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Email sequences are the core delivery mechanism of the Reactivate module. They define automated, multi-step email flows that are triggered by customer behavior or scheduled events.

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Sequence Structure

Each sequence consists of:
  • Brand - The brand this sequence belongs to
  • Trigger - What initiates the sequence (sign-up, purchase, lapse, etc.)
  • Steps - Ordered email steps with delays between them
  • Segments - Target customer segments
  • Exclusions - Customers or lists to exclude

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Sequence Lifecycle

Draft → Review → Active → Running → Completed
                    │         │
                    │         └── Paused (manual)
                    │
                    └── A/B Testing (optional)

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Email Delivery Pipeline

1

Sequence triggered

A customer event matches the sequence trigger criteria.
2

Segment check

The system verifies the customer belongs to the target segments and is not on exclusion lists.
3

Content generation

If AI-powered, the email copy is generated per customer using the configured AI provider.
4

Schedule via SQS

The email is queued in the SQS_QUEUE_SCHEDULES queue with the appropriate delay.
5

Batch processing

Emails are batched and sent through SendGrid in configured batch sizes.
6

Event tracking

Delivery events (sent, opened, clicked, bounced) are tracked via SendGrid webhooks and stored in EmailEventEntity.

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A/B Testing

Sequences support A/B testing:
  • Multiple variants can be created for subject lines, content, and send times
  • Traffic is split across variants
  • Performance metrics (open rate, click rate, conversion) determine the winner

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Exclusion Management

EntityPurpose
BrandExclusionListEntityBrand-wide customer exclusions
SequenceExclusionListEntityPer-sequence opt-outs
SequenceUnsubscribeCacheEntityFast unsubscribe lookups (Redis-backed)

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Metrics

Email sequence metrics are aggregated daily via the refresh-daily-email-metrics cron job and stored in ClickHouse for analytics dashboards.