The following three branching best practice examples will show you how to build "if/else" logic into your journeys to send more targeted messages based on customer browsing behavior and shopping history.

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You should know

To make it easier to distinguish between message types in reporting, use the following wait step times for different journey types:

  • Cart Abandonment: 1 hour (Mobile)
  • Cart Abandonment: 1 hour (Never purchased)
  • Post Purchase: 7 days (MMS)
  • Post Purchase: 14 days (Frequent Purchaser)

Cart abandonment with branching for cart size

Send a different cart abandonment message to subscribers who have added multiple items to their cart versus those who have added only one item.

  1. Create a journey, either from a template or from scratch.
  2. Add a Branch step. For more, see Add steps to a journey.
  3. Add a Wait step.
    Note: New Carrier guidelines limit the rate of sending cart abandonment reminders to one text per event which must be sent within 48 hours. We recommend sending your cart abandonment message 15-60 minutes after the subscriber abandons.
  4. Add a Branch that separates customers who have made a purchase since starting the journey from those who have not. This ensures that subscribers who’ve made a purchase don’t receive any text messages and leave the journey.
    add-branch.png
  5. Add another Branch that separates customers who have added to their cart multiple times in the last hour versus those who have not.
    • Trigger: Traveler has added to cart
    • Frequency: More than 2 times
    • Recency: In the last 1 hour
    add-another-branch.png

  6. Add a Send text message step under each branch to tailor your message:
    • Example message to subscribers who added to cart multiple times: “We know you’re eyeing a few items we love! Don’t forget to checkout today.”
    • Example message to subscribers who added to cart a single time: “Looks like you left something in your cart. Don’t forget to check it out!”
    send-message.png

  7. Add End journey once the journey is finished.

Cart abandonment with branching for device type

Send a cart abandoner message with a cart link to customers who are on mobile devices and send a cart abandoner message without a cart link to all other devices. 

Customers who add to a cart on their desktop may be taken to an empty cart link on their mobile devices, so we recommend including the relevant link for each audience. 

  1. Create a journey, either from a template or from scratch.
  2. Add a Branch step. For more, see Add steps to a journey.
  3. Add a Wait step.

    Note: New Carrier guidelines limit the rate of sending cart abandonment reminders to one text per event which must be sent within 48 hours. We recommend sending your cart abandonment message 15-60 minutes after the subscriber abandons.
  4. Add a Branch step with the following statements: 

    Subscriber has made a purchase at least once since starting the journey.
    Note: This step will ensure that customers who have made a purchase since adding to cart will not receive a triggered message.
    abandon2.png
  5. Add another Branch step underneath the Else branch with the statement:
    Device Type when traveler that added to cart is Mobile.
    Note: Adding this additional branch will allow you to send different messages to customers who have added to cart on a mobile device vs. desktop / other (tablet).
    abandon1.png
  6. Add a Send text message step under the Device Type is Mobile branch and include a product cart link. Including a product cart link will link subscribers back to the product page of the last product your subscriber added to their cart. 

    To do so:

    • Select the Link icon under the message body.
      link.png
    • Type or paste in the URL.
    • Add any UTM campaigns, and then select Shorten and Insert URL.
  7. Add a Send text message step under the Else branch and include a link to the homepage or other popular page.
    Note: Product cart links will not work on desktop if a subscriber was browsing on a mobile device.
  8. Add End journey once the journey is finished.

Post-purchase with branching for customer frequency

Send different post-purchase messages to subscribers who are first-time customers versus repeat customers.

  1. Create a journey, either from a template or from scratch.
  2. Add a Branch step. For more, see Add steps to a journey.
  3. Add a Wait step.
  4. Add a branch that allows you to send different messages to customers who have made a previous purchase versus those who have never made a purchase.
  5. Under the Else branch, embed another Branch step with the select the criteria of:

    • Trigger: Traveler has made a purchase 
    • Frequency: Equal to 0 times
    • Recency: Over all time 
    post-purchase2.png
  6. Add a Send text message step under each branch to tailor your message:
  7. Add End journey once the journey is finished.

    • Example message to first time purchasers: “Thanks for being a new customer! Join our referral program by visiting this link”
    • Example message to repeat purchasers: “Thanks for being a loyal customer! As a thank you, here’s 10% off your next order!