How to Create Dynamic Sequences in Hubspot

Dynamic sequences in Hubspot let sales teams personalize outreach at scale by using AI-powered rules and branching steps. With this feature, you can build flexible workflows that adapt to each contact’s behavior, improve response rates, and reduce manual follow-up work.

This guide explains how dynamic sequences work, how to set them up, and how to manage rules and branches so your sales team can automate outreach without losing personalization.

What are Dynamic Sequences in Hubspot?

Dynamic sequences are automated series of sales activities that can change based on conditions you define. Instead of sending every contact through the same path, you create branches and rules that react to behaviors or properties, such as replies or manual updates.

Compared to basic sequences, dynamic sequences add rule-based logic so your steps can:

• Stop when a contact replies or books a meeting
• Skip or change upcoming tasks if conditions are met
• Move contacts to alternate follow-up paths
• Automate decisions usually made by sales reps

Requirements to Use Dynamic Sequences in Hubspot

Before building dynamic sequences, confirm access and permissions in your Hubspot account.

Account Access and Permissions

• You must have a subscription tier that supports sequences and dynamic sequence features.
• You need permission to create and edit sequences in the sales tools.
• Users editing rules should also have access to contacts, activities, and any properties used in conditions.

Best Practices Before You Start

• Map your existing outreach process on paper first.
• Identify decision points where a contact should continue, stop, or change path.
• Clarify which metrics matter most, such as replies, meetings, or task completion.

How to Create a Dynamic Sequence in Hubspot

Follow these steps to create a new dynamic sequence and structure its core steps.

Step 1: Navigate to Sequences

1. In your Hubspot account, go to the sales tools area.
2. Open the Sequences section from the navigation.
3. Click Create sequence to start a new one, or open an existing sequence to convert it into a dynamic sequence.

Step 2: Add Core Sequence Steps

Begin by defining the standard steps that every enrolled contact will follow before branching:

• Add email steps, using templates or writing new content.
• Insert follow-up tasks such as calls, LinkedIn touches, or manual emails.
• Configure delays between each step to control pacing.

At this stage, keep the sequence simple. You will add dynamic logic next.

Adding Dynamic Rules to Your Hubspot Sequence

Dynamic rules drive the branching behavior in a Hubspot sequence. Each rule evaluates conditions and then applies actions that change the contact’s path.

Types of Rule Conditions

Depending on your subscription and configuration, common condition types include:

• Engagement-based: email opens, clicks, or replies
• Activity-based: tasks completed, meetings booked
• Property-based: contact, company, or deal property values
• Time-based: time elapsed since enrollment or last activity

You can combine multiple conditions to build more advanced logic while keeping each rule focused on a clear decision.

Actions Available in Dynamic Rules

When conditions are met, rules can adjust the sequence by applying actions such as:

• Continue the sequence as normal
• Skip the next step or several upcoming steps
• Jump to a specific later step
• End the sequence for that contact
• Enroll the contact into a different sequence (if available)

Use actions to mirror real-world decision-making. For instance, if a prospect replies positively, the rule might end the current automated series and create a task for a direct follow-up call.

How to Build Rule Branches in a Hubspot Sequence

Rule branches let you create different paths inside the same Hubspot sequence, depending on how contacts engage.

Step 3: Insert a Rule in the Timeline

1. In the sequence editor, choose the point where behavior should affect the next step.
2. Click to add a Rule between two steps.
3. Select the condition type, such as email reply or property value.
4. Set your condition operators and values, then save.

Step 4: Configure Branch Outcomes

Once the condition is set, define what should happen in each case:

• Condition met (Yes path)
  • Specify whether to jump forward, switch to a new step, or end the sequence.
• Condition not met (No path)
  • Choose whether to keep contacts on the original linear path or route them into an alternative branch.

Use clear internal naming for branches so that anyone editing the Hubspot sequence later understands the logic.

Common Branching Scenarios

• If replied: end the sequence and create a follow-up task.
• If opened but not replied: send a more direct follow-up email.
• If never opened: try a different subject line or channel.
• If a qualification property changes: move the contact to a dedicated nurture or high-priority path.

Editing and Managing Dynamic Sequences in Hubspot

Once your Hubspot dynamic sequence is active, you will often revise steps and rules based on performance data.

How to Edit Steps Safely

• Edit email content to improve clarity or personalization.
• Adjust delays between steps to match your sales cycle.
• Reorder tasks if your team’s workflow changes.

When editing, review the impact on existing branches so that no contact gets stuck or skipped unintentionally.

How to Update Rules and Branches

• Refine conditions if they are either too strict or too broad.
• Test alternative actions, such as ending sequences earlier when interest is low.
• Retire branches that no longer match your sales process.

Always test changes with a small sample of contacts before rolling them out widely.

Testing and Optimizing Hubspot Dynamic Sequences

Optimization is ongoing. A strong Hubspot strategy for dynamic sequences includes reviewing data regularly and making incremental improvements.

Key Metrics to Monitor

• Email open and click rates for each step
• Reply and meeting booking rates
• Sequence completion vs. early exit rates
• Time to first response from enrollment

Continuous Improvement Tips

• Shorten underperforming branches that rarely convert.
• Test new subject lines or call scripts at specific steps.
• Align rule conditions with current qualification criteria.
• Document each change so the team understands why logic was updated.

Useful Resources for Advanced Hubspot Setup

For a deeper technical walkthrough of dynamic sequences and their latest capabilities, review the official documentation on the Hubspot Knowledge Base: Create and edit dynamic sequences.

If you need strategic help designing complex branching logic, integrating sequences into a broader sales process, or combining them with CRM automation, you can work with specialists at Consultevo for tailored consulting and implementation.

Conclusion: Making the Most of Dynamic Sequences in Hubspot

Dynamic sequences in Hubspot allow sales teams to combine automation with personalization. By defining clear steps, adding well-structured rules, and routinely reviewing performance, you can build outreach programs that respond intelligently to each prospect’s behavior. Start with a simple sequence, add branches where they create the most value, and refine over time as you learn from your data.

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