The Nurture Journey Template lets you configure an automated sequence that delivers timely, relevant content to customers who have already purchased a product or service. The workflow is built to engage these contacts after purchase, which supports stronger relationships and drives additional sales opportunities.
Using journey automation reduces the manual effort required to follow up with existing customers at scale. A properly configured nurture journey delivers relevant product information and complementary offerings automatically, which can also improve customer lifetime value and encourage repeat purchases.
This template is used to create a journey that sends a series of informative emails to contacts who have purchased products or availed services from you.
Usage Scenario
Use this template when you want an automated method for engaging with a customer who has purchased a product from your website or retail store. These emails share additional details about the purchased product, which helps build trust with your customers.
You can also use this template to make customers more comfortable with their purchase by sending feedback emails and assuring them of assistance if any problem occurs. Additionally, this template allows you to upsell products to existing customers by sending complementary product or service emails that explain how these items are relevant to them.
Prerequisites
Before you configure a nurture journey, confirm that you have:
- Product or Revenue Record: This will trigger the journey for customers who have purchased a specific product. You can also use the product categories option to choose various criteria, such as source of purchase, brand, or product category, to determine how the journey will be triggered. For more information, see Product & Revenue Tracking.
- Email Content: Email content prepared for use in the journey's emails. These are the messages that will be sent alongside the product data used to trigger the journey. For more information, see Content Builders: Overview.
Setting Up a Nurture Journey Template
Implementing a Nurture Journey using the template requires two steps. In the first step, you configure the journey's settings. In the second step, you configure the trigger and assign content to each email.
1. From the Journey Selection page, choose the Nurture widget.
2. From the dialog box that opens, click Create.
3. In step 1 (Settings for Nurture Journey), enter a name for the journey in the Journey Name field. Optionally, enter a date and time in the End Date and End Time fields. If you set these fields, the journey becomes inactive at the specified date and time.
4. Optionally, select the Enable Journey checkbox to activate the journey immediately upon creation. If you select this checkbox, you must include all required content before saving, since the journey becomes active as soon as you save it. Furthermore, you can select the Retrigger Journey checkbox to allow contacts who have already completed the journey to re-enter it if they match the trigger criteria again. Click Next to proceed to step 2.
5. In step 2 (Setup for Nurture Journey), enter the sender's name in the From Name field and the sender's email address in the From Email Address field. These values populate as the default sender information for each email in the journey, and you can change them later within each Send Email action in the journey builder.
Tip: The domain of the “From Email Address” is, by default, your account’s sending domain and appears within each email section of a journey. You can modify your existing sending domain by clicking on the “Send Email” action widget of the journey builder.
6. Set up the trigger by choosing Product or Product Categories. If you select Product, search for and select one or more specific products from the list to trigger the journey.
7. If you select Product Categories, choose the source from which the product was purchased (e.g., Shopify, Neto, Retail Express).
8. You can also mention additional criteria, such as the brands or product categories the customer has purchased from a particular source (store).
9. Optionally, select Order Status to add a further filter and trigger the journey only for contacts whose purchase matches the specified order status.
Important: You must select a product or product category to define the trigger before proceeding.
10. In the Set Up Content section, assign content to each of the three emails sent by the journey. Select content for each email using the corresponding Select Content drop-down list:
- For Email 1: Introduction, select content that introduces the customer to the product they purchased and provides in-depth information about it.
- For Email 2: Question, select content that asks the customer whether they are having any issues with the product for feedback purposes.
- For Email 3: Upsell, select content that showcases products related to the one purchased, explaining how these items are relevant to the customer.
The following table describes the purpose of each email in the sequence:
Email | Purpose |
|---|
Email 1: Introduction | Introduces the customer to the product they just purchased. Thanks them for the purchase and provides more information about the product, such as care or usage instructions. |
Email 2: Question | Asks the customer how they are enjoying the product they purchased. Reminds them they can always reach out if there is a problem, helping to build trust with your brand. |
Email 3: Upsell | Tries to upsell the customer by showing products related to the one purchased, explaining how these products are relevant to them. |
Note: The delay between the trigger and Email 1 is 1 day. The delay between Email 1 and Email 2 is 1 day, and the delay between Email 2 and Email 3 is 1 day.
11. Click Finish to create the journey.
12. The journey template has been set up. You can access its journey flow (canvas workspace) from the index page by clicking the journey name or the Edit Journey Builder option in the Actions dropdown menu.
13. You will be redirected to the journey canvas, wherein you can customize or redesign the flow that the system created on your behalf. To learn more about developing a journey flow schematic, refer to our Creating Journeys article.
