Orchestrating Complex Journeys in Journey Builder in SFMC

Weaving Customer Enchantment: Orchestrating Complex Journeys in Journey Builder

Journey Builder empowers you to craft intricate customer experiences that transcend basic automation. This blog dives into five compelling customer journeys you can build using Journey Builder's robust features, including Automation Studio, AMPscript code, and personalization tools. We'll delve into the details, including SQL queries and AMPscript code snippets, to illustrate the "how" behind each journey.

1. The Rekindled Flame: Win Back Lapsed Customers

  • Entry Source: Data Extension containing lapsed customers (identified by inactivity period)

Automation Studio Activities:

  1. Import Data Activity: Import customer data from your CRM using an SQL query like:
SELECT CustomerID, EmailAddress, LastPurchaseDate, LastPurchaseAmount
FROM Customers
WHERE LastPurchaseDate < DATEADD(month, -6, GETDATE()); -- Filter for past 6 months
  1. Segmentation Split: Divide customers based on last purchase value using the Split Activity.

Personalized Email Series (using Email Studio):

High-Value Customers (AMPscript in Action):

  1. Personalized Email Template:
    • Use AMPscript merge tags (%%First_Name%%) to personalize greetings.
    • Include dynamic content showcasing past purchase history with AMPscript queries like:
%%[
  SELECT TOP 1 ProductName
  FROM PurchaseHistory
  WHERE CustomerID = %%Customer_ID%%
  ORDER BY PurchaseDate DESC
]%%  -- Fetches most recent purchase

* Offer a personalized discount code generated with AMPscript functions like `GenerateGUID()`.

Low-Value Customers:

  • Craft a separate email with a generic discount to entice them back.

Journey Builder Setup:

  1. Connect the Entry Source (Data Extension) to the Segmentation Split.
  2. For each segment, drag an Email Send activity linked to the corresponding personalized email template.
  3. Schedule email sends for a strategic timeframe (e.g., 3 days after identifying lapsed customers).

2. The VIP Treatment: A Bespoke Onboarding for High-Value Leads

  • Entry Source: Lead capture form with a "VIP" interest checkbox

Decision Splits:

  1. Analyze chosen industry and company size using Decision Splits.

Personalized Content Blocks:

  • Develop tailored content blocks (videos, case studies) for each industry/company size segment within Journey Builder.

Personalization and AMPscript:

  • Personalize welcome emails with lead names (%%FirstName%%) and company details (%%Company%%).
  • Utilize AMPscript to conditionally display relevant content blocks based on decision splits.
%%[
  IF ##Industry## == "Tech" THEN
    %%Include "Tech Industry Benefits" Content Block%%
  ELSEIF ##CompanySize## == "Enterprise" THEN
    %%Include "Enterprise Solutions" Content Block%%
  ENDIF
]%%

3. The Nurturing Net: Recovering Abandoned Carts

  • Entry Source: Automation Studio Event triggered by abandoned cart activity

Wait Activity:

  1. Delay the first email with a Wait Activity to allow time for organic purchase completion.

Personalized Email Series (AMPscript for Dynamic Content):

  • Craft email sequences reminding customers of abandoned items.
  • Include dynamic product details (images, names, cart totals) using AMPscript:
%%[
  SELECT ProductImageURL, ProductName, Quantity
  FROM AbandonedCartItems
  WHERE AbandonedCartID = %%EventAttribute_AbandonedCartID%%
]%%
  • Offer limited-time discounts with AMPscript's DateAdd() function to create urgency.

4. The Branching Bonanza: Tailored Website Experiences

  • Entry Source: Website Visit Event triggered by specific page views

Decision Splits:

  • Analyze visitor behavior based on pages viewed using Decision Splits.

Website Personalization with AMPscript:

  • Inject personalized content snippets (product recommendations, blog suggestions) based on decision splits.
%%[
  IF ##URL## CONTAINS "product-category/shoes" THEN
    %%Include "Recommended Shoes" Content Block%%
  ELSEIF ##URL## CONTAINS "blog/marketing" THEN
    %%Include "Latest Marketing Articles" Content Block%%
  ENDIF
]%%

5. The Feedback Loop: Personalized Follow-Ups to Surveys

  • Entry Source: Automation Studio Event triggered by survey completion

Data Extensions:

  1. Store survey responses in a dedicated Data Extension.

Decision Splits:

  • Segment customers based on survey feedback (satisfaction level, feature requests).

Personalized Email Series (AMPscript References Survey Data):

  • Send targeted follow-up emails based on segmentation.