Create an event-based journey

Event-based customer journeys enable you to react to customers’ actions in real time. Journeys can be triggered based on real-world interactions like walking into a store and connecting to Wi-Fi. Journeys can also be triggered by virtual interactions such as visiting a shopping site. The real-time nature of the journey ensures that you can respond to customers immediately and convert their expression of interest into a sale.

Creating an event-based journey for abandoned cart reminders

To illustrate the capabilities of an event-based journey, we'll create a personalized, multichannel, event-based journey that can be used to bring prospective buyers with abandoned carts back to your website to complete their purchase.


Create custom event triggers

  • Work with your website team to capture the customer's Abandoned cart and Purchase completed actions as custom event triggers. For more information on creating custom events, see Real-time marketing event triggers.
  • The Abandoned cart event trigger should be raised whenever a customer adds products to the cart but does not complete the purchase.
  • The Purchase completed event should be raised whenever a customer completes their purchase.

Create email, text, and push notifications

We'll use three touchpoints across various channels to remind customers to complete their purchase.

  • Initial email reminder: When a customer abandons a cart, they'll get an email to remind them to complete their purchase.
  • Second text reminder: If the customer hasn't opened their email one day after the initial reminder, we'll try to reach them with a text message.
  • Final push notification: If the customer hasn't completed their purchase one day after the second reminder, we'll send a final push notification.

You can build the journey while the content is in the Draft state. To publish and go live with the journey, the content must be in the Ready to send state.

Set the journey start

When creating an event-based journey, you can specify the following properties to configure how customers start the journey:

  • Choose an event trigger: This is the event trigger that customers must perform to start the journey. We want customers to start the journey when they abandon their cart, so select the Abandoned cart event as the event trigger.
  • Repeating this journey: Specify whether a customer can repeat the journey and how soon can they repeat it if they perform the event trigger again. For an abandoned cart reminder journey, this can be immediately, because the Abandoned cart event is triggered only once for every abandoned cart. For other types of journeys, especially those involving event triggers that are more frequent (like visiting a website), you might want to consider adding some delay before letting people repeat the journey.
  • Start date and time: Customers can start the journey only if they perform the event trigger after this start date and time. Select today's date if you want the journey to start listening to the abandoned cart event trigger immediately after it has been published.

Create an event-based journey screenshot.

Additional configurations for starting the journey can be found in the journey task pane. See Real-time marketing journey tile reference.

Set the journey goal

The goal for this journey is to drive a purchase. You can use the Purchase completed event trigger to track and capture when users meet this goal. The Amount of people needed for this goal can be set to 50 percent to indicate that you want at least 50 percent of customers who abandon carts and are targeted by this journey to go on to complete the purchase.

Set the journey goal screenshot.

Set the journey exit

By default, customers leave the journey when they have completed all the steps. However, you can set additional journey exits by using event triggers. For this journey, you want to make sure you only send the reminder messages if customers have not yet completed their purchase. By setting the journey exit to the Purchase completed event, you can ensure that the moment any customer completes the purchase, they will exit the journey and no longer receive the reminder messages. Setting the journey exit to an event trigger provides an easy way to remove customers who perform the event trigger from the journey, ensuring that customers do not receive irrelevant messages from your customer journey.

Set journey exit screenshot.

Add the abandoned cart reminders

Use the plus sign (+) on the journey canvas to add the abandoned cart reminders to your journey.

  1. Send an email: Select the Initial email reminder email that you want to send. For the Send to field, select the attribute that contains the email address you want to send the email to.
  2. Add an if/then branch: In the Branch off this field, select the previous email Initial email reminder. You want to Wait for the Email opened event trigger. Set the time limit to 1 day. This if/then branch will check to see if the customer opens the Initial email reminder email within one day after it was sent. If the customer opens the email within one day, they will immediately go down the yes branch. If the customer has not opened the email one day after it was sent, they will go down the no branch.
  3. Send a text message: Under the no branch, you can send the Second text reminder. For the Send to field, select the attribute that contains the phone number you want to send the text message to. This text message will only be sent if the customer didn't open the first email message within a day. Because the if/then branch already has a time limit of one day, the text message will be sent one day after the email was sent.
  4. Add a wait: Add a wait and select A set amount of time. Set the duration to 1 day. This will ensure that customers wait for one day after the text message before moving forward to the next step.
  5. Send a push notification: As the final step, send the Final push notification reminder.

Abandoned cart journey screenshot.

Publish the journey

After adding all the steps to the journey canvas, the journey is ready to go live and message real customers. Before publishing the journey, make sure all related content (email, text messages, and push notifications) is in the Ready to send state. Any event triggers must also be published and their code integrated. The journey cannot be modified after it's published, so it's a good idea to verify that all the steps in the journey are exactly how you want them before publishing.

Once the journey is published and live, you can look at the journey analytics page to understand how it is performing.