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Use Case | How to engage leads via SMS in HubSpot

  • Updated

Goal: Use SMS in HubSpot workflows (Sinch Engage SMS app) to improve lead engagement and increase enquiry conversions.

  • You want to follow up new enquiries quickly

  • Phone calls and emails alone aren’t generating responses

  • You need a low-friction way for leads to engage

  • You want to automate reminders and follow-ups

Customer scenario

Customer industry: Education

Prospective students submit course enquiries via the website. The Career Advisor team follows up using HubSpot workflows combined with Sinch Engage SMS.

Results achieved:

  • Faster first contact

  • Improved engagement from leads who don’t answer phone calls or emails

  • More consistent messaging using pre-approved templates

Customer feedback:

“SMS gives leads a simple, low-pressure way to ask questions. It’s less intimidating than a phone call.”

Implementation requirements

Product setup:

  • Sinch Engage + HubSpot integration installed and authenticated

  • MMS / SMS-enabled numbers provisioned 

Data requirements:

  • Lead mobile number field populated

  • First name field populated

  • Consent captured (where required by regulation)

Workflow summary

  • Trigger: New lead form submission in HubSpot
  • Audience: Leads with a valid mobile number and SMS consent
  • Message example: “Hi {{FirstName}}, I’ve just sent you an email with course details - check your inbox!”
  • Result: Lead receives coordinated email + SMS follow-up, increasing engagement and response rates

Key use case and setup guide

  1. New lead form submitted in HubSpot.
  2. Configure your trigger: Create a contact-based HubSpot workflow that triggers when a lead submits an enquiry form e.g. course enquiry form.

  3. Attempt first phone call or send your initial email: Add an email action to deliver your initial details (e.g. course information pack) using a HubSpot email template.

    This ensures immediate response as well as consistent branding/messaging.

  4. Add the SMS follow-up via Sinch: After the email step, add a Send SMS action.

    e.g. Hi {{FirstName}}, I’ve just sent you an email with course details - check your inbox!

    This reinforces your email delivery and increases visibility.

  5. Add a conditional reminder. Add a delay of 2 days, followed by a condition: If the email hasn’t been opened or the lead hasn’t replied, then send a reminder SMS.

    e.g. Hi {{FirstName}}, just checking in to see if you had any questions about the course info I sent through.

    This captures leads who may have missed the initial contact.

FAQs

  • Can customers reply to these messages?

    Yes - If two-way messaging is enabled, replies will appear in the HubSpot contact timeline.

  • Can I combine SMS with email sequences?

    Yes - Combining SMS and email typically increases engagement compared to using email alone.

  • Can this workflow be reused for other lead types?

    Yes - You can clone the workflow and adjust triggers and messaging for different enquiry types.

  • Can workflows branch based on replies?

    Yes - Numeric or keyword responses can trigger workflow branching.

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