What are journeys?

Journeys send triggered messages to subscribers based on their behavior. Example behaviors include: opting in to messaging, browsing particular items, or adding an item to their shopping cart.

Based on subscriber attributes and actions, journeys can also send customized messages to subscribers. For example, you can branch on subscribers who use iPhones to suggest Apple products. You can also include offers in journeys messages, to help convert subscribers into buyers.

Journeys enable you to 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 our prebuilt journeys, or you can craft your own journeys from the ground up.

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 whiteglove@attentivemobile.com with any questions.

How do journeys connect to my Shopify account?

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.

How do journeys work?

A journey begins when a subscriber does the trigger that you configure at the top of the journey. Examples include adding a product to their cart, and opting in to SMS messages. When the journey begins, the subscriber experiences each step, from top to bottom, until the journey ends. If the journey uses branching, they experience the steps that follow their branch; a subscriber doesn’t enter multiple branches in one step. 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:
    • If the customer has made a purchase at least once since the journey began, then the journey ends.
    • Else the customer has not made a purchase, then send them a text message.
  4. The journey ends.

You can add more steps and branches to a journey to account for a wide variety of customer behaviors.

What is branching in journeys?

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 don’t meet that condition, then do the action in the else branch.
If a subscriber meets the criteria for multiple branches at the same time, they enter only the left-most path in the journey.

This allows you to 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.
In the journey below, if a subscriber has made a purchase at least once since the journey began, the journey ends. If they haven’t made a purchase, you send them a text message.

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%

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