Journeys vs sequences — which should I use?

Blankitt Marketing has two ways to automate email: sequences and journeys. They overlap, so here is how to choose.

The one-line answer

• Use a sequence when every contact should get the same emails in the same order.
• Use a journey when the path should branch based on what the contact does.

Side by side

	Sequence	Journey
Shape	A straight line of steps	A branching flow
Every contact gets…	The same steps, in order	A path that depends on their behaviour
Branching (if / else)	No	Yes
A/B split mid-flow	No	Yes
Stop when they convert (goals)	No (exit on reply only)	Yes
Triggers	Manual / from a campaign	Form submit, email open, email click, or manual
Best for	Onboarding drips, simple nurtures	Behaviour-based nurtures, lead routing, branched win-back
Effort to build	Lower	A little more

When a sequence is the right call

• A fixed onboarding drip: welcome → tips → case study → "book a call", the same for everyone.
• A simple nurture where you do not need to react to behaviour.
• You want the fastest thing to set up.

When to reach for a journey

• "If they clicked, send the offer; if not, send a reminder." That "if" is a journey.
• Routing — different follow-ups for different segments, all from one entry point.
• Goal-based flows — keep emailing until they convert, then stop automatically.
• Behaviour triggers — start the flow the moment someone submits a form or clicks a link.

Can I switch later?

You can rebuild a sequence as a journey any time — a journey can do everything a sequence does. There is no automatic converter today, but a linear journey (trigger → send → wait → send) is the exact equivalent of a sequence, with room to add branches when you need them.

Still not sure?

Start with a journey template (Engage → Journeys → New journey). The New-lead welcome template is a branching nurture you can simplify into a straight line if you decide you do not need the branch — or build out if you do.