April 29, 2024

How can I use HubSpot to automate follow-ups after an event or webinar?

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Step 1: Log in to HubSpot

  • Navigate to your HubSpot dashboard.

Step 2: Create a New List for Event or Webinar Attendees

  • Go to "Contacts" > "Lists."
  • Click on "Create List."
  • Name the list (e.g., "Webinar Attendees - Date/Topic").
  • Set the criteria based on the event registration or attendance. For instance, if attendees registered through a specific HubSpot form, set the filter for "Form Submission."

Step 3: Set Up the Follow-Up Email Sequence

  • Go to "Marketing" > "Email."
  • Click on "Automate" > "Sequences."
  • Select "Create Sequence."
  • Name the sequence (e.g., "Post-Webinar Follow-Up").

Step 4: Create Follow-Up Emails

  • Click "Add Email" within the sequence creation screen.
  • Draft the content of your first follow-up email. Consider thanking them for their attendance, providing a recap, or sharing event materials.
  • Set the delay (e.g., send the first email 1 day after the webinar).
  • Repeat the process for any subsequent follow-up emails you'd like to send. For instance, you might send a survey a week later or a related content offer after two weeks.

Step 5: Enroll Attendees in the Sequence

  • Once your sequence is ready, return to the list of webinar attendees.
  • Select all the contacts in this list.
  • Click on "More" > "Enroll in Sequence."
  • Choose the sequence you just created.
  • Review the contacts and click "Start Sequence."

Step 6: Monitor the Engagement

  • Over time, keep an eye on how your contacts engage with the follow-up emails.
  • Go to "Marketing" > "Email" and select the "Analyze" tab.
  • Filter by your follow-up sequence name to view open rates, click rates, and other metrics.
  • Use these insights to adjust future follow-ups for better engagement.

Step 7: Segment Active vs. Inactive Attendees

  • Based on engagement with your emails, create two new lists: "Engaged Attendees" and "Inactive Attendees."
  • Use criteria like "Opened Email" or "Clicked Email" for segmentation.
  • This segmentation allows for more personalized future communications.

Step 8: Automate Additional Actions (Optional)

  • Depending on your goals, you may want to automate further actions. For instance:
  • If a contact downloads a resource you shared in the follow-up email, enroll them in a new sequence aimed at nurturing them further.
  • If a contact hasn't engaged after a certain number of follow-up emails, enroll them in a re-engagement campaign.