Overview
Journeys allow you to create tailored email experiences for your subscribers based on data specific to individual subscribers such as their sign-up date or engagement level.
Journeys can involve multiple steps, delays and criteria which means journeys can be flexibly configured to allow subscribers to enter only at the first step of the journey or part-way through.
You can use journeys for a variety of use cases such as:
- Welcome series to welcome new subscribers to your newsletter and build subscriber loyalty
- Re-engagement journeys to remind subscribers who are engaging less frequently of the value of your newsletter
- Upsell journeys to nudge engaged subscribers to a premium subscription
- Journeys for a future date such as a subscription anniversary or birthday to build subscriber loyalty
How to configure a re-engagement journey
Creating a journey comprises 3 basic steps:
- Create the email templates for the journey
- Configure the send schedule
- Configure the journey steps
Creating the re-engagement emails
Navigate to the template editor and use the drag-and-drop builder to create your re-engagement emails.
This could be a round-up of the best content you’ve published over the past month, an offer or any other content you feel may help re-engage your audience.
Configuring the send schedule
Depending on the use case you may wish to choose a different send frequency. For this re-engagement journey, it will send at 5pm on Wednesday only.
As we want to target existing subscribers as they become less engaged existing subscribers are included under the ‘Eligibility’ section.
Configuring the journey
The ‘Meets criteria’ for the first step on the engagement journey means that subscribers in the ‘Low’ or ‘Never’ engagement segments who are subscribed to the Morning Report campaign are eligible to be entered into the journey.
as the journey is configured to include existing subscribers, subscribers who match the criteria will receive the email. Thereafter, new and existing subscribers will qualify for the journey when their engagement level falls to ‘Low’ or ‘Never’.
Summarizing the re-engagement journey
The re-engagement journey example above is a single-step journey that will send a content round-up email at 5pm on Friday (in the sender's time zone).
The first time the journey runs all existing subscribers with ‘Low’ or ‘Never’ engagement levels will receive the email. Thereafter, new and existing subscribers will qualify when their engagement falls to ‘Low’ or ‘Never’.
Currently, subscribers can only progress through the journey once.