What are journeys?

Note: See here for information about carrier guidelines.

Journeys automatically send messages to subscribers based on their behavior, like opting in to messaging, browsing particular items, adding an item to their shopping cart but not completing the purchase, and more. 

Journeys can send different messages to customers based on their attributes and actions, like sending Apple-specific marketing messages to subscribers using an iPhone, or suggesting complementary products after a subscriber makes a purchase. You can also include offers like discount codes in journeys messages, helping to convert subscribers into customers.

With journeys, you can reach subscribers at critical moments in the purchase lifecycle, and help convert browsers into buyers, build customer loyalty, and improve your overall messaging strategy. You can build and customize new journeys using journeys prebuilt by the pros at Attentive, or you can craft your own journeys from the ground up.

If you're using Shopify or Shopify Plus, you can also create transactional journeys, which send clients important, non-marketing messaging, including details like order and shipping confirmations. If subscribers opt-in to both transactional and marketing messages from you, you can also send them reply-to-buy messages, which let subscribers purchase upsell products by text message.

For a quick tour of the journeys UI, check out Journeys tab.

Note: Access to different triggers may vary based on pricing plan with Attentive. Please contact the White Glove team (whiteglove@attentivemobile.com) for any questions.

How do journeys work?

A journey begins when a customer does something that triggers the journey, like adding a product to their cart or opting into messaging. Once the journey begins, it follows each step, from top to bottom, until the journey ends. If the journey uses branching, then the subscriber continues along the if path when they meet its criteria or follows the else path otherwise. For more on steps, check out Add steps to a journey.


This cart abandonment journey has four steps:

  1. The journey is triggered when a customer adds an item to their cart.
  2. The journey waits for 20 minutes.
  3. The journey branches:
    1. If the customer has made a purchase at least once since the journey began, then the journey ends.
    2. Else the customer has not made a purchase, then send them a text message.
  4. The journey ends.

You can add both more steps and more branches to a journey, allowing you to build journeys to account for a wide variety of different customer behaviors.

How branching works in journeys

Branching a journey lets you create separate paths within the same journey depending on subscriber attributes or actions. For example, you could send one post purchase message to subscribers using an iOS device, and a different message to subscribers using an Android device.

Branching in journeys uses if/else logic, which means that if a subscriber meets a condition, then do the action in the If branch. If they do not meet that condition, then do the action in the else branch.

In the journey below, if a subscriber has made a purchase at least once since the journey began, then end the journey. If they have not made a purchase, then send them a text message.


If a subscriber meets the criteria for multiple branches at the same time, they enter only the left-most path in the journey.

For more on the different types of branches and steps you can add to a journey, check out Add a branch step to a journey.

What kind of results can I expect with journeys?

Results will vary depending on the size and engagement level of your customers. Our customers have seen the following success:

Journey type Average CVR Average CTR
Welcome Series 12% 28%
Browse Abandonment 36% 22%
Cart Abandonment 57% 19%
Post-Purchase 23% 7%


What should I know about carrier guidelines?

See Carrier guidelines for abandonment messages.


Articles in this section

Was this article helpful?
1 out of 1 found this helpful