Manage journeys
Journey design
Journeys orchestrate multi-step marketing across channels. Candidates must understand triggers (segment-based, record-based, or event-based), steps (email, wait, decision, action), and goals. Know how entry and exit criteria work and that a contact exits when they meet the goal or exit condition.
Understand branching and decisions based on attributes or interactions, and how wait steps and schedules control timing. Know journey states (draft, live, stopped) and that editing a live journey has constraints. Also understand suppression and how it interacts with journey sends.
Traps to watch for
- Assuming a contact can re-enter a journey freely; re-entry rules and goals govern this.
- Confusing trigger type with segment membership - a segment-triggered journey starts when membership changes.
- Forgetting that a goal exit stops further steps for that contact.
- Editing a live journey and expecting changes to apply to contacts already in it.
Rule of thumb
Design journeys by defining the trigger, the goal, and the exit criteria first. Then add steps and branches. If a question asks why a contact stopped receiving messages, check whether they met the goal or exit condition.
Worked example
A welcome journey triggers on new contact creation and includes three emails with waits. A contact who makes a purchase meets the goal and exits before the third email. The correct behavior is that the goal exit stops the remaining steps for that contact.