How To Create An Email Sequence In HubSpot

HubSpot is a powerful CRM for managing relationships with prospects and customers who already know you. Its sequence feature is designed for nurturing these warm leads.

However, using it for cold outbound is a critical mistake. It puts your primary domain's reputation at risk, which can cripple your company's ability to communicate—affecting everything from sales follow-ups to investor updates.

Teams often default to the tools they already have. But when you try to force a CRM to act like a cold outbound platform, the infrastructure breaks down in predictable ways.

1. Your Main Domain is at Risk

HubSpot sequences send emails from your primary corporate domain (e.g., yourcompany.com). Cold email campaigns inevitably get spam complaints and low engagement signals. When email providers see this activity coming from your main domain, they start flagging all emails from that domain—including critical sales, operational, and marketing messages.

2. No Control Over Sending Infrastructure

You can't rotate between multiple sending inboxes or domains within HubSpot. You can't automatically warm up new accounts. You are sending from a single, high-stakes inbox, which is easily flagged by spam filters. You're flying blind with no control over the technical layer of deliverability.

3. Hitting Invisible Volume Walls

Platforms like HubSpot have terms of service and sending limits designed for inbound marketing, not high-volume cold outreach. Exceeding these unpublished limits can lead to account suspension or throttling, shutting down your campaigns without warning.

4. Sequences are Siloed to Email

Modern outbound isn't just email. A proper sequence might involve a LinkedIn connection request, a profile view, and then an email. Orchestrating these multi-channel touches is clunky or impossible within a standard HubSpot sequence, leading to manual work and missed follow-ups.

A professional outbound system separates its sending infrastructure from its core business operations. This isn't about finding a better 'template'—it's about building a resilient foundation.

The ideal state is an outbound machine where your main domain is completely insulated from risk. You have a pool of secondary domains (getcompany.com, tryyourco.io) and dozens of inboxes dedicated solely to cold outreach. Each of these inboxes has been carefully warmed up over weeks, establishing a history of positive interactions with email providers.

Sequences run automatically across email and LinkedIn, orchestrated from a single platform. Daily sending volumes are distributed across the entire pool of inboxes, keeping activity per inbox low and under the radar. Replies from all sources flow into a unified inbox, making it easy for reps to manage conversations without logging into 30 different accounts. The result is predictable meetings booked from outreach that actually lands in the primary inbox.

Transitioning from a CRM-based approach to an infrastructure-first model involves a few key steps. This is how serious outbound teams operate.

1. Isolate Your Infrastructure. Purchase a handful of lookalike domains (e.g., if you are acme.com, buy tryacme.com or getacme.com). Set up multiple inboxes on each domain (e.g., kurtis@tryacme.com, kurtis.t@tryacme.com). This pool of assets is now your dedicated sending infrastructure.
2. Configure and Warm Up. For each new domain, correctly configure your SPF, DKIM, and DMARC records. This is non-negotiable. Then, enroll every single inbox in an automated warmup process for at least 2-3 weeks before sending a single campaign email.
3. Design a Multi-Channel Sequence. Map out your outreach cadence. A simple but effective flow is a LinkedIn profile view (Day 1), an email (Day 3), a second email (Day 6), and a LinkedIn connection request (Day 8).
4. Execute with Safe Volume. Launch your campaign using a platform that automatically rotates sending across your warmed-up inboxes and domains. Cap each inbox at a safe daily limit (e.g., 30-50 new leads per day) to maintain high reputation.
5. Centralize Reply Management. Ensure all replies, whether from inbox1@domainA.com or inbox5@domainB.com, are funneled into a single unified inbox. This prevents chaos and ensures leads are handled quickly.

Managing this process manually with spreadsheets and disconnected tools is an operational nightmare. The core functions you need from a platform are not CRM features; they are infrastructure management features.

Look for a system that provides:

1. Central Infrastructure Management: A single place to connect and monitor all your sending domains and inboxes.
2. Automated Warmup & Deliverability: Tools to automatically warm up inboxes and monitor their health over time.
3. Safe Sending Orchestration: The ability to automatically rotate sending across your entire infrastructure pool to keep volumes safe.
4. Native Multi-Channel Sequencing: The ability to build and automate sequences that include email, LinkedIn, and other channels in one flow.
5. Unified Inbox: A single inbox to manage all replies from all campaigns and all sending accounts.

SuperSend is designed as this execution and infrastructure layer for outbound teams sending at volume. It handles the domain rotation, warmup, multi-channel steps, and reply management so your team can focus on writing good copy and talking to prospects.

The next step isn't to just pick a tool, but to understand the principles behind it. Our strategy guides on Domain Reputation and Safe Scaling are the perfect place to start.