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 an upsell journey
Creating a journey includes 3 basic steps:
- Creating the email templates for the journey
- Configuring the send schedule
- Configuring the journey steps and criteria
Creating the upsell emails
Navigate to 'Templates' in the left hand navigation and tab to 'Marketing'. Use the drag-and-drop builder to create your upsell emails.
Upsell emails could refer to conversion to premium, product offers or live events.
Configuring the send schedule
As it takes some time for subscriber engagement to change and thus for new subscribers to qualify for the journey, once a week is an appropriate cadence for upsell emails.
Under the ‘Eligibility’ section existing subscribers are included so that any subscriber whose engagement level rises to ‘High’ over time will qualify for the journey.
Configuring the journey
Subscribers to the Morning Report with ‘High’ engagement will be entered into the journey.
Summarizing the upsell journey
This upsell journey will run once a week on Wednesdays at 5pm.
As existing subscribers are included, any subscriber to the Morning Report with ‘High’ engagement will receive the email. Thereafter, new subscribers and existing subscribers whose engagement increases to ‘High’ will be entered into the journey in the following weeks.
Currently, subscribers can only progress through the journey once.