Why Short Journeys with Specific Goals

Every Journey should have a distinct goal in place and should deliver at most 3 emails to an email recipient. Long journeys often have more than one goal and so cannot adjust once the initial goal is met beyond decision criteria.

Consider the following example:

I would like to use journeys to reduce churn. I have set reasons for us someone churns:

• They aren't getting many search results

• They haven't posted anything yet

• They haven't logged in

This means you have 3 different goals and so you should have 3 different journeys, each with a goal checking for the desired action to have taken place (SFMC should be integrated with the behavior data that would indicate success here).

Moving Contacts from Journey to Journey using Salesforce Campaigns

Since every Journey should have a clearly defined goal and end when that goal is reached, your contacts will flow through many different journeys. To do this you will create Parent and Child Campaigns for each journey and move them through with Salesforce Campaign Object entries and Campaign Update Activities.

To be continued...