What a funnel is
A funnel is an ordered sequence of emails with timing and logic between them. Contacts enter, move step by step, and branch or exit based on what they do. It is the automation that turns a list into a lifecycle program.
Create a funnel
- Go to Funnels → New.
- Give it a name and a goal (onboarding, activation, recovery, re-engagement).
- Add your first email — subject, body, and sender.
- Add a delay before the next step (for example, “wait 2 days”).
- Repeat until the sequence is complete.
Prefer to start from a draft? Let AI generate the whole sequence from a one-line brief — see Generate funnels with AI.
Steps you can add
- Email — the message a contact receives at this point.
- Delay — wait a fixed time before the next step.
- Condition — branch on behavior, such as “opened the last email” or “clicked a link,” to send different follow-ups.
- Exit — remove a contact from the funnel when a goal is met (for example, they converted).
Choose who enters
A funnel runs against a segment. Pick an existing segment or build one — for example, “trial started in the last 7 days and has not activated.” Only contacts matching the segment enter.
Test before you launch
- Send yourself a preview of each email.
- Check links, merge fields, and the unsubscribe footer.
- Confirm delays read the way you expect across time zones.
Activate
When you activate, matching contacts begin entering at step one. Opens, clicks, conversions, and drop-off appear on the funnel dashboard so you can see where people move and where they stall.
Iterate
Watch the step-by-step numbers. If a step leaks contacts, rewrite the email, adjust the delay, or add a condition. Small changes to the first two emails usually move results the most.
Next steps
- Speed it up: Generate funnels with AI.
- Target better: Contacts & segments.
