Campaigns vs Sequences vs Automations — which do I need?
Three tools that look similar. Here is how to pick the right one.
Mailbo has three ways to send email, and new users aren't sure which to use. Here's the simple decision guide.
The three tools
- Campaign — one email, sent once to a group you choose. A newsletter, a sale, an announcement.
- Sequence — a fixed series of emails that sends automatically over time after someone joins. A welcome series, onboarding.
- Automation — a visual workflow with branches, waits and conditions. "When X happens, do A; if they have tag Y, do B, otherwise do C."
How to choose
Ask yourself:
- Is it a single message going out now (or scheduled once)? → Campaign.
- Is it the same set of emails that should greet everyone who joins, in order? → Sequence.
- Do I need branching logic — different paths depending on what someone does or which tags they have? → Automation.
Side by side
| Campaign | Sequence | Automation | |
|---|---|---|---|
| Shape | One email | Linear series | Branching workflow |
| Timing | Once | Drip over time | Reacts to events |
| Logic | None | Delays only | Conditions, branches, waits, tagging |
| Example | "March newsletter" | "Welcome series" | "If clicked pricing → wait 1 day → send case study" |
Rule of thumb
- Start with campaigns — they're the simplest and you'll use them most.
- Add a welcome sequence early — it's the highest-value automation for new subscribers.
- Reach for automations when "send these emails in order" isn't enough and you need if/then decisions.
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Last updated 6/15/2026← More in Automations