The short answer is Sequences are for Sales and Workflows are for Marketing.Hubspot gives you different abilities depending on whether or not you are sending Sales Emails or Marketing Emails.Specifically, you won’t be able to automatically trigger Cold Sales Emails, or start a Sequence for a contact, in an automated way.
Instead, you’ll have to add a contact to a List so that they are enrolled in a Sequence (more on that later).You might be thinking - why not do a Workflow then? It’s a good question - you could use Workflows to send Sales Emails like a Sequence - but in order to use either feature, you still need licenses to Marketing Professional and Sales Hub respectively.
The best answer I can give on when to use a Sequence instead of a Workflow for Sales Emails is when you want to compare results across multiple versions. The Sequences homepage has a new “Analyze” tab that lets you see results for open rate, click-through rate, and reply rate across all your Sequences.
For that reason, I like to think of my Workflow as an automated email campaign every user goes through, and I like to think of Sequences as an automated email campaign some groups of users go through sometimes.