HubSpot sequences

Well, firstly, what are HubSpot sequences?

And from the HubSpot website, here is a simple definition.

“With the sequences tool, you can send a series of targeted, timed email templates to nurture contacts over time. You can also automatically create tasks to remind you to follow up with your contacts.”

So this sounds like a pretty useful tool, and indeed it is. Adding automation to the humble task of keeping in touch with customers and prospects alike.

But there is a problem. It’s a big problem.

While you’re happy to get a message from Amazon reminding you that people who bought this widget…also bought that widget. And you’re ok with this kind of automation because the relationship you have with Amazon is purely transactional.

But where an email starts:

Hey Nick,
Did you have a chance to read my last email?  

or

Greetings for the day,
I am following up with you to check whether you had a chance to review the above message which I had sent across to you earlier.

or

Hey Nick,
Just bubbling my email to the top of your inbox…

But when messages look like the ones above, it’s patently obvious the sender has included you into some kind of automatic sales process, and it actually has a negative effect!

For a start, the examples above are all about them and not about you, and good marketing must always recognise that if you want to engage with a prospect or customer, it’s got to have something in the message that is advantageous to them!

If you’d like to know more about how this could work in your business – call me for a chat. I’d be happy to have a conversation.