Sequences

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Overview

A sequence is a series of messages sent to each contact in order over days or weeks. For example: an email today, a text tomorrow, and a second email three days later. Contacts enter one at a time as they match your audience, and leave as soon as they reply, book, or opt out. Find sequences under Marketing → Campaigns → Sequences in the sidebar (/sequences). Sequence, campaign, or workflow? A campaign sends one message to a whole audience at once. A sequence sends a fixed chain of messages per contact, spread out by waits. A workflow adds branches (“if they clicked, do this; if not, do that”), conditions, and actions other than sending messages. Use it when a straight line isn’t enough.

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Before you start

• Text steps need an Active, SMS-capable number (SMS channel).
• Email steps need a verified sender — an email address you’ve proven you own (Email senders). You can’t start the sequence without one.
• WhatsApp steps need a connected WhatsApp channel.
• Build the segments (saved groups of contacts) or tags (labels you put on contacts) that decide who should enter.

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Create a sequence

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Build the timeline

The editor opens with an entry chip (“A contact joins the sequence”) and your steps in order. Click Add a step to insert Email, Text message, WhatsApp, WhatsApp Template, Wait, or Goal; drag the handle to reorder. Day markers (“Day 1”, “Day 4”) are worked out from the waits. Changes save automatically.

• Email — Subject line (with Write subject with AI), Preview text (optional), Send from, and Email content as a Simple email (formatted text, AI draft) or a Designed email. For a designed email, click Choose a template, then Edit design to open the drag-and-drop designer at /sequences/:id/design. Use Swap template to start over.
• Text message — Send from (required per step), Message (type @ for a variable (merge tag), attach a picture or file to send as MMS, or Choose a template), and Track link clicks.
• WhatsApp — a Message you write yourself, plus If WhatsApp can’t message this contact right now: Skip this step or Send an approved template instead with a Fallback template. WhatsApp Template sends an approved template only.
• Wait — Wait for a number of minutes, hours, days, or weeks (up to 180 days).
• Goal — Count it as a win when the contact… replies, books an appointment, becomes a customer, or makes a purchase. Leave Stop the sequence when reached on to end the sequence for contacts who reach it.

Messages support merge tags like {{first_name}} (placeholders that fill in each contact’s details). They also support spin text like {Hi|Hey}: the app picks one of the options for each message, so they aren’t all identical. The Variation 1 of N control previews each version. Click Send test on an email step (goes to your own address) or a text step (Send to phone number) to rehearse it.

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When a message may go out

Send timing lives on the message, not on the wait before it. On an email or text step, switch on Only send on certain days to pick weekdays. Switch on Only send at certain times to choose Between a start and end time or At exactly one time. The caption confirms the rule and timezone, and the timeline card shows a clock chip.

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Audience & rules

Click Audience & rules in the editor header. The sheet has three tabs:

• Audience — the same segment, tag, stage, and source picker as the wizard.
• Stop when — the Sequence goal plus exit rules: They reply (on by default), They book an appointment, They become qualified or a customer, Their email bounces (on), Their text message fails, and They unsubscribe from email (on). They opt out of texting is always on and marked Required.
• Sending rules — Timezone (defaults to your organization’s), Send during business hours with On these days, Skip weekends, Respect quiet hours (a 9 PM–8 AM window you can adjust). Limits: Max messages per day, per contact, Max emails per week, per contact, Max texts per week, per contact. Held messages send when the window opens.

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Start, pause, and update

Click Validate to open the publish checklist; blocking issues also appear in a banner (“To publish, fix: …”). Then click Start sequence — contacts who already match the audience join now, and new matches join automatically. The status changes from Draft to Running. Edit a running sequence and click Update live sequence: changes apply to future sends while contacts already inside continue where they are. From the list’s row menu use Pause (no new contacts join, and contacts already inside pause at their next send) or Resume. The menu also has Duplicate, View report, Archive (cancels everyone still in the sequence), Unarchive, and Delete (drafts only). Filter the list with My sequences, Running, Paused, Drafts, and Archived.

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How contacts enter and leave

• Automatically — when a contact joins a selected segment, receives a selected tag, moves into a selected stage, or is created from a selected source. Stages and sources act as filters when segments or tags are chosen.
• Manually — in Contacts, select rows and use Bulk Actions → Add to Sequences (running sequences only). Contacts already in the sequence are skipped, and opted-out contacts are skipped for any sequence with a text step. Use Remove from Sequences to cancel. A contact’s page has Add to Sequence and an Active Sequences panel.
• From automations — the Add to sequence workflow action, or a join keyword’s Follow-up sequence.

Contacts leave when a Stop when rule fires, when they finish the last step, or when you click Remove from sequence on the report. Each contact goes through a given sequence once.

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Read the report

Open View report for stat cards — Entered, In progress, Finished, Replied, Goals hit, Conversion rate — and the Step-by-step journey. Each step shows how many contacts reached it, plus Sent, Delivered, Opened and Clicked rates for email, link clicks for texts, and bounced or failed counts. Why contacts left tallies exit reasons, Link performance lists tracked links, and Contacts in this sequence shows each person’s status and join time.

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FAQ

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Troubleshooting