Sequences are an extremely powerful way to send a series of messages with a shared goal to your contacts.

You can create sequences, add messages, and link sequences to Smart Groups to automatically subscribe and unsubscribe contacts.

Why Sequences are helpful

A Sequence is a series of messages sent to contacts – that all drive the contact to perform a common goal.

A few examples of good Sequences:

  • Send a series of messages to convert a new user into an activated user during their 14 day trial – driving them to set up a specific feature.
  • Sending an educational series of emails to a contact who has just downloaded your free ebook sample – to drive them to purchase the full ebook.
  • Send a series of messages to encourage an existing churn-risk customer to return to your app and try a new feature – to reduce their likelihood of churning.

Sequences vs Messages

Sequences are almost identical to Automated Messages – you choose when and who you want to engage with, you create your message, hit publish, and your contacts will automatically receive a message when they meet the criteria you defined.

The big difference – as the name suggests – is that Sequences are a series of messages, while Automated Messages are just one-offs. Use Messages for simple “when this happens, send this message” style engagements. When you want to persuade contacts to achieve a grander goal, perhaps over the course of a few days or a few weeks, Sequences are a better solution.

Learn more about Automated Messages ->

Key components of a Sequence

Sequences consist of a few concepts:

Name and purpose

Name and purpose – to make it easier for you to collaborate with your team, we recommend keeping the title simple and action based, and describing the goal of the sequence – e.g. “Active New Users” is a good title, and the description of the Sequence could be “Drive new users to activate feature X after they sign up.”

Who should receive the Sequence?

Define what will cause a contact to receive your Sequence.

You can define exactly who receives your Sequence, and when they receive it, by creating a Smart Group in GoSquared. Smart Groups enable you to specify exactly the criteria you want people to match before receiving a message.

Learn more about Smart Groups ->


A Sequence is made of a series of messages. Each message can either be sent as an “in-app” message (only shown to users when they are signed in on your website), or as an email and in-app message.

When sending via email, you can choose to send your message as a simple email using the standard GoSquared email template, or you can create a totally custom HTML Email – handy if you have created an email in another tool and want to bring it over to GoSquared.

You can choose how long to wait between sending messages in a Sequence. Often, you’ll want to send the first message in a Sequence immediately – for example, when a contact has signed up for a trial. But you will likely want to wait at least a day to send a further message in your Sequence, and at least another day after that. You definitely don’t want to bombard your contacts with too many emails! No one likes that!

Advanced options

You can set when a Sequence should start and stop sending. For example, you may want to send a Sequence over a one week period when running a promotion.

You can also limit the times when messages in a Sequence send – for example, you might want to limit messages to only send during office hours so your team are available to answer any replies that may come in from your contacts.

Frequently Asked Questions about Sequences

How does subscribing and unsubscribing work?

When you set up a Sequence, you choose to link it to a Smart Group.

Once linked, contacts entering the Smart Group will be subscribed to the Sequence, and contacts exiting the Smart Group will be unsubscribed from the Sequence.

Critically, this means contacts will be unsubscribed from a Sequence if you set a time limit within your Smart Group – for example, “New customers in the last 24 hours”.

To avoid running into issues here, we recommend creating Smart Groups dedicated to each Sequence you run, and keeping these separate from any Smart Groups you may use to view and understand your contacts.

What happens when a contact unsubscribes from a Sequence?

All emails sent to contacts with GoSquared Automation must include an unsubscribe link so it’s easy for them to opt out.

If a contact chooses to opt out they will be immediately unsubscribed from all emails sent with GoSquared Automation.

Can I insert images into Sequence messages?

Yes! Drag and drop images from your computer into the Sequence message and it will be uploaded and placed into the message.

How can I migrate drip campaigns or sequences from another service?

We’re always keen to help our customers get set up with GoSquared successfully – it’s why we’re here!

We have a series of helpful articles to assist with migrating from other services, and if you have any questions that aren’t answered here, we’re just a Live Chat message away – so please get in touch!