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Here are proven journey patterns you can adapt for your use cases.

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Basic Welcome Series

Goal: Introduce new subscribers to your brand 
Trigger: Added to main list

Step 1: Send "Welcome + 10% off"
Step 2: Wait 24 hours
Step 3: Send "Shop our bestsellers"
Step 4: Wait 3 days
Step 5: Send "Your 10% off expires soon"
Step 6: Exit
Key points:
  • Immediate welcome with incentive
  • Follow up with product discovery
  • Close with urgency

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Engaged vs Non-Engaged

Goal: Different paths based on engagement 
Trigger: Added to list

Step 1: Send "Welcome"
Step 2: Wait 2 days
Step 3: Condition - Clicked any link?

Yes branch:
  Step 4a: Send "Thanks! Here's a special offer"
  Step 5a: Exit

No branch:
  Step 4b: Send "Don't miss out - 15% off"
  Step 5b: Wait 3 days
  Step 6b: Condition - Clicked?

  Yes:
    Step 7b: Exit
  No:
    Step 8b: Send "Last chance"
    Step 9b: Exit
Key points:
  • Reward clickers with gratitude
  • Give non-clickers extra incentives
  • Multiple chances to convert

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VIP Recognition

Goal: Identify and treat high-value customers differently 
Trigger: Added to list

Step 1: Condition - Previous revenue > $100?

Yes (VIP):
  Step 2a: Send "VIP welcome - exclusive 20% off"
  Step 3a: Wait 1 day
  Step 4a: Send "Your VIP perks"
  Step 5a: Exit

No (Standard):
  Step 2b: Send "Welcome - 10% off"
  Step 3b: Wait 2 days
  Step 4b: Send "Bestsellers"
  Step 5b: Exit
Key points:
  • Immediate personalization
  • VIPs get better offers
  • Simpler journey for new customers

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Product Education

Goal: Teach customers about your product over time 
Trigger: Purchased product X

Step 1: Wait 1 day
Step 2: Send "Getting started with X"
Step 3: Wait 3 days
Step 4: Send "Pro tips for X"
Step 5: Wait 1 week
Step 6: Send "Advanced features of X"
Step 7: Wait 2 weeks
Step 8: Send "Time for an upgrade?"
Step 9: Exit
Key points:
  • Triggered by purchase, not signup
  • Increasing sophistication over time
  • Natural transition to upsell

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Re-engagement

Goal: Win back inactive customers 
Trigger: Last purchase > 60 days ago

Step 1: Send "We miss you - 15% off"
Step 2: Wait 3 days
Step 3: Condition - Clicked?

Yes:
  Step 4a: Exit (they're re-engaged)

No:
  Step 4b: Send "Your 15% off expires tomorrow"
  Step 5b: Wait 2 days
  Step 6b: Condition - Clicked?

  Yes:
    Step 7b: Exit
  No:
    Step 8b: Send "Final offer: 20% off"
    Step 9b: Exit
Key points:
  • Escalating offers
  • Multiple touchpoints
  • Know when to stop

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Event-Based (Abandoned Browse)

Goal: Follow up after website visit 
Trigger: Viewed product but didn't purchase (via custom field)

Step 1: Wait 4 hours
Step 2: Send "Still thinking about {{product}}?"
Step 3: Wait 1 day
Step 4: Condition - Purchased?

Yes:
  Step 5a: Exit

No:
  Step 5b: Send "Low stock alert - {{product}}"
  Step 6b: Exit
Key points:
  • Quick follow-up (4 hours)
  • Product-specific messaging
  • Creates urgency

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Geographic Segments

Goal: Region-specific content 
Trigger: Added to list

Step 1: Condition - State = California?

Yes:
  Step 2a: Send "CA-exclusive offer"
  Step 3a: Wait 2 days
  Step 4a: Send "Visit our LA store"
  Step 5a: Exit

No:
  Step 2b: Send "Welcome to the family"
  Step 3b: Wait 2 days
  Step 4b: Send "Shop online now"
  Step 5b: Exit
Key points:
  • Personalized by location
  • Local store promotion
  • Different messaging strategies

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Quick Tips

Use these examples as starting points. Customize for your brand and audience.
Run journeys on a small segment first. Check that steps work correctly.
Review step-by-step performance. Improve underperforming messages.
The best journeys are often the simplest. Start small and add complexity as needed.

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Journey Planning Template

When designing a new journey, answer:
  1. Who enters? (Trigger conditions)
  2. What’s the goal? (Click, purchase, engagement)
  3. How many messages? (3-5 is typical)
  4. What’s the timing? (Hours, days, weeks)
  5. Any branching needed? (Behavior-based paths)
  6. How does it end? (All paths reach exit)

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Next Steps

Build a Journey

Create your own

Conditions

Add branching logic