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Create a segment-based journey

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  • 3 minutes to read

You can use segment-based journeys to create outbound journeys like sending out announcements or a nurture campaign. To create journeys that can react to customers' actions in real time, see Create a trigger-based journey.

Creating a segment-based journey to send an announcement

To illustrate the capabilities of segment-based journeys, we'll create a simple journey that sends an announcement to your most valuable customers about an upcoming product. If the customers show interest in the product by clicking the product link, we'll send them a follow-up message when the product is launched.

Prerequisites

Create segments

Create a segment of your Most valuable customers. Segment-based journeys work with segments from outbound marketing as well as segments from Customer Insights.

  • If you choose to use outbound marketing, the email and text content must use Contact as the audience data for personalization.
  • If you choose to use Customer Insights, the email and text content must use Customer Profile as the audience data for personalization.

Create email and text messages

  • Product announcement email: This will be the initial email announcement that is sent to your most valuable customers. This email must contain a link to the new product.
  • Product launched text message: This will be a follow-up text message that is sent after the product is launched. This follow-up message will be sent only to customers who clicked the link in the first email.

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

Set the journey start

Customers start a segment-based journey when they qualify to be part of a segment. You can set the following properties for starting the journey:

  • Audience: This is the Most valuable customers segment.
  • Frequency: Select one-time journey, since this announcement will only be sent once.
  • Start date and time: Specify the start date and time when you want to send the announcement. Everyone who is part of the most valuable customers segment at the start date and time will enter the journey at that time.

Add the announcement messages

Use the plus sign (+) on the journey canvas to add the individual steps in your journey.

  1. Send an email: Because the first step of the journey is to send the product announcement, select the Product announcement email. 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: Set the Branch off this property to the previous Product announcement email. You want to Wait for the Email link clicked event. For Which link, select the link to view the product details. Finally, set the time limit to 1 day to indicate that customers have up to one day after receiving the email to click the product link.
  3. Add a wait: If customers click the view product link within one day, they'll proceed down the Yes branch. Under the yes branch, add a Wait and select Until a specific date and time. Here, you can specify the exact date and time that the product will launch. This is helpful if, say, the product launches a few days after your email announcement. Customers will wait on this step until the specific date and time. If the date and time has already passed, customers will immediately proceed to the next step.
  4. Send a text message: After waiting for the product launch, you can send the Product launched text message. For the Send to field, select the attribute that contains the phone number you want to send the text message to.

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. The journey cannot be modified after it is 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's performing.