A customer journey map scenario is a chain of sequentially executed triggers, events, and activities for sending emails to subscribers.
Scenarios are configured in the customer journey map designer and always start with a Segment block, which is placed on the modeling canvas by default and cannot be deleted. Complete the scenario with triggers, activities, and events. To do this, drag the required blocks from the sidebar and connect them.
To build a scenario, follow the steps below:
- Select the segment for which the map is intended.
- Add a trigger, which tracks specified changes in the app items where the subscribers of the segment selected in step 1 are specified.
- Supplement the map with a Timer or Await Event block to determine when the scenario moves to the next step.
- Configure an email campaign to be sent to subscribers by adding an Email activity. This step is mandatory in any scenario.
- Complete the scenario chain with the End event. This step is also mandatory.
Depending on your marketing goals, you can add several triggers, events, and Email blocks to the scenario. Please note that there is always only one transition from the block to the next one.
Let’s take a closer look at the settings of each block. To go to them, double-click on the block.
Step 1. Select a segment
The scenario always starts with the Segment block. In its settings:
- Specify the name of the block in the scenario.
- Select the segment for whose subscribers all the following scenario steps will be performed. You can specify a static or dynamic subscriber segment. For a dynamic segment, the list of subscribers is generated during the entire period of map activity. If during this time a subscriber appears for whom the conditions specified in the segment are met, an instance of the map will be launched for that subscriber and the scenario will proceed to the next step.
Step 2. Set up a trigger
Place a trigger after the Segment block. It tracks changes in app items where contacts are specified. For example, you can track changes in leads and deals.
The next step of the scenario will execute for a contact if the contact:
- Is a subscriber to the segment selected in step 1.
- Is specified in the app item that is selected in the trigger, and the conditions specified in the trigger are met for that item. The condition check is executed while the map is active and not completed.
You can add multiple triggers to a scenario. They should have the same app specified in their settings. The exception is the Contact Inactive trigger. The scenario is executed for the subscribers defined in the first trigger. Only they will be used to check the conditions in the subsequent trigger and so on.
In the trigger settings:
- Specify the name of the block in the scenario.
- Select an app, if there is a corresponding field in the settings, in which changes will be tracked for the next step of the scenario. The apps associated with the Contacts app and specified in the Marketing workspace settings are available for selection.
Other settings depend on the selected trigger.
Await Status Change
The trigger monitors the status change of the app item. The scenario will continue if:
- The item already has the status specified in the settings.
- The status of the item changes to the specified status while the map is active.
For example, the following scenario step will be executed for a subscriber who is listed in the Leads app item if:
- The item has the Processing status at the time the map is activated.
- The status of the item changes to Processing while the map is active.
For examples with this trigger, see the Invitation to a webinar and Feedback after purchase case descriptions.
Await Field Value
The trigger tracks a change in a property of an app item. The scenario will continue if:
- The property already has the value specified in the settings at the time the map is activated.
- The property value changes to the specified value while the map is active.
You can specify several app fields in the Filter* option. Then the scenario will move to the next step only if all conditions are met.
For example, the next step of the scenario will be executed for the subscriber that is specified in the Companies app item if:
- The Customer Type property has the Gold value at the time the map is activated.
- The value of the Customer Type property changes to Gold while the map is active.
For an example with this trigger, see the case description of the Golden customer promotion.
Contact Inactive
The trigger tracks the existence of records by a subscriber in the activity log for a specified period. All activities, including hidden ones, are considered. If there are no records, the scenario will continue.
Please note that if this trigger is placed first in the scenario, you can select any app in the settings of subsequent triggers.
Let’s consider an example. A period of 30 days is set in the trigger. At the moment of map activation:
- For subscriber A there is no activity in the last 30 days, so the trigger will be activated right away.
- Subscriber B has a call record of 25 days ago, so the trigger will be activated in five days and the scenario will continue if the map is active and there are no new activities for the subscriber.
No Status Change
The trigger tracks the period during which the app item has the same status. If the status has not changed for the specified time, the scenario will continue.
Let’s consider an example. A period of 90 days is set in the trigger. At the moment of map activation:
- For subscriber A the Processing status in the deal has not changed for the last 90 days, so the trigger will be activated right away.
- For Subscriber B the status in the deal changed to Processing 70 days ago, so the trigger will be activated in 20 days and the scenario will continue if the map is active and the status of the deal remains the same during this time.
- For subscriber C the status in the deal changed to Processing 10 days ago. 20 days after the map activation the status changed to Qualified, so the trigger will not work for this subscriber.
App Item Created
The trigger tracks whether a new item has been added to the app with the segment subscriber for which the scenario is configured. If the item is created while the map is active, the scenario will continue.
You can specify several app fields in the Filter* option. Then the scenario will move to the next step only if all conditions are met.
For example, the next step of the scenario will be executed for the subscriber who is specified in the Deals app item with the specified condition if the item is created during the period from the map activation to its completion.
Please note that if app items are imported with the Ignore event handler option enabled, the trigger will not be activated for them and the scenario scenario will not be executed.
Step 3. Configure the event
You can set the execution time for the next steps of the scenario using the Trigger and Await Event blocks.
Timer
It tracks when the specified wait period is over. After that, the scenario will continue.
For examples with this block, see the Feedback after purchase and Golden customer promotion case descriptions.
Await Event
It tracks when the specified date and time occurs. After that, the scenario will continue.
For an example with this block, see the Invitation to a webinar case description.
Step 4. Set up an email campaign
The Email activity sends an email to the subscriber. This step is mandatory in any scenario. In the block settings, fill in the fields:
- Name*. Enter the name of the block in the scenario.
- Campaign name*. Enter the name of the email campaign.
- Subject*. Specify the subject of the email.
- Sender’s name*. Specify the sender.
- Sender’s email*. Enter the email address from which emails will be sent.
- Email campaign service*. Select the email service with which the integration is configured.
- Email template*. Select a template for the email.
You can perform several email campaigns within one scenario. For an example, see the Invitation to a webinar case description.
Step 5. End the scenario
At the end of the chain of any scenario, place the End event. You do not need to set any settings for it.