An email journey is a series of automated emails that gets triggered when a user on your website performs an action like sign up for your mailing list. Moz reports that automated emails generate over 75% of revenue and can account for 21% of email marketing revenue.
Automated email journeys allow you to onboard new customers, keep subscribers engaged, and keep people coming back to your business or organization at key moments.
Creating a New Journey
1. From the Automation page, click Create new journey in the top right corner of the page.
2. From there, you can build your journey from scratch by clicking Create new journey.
Alternatively, click Find journey ideas to gain insight into effective journey setups. The rest of this article will focus on creating a journey by hand.
3. Next, you'll be prompted to name the new journey. This is the name that will display on your Automation dashboard. Enter a descriptive name that'll set this apart from your other journeys.
When that's complete, the next step is triggering the journey.
4. Choose a trigger. There are six triggers to choose from as the starting point for your journey:
- Subscriber joins a list
- Subscriber enters a segment
- Subscriber exits a segment
- A date
- An anniversary of a date
5. Select an email list to send it to. Don't have any lists yet? Click here to learn how to build one!
6. Click Build your journey →
Now it's time to start adding steps to build and personalize the journey!
7. Add your first step to the journey by clicking the + button below the trigger, then use the left column to configure it.
There are three types of steps:
- Delay: Wait a specified time before moving to the next step. This is a handy way to give the recipients time to open the email and take action.
- Email: Select the email content to send. You can choose from the library of pre-built templates or select one of your own.
- Condition: Add a step that splits a journey into two paths, based on a rule.
For example, you might want to give VIP customers a larger discount when they sign up.
8. Once you've configured the new step, click Save in the bottom of the left column. Continue to add steps as needed, you can add as many steps as you like. After you add a step, another + button will show below it.
9. After all steps in the journey are complete, turn it on using the Turn on journey button in the top right corner of the page.
Once you've turned it on, the Turn on journey button changes to a switch that can toggle the journey on or off. While building your journey, this is disabled so an incomplete journey is never triggered while you're editing the journey.
To delete a journey step, hover over it in the Journey Editor, then click the small grey X icon to the right of the step. Don't worry, you'll be asked to confirm so you don't accidentally delete a step.