Email journeys are automated sequences of related emails triggered by specific customer actions. A strategy-first approach plans these journeys by mapping customer paths, decision points, and operational details, analogous to planning a long road trip with mapped roads, towns to aim for or avoid, pet-friendly hotels, and scheduled pit stops. Email journeys automate repeatable tasks, act as the foundation of an email marketing program, and generate ongoing revenue in the background when tended regularly. Many retailers attribute a significant portion of email revenue to automations and journeys, creating strong justification to invest in building and optimizing them.
But we didn't just jump into the car with Luca and all his belongings and food and point the car down the highway. Thanks to my strategy-first mantra, "Strategy before tactics," we put together a map that showed us which roads to take, which towns to aim for or avoid, which hotels took dogs and where to take pit stops every few hours.
An email journey is a series of related emails you set up in advance to send automatically when specific customer actions trigger them. Your email journeys are the foundation of your email marketing program because they automate repeatable actions. Most of them make money for you in the background, too. That's why they're money trees. As long as you tend to them regularly, they will keep making money for your company while you work on campaigns and other initiatives - like creating more journeys.
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