Why it matters
Sequences let you automate structured outreach instead of sending messages one by one. They coordinate timing, channels, conditions, and automation rules so contacts move through a controlled workflow that reacts to their data and behavior.
Key Concepts
Sequence: An automated, multi-step workflow that can send messages, react to events, and update data for contacts over time.
Channels: Sequences can use SMS, Email, WhatsApp, Messenger, Instagram, and Voice AI, and can mix channels in a single workflow.
Sequential Sequence: A linear path where every contact follows the same ordered steps unless removed or stopped by rules.
Branched Sequence: A path with conditional logic where contacts can be routed differently based on tags, data, responses, no-response windows, or link clicks. Includes a Flow view to see the graph of steps and branches.
Steps: Individual stages in the sequence. A step usually sends a message or triggers an action, with a schedule such as send immediately, wait a delay, or send relative to a date from a custom object.
Triggers: Events that sequences can react to, such as a reply, keyword, link click, call result, or no response. Triggers fire actions when their condition is met.
Actions: What happens when a trigger fires. Examples include sending a message, adding or removing tags, moving a contact to another step, updating conversation status, notifying users, adding or removing from sequences, starting a chat agent, or sending an HTTP request.
Sequence Settings: Global rules for the sequence such as access level, what happens when a contact responds, what happens if they are added again, frequency caps, quiet hours, weekend rules, business hours, link tracking, and call flow options.
Enrollment: How contacts enter the sequence. Enrollment can come from segments, manual add, uploads, tags, groups, keyword or campaign automations, or other sequences.
Sequence Templates: Reusable blueprints for sequences. A template stores the structure and settings so you can create new sequences quickly by clicking Use template.
Step-by-Step: Getting Started With Sequences
Go to Sequences from the left menu.
Review the Sequences list to see existing workflows, their status, number of steps, and access level.
Click Create sequence to build a new workflow, or open an existing sequence to understand its steps and settings.
Choose a sequence type (Sequential or Branched) and set the title, description, and access level.
Open Sequence settings to configure response behavior, re-add rules, frequency caps, quiet hours, weekends, business hours, link tracking, and call flow.
In the Steps tab, add steps that define what happens and when, for example SMS, Email, WhatsApp, Messenger, Instagram, or Voice AI steps with delays or date-based schedules.
Add triggers and actions inside steps to react to events like replies, link clicks, or no response and to update tags, conversations, or other sequences.
Use the Contacts tab and Segments tab to manage who is enrolled, see their current step, and attach saved segments for ongoing enrollment.
Turn the sequence on when you are ready for contacts to start moving through it.
Tips and Best Practices
Use sequential sequences for simple drips and straightforward follow-up flows.
Use branched sequences when behavior should change the path, such as different follow-up if someone replies or never responds.
Design segments first, then attach them as enrollment sources so sequences stay aligned with live data.
Turn on quiet hours, skip weekends, and business-hours sending for production sequences that message real contacts.
Use message variables and custom object dates to schedule steps relative to real events, such as assignment start or end dates.
Keep step titles, trigger names, and sequence names clear and consistent so other teammates understand the workflow.
Troubleshooting
Issue | Possible Cause | Fix |
Contacts are not entering the sequence | Enrollment source not configured or segment has no matches | Check attached segments, tags, or audience selection and confirm contacts meet the criteria |
Contacts stay in the sequence after replying | Response handling is set to continue | Open sequence settings and change the “on contact response” rule to remove from sequence if required |
Messages are sending at unexpected times | Quiet hours, weekends, or business hours interacting with step schedules | Review global sending rules and step timezones and adjust delays or constraints |
Contacts receive too many messages | Frequency caps or re-add rules are too permissive | Lower lifetime enrollment limits and per-interval caps and adjust “when contact is added again” behavior |
Triggers do not seem to fire | Trigger type or condition does not match real behavior | Check that the correct trigger type is used and that link tracking, keywords, or reply conditions are configured correctly |