# 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:

1. **Day 0**: Welcome email (sent immediately)
2. **Day 2**: Getting started guide
3. **Day 5**: Feature spotlight
4. **Day 7**: Case study or social proof
5. **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:

1. A Workflow triggers when someone signs up
2. The Workflow adds them to a welcome Sequence
3. The Sequence delivers 5 emails over 2 weeks
4. 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. 

## Common Sequence Patterns

**Welcome Series**

- Email 1 (Day 0): Welcome and introduction
- Email 2 (Day 2): Key features or quick wins
- Email 3 (Day 5): Deeper dive or tutorial
- Email 4 (Day 7): Social proof or testimonials
- Email 5 (Day 10): Clear call to action

**Onboarding Flow**

- Email 1: Account setup instructions
- Email 2: First steps to get value
- Email 3: Advanced features
- Email 4: Support resources
- Email 5: Feedback request

**Educational Drip**

- Email 1: Introduction to the topic
- Email 2: Core concept #1
- Email 3: Core concept #2
- Email 4: Core concept #3
- Email 5: Summary and next steps

**Re-engagement**

- Email 1: "We miss you" message
- Email 2: What's new since they left
- Email 3: Special offer or incentive
- Email 4: Last chance before removal

## Managing Sequences

In the Sequences section of Bento, you can:

- Create new Sequences with multiple emails
- Edit Email Templates within a Sequence
- Adjust timing between emails
- View performance stats for each email
- See how many people are currently in each Sequence

## Sequence Analytics

Each Sequence tracks performance metrics:

- **Emails sent**: Total messages delivered
- **Open rate**: Percentage who opened
- **Click rate**: Percentage who clicked
- **Unsubscribe rate**: Percentage who opted out

These metrics appear at both the Sequence level and for individual Email Templates within it.

## How Sequences Connect to Other Concepts

Sequences work with the rest of Bento:

- **Workflows** add people to Sequences
- **Email Templates** are the individual emails in a Sequence
- **People** progress through Sequences
- **Tags** can trigger Sequence entry via Workflows
- **Events** can trigger Sequence entry via Workflows
- **Fields** personalize Sequence emails

Sequences are how you deliver consistent, timed email content. Workflows orchestrate when and why someone enters them.