In the fast-paced world of digital marketing and CRM automation, seamless email delivery plays a critical role in customer engagement. Many businesses use HubSpot as their primary CRM and marketing automation platform, while SendGrid is widely preferred for its high email deliverability and advanced email API. Combining the power of both platforms through hubspot sendgrid integration enables organizations to automate communication, improve inbox placement, and track customer engagement more efficiently. If you’re looking to streamline your workflow, this guide will walk you through how to set up HubSpot SendGrid integration step-by-step.
Why Integrate HubSpot with SendGrid?
Before diving into the technical setup, it’s important to understand why this integration is useful:
- Improved email deliverability — SendGrid’s infrastructure reduces bounce and spam issues.
- Better automation opportunities — Trigger emails directly from HubSpot workflows.
- Advanced analytics — Track opens, clicks, bounces, and engagement metrics.
- Scalability — Ideal for businesses sending high volumes of transactional or marketing emails.
With these benefits, the hubspot sendgrid integration becomes an essential addition for companies looking to enhance email performance and customer engagement.
Prerequisites Before You Begin
To ensure a smooth setup, make sure you have:
✔ A HubSpot account with Workflow and API access
✔ A SendGrid account (preferably with API enabled)
✔ Admin privileges on both platforms
✔ API key from SendGrid
Once these are ready, you’re good to start.
Step-by-Step Guide to HubSpot SendGrid Integration
Step 1: Generate API Key in SendGrid
- Log in to your SendGrid dashboard.
- Navigate to Settings → API Keys.
- Click Create API Key.
- Name your key (example: HubSpot Integration Key).
- Select Full Access or assign necessary permissions.
- Copy the generated key and store it securely — you’ll need it in HubSpot.
Important: The API key will not be shown again once you leave the page.
Step 2: Install the SendGrid App in HubSpot (If Available)
HubSpot’s marketplace sometimes features a native SendGrid connector.
To check:
- Go to HubSpot → App Marketplace.
- Search for SendGrid.
- If the app appears, click Install and follow the prompts.
- Paste the API key when prompted.
If you don’t see a native app, don’t worry — you can still complete the integration with workflows and Webhooks.
Step 3: Connect HubSpot via Webhooks (Manual Integration)
If manual integration is required:
- Open HubSpot → Automation → Workflows.
- Select the workflow where SendGrid emails should be triggered.
- Click + Add Action and choose Trigger Webhook.
Enter the webhook URL format required by SendGrid:
https://api.sendgrid.com/v3/mail/send
In the headers section, add:
Authorization: Bearer YOUR_SENDGRID_API_KEY
Content-Type: application/json
Step 4: Map Email Data to SendGrid Payload
Inside the Webhook request, insert the JSON email template.
Example:
{
“personalizations”: [
{
“to”: [
{ “email”: “{{contact.email}}” }
],
“dynamic_template_data”: {
“firstname”: “{{contact.firstname}}”,
“lastname”: “{{contact.lastname}}”
}
}
],
“from”: { “email”: “no-reply@yourdomain.com” },
“template_id”: “YOUR_DYNAMIC_TEMPLATE_ID”
}
This ensures each HubSpot contact receives personalized emails through SendGrid templates.
Step 5: Configure SendGrid Dynamic Templates
If you haven’t created a dynamic template yet:
- Go to SendGrid Dashboard → Email API → Dynamic Templates.
- Click Create Template.
- Design the email or upload your existing HTML.
- Publish the template and copy the template ID.
- Paste the template ID into the Webhook payload inside HubSpot.
Using dynamic templates ensures your email branding stays consistent while pulling real-time data from HubSpot.
Step 6: Test the Integration
Before making it live:
- Choose a test contact in HubSpot.
- Enroll it manually in the workflow.
- Check:
- Whether the email triggered via SendGrid
- The time it reached the inbox
- If personalization fields are correct
- Review SendGrid activity feed for logs on opens, clicks, or bounces.
Once confirmed, publish the workflow.
Tips to Optimize HubSpot SendGrid Integration for Best Results
- Authenticate your domain in SendGrid to increase deliverability.
- Use contact segmentation in HubSpot to send highly targeted campaigns.
- Set up bounce and unsubscribe tracking in SendGrid and push data back into HubSpot.
- Review analytics frequently to understand customer behavior.
- Automate follow-up sequences for maximum engagement.
When properly optimized, the hubspot sendgrid integration can significantly boost campaign performance and customer satisfaction.
Common Issues & Solutions
| Issue | Solution |
| Emails not sending | Check API key validity and webhook headers |
| Personalization fields missing | Verify contact property tokens in HubSpot |
| Emails landing in spam | Authenticate domain (SPF, DKIM) in SendGrid |
| Duplicate emails | Audit workflow triggers and enrollment settings |
Being proactive with monitoring will ensure smooth performance long-term.
Final Thoughts
Setting up Shopify Theme vs. Custom Design: Which Is Best for Your Brand? may seem technical at first, but once configured successfully, it becomes a powerhouse of automated communication. You combine HubSpot’s advanced CRM and workflow automation with SendGrid’s world-class email delivery infrastructure, ensuring each message reaches the right customer at the right time. Whether you’re sending transactional emails, newsletters, or drip campaigns, this integration helps you scale your outreach efficiently and professionally.
If you’re ready to improve email ROI, customer engagement, and workflow efficiency, now is the perfect time to implement hubspot sendgrid integration using the step-by-step setup guide above.
