Adapty Handles Purchases. Someone Has to Talk to Users.
Adapty validates App Store, Google Play, Stripe and Paddle purchases and sends one consistent webhook for every subscription change. The emails that change those numbers (a reminder before a trial converts, a nudge when a renewal fails, a question when someone cancels) have to come from somewhere else.
Sequenzy is built for that job. Every Adapty event becomes a Sequenzy event, a tag change and updated revenue attributes on the contact, and any of them can start a sequence that sends email, push and in-app messages. Our guide to email marketing for subscription apps covers which flows to build first.
| Adapty event | Sequenzy event | Tag change |
|---|---|---|
| trial_started | saas.trial_started | adds trial |
| (scheduled, 3 days before end) | saas.trial_will_end | none |
| trial_converted | saas.trial_ended + saas.purchase | removes trial, adds customer |
| subscription_started / subscription_renewed | saas.purchase | adds customer |
| billing_issue_detected | saas.payment_failed | adds past-due |
| subscription_renewal_cancelled | saas.cancelled | adds cancelled |
| trial_renewal_cancelled | saas.trial_cancelled | adds cancelled |
| subscription_refunded | saas.refund + saas.churn | adds refunded and churned |
| subscription_expired / trial_expired | saas.churn | adds churned |
Sequenzy or Adapty Mail?
Adapty now sells its own email add-on, Adapty Mail. It writes lifecycle sequences with AI from your Adapty data and charges 20% of the revenue its emails are credited with. If you want a hands-off start and are comfortable with a revenue share, it is a reasonable option.
Sequenzy takes a different approach:
- Flat pricing. You pay for emails sent, starting free for 2,500 emails a month. A growing app does not pay more because its renewals grow.
- More than email. iOS and Android push notifications and in-app messages are steps in the same sequences and are unlimited on every plan, through the Sequenzy mobile SDKs.
- More than one data source. Combine Adapty events with events from your app, a web checkout on Stripe, or product analytics from PostHog.
- Newsletters and campaigns. Send product updates and launches to segments, not only automated flows.
- Portable. If you move from Adapty to RevenueCat or Superwall, your contacts, sequences and history stay in Sequenzy.
Build Segments From Subscription State
Each matched contact carries mrr, ltv, billingInterval, billingPeriodEnd, adaptyStore, adaptyProfileId and the subscription tags. That makes segments like "monthly subscribers with LTV over $50" or "Google Play users with a billing issue" one filter each in smart segments. Combine them with app events such as workout_completed or lesson_finished from the SDK to target by engagement as well as billing.
Before You Connect
- Connect in Sequenzy before saving in Adapty. Adapty verifies the endpoint when you save.
- Keep default event names. Renamed events are skipped.
- Set an email on the profile. Anonymous profiles are skipped because there is nobody to email.
- No historical import. Import a CSV for existing users.
- One subscription source per app. Do not connect Adapty and RevenueCat or Superwall for the same purchases.
The complete setup is in the Adapty integration docs.