Chapter 16
Designing a Customer Journey
IN THIS CHAPTER
Understanding the parts of a journey
Choosing a tool to map your customer journey
Preparing the journey components
When you've been marketing online for a while, you start to notice that you're dedicating a large part of your day to routine tasks. These tasks might not be straightforward enough to create a simple, linear program in Automation Studio (see Chapter 10), but they are predictable and based on logic.
For example, when a person signs up to receive your newsletter, you might send her an email asking her to confirm her email address and phone number. If the person responds within three days, you send a thank-you message with information about how to get to the website where she can control her subscription.
If the person doesn't respond in three days, though, you send her a reminder and start the three-day waiting period over again. If she replies, you send the thank-you message. If not, remind again. You don't want to send reminder emails every three days forever, of course. If the subscriber doesn't respond after two of them, you probably want to try something else.
When you write the logic like this, you can see how ...
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