Create email automations from your PostHog events

Send your PostHog events to Sequenzy with one webhook destination, then trigger onboarding, activation, adoption, and win-back emails from what users actually do in your product. No Zapier, no reverse ETL, no new tracking code.

  • One webhook destination, no app code changes
  • Events arrive in seconds as product.* triggers
  • PostHog Cloud and self-hosted both supported
  • Start free. Upgrade from $29/mo for 60,000 emails.
Start freeRead the setup guide
POST /api/webhooks/posthog/{companyId}
{
  "event": "project_created",
  "distinct_id": "user_8412",
  "properties": {
    "email": "ada@acme.com",
    "template": "analytics",
    "plan": "trial"
  }
}
Triggersproduct.project_created
1

Nice work on your first project

Sent immediately
2

Condition: feature_used received?

Wait 3 days
3

Here is the 2-minute version

Branch: not yet

Setup

Connected in four steps

The whole connection is a webhook destination and a secret header. Most teams are sending their first automated email within the hour.

1

Copy your webhook URL

Open Settings, Integrations, then PostHog in Sequenzy and copy the webhook URL and secret.

2

Add the destination in PostHog

In PostHog, add a Webhook destination under Data Pipelines and paste the URL plus an X-Webhook-Secret header.

3

Watch events arrive

Events start arriving as product.* names with their properties intact. Watch them land in the subscriber activity feed.

4

Build the sequence

Pick an event as a trigger, add a wait and a condition, and let Sequenzy draft the emails from a plain-English description.

Events

Your PostHog events become automation triggers

Every event keeps its name with a product. prefix, so feature_used in PostHog is product.feature_used in Sequenzy. Properties come along with it and stay available in merge tags, conditions, and segments.

signup_completed
product.signup_completed
Activation sequence with product tips
project_created
product.project_created
Celebrate the first win, reinforce the habit
feature_used
product.feature_used
Adoption nudge when the event never arrives
limit_reached
product.limit_reached
Expansion email for teams hitting limits
$pageview
product.$pageview
Re-engagement for accounts that went quiet

Automations

Six automations you can build the same afternoon

These are the flows SaaS teams build first. Each one is a trigger, a wait, and a condition on another event.

Rescue stalled onboarding

Someone signed up three days ago and still has not created their first project. Send the quick-start guide instead of waiting for them to churn quietly.

no project_created 3 days after signup

Celebrate the first real win

The account hit its aha moment. Reinforce it while the memory is fresh, then introduce the next feature in the natural order.

first_value_event received

Drive adoption of an unused feature

Paying users who never touched the feature they are paying for are your churn queue. Send a short use-case email showing what it does.

paying, feature_used never fired

Win back quiet accounts

Product activity stopped two weeks ago. Ask what got in the way and offer a path back before the renewal date makes the decision for them.

no product.* events in 14 days

Time the upgrade ask

Usage is bumping against plan limits. That is the moment an upgrade email is helpful rather than pushy.

limit_reached fired twice this week

Ship product updates to the right users

Only email the people who use the thing you improved. Pull the changelog with the AI writer and send it to the segment that touched that feature.

used the feature you just changed

Why not a connector

Versus wiring PostHog to email through Zapier

Most teams end up piping product events into email through a general-purpose connector. It works, until you need branching, event properties, or volume.

Setup

Sequenzy

One webhook destination in PostHog, pointed at your Sequenzy URL with a secret header.

Zapier or reverse ETL

A Zap or automation per event, each mapped by hand and re-mapped when payloads change.

Cost at volume

Sequenzy

No per-event fee. You pay for emails sent, starting free at 2,500 a month.

Zapier or reverse ETL

Priced per task or per operation, so a chatty product gets expensive fast.

Event properties

Sequenzy

Full event payload is stored and usable in merge tags, branches, and segment filters.

Zapier or reverse ETL

Usually flattened to whatever fields you mapped up front.

Branching on behavior

Sequenzy

Wait steps and conditions can check whether another event arrived, so 'did they do X within 3 days' is one node.

Zapier or reverse ETL

Needs a second tool or custom state tracking to answer 'did this not happen'.

Latency

Sequenzy

Events land in seconds and trigger automations immediately.

Zapier or reverse ETL

Polling intervals of 1 to 15 minutes on most plans.

Beyond triggers

Product data, everywhere it is useful

Events do not stop at automation triggers. They feed segments, campaign targeting, and the AI that drafts your emails.

Segments from product usage, not signup dates

Build segments from product behavior: used feature X but not Y, no product events in 14 days, completed onboarding but never invited a teammate. Every PostHog event is queryable as a segment filter.

See smart segments

Combine product events with billing data

Connect Stripe alongside PostHog and you can target the combinations that actually matter: paying accounts with low usage, trials that hit the aha moment, power users still on the free plan.

See the Stripe integration

Draft the sequence in plain English

Describe the flow in plain English and Sequenzy drafts the sequence, the branches, the emails, and the subject lines. Point it at a PostHog event and it wires the trigger for you.

See AI sequences

Operate it from the terminal or an agent

Your event pipeline is already code, so your email stack should be too. A REST API, a CLI, and a native MCP server let Claude or Cursor build and inspect sequences the same way you ship features.

See the API, CLI, and MCP

Honest notes

What you need to know before you connect

The integration is a webhook, not magic. Three things decide whether an event turns into an email.

Events need an identified user with an email

Sequenzy matches events to subscribers by email. Call posthog.identify(userId, { email }) when a user logs in, otherwise the events arrive without a person to attach them to and are skipped silently.

Subscriber attributes come from $identify

Only $identify events write to the subscriber profile. $set and person properties attached to other events stay on the event, where automations and event segments can still read them.

High-volume events should be filtered

Every event is accepted by default, including $pageview. If you send a lot of them, filter in PostHog's destination or turn on Sequenzy's event allowlist so only the events you automate on come through.

FAQ

PostHog and Sequenzy, answered

Want the long version? Read the PostHog feature page or the setup documentation.

Turn the events you already track into email

Connect PostHog, pick an event, and let Sequenzy draft the sequence. Free for your first 2,500 emails a month, no credit card, no per-event fees.

Start freeSee pricing