Sequences

Sequences are automated email series that deliver a set of messages to subscribers over time. They're the backbone of drip marketing, delivering the right content at the right pace without manual intervention.

What is a Sequence?

A Sequence is a collection of emails sent in order, with delays between each one. When someone enters a Sequence, they receive the first email, then the second after a delay, then the third, and so on.

A typical Sequence might look like:

Day 0: Welcome email (sent immediately)
Day 2: Getting started guide
Day 5: Feature spotlight
Day 7: Case study or social proof
Day 10: Call to action

Each email is an Email Template that you create and configure within the Sequence.

Sequence Components

Email Templates

Each step in a Sequence is an Email Template. Templates contain:

Subject line: What appears in the inbox
Content: The body of your message
Delay: How long to wait before sending (relative to the previous email or entry)

Templates can be in plain text or built with our drag and drop editor.

Timing and Delays

Delays control the pacing of your Sequence:

Send immediately upon entry
Wait 1 day, 3 days, 1 week, etc.
Delays are relative to the previous step

People move through Sequences at their own pace based on when they entered. Two people who entered a week apart will receive emails a week apart.

Entering a Sequence

People enter Sequences through Workflows. A Workflow triggers the entry based on events or conditions:

Someone submits a signup form
A tag is added to their profile
They make a purchase
They match a segment's criteria

Once in a Sequence, they progress through each email automatically.

Caveats

People can only enter a sequence ONCE. If they are added multiple times, only one session will continue for them. If they join, leave, and enter again they pick up where they left off.

Stopping a Sequence

You can stop a sequence either by configuring it to stop when the user has a tag or using the "Remove from Sequence" action in a workflow. Additionally, if a sequence is not transactional then unsubscribing will also stop them getting more emails.

Sequence vs Workflow

Sequences and Workflows serve different purposes:

Sequences	Workflows
Linear email series	Branching automation logic
Focus on sending emails	Focus on actions and decisions
Time-based progression	Event and condition-based
Content delivery	Orchestration and routing

Think of it this way: Workflows decide what happens and when, while Sequences handle the email delivery itself.

A common pattern:

A Workflow triggers when someone signs up
The Workflow adds them to a welcome Sequence
The Sequence delivers 5 emails over 2 weeks
The Workflow might also add tags, update fields, or branch based on behavior

The only time you'd not use a sequence and instead use many emails + delays in a Workflow is when the sequence needs to be repeatable. A good example of this is a download opt-in where every time the user wants the download you should email it to them.