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Salesforce Marketing Cloud For Dummies by Mark Pollard, Chester Bullock

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Chapter 17

Creating Your Customer Journeys

IN THIS CHAPTER

check Choosing contacts to enter a journey

check Splitting the journey at decision points

check Assembling components into a journey

In Chapter 16, you identify an opportunity to automate a series of email messages (or SMS messages or ads), figure out what data the system needs to run the automation, and build the component parts. After you complete that preparation work, you need to put it all together in Salesforce Marketing Cloud so that it can start saving you time and bringing value to your subscribers.

Journey Builder is the app in Marketing Cloud for automating communications. In this chapter, we talk about how you can use the tools in Journey Builder to create dynamic and sophisticated paths along which subscribers can travel. The system determines which path a subscriber takes based on how you configure the journey and may send different messages to different subscribers depending on which path they're following.

The strength of Journey Builder comes from its capability to use filter logic to split the journey into different branches. The branches are parallel paths that segments of your audience follow so that each subscriber receives ...

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