In this article, we will try to understand the Journey builder and different use cases around it. Journey builder helps to define 1 to 1 relationship or personalized Customer/Prospect Journey using multiple channels such as Email, Mobile, PhysicalMail/Direct Mail, and Social Media.
Journey builder Advantages:
- We could use the Journey builder to send personalized Emails from Marketing Cloud
- We could also connect to the Sales cloud/Service cloud using Journey builder with help of Marketing Cloud Connect.
- We could define a customer journey to send Mobile Messages/Push notifications when a customer doesn’t respond to Emails. Additional licence cost is required for Mobile studio.
- We could use a journey builder if we want to define multiple touchpoints across the customer journey.
Welcome Email Series for Customer at Costco Use Case:
We could use the Journey builder as part of the Welcome Series and Send multiple emails to customers based on their Journey Path. For example, when a Customer Purchases a new membership at Costco send the first Email Welcoming the Customer to Costco on the day he purchased his membership. Send the Second Email a week later explaining the benefits of Online purchases/Instore promotions that they could use. To encourage customers to visit to the Store send a third email in the third week with an Instore coupon to encourage the purchase. We could also ask them for feedback in week 5 by sending the fourth Email.
Send a 10 percent coupon based on Abandon cart:
We could utilize Journey builder to Send 10 percent off coupon to the customer/prospect who has abandoned his or her cart. For this, we could use an API event to get the real time data from the Website/e-commerce site and Send an Email with Cart Reminder to the customer. If the customer does not respond within a day we can send a10 percent off coupon to the customer which could help in Increasing Sales.
Navigation:
Log in to Marketing cloud and Navigate and click on Journey Builder tab and Select Journey builder.
We can create a Journey by clicking on create a new Journey button at top right-hand corner.
We can create a Single Send Journey or Multi-Step Journey by selecting the desired journey.
Click on Build in Multi-Step Journey and it will take you to the below screen.
Entry Source:
We could select desired Entry point such as Data Extension or use API Event or Salesforce Data or Event or Cloud Pages with Journey or Customer/Prospect Data.
Flow Control:
We could use different wait conditions or decision splits to send customers on different paths.
Activities:
The power of journey builder lies with its delivery using multi-channels. We could use Push Notification/Inbox/Line message/In-App Message/SMS/Email.
