Build the journeys

Each recipe on the pages of this section is one journey. The journeys and their message texts are examples. Build the ones you need and replace the texts with your store’s tone and offers. To open the canvas, see Start creating your first journey. For the canvas basics, see the Customer Journey overview.

Let AI Assistant create the journeys

AI Assistant can create the journeys from these recipes in your application. Send it the link to the recipe page and name the journey you need. It creates the journey right away, as a draft that doesn’t affect shoppers until you launch it. Check the draft before you launch it.

Choose the journeys to build

Shoppers move through similar stages. Use this table to pick the journeys for the stage where you lose them.

Stage	What is happening	Journeys
New	The shopper created an account and has not ordered	Welcome and first order
Browsing	The shopper looks at products	Reminder about viewed products Wishlist back in stock
Buying	The shopper put a product in the cart	Cart abandonment
After the order	The shopper ordered	Order status updates Review request after delivery Second order offer
Loyal	The shopper orders again and again	Early access for loyal customers
Leaving	The shopper stopped ordering	Win-back for inactive customers

Start with Welcome and first order, Cart abandonment, Order status updates, and Win-back. Reminder about viewed products and Wishlist back in stock need more data, so add them later.

Prepare the content for the journeys

Every message element in a journey uses ready content, so create the content before you build the journey. Each recipe lists what it needs under Content to prepare. Create the content in Content:

• Push: push presets. A preset can also open a screen of your app, such as the cart, with a deep link.
• In-app: in-app templates.
• Email: email content.

Personalize the content

There are four ways to put data into a message:

• Event data: to put a value from the event that started the journey into a message, such as the product name, add a placeholder to the preset, turn on Personalise message with event attributes on the push or email step, and under Overwrite personalization map the placeholder to the event attribute. In-app elements do not take event attributes. You can also insert it with a Liquid placeholder. See Dynamic Content and Liquid Templates in journeys.
• Shopper data: to put a value stored on the shopper into a push, such as the favorite_category tag, add a Dynamic content placeholder to the text.
• Products: to fill a push with products from your feed, use a Product catalog and a product recommendations push preset.
• Language: to send each shopper the message in their own language, add the languages to the push or in-app content. Pushwoosh picks the version by the device’s Language tag, which the SDK sets from the OS locale, so you do not need a custom language tag. See Multi-language messaging.

Best practices for every journey

Apply these to every journey in this playbook:

Practice	Why
Set a silence period	A push should not reach a shopper in the middle of the night. The period blocks messages in each shopper’s device timezone, for example 22:00 to 08:00. Learn more: Silence period
Limit how often a shopper enters	A shopper who is in a journey does not enter it again, but once the journey ends, the next Product added to cart or the next segment check starts it again, so one shopper could get the same reminder again and again. Learn more: Campaign entry limit
Choose the message type on every message element	A journey that starts on an event does not preselect the type, and the element shows Message type not selected until you choose one. Learn more: No preselected message type
Use Marketing message for reminders, offers, and win-back	A marketing message follows the limits you set: frequency capping, silence periods, and control groups. Transactional messages skip frequency capping and control groups, but not silence periods, so keep them for service messages such as order status. Learn more: Choosing the right message type
Add a conversion goal	The conversion rate of the goal in Performance shows how many shoppers did the action you chose, usually Order placed. Learn more: Conversion goals, Measure results
Stop the journey when the shopper orders	A reminder that arrives after the order annoys the shopper. In the conversion goal, choose Order placed and select End journey after this event. To end the journey on an event that is not a conversion, add it under Settings → Cancel events
Plan for shoppers without push	A shopper who has not allowed notifications gets no push. Add a Reachability check and send an in-app message or an email instead. In-app messages reach only shoppers who use the app, not your website. Learn more: Reachability check, Ask for push permission at the right moment
Check who a segment journey takes in	A journey that starts from a segment takes in only devices with a push token. The token arrives when the app asks for push permission, even if the shopper declines, so these shoppers enter and get the in-app message. Shoppers the app has not asked yet do not enter
Set an expiration on in-app messages	A journey in-app appears the next time the shopper opens or returns to the app, as Show in-app is set to On next app launch by default. Set In-app expiration, for example 1 day, to keep old messages from appearing days later. To reach shoppers outside the app, use a push. Learn more: In-app expiration
Test every journey before you launch it	A journey has no test mode, so once it is running, real shoppers who match its entry get its messages. Learn more: Test each journey before you launch it
Set delivery rules before you launch	They limit how often a shopper hears from you across all journeys. Learn more: Set delivery rules before you message shoppers