What Superwall Does Not Do
Superwall is built to get the most out of the paywall: templates, targeting, experiments and, more recently, free subscription infrastructure with entitlements and webhooks. What it does not do is talk to users after they leave the paywall. Its own messaging story is integrations: it streams lifecycle events to tools like Braze, Iterable, Customer.io and OneSignal.
Sequenzy is the email, push and in-app layer for those events, priced for indie and mid-size apps rather than enterprise contracts. For the strategy behind each flow, start with our guide to email marketing for subscription apps.
| Superwall event | Sequenzy event | What to send |
|---|---|---|
| Trial started | saas.trial_started | Welcome and first-value tips |
| (scheduled, 3 days before end) | saas.trial_will_end | Trial ending reminder |
| Trial converted | saas.trial_ended + saas.purchase | Thank you and next feature |
| Billing issue | saas.payment_failed | How to fix payment in the store |
| Cancellation | saas.cancelled | Ask why, make a save offer |
| Refund | saas.refund | Feedback request |
| Expiration | saas.churn | Win-back track |
| paywall_decline (forwarded from SDK) | superwall.paywall_declined | Proof and objection handling |
| transaction_abandon (forwarded from SDK) | superwall.checkout_abandoned | Plan comparison or web checkout |
The Users Who Saw the Paywall and Left
Paywall conversion rates are often in the single digits, which means most users who see your paywall leave without buying. Superwall's webhooks only tell you about the ones who bought. The rest are visible to the Superwall SDK in your app, through SuperwallDelegate events like paywall_decline, transaction_abandon and transaction_fail.
Forward those events with the Sequenzy mobile SDK and they become triggers like any other. A decline sequence works best when it answers the question the paywall could not: what does a subscriber actually get in the first week? Send a short email the next day with one concrete outcome, then show an in-app message on the next open. Events carry the paywall identifier and product, so you can tailor the follow-up to the offer the user saw.
Lifecycle Emails From Subscription Events
Webhook events power the same lifecycle program as any subscription business:
- Trial reminder. Sequenzy schedules
saas.trial_will_end3 days before each trial ends, because the app stores do not warn users. - Billing recovery. Failed renewals add the
past-duetag. The email has to explain how to fix payment in iOS Settings or Google Play, which you can tailor with thesuperwallStoreattribute. - Cancellation save. Cancelling turns off auto-renew but leaves access until the period ends. Use that time to ask why and make an offer.
- Win-back. After expiration, Superwall's web win-back funnels give you a link to put in an email, so you can recover users without shipping an app update.
Every flow can mix email with push notifications and in-app messages in the automation builder, and every contact carries MRR, LTV, plan, interval and renewal date for segments.
Before You Connect
- Set an email attribute. Users without an email cannot be reached by email, and their events are skipped. Set
emailas a Superwall user attribute after sign-in. - No historical import. Contacts appear as new events arrive. Import a CSV for existing users.
- One subscription source per app. If you also run RevenueCat, connect only one of them, or purchases count twice.
- Revenue is gross. Prices include the store commission and tax.
Full setup with code for iOS, Android, Flutter and React Native is in the Superwall integration docs. Comparing subscription platforms? Read RevenueCat vs Superwall.