SendGrid + HubSpot
Connect SendGrid and HubSpot to Unify Email Delivery and CRM Data
Stop manually reconciling email data. Sync SendGrid engagement events to HubSpot automatically for better segmentation, faster follow-up, and cleaner contact records.
Why integrate SendGrid and HubSpot?
SendGrid and HubSpot are two of the most widely used platforms in modern marketing stacks — SendGrid for reliable, scalable transactional and marketing email delivery, and HubSpot for managing contacts, deals, and customer journeys. When the two run separately, email signals like opens, clicks, bounces, and unsubscribes never make it back into your CRM. Your sales and marketing teams end up working without context. Integrating SendGrid with HubSpot on tray.ai closes that loop, so every email interaction enriches your contact records and powers smarter outreach.
Automate & integrate SendGrid & HubSpot
Use case
Sync Email Engagement Events to HubSpot Contact Records
Every time a contact opens, clicks, bounces, or unsubscribes from a SendGrid email, tray.ai captures that event via webhook and writes it directly to the matching HubSpot contact record as a timeline activity or property update. Your sales and marketing teams get a real-time view of email engagement without ever leaving HubSpot. No more cross-referencing dashboards — engagement context lives exactly where reps need it.
Use case
Trigger HubSpot Workflows from SendGrid Email Events
Use SendGrid email events — a first click, a specific link interaction — as triggers for HubSpot workflows, sequence enrollment, or lifecycle stage changes. tray.ai listens for SendGrid webhook payloads and translates them into HubSpot API calls in real time. A lead clicking your pricing page link in a SendGrid email can instantly move to a 'Sales Ready' stage in HubSpot and notify their assigned rep.
Use case
Send Transactional Emails from SendGrid Based on HubSpot Deal Stage Changes
When a deal in HubSpot moves to a new stage — 'Contract Sent' or 'Closed Won', for example — tray.ai can automatically trigger a personalized transactional email via SendGrid using dynamic templates populated with HubSpot contact and deal data. Timely, relevant communications go out at exactly the right moment without anyone on your team having to do it manually. Onboarding emails, welcome messages, and renewal reminders can all run this way.
Use case
Maintain Clean, Synchronized Contact Lists Across Both Platforms
Contact data drifts between SendGrid and HubSpot when new leads are created, contacts opt out, or records get updated in one system but not the other. tray.ai automates bidirectional contact sync, so new HubSpot contacts are added to the right SendGrid lists and unsubscribes or bounces in SendGrid are reflected back in HubSpot. Your deliverability stays high and your CRM data stays trustworthy.
Use case
Enrich HubSpot Contacts with SendGrid Email Performance Metrics
Beyond individual event logging, tray.ai can aggregate SendGrid email performance metrics — total emails sent, open rate, click-through rate per contact — and write those values as custom HubSpot contact properties. Marketing and sales teams can then use those properties for advanced segmentation, lead scoring, and prioritization. Contacts who've never opened a single email can be automatically flagged for re-engagement or archiving.
Use case
Automate Unsubscribe and Compliance Management
When a contact unsubscribes or marks an email as spam in SendGrid, that signal needs to hit HubSpot immediately to stay compliant with GDPR, CAN-SPAM, and other regulations. tray.ai intercepts SendGrid unsubscribe and spam report webhook events and updates the matching HubSpot contact's email subscription status and legal basis fields without delay. No more manually managing opt-out lists across two platforms.
Use case
Personalize Marketing Campaigns Using HubSpot Segmentation in SendGrid
Use HubSpot's segmentation and list capabilities to define your target audiences, then automatically export those segments to SendGrid as lists or suppression groups for campaign execution. tray.ai keeps these lists in sync on a scheduled or event-driven basis, so your SendGrid campaigns always reflect the most current HubSpot audience definitions. Lifecycle marketing segments, persona-based lists, and deal-stage audiences are accurate at send time.
Get started with SendGrid & HubSpot integration today
SendGrid & HubSpot Challenges
What challenges are there when working with SendGrid & HubSpot and how will using Tray.ai help?
Challenge
Matching Contacts Across Both Platforms Without a Shared ID
SendGrid identifies contacts by email address while HubSpot assigns internal contact IDs, so every integration step has to reliably resolve a SendGrid email address to the right HubSpot contact record. Inconsistently formatted addresses, aliases, and merged HubSpot records can all cause lookups to fail — and when they do, data either gets written to the wrong contact or dropped entirely.
How Tray.ai Can Help:
tray.ai's built-in data transformation tools let you normalize email addresses before lookup, and the HubSpot connector supports contact search by email with configurable fallback logic. You can build conditional branches to handle unmatched records by creating new contacts, logging to a review queue, or triggering an enrichment workflow — all without writing custom code.
Challenge
Handling High-Volume SendGrid Webhook Event Streams
SendGrid can emit thousands of email events per minute during large campaign sends. A poorly architected integration will drop events, create bottlenecks, or hit HubSpot API rate limits fast. Processing each event synchronously in real time isn't feasible at scale, and batching logic adds complexity that most point-to-point integrations can't handle.
How Tray.ai Can Help:
tray.ai is built for high-throughput event processing and handles webhook ingestion at scale without data loss. Its workflow execution engine queues and processes events asynchronously, and built-in retry logic handles transient failures automatically. You can also configure batching steps to group HubSpot API calls and stay within rate limit thresholds — no manual intervention needed.
Challenge
Keeping Opt-Out and Suppression Status in Sync for Compliance
Keeping unsubscribe and suppression lists consistent between SendGrid and HubSpot is a legal requirement under GDPR, CAN-SPAM, and CASL — and one of the most failure-prone manual processes in email operations. A contact who unsubscribes in SendGrid can still receive marketing emails if HubSpot isn't updated promptly, exposing your business to regulatory risk and hurting your sender reputation.
How Tray.ai Can Help:
tray.ai handles suppression sync in real time by intercepting SendGrid unsubscribe and spam report webhooks the moment they fire and immediately updating HubSpot contact subscription fields. This eliminates the delay that comes with manual or scheduled syncs and creates a reliable, auditable compliance workflow that runs continuously without human oversight.
Challenge
Populating SendGrid Dynamic Templates with HubSpot Data Accurately
SendGrid's dynamic transactional email templates rely on structured JSON data passed at send time. Assembling that payload correctly from HubSpot contact, company, and deal properties requires careful field mapping. Mismatched data types, null values, and inconsistently named HubSpot properties can cause template rendering failures, blank personalization fields, or emails that go out with the wrong content.
How Tray.ai Can Help:
tray.ai's data mapping and transformation tools let you visually construct the SendGrid API payload from HubSpot source fields, apply default values for null or missing properties, and validate the payload structure before sending. You can use tray.ai's JSONPath and scripting tools to handle nested or complex HubSpot data structures and make sure every template variable is correctly populated before the email goes out.
Challenge
Managing Multiple HubSpot Lists and SendGrid Audiences Without Drift
Enterprises often maintain dozens of HubSpot lists that map to multiple SendGrid marketing lists or suppression groups. Keeping all of these in sync manually as contacts move between lifecycle stages quickly becomes unmanageable. Without automation, audiences drift out of alignment — contacts get emailed at the wrong stage, receive duplicate campaigns, or get excluded from communications they should be in.
How Tray.ai Can Help:
tray.ai supports multi-list sync workflows that manage the full matrix of HubSpot-to-SendGrid list relationships from a single automation. Using configurable mapping tables and looping steps, the platform processes all list memberships in one workflow run, applying additions and removals across every relevant SendGrid list based on current HubSpot list state — so all audiences stay in sync without building and maintaining a separate automation for each list pair.
Start using our pre-built SendGrid & HubSpot templates today
Start from scratch or use one of our pre-built SendGrid & HubSpot templates to quickly solve your most common use cases.
SendGrid & HubSpot Templates
Find pre-built SendGrid & HubSpot solutions for common use cases
Template
SendGrid Email Event to HubSpot Contact Activity Logger
This template listens for SendGrid email events via webhook — opens, clicks, bounces, and unsubscribes — and logs each one as a timeline activity on the matching HubSpot contact record, enriching CRM history with real delivery and engagement data.
Steps:
- Receive SendGrid email event payload via tray.ai webhook trigger
- Parse event type (open, click, bounce, unsubscribe) and extract contact email address
- Look up the matching contact in HubSpot by email address
- Create a HubSpot timeline event or note on the contact record with event details and timestamp
- If no matching contact is found, optionally create a new HubSpot contact or route to an error handler
Connectors Used: SendGrid, HubSpot
Template
HubSpot Deal Stage Change to SendGrid Transactional Email
Automatically send a personalized SendGrid transactional email when a HubSpot deal moves to a specified pipeline stage, using dynamic templates populated with HubSpot contact and deal field data to keep communication timely and relevant.
Steps:
- Trigger workflow on HubSpot deal stage change via HubSpot webhook or polling
- Fetch associated contact and company details from HubSpot
- Map HubSpot contact and deal properties to SendGrid dynamic template variables
- Send personalized email via SendGrid using the pre-built dynamic template
- Log send confirmation back to HubSpot as a contact note or activity
Connectors Used: HubSpot, SendGrid
Template
Bidirectional Contact Sync Between HubSpot and SendGrid
Keep contact lists consistent between HubSpot and SendGrid by automatically syncing new contacts, updated email addresses, and opt-out statuses in both directions on a scheduled or event-driven basis.
Steps:
- Poll HubSpot for newly created or updated contacts since the last sync run
- Add or update corresponding contacts in SendGrid marketing lists based on HubSpot list membership
- Poll SendGrid for recent unsubscribe, bounce, and spam report events
- Update HubSpot contact email subscription status and add suppression notes for affected records
- Log sync summary to a Google Sheet or Slack channel for monitoring
Connectors Used: HubSpot, SendGrid
Template
SendGrid Click Event to HubSpot Sales Task Creator
When a contact clicks a link in a SendGrid email, this template automatically creates a follow-up task in HubSpot and assigns it to the contact owner, so sales reps can act on warm signals right away.
Steps:
- Receive SendGrid click event via webhook and extract contact email and clicked URL
- Identify the contact in HubSpot and retrieve their assigned owner
- Create a HubSpot task assigned to the contact owner with context about the clicked link
- Optionally update a HubSpot contact property such as 'Last Email Click Date' with the event timestamp
- Send a Slack notification to the rep summarizing the engagement signal
Connectors Used: SendGrid, HubSpot
Template
HubSpot List Membership to SendGrid List Sync
Automatically export contacts from a defined HubSpot list to a corresponding SendGrid marketing list, so campaign audiences in SendGrid always reflect the latest HubSpot segmentation without manual exports.
Steps:
- Trigger on a schedule or HubSpot list membership change event
- Fetch all current members of the target HubSpot list via API
- Compare the HubSpot list against the current SendGrid list to identify additions and removals
- Add new contacts to the SendGrid list and remove contacts no longer in the HubSpot list
- Log any contacts that could not be matched and alert the operations team
Connectors Used: HubSpot, SendGrid
Template
SendGrid Bounce Handler with HubSpot Contact Suppression
Detect hard and soft bounces from SendGrid in real time, automatically update the affected HubSpot contact record to reflect the invalid email, and optionally trigger an internal alert or data enrichment workflow to recover the contact.
Steps:
- Receive SendGrid bounce event via webhook and classify as hard or soft bounce
- Look up the bounced email address in HubSpot
- Update the HubSpot contact's email status property and add a bounce note to the timeline
- For hard bounces, mark the contact email as invalid and remove from active SendGrid lists
- Route the contact to a data cleansing workflow or notify the data ops team via Slack or email
Connectors Used: SendGrid, HubSpot