Introduction
This article should explain how HubSpot Sequences are a game-changer for sales teams looking to automate outreach without losing the personal touch. Set the tone by highlighting the importance of delivering timely, relevant messages while reducing the manual work involved in sending repeated follow-ups. Emphasize that using custom email templates within HubSpot Sequences allows teams to scale personalized outreach efficiently and consistently, without relying on third-party sales tools. This piece will walk readers through how to effectively create, use, and optimize custom email templates for sales outreach using Sequences.
Start with why custom templates matter in sales outreach
HubSpot custom email templates in Sequences help send messages that sound professional but still feel personal. For example, instead of typing the same follow-up email 20 times a week, a custom template can include the contact’s name and their company. It saves time and keeps your message clear and on-brand. In Workflows, templates go out in bulk, like newsletters. But in Sequences, these are one-to-one emails, like a sales rep asking someone to book a meeting. HubSpot custom email templates make sure the message feels personal and well-written every time. This keeps your outreach fast, friendly, and focused on getting replies without extra effort.
Here’s how to create a reusable custom email template in HubSpot
To make a custom email template, first go to HubSpot’s template editor under the “Conversations” or “Sales” tab. Start by writing your email like you would in a normal message, but use personalization tokens—these automatically fill in details like the contact’s name or company. For example, you can write “Hi {{first_name}}” to greet each person personally. Save your template so it’s ready to use anytime in a Sequence. Keeping the email plain-text, without fancy images or formatting, helps it feel more personal and less like a bulk message. This simple style usually gets better responses in one-on-one outreach.
Make each email feel personal, even if it’s automated
Even though templates save time, you can still customize each email before sending it. For example, a rep might change the subject line from “Quick question” to “Loved your recent blog post” to catch the contact’s attention. They could also tweak the opening sentence to mention something specific about the lead, like a recent company event. HubSpot lets users edit every email in a Sequence just before it goes out, so it never feels robotic. This small personal touch helps build trust and makes the message feel like it was written just for that person, even if it’s part of an automated process.
Don’t forget to mix in follow-up tasks and touchpoints
Sequences are more than just emails. You can add tasks like phone calls, LinkedIn messages, or reminders between emails to make your outreach more personal and varied. For example, after sending an email, a rep might get a task to call the lead the next day or send a LinkedIn connection request. This keeps the conversation fresh and helps reps stay organized without missing important follow-ups. Mixing these touchpoints makes outreach feel less robotic and more human, increasing the chances of a positive response. HubSpot makes it easy to add and schedule these tasks right inside the Sequence.
Match the right template to the buyer’s journey
Each email template should fit the stage your lead is in. For example, in the Awareness stage, start with a friendly intro email that introduces your company without pushing too hard. When leads move to Consideration, send emails that explain how your product solves their problems with useful info or case studies. Finally, at the Decision stage, use clear emails with a strong call to action, like booking a demo or asking for a meeting. Using the right message at the right time makes your outreach feel relevant and helpful, which builds trust and improves the chances of a reply.
Track, test, and improve your templates over time
HubSpot shows important stats like how many people open your emails, click links, or reply. Sales teams can use this info to see which templates work best. For example, if one subject line gets more opens, try using it more often. You can also A/B test different email versions by sending two styles to small groups and seeing which performs better. After each outreach, review these results to make your emails stronger and more effective. This way, your sequences keep getting better, helping you connect with more leads and close more deals.
Conclusion
Custom email templates in HubSpot Sequences are not just a time-saving tool—they’re essential for building meaningful, consistent, and results-driven outreach. The combination of automation and personalization is what sets successful teams apart. Readers should start small by testing one or two templates, measuring what works, and scaling their outreach thoughtfully with HubSpot’s built-in tools.
