If you're just now learning about email sequencing, check this intro article out first!

In this advanced article for email sequencing, we'll cover two things:

  1. How to build an advanced multi-goal email sequence

  2. How does the sequencing work in Planhat? It's highly flexible, but the optionality means it's a few things to keep in mind


1. Building an advanced multi-goal sequence


2. How sequencing works in a campaign template

When will things get sent out? Is the first step, or group, dependent on the previous step being completed?

There are three main things to know here about steps in playbooks:

  1. Steps (and Groups) can have conditions for when they get activated. For example: "only activate this step (eg, send this email) when a user has logged in for the first time", or "if the customer is using product A, then send this email, but if they use product B, then send this other email"

  2. As a result, each Step (and Group) can either be "Activated" or "Not activated". All steps are activated as soon as the playbook/campaign is created, unless they have a condition that hasn't been met yet. When a step has a condition, as soon as it's met then it gets activated (and can never un-activate). For example: you want to send an email when a user has logged in for the first time, so you use a condition on that email ("logins > 0") - at first, this step will not be activated. But when the enduser logs in, it'll be activated

  3. There are parent and dependent steps, where parent steps are everything not indented and dependent steps are shown indented below a parent. In addition to other conditions, dependent steps can have conditions related to the outcome of their parent step (eg, if parent is not completed within 5 days, then activate this dependent step). If a dependent step does not have a condition, the only relation it has with its parent is that its due date (if task) and send date (if email) is related to days after completion of parent step.

Why did we go through this? Because this informs you on how the timing of steps works in playbooks (due date for tasks, send date for emails):

  • If a step has no condition, its due/send date is the number of days used in the "days" parameter (if email steps, it's the x when using "custom" and "wait for x days/workdays").

  • If a step has a condition, its due/send date is the number of days after it gets activated (ie, days after its condition is met)

  • If a step is a dependent step, its due/send date is the number of days after its parent gets completed (ie, task set to done/ignored, or email sent)

In other words, the "days" parameter always refers to days after step is activated (if its a parent step) or days after parent step is completed (if dependent step). It doesn't matter where in the order the step is - it just follows its days parameter. This is to make campaigns more flexible and less rigidly dependent on some linear structure. It also allows you to work with the Groups against particular goals that might be run in parallel over time.

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