DocumentationAPI Reference

Core Concepts

Email sequences

Sequence steps and how to personalize emails.

A sequence is the ordered set of steps a campaign runs for each person. You build it once; every person follows the same path.

Step types

StepWhat it does
EmailSends an email. You can add A/B variants and Furnace picks between them.
WaitPauses for a set amount of time before the next step.
Branch on replyReads a reply and sends the person down a different path — for example, interested vs not interested.
Send dataPosts information to another system of yours at that point in the sequence.

Steps connect in order, starting from your list of people and moving forward. A person stops when they reach the end of their path or reply in a way that ends the sequence.

Personalizing emails

Use {{ }} tokens in a subject or body to drop in each person’s details:

  • {{first_name}} — standard details like name, company, or website.
  • {{custom.company}} — a custom field you defined on the campaign.

Example:

Subject: Quick question for {{first_name}}
Body: Hi {{first_name}}, saw {{custom.company}} is hiring and wanted to reach out.

If you reference a token that the campaign does not know about, Furnace flags it so you can add the field or fix the copy before going live.

Put this into practice in the Campaign setup guide. Exact field names live in the API Reference.