Sea of Knowledge

Automate HubSpot Sequence Enrollment with HubSpot Workflows

HubSpot’s sequence tool allows Sales Hub users to enroll contacts in a series of emails that send as one on one sales emails. While this functionality was a game-changer, there’s one small issue. Sales users must enroll contacts manually. What a pain! Most teams solved this with a workflow that triggered a task for the sales rep when a contact met enrollment criteria for the sequence. The sales rep would then manually enroll each eligible contact in the correct sequence.

The ability to automate HubSpot sequence enrollment started gaining traction in 2017 with the following post on the HubSpot Community forum.

I'd like to be able to use a HubSpot workflow to enroll (and trigger) a contact into a sequence in the CRM.

I'd like to execute a sequence we've built in our HubSpot CRM when a contact property changes. eg; when contact property is set to 'X' trigger sequence 'Y'.

Since its origin in June of 2017, this idea has received a whopping 711 Upvotes from the HubSpot community!

Feature Release: Automated Sequence Enrollment

The time has come. The HubSpot team launched a new feature that allows Sales Hub Enterprise customers to enroll and unenroll contacts in sequences using the HubSpot workflows tool. Talk about sales enablement!

This feature includes two new actions in the HubSpot workflows tool:

  1. Enroll in a sequence
  2. Unenroll from sequence

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Implement Automated Sequence Enrollment in HubSpot

Proceed with Caution

HubSpot will be monitoring this feature very closely. The team recently noted that workflows enrolling more than 100 contacts at the same time from the same criteria are flagged for review by the HubSpot team.

Use Exclusively for Sales Content

Sequences have always presented a risk for HubSpot as sales emails are not as restrictive under CAN-SPAM as marketing communications. Unsubscribing from marketing communications doesn’t prevent the delivery of sales emails. So, there is a large potential for abuse now that automated enrollment is available. Do not abuse the system. Only use sequences for 1:1 sales messaging.

Limit Permissions

Before this feature reaches your account, take a close look at who on your team can use sequences AND enroll users in workflows. It’s best to limit access to this specific feature as much as possible due to the high potential for misuse.

Follow along with the progress of this feature request in the HubSpot Community.