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Welcome Journeys are automated multi-step sequences triggered when contacts join your lists. Onboard new subscribers with a series of timed messages.

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What is a Welcome Journey?

A Welcome Journey is an automated workflow that:
  • Triggers when a contact joins a list
  • Sends messages at defined intervals
  • Can branch based on contact behavior
  • Runs independently of scheduled campaigns
Contact joins list
      ↓
Immediate: "Welcome! Here's 10% off..."
      ↓
Wait 24 hours
      ↓
"Did you see our bestsellers?"
      ↓
Wait 3 days
      ↓
Check: Did they click?
    ↓ Yes          ↓ No
"Thanks!"    "Last chance: 15% off"

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Key Concepts

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Enrollment

When a contact meets trigger conditions, they’re enrolled in the journey:
  • Creates a JourneyEnrollment record
  • Tracks their progress through steps
  • One enrollment per contact per journey

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Steps

Journeys consist of sequential steps:
Step TypePurpose
Send MessageDeliver a creative
WaitPause for a duration
ConditionBranch based on behavior
ExitEnd the journey

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Triggers

Define when contacts enter the journey:
  • Joined a specific list
  • Signed up via a specific method
  • Has a specific custom field value

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Creating a Journey

  1. Go to Journeys
  2. Click New Journey
  3. Configure trigger conditions
  4. Add steps
  5. Activate the journey
Journey Builder

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Journey States

StateMeaning
DraftBeing edited, not active
ActiveEnrolling new contacts
PausedStopped, existing enrollments continue
ArchivedDisabled and hidden

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Use Cases

Onboarding

Welcome new subscribers and introduce your brand

Education

Teach contacts about your products over time

Re-engagement

Win back contacts who haven’t purchased

Nurturing

Build relationship before asking for a sale

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Example: 3-Message Welcome

Step 1: Send "Welcome" creative
        ↓
Step 2: Wait 24 hours
        ↓
Step 3: Send "Shop bestsellers" creative
        ↓
Step 4: Wait 3 days
        ↓
Step 5: Condition - Clicked any link?
        ↓ Yes          ↓ No
Step 6a: Exit    Step 6b: Send "Special offer" creative
                        ↓
                  Step 7: Exit

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Journey vs Campaign

FeatureJourneyCampaign
TriggerContact joins listScheduled time
TimingRelative to enrollmentFixed schedule
PersonalizedPer-contact timingSame time for all
RecurringContinuousOne-time or recurring
Use caseOnboarding, nurturingPromotions, announcements

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Best Practices

Begin with 2-3 steps. Add complexity as you learn what works.
Space messages appropriately. 1-3 days between sends is typical.
What action do you want? Click, purchase, engagement? Design toward it.
Review journey performance and optimize underperforming steps.

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Next Steps

Building Journeys

Step-by-step guide

Conditions

Add branching logic

Wait Steps

Configure timing

Examples

Common patterns