Email marketing automation isn’t just a buzzword—it’s a powerful tool that helps you nurture leads, engage customers, and drive conversions without manually sending emails every time. With HubSpot’s intuitive workflow builder, you can create personalized and timely email sequences that keep your audience engaged. Whether you’re just starting or looking to optimize your current setup, here are five essential email automation workflows you can set up in HubSpot today.

1. Welcome Email Series for New Subscribers

Purpose: Create a great first impression and introduce your brand.

When someone joins your email list, that’s your golden opportunity to start building a relationship. A welcome series allows you to say hello, explain who you are, and provide value right away.

How to Set It Up:

  • Trigger: Contact fills out a form (e.g., newsletter signup).

  • Emails in the Workflow:

    • Email 1: Thank them for signing up and set expectations.

    • Email 2: Share your best content or product recommendations.

    • Email 3: Offer a discount or free resource.

Pro Tip: Use personalization tokens like first name and dynamic content to make the emails feel tailored.

2. Lead Nurturing Workflow

Purpose: Guide prospects down the funnel by delivering relevant content based on their interests and behavior.

A lead nurturing workflow helps you stay top-of-mind with leads who aren’t ready to buy yet but are interested in what you offer.

How to Set It Up:

  • Trigger: Contact downloads a lead magnet (eBook, guide, webinar).

  • Email Sequence:

    • Follow-up content expanding on the downloaded resource.

    • Case studies or testimonials to build trust.

    • Invitation to schedule a demo or consultation.

Pro Tip: Use HubSpot’s lead scoring to enroll only qualified leads into this workflow.

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3. Abandoned Cart Recovery Workflow

Purpose: Recover lost sales by reminding shoppers to complete their purchase.

This workflow is essential for eCommerce businesses. It sends timely reminders to users who added items to their cart but didn’t complete the checkout.

How to Set It Up:

  • Trigger: Integration with your eCommerce platform (Shopify, WooCommerce, etc.) when a cart is abandoned.

  • Email Sequence:

    • Email 1: Reminder with product details and CTA.

    • Email 2: Include reviews or social proof.

    • Email 3: Offer a discount to seal the deal.

Pro Tip: Use urgency tactics like “Only a few left!” to prompt quicker action.

4. Re-engagement Campaign

Purpose: Win back inactive contacts and keep your list healthy.

Over time, some contacts stop engaging with your emails. A re-engagement workflow helps you identify and revive these subscribers—or remove them if they’re no longer interested.

How to Set It Up:

  • Trigger: Contact hasn’t opened any emails in the past 90 days.

  • Email Sequence:

    • Ask if they still want to hear from you.

    • Offer a compelling reason to stay (exclusive content or offer).

    • Final notice before unsubscribing them.

Pro Tip: Include a one-click “Yes, keep me subscribed” button to make re-engagement frictionless.

5. Customer Onboarding Workflow

Purpose: Help new customers get the most out of your product or service.

After someone becomes a customer, your job isn’t done. A smooth onboarding workflow increases product adoption, reduces churn, and boosts satisfaction.

How to Set It Up:

  • Trigger: Deal stage moves to “Closed-Won” or contact becomes a customer.

  • Email Sequence:

    • Welcome and introduction to your support team.

    • Tutorials or user guides to help them get started.

    • Tips and best practices over the first 30 days.

Pro Tip: Include links to knowledge base articles or upcoming training webinars.

Final Thoughts

Setting up email automation workflows in HubSpot is one of the smartest ways to scale your marketing efforts while maintaining a personal touch. Start with these five workflows, track the performance using HubSpot’s analytics, and continuously optimize your emails for better results.

With the right automation strategy, your emails will work harder, so you don’t have to.

Affiliate Disclaimer:Transparency with our readers is very important to us, and we want to be upfront about how we earn revenue from this blog. Some of the links on this site are affiliate links, which means that we may receive a small commission if you click through and make a purchase. This comes at no additional cost to you