Journey Builder Automation: Best Practices for 2024

Journey Builder is one of Salesforce Marketing Cloud's most powerful tools, enabling marketers to create sophisticated, automated customer journeys that respond to behavior, preferences, and real-time events. As we move into 2024, let's explore the best practices that will help you maximize the impact of your journey automation.

Planning Your Journey Strategy

Before you start building in Journey Builder, take time to plan your strategy:

Map the Customer Lifecycle: Document all touchpoints from awareness to advocacy

Define Clear Goals: Establish measurable objectives for each journey

Identify Entry Points: Determine what triggers should start a journey

Plan Exit Criteria: Define when customers should exit the journey

Consider Timing: Determine optimal wait times between interactions

Journey Builder Architecture Best Practices

#Entry Sources

Choose the right entry source for your journey:

Data Extension: Best for scheduled, batch-based journeys

API Event: Ideal for real-time, behavior-triggered journeys

Salesforce Entry: Perfect for CRM-triggered journeys

Mobile Push Registration: Great for mobile app engagement

#Decision Splits

Use decision splits strategically to create personalized paths:

Engagement-based: Route based on email opens, clicks, or website behavior

Data-driven: Use customer attributes like purchase history or demographics

Time-based: Consider time of day, day of week, or date ranges

Random Split: A/B test different journey paths

Advanced Journey Techniques

#Journey Re-entry

Configure re-entry settings thoughtfully:

Allow re-entry: For recurring campaigns like monthly newsletters

No re-entry: For one-time onboarding or conversion journeys

Re-entry with conditions: Balance between frequency and relevance

#Goal Tracking

Set up goals to measure journey success:

Primary Goal: The main conversion objective

Secondary Goals: Additional valuable actions

Goal Attribution: Track which activities drive conversions

Data Management in Journeys

#Update Contact Activity

Keep customer data fresh throughout the journey:

Update engagement scores

Track journey progress

Record preferences and behaviors

Trigger downstream processes

Testing and Quality Assurance

#Journey Testing

Always test before activating:

Test with Sample Contacts: Use test data extensions

Validate Entry Sources: Ensure contacts enter as expected

Check Decision Split Logic: Verify routing is correct

Review Wait Times: Confirm timing makes sense

Test All Paths: Walk through every possible scenario

Real-World Use Cases

#Welcome Series

Onboard new customers effectively:

Immediate welcome email

Educational content over 30 days

Behavior-based product recommendations

Conversion tracking and optimization

#Abandoned Cart

Recover lost revenue:

Trigger on cart abandonment event

Send reminder after 1 hour

Offer incentive after 24 hours

Final reminder after 48 hours

Conclusion

Journey Builder is a powerful tool that can transform your marketing automation when used effectively. By following these best practices, you'll create journeys that deliver personalized, timely, and relevant experiences that drive real business results.

Need help optimizing your Journey Builder implementation? Our team of certified SFMC experts can audit your existing journeys and help you build new ones that deliver measurable ROI.