Subject: Checking in on the proposal
Hi ,
Just a friendly follow-up on the proposal. Have you had a chance to review it?
The section on [mention a specific, high-value part of the proposal] is where
I see us making the biggest immediate impact on [Business Goal].
Happy to chat if you have any questions.
Thanks,
3. The "No-Show" Demo Follow-Up Sequence
•Purpose: To re-engage a prospect who missed a scheduled meeting without making them feel guilty.
•When to Use: 15-30 minutes after a scheduled meeting was missed.
Email 1: The Casual Check-in (Sent 15 mins after no-show)
Subject: Everything okay?
Hi ,
Just wanted to check in. We had a meeting scheduled for today at [Time], but it looks like we missed each other. Hope everything is alright!
Things come up, I completely understand. If you’d like to reschedule, feel free to grab a new time on my calendar that works for you: [Meeting Link]Best,
Email 2: The Value Prop Reminder (Sent 2 days later)
Subject: That resource I mentionedHi
During our initial chat, you mentioned you were interested in [Specific Topic]. I was planning to show you how we solve that in our demo.
In the meantime, here’s a quick video that covers that exact feature: [Link to Video]
If it still looks interesting, let’s find another time to connect.
Cheers,
4. The Re-Engagement Sequence for Cold Leads
•Purpose: To warm up leads that have gone silent for 30+ days.
•When to Use: When a lead hasn’t responded to any outreach for at least a month.
Email 1: The Trigger (Sent Day 1)
Subject: Still interested in [Business Goal]?Hi ,
I’m cleaning up my pipeline and noticed we chatted a while back about your goals for .Is [mention their original goal] still a priority for you this quarter? If so, I have a new idea I’d love to share.If not, just let me know and I’ll close your file.
Thanks,
Email 2: The Breakup Email (Sent 5 days later)
Subject: Permission to close your file?Hi ,Since I haven’t heard back, I’ll assume your priorities have shifted.
I’m closing your file for now, but please don’t hesitate to reach out if you decide to revisit your goals around [Business Goal] in the future.
Wishing you and all the best.
Best,
5. The Event Follow-Up Sequence
•Purpose: To connect with leads met at a conference, webinar, or trade show.
•When to Use: Within 24 hours of the event concluding.
Email 1: The Contextual Opener (Sent Day 1)
Subject: Great to meet you at [Event Name]!
Hi ,It was a pleasure connecting with you at [Event Name] yesterday. I really enjoyed our conversation about [mention a specific topic you discussed].
As promised, here is the [Resource/Link] I mentioned. Based on your interest in [Topic], I thought you’d find it valuable.
Would you be open to a quick 15-minute call next week to explore how we might be able to help ?
Best,
Email 2: The Value-Add (Sent 3 days later)
Subject: Following up from [Event Name]Hi ,
Hope you had a great time at the event!
I was thinking more about our chat and wanted to share a case study of how we helped another company in the [Industry] space achieve [Result].
Let me know if this sparks any ideas. Happy to chat further.
Cheers,
6. The Lead Magnet Follow-Up Sequence
•Purpose: To nurture leads who downloaded a resource (ebook, guide, template) but haven't engaged further.
•When to Use: 1-2 days after a lead downloads a gated resource.
Email 1: The Value Check-in (Sent 1 day after download)
Subject: Did you get a chance to check out the [Resource Name]?
Hi ,
I saw you downloaded our [Resource Name] yesterday. I hope you're finding it valuable!I wanted to personally reach out because I've helped several companies in the [Industry] space implement the strategies outlined in that guide.
If you have any questions or want to discuss how to apply this to , I'm happy to jump on a quick call.
Would [Date] or [Date] work for you?
Best,
Email 2: The Case Study (Sent 4 days later)
Subject: Real results from [Resource Topic]Hi ,
Following up on the [Resource Name] you downloaded. I thought you'd be interested in seeing how another company put these ideas into action.
Here's a case study showing how [Company Name] achieved [Specific Result] using the exact framework from the guide: [Link]
Let me know if you'd like to explore how we could help you achieve similar results.
Cheers,
7. The Upsell/Cross-Sell Sequence
•Purpose: To introduce existing customers to complementary products or premium features.
•When to Use: After a customer has been using your product for 60-90 days and showing positive engagement.
Email 1: The Success Check-in (Sent Day 1)
Subject: How's it going with [Product Name]?
Hi ,
I wanted to check in and see how things are going with [Product Name]. I hope it's been delivering the results you were looking for!
Based on your usage, I noticed you've been really active with [Feature]. That's great to see.I wanted to let you know about [Premium Feature/Add-on] which could help you take that even further. Companies using it typically see [Benefit/Result].
Would you be interested in a quick 10-minute walkthrough?
Best,
Email 2: The Social Proof (Sent 3 days later)
Subject: How [Customer Name] increased [Metric] by [%]Hi ,
Just wanted to share a quick success story. [Customer Name], who's in a similar industry to you, recently upgraded to [Premium Feature] and saw a [X%] increase in [Metric] within the first month.
Here's the full case study: [Link]If you're curious about how this could work for , let's chat.
Thanks,
8. The Contract Renewal Sequence
•Purpose: To proactively engage customers approaching their contract renewal date.
•When to Use: 60-90 days before the contract end date.
Email 1: The Early Heads-Up (Sent 90 days before renewal)
Subject: Your contract renewal is coming upHi ,
Just a friendly heads-up that your contract with us is set to renew on [Renewal Date].
Before we get to that, I wanted to schedule a quick call to:
•Review what's been working well
•Discuss any challenges you've faced
•Explore opportunities to get even more value in the next year
Are you free for a 20-minute call next week?
Best,
Email 2: The Value Recap (Sent 60 days before renewal)
Subject: A look back at your year with [Product Name]
Hi ,
As we approach your renewal date, I wanted to share a quick recap of the value has gotten from [Product Name] this year:
Let's connect soon to discuss.
Thanks,
9. The Onboarding Welcome Sequence
•Purpose: To guide new customers through their initial setup and ensure early success.
•When to Use: Immediately after a customer signs a contract or makes a purchase.
Email 1: The Welcome (Sent Day 1)
Subject: Welcome to [Product Name]!
Hi ,
Welcome to the team! We're thrilled to have on board.
To help you get started, I've put together a quick onboarding checklist:
1.[Step 1]: [Link to resource]
2.[Step 2]: [Link to resource]
3.[Step 3]: [Link to resource]
I'll also be your main point of contact for the next 30 days. If you have any questions, don't hesitate to reach out.
Let's schedule a kickoff call for next week: [Meeting Link]
Excited to work with you!
Email 2: The Resource Library (Sent 3 days later)
Subject: Your [Product Name] resource library
Hi ,
Hope your first few days with [Product Name] have been smooth!I wanted to share our resource library with you. It includes video tutorials, best practice guides, and templates to help you get the most out of the platform: [Link]
The most popular resource for new customers is our [Specific Resource].
I'd recommend starting there.Let me know if you need any help.
Best,
10. The Referral Request Sequence
•Purpose: To ask satisfied customers for referrals to similar businesses.
•When to Use: After a customer has achieved a significant milestone or provided positive feedback.
Email 1: The Gratitude + Ask (Sent Day 1)
Subject: Quick favor?
Hi ,
I wanted to say thank you for being such a great partner. It's been a pleasure working with you and seeing achieve [Specific Result].
If you know anyone else in the [Industry] space who might benefit from what we do, I'd really appreciate an introduction.
As a thank you, we offer [Referral Incentive, e.g., a $500 credit, a free month, etc.] for every referral that becomes a customer.
Let me know if anyone comes to mind!
Best,
Email 2: The Reminder (Sent 7 days later)
Subject: Still thinking about referralsHi ,Just circling back on my request from last week. If you happen to know anyone who's struggling with [Pain Point], we'd love to help them the way we've helped you.
Here's a simple referral form you can use: [Link]
Thanks again for considering it!
Cheers,
11. The Competitive Win-Back Sequence
•Purpose: To re-engage prospects who chose a competitor but may be experiencing buyer's remorse.
•When to Use: 3-6 months after losing a deal to a competitor.
Email 1: The Casual Check-in (Sent 3 months after lost deal)
Subject: How's it going with [Competitor Name]?
Hi ,I know you decided to go with [Competitor Name] a few months back, and I wanted to check in and see how things are going.
No sales pitch here—genuinely curious if they're delivering on what you were hoping for.If you ever want to chat about your experience or explore alternatives, I'm always here.
Best,
Email 2: The New Feature Announcement (Sent 5 days later)
Subject: We just launched something you'll love
Hi ,
I wanted to share some exciting news. We just launched [New Feature], which directly addresses one of the concerns you had when we last spoke: [Specific Concern].
Here's a quick overview: [Link to video or blog post]If you're curious about how this changes the game, I'd be happy to give you a quick walkthrough.
Let me know!
Cheers,
12. The "Decision-Maker" Engagement Sequence
•Purpose: To engage higher-level decision-makers when you've been working with a lower-level contact.
•When to Use: When a deal is stalling and you need executive buy-in.
Email 1: The Executive Intro (Sent Day 1)
Subject: Helping achieve [Business Goal]
Hi ,I've been working with [Lower-Level Contact Name] on your team to explore how we can help with [Specific Challenge].
Based on our conversations, I believe we can deliver [Specific Outcome] within [Timeframe], which would directly impact [Business Metric].I wanted to reach out directly to see if this aligns with your priorities for the quarter.
Would you be open to a brief 15-minute call to discuss?
Best,
Email 2: The Social Proof (Sent 3 days later)
Subject: How [Similar Company] achieved [Result]
Hi ,I thought you might be interested in seeing how [Similar Company Name], a [Industry] company similar to , achieved [Specific Result] using our solution.
Here's the full case study: [Link]If this resonates, I'd love to explore how we could help you achieve similar results.
Thanks,
13. The Price-Based Follow-Up Sequence
•Purpose: To address pricing concerns and demonstrate ROI to prospects hesitant about cost.
•When to Use: When a prospect has expressed interest but raised pricing as an objection.
Email 1: The ROI Breakdown (Sent Day 1)
Subject: Breaking down the ROI for
Hi ,I know pricing is a key consideration for you, so I wanted to break down the potential ROI for .
Based on our conversation, here's a conservative estimate:
This doesn't even account for the time savings and efficiency gains your team will see.
•Current Cost of [Problem]: [Amount/Year]
•Expected Savings with [Product]: [Amount/Year]
•Net ROI: [X]% in Year 1
Does this help clarify the value? Happy to walk through it in more detail.Best,
Email 2: The Payment Flexibility (Sent 4 days later)
Subject: Flexible payment options for
Hi ,I wanted to follow up on our pricing discussion. I understand budget is a consideration, so I wanted to let you know we offer flexible payment options:
•Monthly payment plans
•Quarterly billing
•Custom payment schedules
We can work with you to find a structure that fits your budget.
Let's chat about what would work best for .
Thanks,
14. The Meeting Reminder Sequence
•Purpose: To reduce no-show rates for scheduled meetings.
•When to Use: Automatically before every scheduled meeting.
Email 1: The 24-Hour Reminder (Sent 1 day before meeting)
Subject: Looking forward to our call tomorrow
Hi ,
Just a quick reminder that we have a call scheduled for tomorrow at [Time] [Timezone].
Here's the meeting link: [Meeting Link]
We'll be discussing:
If anything changes, just let me know.
•[Agenda Item 1]
•[Agenda Item 2]
•[Agenda Item 3]
See you tomorrow!
Email 2: The 1-Hour Reminder (Sent 1 hour before meeting)
Subject: We're on in 1 hour
Hi ,
Quick reminder: we're meeting in 1 hour at [Time].
Meeting link: [Meeting Link]
See you soon!
15. The Customer Satisfaction Follow-Up Sequence
•Purpose: To gather feedback and ensure customer satisfaction after a purchase or project completion.
•When to Use: 30-60 days after a customer goes live or completes onboarding.
Email 1: The Satisfaction Check (Sent 30 days after go-live)
Subject: How's everything going?Hi ,
It's been about a month since you went live with [Product Name], and I wanted to check in to see how everything is going.
Are you seeing the results you were hoping for?
Any challenges or questions I can help with?
I'd love to hear your honest feedback.Best,
Email 2: The Survey Request (Sent 3 days later)
Subject: Quick favor: 2-minute survey
Hi ,
Would you mind taking 2 minutes to fill out this quick survey about your experience with [Product Name]?
Your feedback helps us improve and serve you better: [Survey Link]Thanks so much!
How to Create a Sequence in HubSpot (The Right Way)
As a consultant, I see many people just throw templates into a sequence. The right way is more strategic.
1.Navigate to Sales > Sequences: From your HubSpot dashboard, go to the Sales section and click on Sequences.
2.Click ‘Create Sequence’: Start from scratch or use a pre-built template.
3.Add Your Steps: This is the crucial part. Add a mix of automated emails and manual tasks.
•Automated Email: The email will send automatically on the day you set.
•Task: Create a reminder for yourself to do something manually, like make a phone call or connect on LinkedIn. This human touch is vital.
4.Personalize Your Email Templates: Before adding an email, make sure it’s saved as a template. Use personalization tokens like and leave bracketed placeholders for manual customization, like [mention a specific pain point].
5.Set Delays: Don’t bombard your prospects. Set delays of at least 2-3 business days between steps.
6.Go to Settings: Under the ‘Settings’ tab, customize the follow-up days to only send on weekdays and during business hours.
7.Enroll Contacts: You can enroll contacts individually from their contact record or in bulk from a list view.
HubSpot Sequence Best Practices from a Consultant
•Keep it Short: No more than 5-7 steps in a sequence. Anything longer feels like spam.
•Mix Your Channels: Don’t just send emails. Add tasks to call the prospect or connect on LinkedIn. A multi-channel approach is always more effective.
•Personalize the First Step: Always manually edit the first email in a sequence to add a highly personal touch. Reference a recent LinkedIn post, a company announcement, or a mutual connection.
•One Clear Goal: Every sequence should have one goal (e.g., book a meeting). Every email CTA should drive towards that goal.
•Analyze and Iterate: Don’t “set it and forget it.” Check your sequence performance weekly. If an email has a low open rate, change the subject line. If a step has a low reply rate, rewrite the email body.
Frequently Asked Questions (FAQ)
Q: What is a HubSpot sequence?
A: A HubSpot sequence is a sales tool that lets you send a series of targeted, timed email templates to a contact on a one-to-one basis. It also allows you to create task reminders to follow up. The sequence stops automatically if the contact replies or books a meeting.
Q: How many emails should be in a sequence?
A: The best practice is between 5 and 7 emails. This allows for persistent follow-up without overwhelming the prospect. The sequence should span over 2-3 weeks.
Q: What's the difference between HubSpot workflows and sequences?
A: Sequences are for one-to-one sales outreach and stop on reply. Workflows are for one-to-many marketing automation and continue based on set logic, regardless of replies.
Q: How do I create a sequence in HubSpot?
A: In your HubSpot portal, navigate to Sales > Sequences and click "Create Sequence." From there, you can add automated emails and manual task reminders.
Q: Can I use sequences in the free version of HubSpot?
A: No. HubSpot Sequences are available on the Sales Hub Starter, Professional, and Enterprise plans. The free CRM does not include the sequences tool.
Take Your Sequences to the Next Level
Having the right templates is only half the battle. The real magic happens when you tailor these sequences to your specific sales process and ideal customer profile.
As your HubSpot partner, we can help you build, implement, and optimize sequences that don’t just send emails—they start conversations and build pipeline.
If you’re ready to stop leaving money on the table and turn your HubSpot portal into a finely-tuned sales machine, get in touch with us at Pixcell. We can run a free audit of your current sales process and identify your biggest opportunities for growth.
