# Email sequencing

> Build an automated multi-step journey of emails, delays, branches and actions.

Source: https://help.clockworkcrm.com/marketing/sequences
Last updated: 2026-10-09

A sequence is an automated journey a contact moves through, one stage at a time. Contacts join a
sequence by being on its mailing list. Sequences are built at **Marketing → Email Sequencing**.

![The sequence list: each sequence with its status and how many contacts are in it](https://clockworkcrm.blob.core.windows.net/public-internal/docs/marketing/sequences-list.png?v=684f690c)

## The sequence list

The line under the heading shows the email credits and automation credits you have left, with any
top-up credits in brackets. Hover over a count to see when credits are next added.

| Column | What it shows |
|---|---|
| **Name** | The sequence's name |
| **Status** | **Active** or **Paused** |
| **Active Contacts** | How many contacts are part way through the sequence |
| **Created** | When the sequence was created, and by whom |
| **Last Updated** | When the sequence was last saved, and by whom |

The **⋮** menu on each sequence has:

| Action | What it does |
|---|---|
| **Edit** | Opens the sequence builder |
| **Statistics** | Opens the sequence's statistics |
| **Copy** | Makes a copy called "(Copy)", paused, and opens it |
| **Delete** | Deletes the sequence |

To delete several sequences at once, tick them and select **Bulk Delete**. The search box filters the
list. You only see the sequences you have permission to see.

## How a sequence works

1. The **Entry Point** names a mailing list. Clockwork CRM checks the list regularly, and each
   contact on it who is not already in the sequence starts at the entry point.
2. The contact follows the connections from stage to stage. Each stage does its job, such as sending
   an email or waiting, then passes the contact on.
3. When a stage has several connections out of it, the contact follows every connection whose rules
   they meet. A connection with no rules is always followed. If the contact meets more than one, they
   go down each of those routes.
4. The journey ends when the contact reaches a stage with no connection they can follow, or a
   **Remove from Mailing List** stage.

A contact who leaves the mailing list part way through is dropped from the sequence. Contacts in the
sequence are only processed while it is active.

Only people and companies can have tags, fields, SMS messages and contact conditions. An imported
email address that is not a contact skips **Add Tag**, **Remove Tag**, **Set Field** and **SMS**
stages.

## Credits

Every stage after the entry point uses one automation action credit when it runs. A **Wait Until**
stage uses one credit when it finishes waiting, however many times its conditions are checked. Each
email sent by an **Email** stage also uses one email send credit.

A contact waits at a stage while you have no credits, and carries on once credits are added. See
[Subscription information](https://help.clockworkcrm.com/admin/subscription).

## Building a sequence

**New Sequence** opens the sequence builder. A new sequence starts with three stages already in
place: an **Entry Point**, a **Delay** of one day, and a **Send Marketing Email** stage.

![The sequence builder on a new sequence: entry point, a one day delay and an email stage](https://clockworkcrm.blob.core.windows.net/public-internal/docs/marketing/sequence-editor.png?v=8a32ed49)

1. Select the **Entry Point** and choose the mailing list.
2. Select **Sequence Settings** and add the stages you need from **Stages**.
3. Connect the stages. Drag from the bottom of one stage to the top of the next.
4. Select each stage and fill in its settings.
5. Turn on **Sequence Active** and select **Save**.

The canvas can be dragged around and zoomed, and the map in the bottom left corner shows where you
are. The bar at the top names what is selected.

A stage that is missing a required setting is outlined and cannot be saved. **Save** tells you how
many stages and conditions are incomplete.

### The toolbar

| Control | What it does |
|---|---|
| **Sequence Active** / **Sequence Paused** | Turns the sequence on or off. While it is paused, contacts stay where they are and nothing is sent |
| **View Statistics** | Opens the statistics. Shown once the sequence has been saved |
| **Sequence Settings** | Opens the sequence settings |
| **Save** | Saves the sequence |

### Sequence settings

| Setting | What it does |
|---|---|
| **Sequence Name** | The sequence's name. Required |
| **Stages** | Buttons that add each type of stage to the canvas |
| **Allow contacts to re-enter after ending** | Lets a contact start again after finishing, as long as they are still on the mailing list. Off by default |
| **Re-enter after** and **Unit** | How long after finishing a contact can start again, in **Minutes**, **Hours**, **Days** or **Weeks**. At least 1 |
| **Permissions** | The **Users** and **Teams** who can see the sequence. A new sequence starts with you and the Everyone team |

With re-entry on, a contact who finishes starts again once the delay has passed, and repeats this each
time they finish.

## Stage types

Select a stage to open its settings. Every stage has a **Stage Name**. **Remove Stage** deletes the
stage and its connections. The entry point cannot be removed.

**Stage Active** / **Stage Paused** turns one stage on or off. Contacts that reach a paused stage wait
there, and nothing is sent or charged, until the stage is turned back on. A paused **Delay** keeps
counting, and its contacts move on once the stage is turned back on. A paused stage shows a pause
badge on the canvas.

| Stage | What it does |
|---|---|
| **Entry Point** | Names the mailing list contacts join from |
| **Delay** | Waits for a set time before continuing |
| **Wait Until** | Holds the contact until conditions are met, up to a maximum wait |
| **Email** | Sends an email |
| **SMS** | Sends a text message |
| **Webhook** | Sends a web request to another system |
| **Add Tag** and **Remove Tag** | Change the tags on the contact |
| **Set Field** | Writes values to fields on the contact |
| **Calendar Entry** | Creates a calendar entry |
| **Add Opportunity** | Creates an opportunity |
| **Remove from Mailing List** | Takes the contact off the mailing list and ends their journey |

### Entry point

Search for and choose the mailing list the sequence uses. Contacts added to the list later start the
sequence too. A list built from search criteria adds and removes contacts as their details change.
See [Mailing lists](https://help.clockworkcrm.com/marketing/mailing-lists).

### Delay

| Setting | What it does |
|---|---|
| **Delay Type** | **Wait for a duration** or **Wait until time of day** |
| **Delay Value** and **Delay Unit** | For a duration: how long to wait, in **Seconds**, **Minutes**, **Hours**, **Days** or **Weeks** |
| **Day of Week (optional)** | For a time of day: a day to wait for, or **Any day (next occurrence)** |
| **Time of Day (UTC)** | For a time of day: the time to continue at, in UTC |

With **Any day (next occurrence)**, the contact continues at the next time the clock reaches that
time. If it has already passed today, that is tomorrow.

### Wait Until

| Setting | What it does |
|---|---|
| **Continue when** | **All of the conditions are met** or **Any one of the conditions is met** |
| **Conditions** | **Add Condition** adds a condition to wait for. At least one is required |
| **Maximum wait** and **Unit** | How long to wait before giving up, in **Minutes**, **Hours**, **Days** or **Weeks**. The default is 7 days |

A contact who already meets the conditions on arrival continues straight away. Conditions are checked
again while the contact waits, from every few minutes for short waits to hourly for long ones.

Contacts continue when the conditions are met or when the maximum wait runs out. To send the two
groups different ways, give the connections out of the stage the rules **Wait Condition Was Met** and
**Wait Timed Out**.

Conditions about things that cannot change while a contact waits, such as whether they are a person
or company, cannot be used in a wait.

### Email

| Setting | What it does |
|---|---|
| Template | Search for and choose a marketing template or email stencil |
| **Send from...** | The sending address. Only addresses on verified sender domains are listed |

Emails are sent in the same way as a bulk email shot, including unsubscribe handling and tracking.
See [Bulk email shots](https://help.clockworkcrm.com/marketing/bulk-email). Once the stage has sent, it shows how many emails it
has sent and a statistics button. When contacts have been through the stage more than once, the
button lists each send, **Send #1**, **Send #2** and so on.

### SMS

| Setting | What it does |
|---|---|
| **Send From** | The phone number to send from |
| Message | The text of the message. The merge field picker inserts merge fields |

The message is sent to the contact's phone number. A contact with no phone number skips the stage.
**Add SMS** is only available when you have a phone number that can send SMS. See
[Communication services](https://help.clockworkcrm.com/admin/communication-services).

### Webhook

| Setting | What it does |
|---|---|
| **HTTP Method** | **GET**, **POST**, **PUT**, **PATCH** or **DELETE**. The default is **POST** |
| **URL** | The address to send the request to. It can contain merge fields |
| **Payload (JSON)** | The body of the request, for **POST**, **PUT** and **PATCH**. It can contain merge fields |
| **Headers** | **Add Header** adds a **Key** and **Value** sent with the request |

A request that fails because of a temporary error is retried.

### Add Tag and Remove Tag

Tick the tags to add or remove. **Search Tags** filters the list. Tags are grouped into **Person**,
**Company** and **Any**. At least one tag is required.

### Set Field

Tick the fields to set under **Available Properties**, grouped into **Person** and **Company**. Then
enter a value for each under **Set Field Values**. Text fields can contain merge fields.

### Calendar Entry

| Setting | What it does |
|---|---|
| **Title** | The entry's title. Required. It can contain merge fields |
| **Description** and **Location** | Optional. They can contain merge fields |
| **Type** | The type of calendar entry |
| **Assign to** | The users the entry is for. The first user is the organiser. Leave it empty to assign it to the sequence owner |
| **Schedule** | When the entry is: **In an offset from when this stage runs**, **On the next day of the week**, or **On a fixed date** |
| **In** and **Unit** | For an offset: how many minutes, hours, days or weeks after the stage runs. The default is 1 day |
| **At (UTC)** or **Time (UTC)** | The time of the entry, in UTC. For an offset, shown when the unit is days or weeks |
| **On the next** | For the next day of the week: the day. If the stage runs on that day and the time is still ahead, the entry is that day. Otherwise it is the following week |
| **Date** | For a fixed date: the date |
| **All day** | Makes it an all-day entry |
| **Duration (minutes)** | How long the entry lasts. The default is 30 |
| **Link the contact to this entry** | Adds the contact to the entry. On by default |

### Add Opportunity

| Setting | What it does |
|---|---|
| **Name** | The opportunity's name. It can contain merge fields. Left empty, the stage name is used |
| **Description** | Optional. It can contain merge fields |
| **Value** | A number, or a merge field that gives one. Left empty, the value is zero |
| **Pipeline** and **Status** | Where the opportunity goes. Required |
| **Pipeline fields** | The custom fields of the chosen pipeline and status. Required fields must be filled in |
| **Who should own it?** | The owner. Left empty, the sequence owner owns it |
| **Importance** | **1 - Lowest** to **5 - Highest**. The default is **3 - Medium** |
| **Likelihood (%)** | From 0 to 100. The default is 50 |
| **Estimated close date** | **No estimated close date**, **In an offset from when the stage runs** (enter **In (days)**), or **On a fixed date** (enter **Date**) |
| **Link the contact to this opportunity** | Adds the contact to the opportunity. On by default |

See [Opportunities](https://help.clockworkcrm.com/sales/opportunities).

### Remove from Mailing List

Takes the contact off the sequence's mailing list and ends their journey. Only contacts added to
the list by hand or by import are removed. A contact who is on the list because of its search
criteria is added back while they still match.

## Connection rules

Selecting a connection opens **Connection Rules**. **Add Condition** adds a rule, and a contact only
follows the connection when they meet every rule on it. **Remove Connection** deletes the
connection.

A connection with rules shows a summary of them on the canvas. Hover over it to see them in full.

Each rule starts with **Where**:

| Where | What it checks |
|---|---|
| **Has Phone Number** / **Does Not Have Phone Number** | Whether the contact has a phone number |
| **Is Tagged With** / **Is Not Tagged With** | Whether the contact has a tag |
| **Has Viewed Landing Page** / **Has Not Viewed Landing Page** | Whether the contact has viewed one of your landing pages |
| **Has Submitted Form** / **Has Not Submitted Form** | Whether the contact has submitted one of your forms |
| **Has Clicked Landing Page Link** / **Has Not Clicked Landing Page Link** | Whether the contact has clicked a particular link on a landing page. Choose the page, then the **Link** |
| **Has Opened Email** / **Has Not Opened Email** | Whether the contact opened the email sent by an **Email Stage** in this sequence |
| **Has Clicked Email Link** / **Has Not Clicked Email Link** | Whether the contact clicked a link in the email sent by an **Email Stage** in this sequence |
| **Added To Mailing List Date** | When the contact was added to the mailing list: **Before**, **After** or **On** a date |
| **Person Matches** / **Person Does Not Match** | Whether the person meets a set of search criteria |
| **Company Matches** / **Company Does Not Match** | Whether the company meets a set of search criteria |
| **Is a Person** / **Is Not a Person** | Whether the contact is a person |
| **Is a Company** / **Is Not a Company** | Whether the contact is a company |
| **Is a Contact** / **Is Not a Contact** | Whether the recipient is a person or company, rather than an imported email address |
| **Wait Condition Was Met** / **Wait Timed Out** | How a **Wait Until** stage ended. Only on connections out of a **Wait Until** stage |

An imported email address has no contact details, so rules that check for something fail and rules
that check for its absence pass. Use **Is Not a Contact** to pick out imported addresses.

The search criteria for **Person Matches** and **Company Matches** include **Blacklisted**, which
matches contacts with an email address on the blacklist.

## Contacts at a stage

When contacts are at a stage, the stage shows how many. Select the count to see them.

| Column | What it shows |
|---|---|
| **Contact** | The person, company or email address |
| **Entered** | When the contact arrived at the stage |
| **Time in stage** | How long they have been there |
| **Exits in** | For a delay: when the contact moves on |
| **Next check** | For a **Wait Until**: when the conditions are next checked |

## Statistics

**Statistics** has three views: **Overview**, **Contacts** and **Email Campaigns**. **Edit Sequence**
returns to the builder.

![The statistics of a sequence: contacts, completion and activity over time](https://clockworkcrm.blob.core.windows.net/public-internal/docs/marketing/sequence-statistics.png?v=1e2f435d)

### Overview

| Figure | What it shows |
|---|---|
| **Unique Contacts** | How many different contacts have entered the sequence, with the total number of routes taken |
| **Currently Active** | Contacts in progress now |
| **Completed** | Routes that reached the end |
| **Failed** | Routes that stopped because of an error |
| **Dropped** | Routes stopped because the contact left the mailing list |
| **Completion Rate** | Completed routes as a percentage of all routes. Green at 50% or more, red under 25% |

A contact who goes down two routes, or re-enters, counts once in **Unique Contacts** and once per
route in the other figures.

| Chart or table | What it shows |
|---|---|
| **Activity Over Time** | Entries and completions by day |
| **Stage Volume** | The number of contacts processed at each stage |
| **Contact Status** | Routes by their current state |
| **Stage Breakdown** | Each stage with its **Type**, **Active Now** (contacts waiting there) and **Total Processed** (contacts that have passed through) |

### Contacts

**Sequence Contacts** lists every contact that has entered the sequence, with their **Current Stage**,
**Status**, when they **Entered** and when they were **Last Updated**. **Filter by** shows **All**,
**Active**, **Completed**, **Failed** or **Dropped**. The **...** menu opens the person or company
record.

### Email Campaigns

**Email Campaigns** lists the emails the sequence's email stages have sent, one row per send, with
the template **Name**, **Status**, **Opens**, **Clicks** and the date. Double-click a row to open
the statistics for that send, which are the same as for a bulk email shot. See [Bulk email shots](https://help.clockworkcrm.com/marketing/bulk-email#statistics).

## Related

- [Mailing lists](https://help.clockworkcrm.com/marketing/mailing-lists), the contacts a sequence draws on
- [Bulk email shots](https://help.clockworkcrm.com/marketing/bulk-email), sending in one go instead
- [Automations](https://help.clockworkcrm.com/automations/automations), rules that act on changes to your records