For HubSpot users, HubSpot email sequences are a powerful way to save time and stay consistent when connecting with your audience. But if you only use them for cold outreach, you’re letting a valuable tool sit idle.
Think of email sequences as a Swiss army knife of sorts — useful for a ton of different things. You can use them to promote events, keep leads engaged, follow up with customers and much more. HubSpot, of course, is not the only vendor offering email sequences and much of the advice below is applicable to whichever solution you’re using.
Let’s look at 10 practical ways to expand your email strategy using email sequences. As you read through, consider which ones fit your needs and how to put them to work for your team.
1. Webinar invitations
Stop manually sending invites and reminders for every webinar. Instead, set up a sequence to do it for you, making sure people don’t forget about your event and increasing attendance.
Example: Start with an initial invite highlighting what they’ll learn and why it’s worth their time. A few days before the event, send a reminder with key talking points. On the day of the event, send a final email with a link to join. Then, follow up with a recording link and a quick survey to get feedback.
2. Reminder emails for appointments or renewals
Missed appointments and expired subscriptions are lost opportunities. Set up a sequence to remind customers about upcoming dates and renewal deadlines so they stay on track and you don’t miss out on potential revenue.
Example: Start with an initial reminder a week or two out, then send another reminder closer to the date with details on what to expect or how to prepare. If it’s for a renewal, include a reminder of the benefits of staying with you and offer to help if they have any questions or need to adjust their plan.
3. Event follow-up
Don’t let event connections go cold. A follow-up sequence keeps the momentum going and turns attendees into engaged contacts.
Example: Start with a “thank you” email for attending. Then, a few days later, send a link to session recordings and any additional resources. Wrap up the sequence by inviting them to the next event or offering a special post-event deal.
Dig deeper: 3 tips to maximize your ROI at events
4. Feedback requests
Get insights and improve your offerings (or events) by asking for feedback at the right time. This sequence is perfect for gathering input after a purchase or support interaction.
Example: Send a thank-you message a few days after the transaction, then follow up a week later, asking how the product or service is working for them. Ask specific questions and include a feedback form link to make it easy.
5. Asking for reviews
If you’ve been getting great feedback from customers, getting them to share that publicly is a huge help. But while customer reviews are gold, asking for them one by one takes forever. Use an automated sequence to ask for reviews when it matters most — right after someone’s had time to enjoy your product or service.
Example: Start by thanking customers for their purchase, then follow up a week or two later with a request for a review. Make it easy by including a direct link to leave their thoughts. Sweeten the deal by offering a small discount or perk in exchange for their time.
Dig deeper: The marketer’s guide to automating customer engagement
6. Podcast guest outreach
Finding and scheduling podcast guests can be a hassle. Use a sequence to speed up the process so you can focus on having great conversations instead of getting bogged down in email threads.
Example: Kick off with a personalized invite explaining why you’d like to feature them and why it’s a good fit. If they don’t respond, a quick follow-up can remind them of the opportunity and suggest some dates. Once they’re on board, send a confirmation email with interview details, a list of potential questions and any setup tips they need.
7. Drip campaigns for strategic partners
Send relevant content consistently to keep your partners in the loop and show them you value the relationship. This keeps you top of mind without overwhelming them with random updates.
Example: Create a sequence that sends a monthly update with industry news, blog posts or any other content that could be useful to them. Consider adding occasional exclusive offers or early access to resources to build goodwill and deepen the partnership.
8. Re-engagement campaigns
Contacts go cold over time if you don’t reach out. Use a sequence to revive these leads and remind them why they signed up in the first place.
Example: Start with an email highlighting what’s new — recent product updates, a big win for your company or new features they might find useful. If that doesn’t spark interest, offer a small re-engagement discount or showcase top content they might have missed. Keep the tone light and focus on reconnecting, not just selling.
Dig deeper: 9 steps to make an email reactivation program that really works
9. Lead nurturing
Help your leads move through the buyer’s journey by delivering helpful content based on their interests. The goal is to build trust and guide them toward a decision without being pushy.
Example: Start with an educational piece that addresses a pain point they’re likely facing. Follow up with content that showcases how your product or service can solve that issue. End with a strong call to action, like scheduling a demo or a free consultation.
10. Meeting or demo no-shows
No-shows happen, but they don’t have to mean a lost opportunity. Set up a sequence to follow up with people who missed a scheduled meeting or demo so you can keep the conversation going without manual effort.
Example: Start with a friendly email shortly after the missed appointment, acknowledging that things come up and offering a quick link to reschedule. If they don’t respond, send another email a few days later with alternate times to show flexibility. For high-priority leads, consider adding a personal touch in the final email, like a direct contact number or a note asking if there’s a better way to connect.
Getting started
Email sequences are more than just a way to send cold outreach — they’re a flexible tool that can automate almost any type of communication.
Whether it’s re-engaging leads, nurturing partnerships or managing event follow-up, there’s no shortage of ways to put sequences to work for your business. And if you don’t have HubSpot, these ideas can be implemented in any one-to-one email sequencing tool.
Don’t let this powerful tool go to waste by using it only for cold sales outreach. You might be surprised how effectively your team can work when you get creative with your sequences.
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