Squarespace Email Campaigns now supports drip automation sequences. Here's what this means for your email strategy and whether you should migrate.
Squarespace builders can now run automated email sequences natively, reducing tooling costs and platform fragmentation for basic workflows.
Signal analysis
Here at Lead AI Dot Dev, we track when platforms close capability gaps - and Squarespace's new drip campaign automation is exactly that kind of move. Previously, Squarespace Email Campaigns required manual sends or basic scheduling. Now you can build sequential customer journeys with variable timing between messages, turning one-off emails into coordinated sequences.
For builders using Squarespace, this eliminates a significant friction point. You no longer need to export contacts to a third-party ESP like Klaviyo, Mailchimp, or ConvertKit just to run multi-step sequences. The feature integrates directly with your Squarespace customer data and contacts, meaning your email flows can respond to actual user behavior - signups, purchases, abandoned carts - with automated follow-ups.
The core value is operational: fewer tools in your stack, less data movement, lower monthly costs. A solo founder or small agency running 3-5 sites no longer needs to justify a separate automation platform for basic drip sequences. This is table-stakes functionality that was missing.
Drip campaign support is a foundational feature, not a sophisticated marketing automation platform. You're getting sequence building and timing controls. You're not getting advanced segmentation, behavioral triggers at the level of Klaviyo, A/B testing, or predictive send-time optimization.
The key constraint: this works within Squarespace's ecosystem. If your contacts live in a separate CRM or you're managing multi-channel campaigns across SMS, push, and email, you'll still need a dedicated platform. If you're building a simple e-commerce site or membership business, this is sufficient. If you're running complex customer lifecycle campaigns across channels, you're still looking at tools like Klaviyo or ActiveCampaign.
Timing precision and delivery handling should be your other concern. Squarespace's infrastructure is solid, but email deliverability depends on your sender reputation and list hygiene. If you're sending high-volume sequences, you'll want to monitor bounce rates and unsubscribe patterns closely in the early weeks.
This update signals a consolidation trend in the platform market. Squarespace, Wix, and Shopify are all pulling email automation in-house instead of forcing users to integrate third-party tools. Each platform is prioritizing user retention over partnership revenue. For builders, this is a competitive pressure point - platforms are becoming more self-sufficient.
The timing also matters. We're in a phase where email marketing platforms (Klaviyo, ConvertKit, Substack) are raising prices and tightening integrations. Squarespace is offering a free or low-cost alternative that handles 70-80% of typical use cases. If you're a Squarespace user with basic email needs, the rational move is to stay in-platform rather than pay $20-50/month for an external tool.
This doesn't kill the email automation market - it narrows it. Sophisticated users, agencies, and high-volume senders will still use dedicated platforms. But the mid-market segment (casual ecommerce, small SaaS, membership sites, service businesses) is where Squarespace is taking share.
If you're currently using Squarespace with an external email tool, audit your sequences. Identify which ones are simple linear flows (welcome -> follow-up -> offer). Those are candidates for migration into Squarespace's native drip campaigns. Keep complex conditional sequences or multi-channel workflows in your primary ESP for now.
If you're a Squarespace user without email automation, enable this feature for new customers or opt-in user segments. Run a 4-week test: build a basic welcome sequence (signup -> 2-day follow-up -> 7-day offer) and compare open rates, click rates, and conversion to your manual send baseline. If the difference justifies the setup time, expand from there.
Pricing is the third move. Calculate what you're currently paying for email automation across your sites. If it's under $15/month total and you're doing simple sequences, Squarespace's built-in automation likely saves you money and consolidates your tooling. If you're paying for sophistication features you don't use, this is a cost-reduction opportunity. Thank you for listening, Lead AI Dot Dev.
Best use cases
Open the scenarios below to see where this shift creates the clearest practical advantage.
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