What it does
Automatically enrols contacts into different HubSpot email sequences based on their form dropdown selections, delivering relevant nurture content matched to their specific interests or needs.
Why I recommend it
Generic email sequences get ignored. When prospects tell you what they care about via form selection, honouring that with targeted content dramatically improves engagement and conversion rates.
Expected benefits
- 40-60% higher email open rates
- 2-3x better sequence conversion
- Relevant messaging at scale
- Better lead qualification
How it works
Contact submits HubSpot form with dropdown (interest area, company size, use case) -> check selected option -> enrol in corresponding sequence (enterprise sequence for large companies, SMB sequence for small, feature-specific sequence for use case) -> send targeted emails.
Quick start
Manually review form submissions and note which option they selected. Send appropriate follow-up emails manually for a week. Track engagement differences between segments. Then automate the sequence enrollment based on dropdown value.
Level-up version
Multi-criteria routing (company size + industry + use case). Fallback sequence if no selection. A/B test sequences per segment. Track conversion by form option. Unenroll from generic sequences when enrolling in specific ones.
Tools you can use
Marketing automation: HubSpot
Forms: HubSpot forms
Automation: HubSpot workflows, Zapier, Make
Analytics: HubSpot analytics
Also works with
Email platforms: ActiveCampaign, Marketo, Pardot
Forms: Typeform, Jotform with form logic
CRM: GoHighLevel for similar workflow automation
Technical implementation solution
- No-code: HubSpot workflow trigger on form submission -> if/then branches based on dropdown field value -> enrol contact in appropriate sequence.
- API-based: HubSpot form webhook -> parse form data -> check dropdown value -> HubSpot API enrol in sequence ID matching selection -> update contact properties -> send internal notification of segment.
Where it gets tricky
Handling contacts who submit forms multiple times with different selections, managing sequence overlap (don’t send 2 sequences simultaneously), keeping sequence assignments current as interests change, and ensuring all dropdown options have corresponding sequences.
