What are Two-Way Journeys?

Conversational journeys let you build dynamic, two-way conversations between you and your subscribers. When subscribers reply to one of your messages with a conversational keyword, conversational journeys automatically send them recommendations, additional product details, special offers and more. You can fully customize both the keywords that subscribers can reply to you with, as well as the content of each reply. You can also assign specific custom attributes to each keyword response, which allows you to build segments based off of these custom attributes and utilize these segments for targeted campaign message sends.

For more, check out Create Two-Way Journeys™.

How do Two-Way Journeys work?

You can learn more about how Two-Way Journeys work and how to build them here: Create Two-Way Journeys.

Want to see Two-Way Journeys in action? Text 2WAY to 18336386472 for a live demo!

What keywords can I use in Two-Way Journeys?

The sky isn’t quite the limit, actually. Certain keywords are reserved for opting-out, and others to ensure a great experience for you and your subscribers. You can’t use the following keywords in Two

Way Journeys:

  • Opt-out keywords, including STOP, CANCEL, QUIT, UNSUBSCRIBE, END, START, and other fuzzy opt-out terms.
  • Customer experience integration keywords: If you’re using a CX integration like Zendesk, you can’t use words that trigger CX integrations. CX keywords you can’t use include SUPPORT, HELP, and any other keywords you may have defined yourself.
  • Special characters, including !, ~, $, and so on.
  • Emojis
  • Phrases, sentences, or spaces

However we do recommend that you use

  • One word only, with no spaces: SHOES
  • A number or a letter: 1, 2, C
  • A made up combination of words and numbers, so long as there aren’t any spaces: COOLSHOES4

Checkout our best practices guide for more tips and tricks.

How do subscribers enter and move through a Two-Way Journey?

Subscribers enter Two-Way Journeys just like any other journey: by doing something that triggers the journey, like viewing an item or adding it to their cart without completing the purchase. If the subscriber hasn’t completed their purchase in a period of time, then they move to the next step in the journey.

The Send conversational text message step works just like other steps in journeys: if a subscriber reaches that part of the journey, then they are sent the conversational text message. If they engage with the conversational text message by replying with one of the keywords, then they continue moving through the journey. If a subscriber reaches the Send a conversational text message step and doesn’t respond within two days, they move into the did not reply branch, which typically ends the journey.

What happens if a subscriber replies with a misspelled keyword or some other word that isn’t set as a keyword?

If you have an autoresponder set up, the subscriber is sent the autoresponder message. If you don’t,they won’t receive a message at all.

Can I use the same keyword more than once?

Yes, but you can only use each keyword once per Send conversational text message step.

For example, in the post-purchase Two-Way Journey below, the first prompt asks subscribers to provide feedback about a recent purchase:

  • 1 for loved it
  • 2 for it was fine
  • 3 for not a fan

If a subscriber replies 3 for not a fan, the journey then sends them a second conversational text message prompt:

  • 1 for didn’t fit
  • 2 for looked different in real life
  • 3 for don’t like the color

j-tw-faq-123.png

You can see how to set a journey up like this here: Post-purchase two-way use cases.

Can I save any details about my subscribers?

Yes! When subscribers reply to one of your prompts with a keyword, you can save their reply as a custom attribute. Custom attributes are any data collected from a subscriber via a keyword. It’s all about what you want to learn about your subscribers: do you want to know their soda preference, or perhaps what their shoe size is? Here are a few examples of the data types you can collect:

  • Product preference: Men’s vs. women’s clothing, dresses vs. shoes, what size they are, what their age range is.
  • Competitors: Do they shop with any of your competitors?
  • Birth month: Great for sending birthday coupons!
  • Source: Find out how they found out about you.
  • Messaging preference: What kinds of messages do they like to receive? Sales, new product drops, VIP lists?

What are custom attributes?

A custom attribute can be any data collected from a subscriber via a keyword. It’s all about what you want to learn about your subscribers: do you want to know their soda preference, or perhaps or what their shoe size is? Here are a few examples of the data types you can collect:

  • Product preference: Men’s vs. women’s clothing, dresses vs. shoes, what size they are, what their age range is.
  • Competitors: Do they shop with any of your competitors?
  • Birth month: Great for sending birthday coupons!
  • Source: Find out how they found out about you.
  • Messaging preference: What kinds of messages do they like to receive? Sales, new product drops, VIP lists?

What can I do with custom attributes?

Once you’ve collected some data on your subscribers, you can build new segments based on different custom attributes. For example, if you just dropped a hot new pair of shoes, message subscribers that said they were interested in shoe drops.

For more, check out Define and collect custom attributes. Note that if you have access to developer resources, you can use the Attentive API to use custom attributes.

How many keywords can I include in a single Two-Way Journey?

You can use up to 20 keywords for each Send a conversational text message step.

Are keyword auto-responses impacted by Quiet Hours?

Quiet Hours are toggled OFF by default for these conversational keyword messages. If a subscriber texts a keyword in the middle of the night, they will still get the auto-response immediately.

Can keyword auto-responses in the journey be MMS?

Yes!

How can I tell if conversational texts are improving the performance of my journeys?

The best way is to add an A/B test within the journey. For one part of the test, use Send conversational text message steps to prompt subscribers to engage directly with you. In the other part of the test, send standard, non-conversational text messages.