Sequence vs journey — when branching beats a drip
Linear email sequences ignore behavior. Branching journeys route contacts based on opens, clicks, and waits.
An email sequence (or drip) sends the same steps on a fixed schedule. An email journey can branch: what happens next depends on what the contact did.
When a sequence is enough
Use a linear drip when:
- The offer is simple and low risk
- You only need three short touches
- You lack engagement data worth branching on
When you need a journey
Switch to branching when:
- Clickers should get a different path than silent contacts
- You want to stop messaging people who already booked
- Timezones and wait conditions matter as much as day counts
- Multiple offers share one enrollment entry point
Practical design rule
Start linear. Add one branch only when you can name the decision in plain language: “If they clicked the demo link, skip the reminder.” If you cannot name it, the branch is noise.
OutboundOS is built for journey graphs — entry, waits, sends, and stops — scoped per workspace and sent via your SMTP. Read more on branching journeys or start free.