Create a Journey

Let's say as a marketeer, you want to direct your communication by creating a separate segment for the new users who signed up and entered your banking platform. Here, the users visit the platform, explore the products, and left without purchasing them.

To drive these users to make purchases, you identified the problem statement and tailored a unique strategy with exciting offers and joining bonuses to make users purchase the goods in the wishlist which is your end goal. To streamline the communication regarding these offers, Lemnisk allows you to create the journey for the segment and automate the communication in each channel and control these channels by adding actions, splitting the audience into different groups, and prioritizing the communication for each group based on their behaviour.

Steps to Build a Journey:

Step 1: Click the Add Journey button.

Step 2: Select the segment and drag it into the canvas. By clicking on the "Entry Segment" you can either create a new segment or select any existing segment. To create a new segment refer here.

Step 3: Click and drag the required channels into the canvas to streamline your communication. By clicking on the channel name, you can either create a new engagement or select the existing engagement from the list. To create a new engagement refer here.

Step 4: Use Journey controls to manipulate the journey and direct communication to the users based on their interests and actions.

Step 5: Configure all the channels and ensure the journey is created on the right path to direct users to take action and reach the end goal.

Step 6: Once the journey is created, click Save Journey. Your Journey will be saved and can be activated from the Journey list using the toggle button.

Use case:

Let's assume we are building a journey for a Segment of "Journey 2 " with the end goal of viewing the communication that drives sales through exciting offers. We split the engagement using the control Conditional Split and created the condition for new users who entered the platform and we directed the communication through the channel Email, and the second condition is for the users who viewed the product and we directed the communication through SMS.

Condition 1 - New users (Channel Email)

For the First condition in the conditional split, we configure the Channel Email with a new engagement that conveys the joining benefits to the users who have signed up and entered the platform.

With the control Take action, we are ending the journey for the users who opened the Email by directing them to the control End Journey

Condition 2 - Product visited (ChannelSMS)

Here, we configure the Channel SMS with a new engagement that conveys about the new products to the users who have already visited the existing products, You can also, configure it with the existing engagement

With the control Take action, we are directing the users who have not opened the SMS to the new channel Web push notification, and configuring the wait time for 60 mins which can be configured by clicking on the clock icon in the channel.

we end the journey for users who have opened the SMS with the control " End Journey"

This configuration will trigger the communication to the users who visited the product 60 mins after the communication triggered from the channel SMS. This channel will reach the users who have not received the SMS.

By following these steps, as a marketeer, you can build a journey and control your communication, streamline it to the user, and trigger to view the communication and purchase the product

Each component in the journey shows the number of users who entered and exited which will be indicated right below the components

Components to Build a Journey

1. Segments :

You can add a Journey to the existing segment or you can create a new segment and add the journey to it. Lemnisk presents you with a sophisticated yet simplistic interface that lets you just drag and drop the components to create a journey.

Drag the segment icon from the left window pane into the main screen and click on the segment icon to select the segment or create a new segment. To know about creating a segment, explore here.

2. Channels :

You can streamline your communication in specific channels in a segment based on the preferences of the users. you can also add different channels for different groups of people in the same segment.

SMS: The channel SMS will allow you to communicate with your users through SMS which has a 23% conversion rate and 95% delivery rate. Lemnisk provides numerous service providers to configure and communicate the users effectively

Email: You can manage your communications with users via Email with a 99% delivery. This supports you to effectuate your communications regarding your offers, new launches, event announcements, etc.

Browser Push Notifications: Push notifications are one of the engaging modes of communication in today's smart world powered by smart devices. Lemnisk's push notification channel performs well enough to engage users with an overall conversion rate of 52% collectively achieved through the app and web push notifications. you can build your journey and streamline it through push notifications to engage users at an optimal rate.

WhatsApp: WhatsApp has gained an irreplaceable position in business and marketing communications with more than 95% delivery rate and Open Rate which makes it a potential medium to engage users. Grab your users' attention by adding WhatsApp to your user journey for better engagement and conversation.

You can direct your communication to the users who have given their Whatsapp numbers and subscribed for your marketing communications once they enter certain events in your journey like product visits, form submissions etc. The actions from WhatsApp are Sent, Delivered and Open which enables you to navigate your communication for further engagements in the journey.

App Push: Leverage App Push notifications in your journey builder to increase repeat visits, user retention, and re-engagement with personalized communications through your marketing campaigns.

You can optimize your communication and reach users personally through App Push Notifications( eg: Notifying new offers, price drops etc) on their Mobile devices once they perform certain actions like product visits, adding products to a cart, etc. This enables you to engage customers directly through App push notifications without the need for any personal information. App Push Notification facilitates actions like Sent, Delivered and Clicked which allows you to redirect your communication in other ways in the users's journey if the notification fails to reach users in any cases.

Facebook: Facebook is one of the popular social media platforms to drive user engagement through your marketing communications. Add Facebook to your journey for communications to engage a wide range of users.

Google: Google is one of the great business drivers in all aspects. As a marketer, you can run Google ads with the right content for the targeted audience using Journey Builder.

Send External API: Invoking any external API such as LMS/ CRM/ Agent systems is possible by configuring this channel.

3. Journey Controls :

Journey control helps you control the journey of the user with specific components. These components will support you to manage your communications and engage the users with relevant communication based on their interests and preferred channels. Also, it supports you in creating conditions for the users to enter/exit the journey or enter into certain criteria defined by you as a marketeer to drive users to attain your determined goal.

Add Action:

"Add Action" will support you to add actions like click, open, etc, in each channel which helps you to take the user to the next step in the journey based on the action the user performs.

Example,

In a channel Email, once the communication is sent, the added action will demand users to take actions like clicking or opening the mail to view the communication which allows the journey builder to analyze the actions performed by the user and engage users accordingly

Channel Reachability:

Is in Segment:

This control allows you to check whether the users, at any point in the journey, are part of Segment B (considering that the In Segment is Segment A) or not. If Yes and If No, paths will follow. Join: This action supports you to join the channels and direct the communication according to the condition applied by the marketeer.

Example: As a marketeer, you can join multiple channels that communicate about new launches to engage existing users via multiple channels.

Random split:

Random split supports you to split your communications randomly to the users to engage them with the context of their interests and behaviour in their preferred channel.

Example,

Let's say, you have 1000 users in a segment, you want to direct your communication to 500 users through SMS and to 500 users through Email.

With a Random split, you can direct your communication to 500 users through SMS and to another 500 users via Email.

On clicking over the random split in the canvas, a pop window will allow you to split your communication by creating multiple branches. The overall percentage should meet 100% of the total.

Conditional split:

Conditional split allows you to direct your communication to a different set of users within different channels under certain conditions.

Example,

Let's say, To a set of 1000 users you want to send the joining benefits to 300 users through a push notification and 10% offers and cashback rewards to the remaining 700 existing users through SMS.

Conditional split supports you to split your communication via different channels to a different group of users who falls under the conditions of new user and existing users.

On clicking over the conditional split on the canvas, a popup window will allow you to split your communication based on certain conditions. This lets you streamline your communication based on the conditions under which the user falls.

End Journey:

This is the point where the user exits your journey. The end journey is where the user departs by meeting the end goal such as making a purchase, submitting the form, or the goal determined by you. This supports you in excluding the user who completed the end goal from the journey. Users who have not met the journey conditions will also fall directly under this stage.

Things to consider before creating a Journey

• Ensure users are becoming part of the segment and start the journey after the journey activation. This can be verified from the Grafana dashboard

• Design the journey in such a way that all the users reach the scheduled engagement node before the scheduled time. Users who reach the scheduled node after the scheduled time will not move ahead in the journey.

• If the first node in the journey is a scheduled node, all the users should have started the journey before the engagement schedule time. This can be ensured by doing an ingestion if it’s an offline ingestion-based segment or by running an offline segment refresh after starting the journey.

• The Journey should be designed by keeping in mind that the events Not Sent, Not Open, Not Click will be triggered 4 mins after the initiation of the events Sent, Open, and Click. Once the not sent/ not open/ not click path is taken, we cannot go back towards a different path even if the sent/open/click event is received at a later point in time.

• Use different engagements for each and every node in the journey. If the same notification has to be sent, copy the engagement and use it. The same engagement can never be used more than once in the journey.

• External API channel has a “Channel Specific User ID” which is considered mandatory even if it’s not used in the API payload. This is configured at the time of enabling the channel for the first time. Be aware of this because this can affect the sent count of External API channels.

• Only External API and Quote API are currently available in JB under Trigger API channels. So at max, we can have 2 different channel-specific user IDs. This can limit the type of APIs we can onboard and use within JB.

• Add a Channel reachability node before adding an Engagement node to ensure that the user is reachable. Without this, users who are not reachable on a channel will not move ahead of the engagement node.

• Design the journey in such a way that there are no unused pointers (pointers that are not connected to any node). These are the places where users get stuck in the journey. It's better to end the journey for such users than to leave unused pointers.

• Once a version gets deactivated, users in the middle of the journey will remain still, with no further engagements getting triggered, if any.

• Once a version gets deactivated/ inactive, that version cannot be reactivated. A new version needs to be created in such cases.

• If one journey has multiple versions, and if a user does not complete one version while another version is triggered, users get stuck in the previous one and the engagements in the new version will not be sent out.