Journey Best Practices
Guidelines for building journeys that convert without overwhelming your users. Apply these whether you're shipping your first welcome series or refining a long-running re-engagement flow.
Keep it simple
Start with 3-5 steps. One clear goal per journey. Don't create overly complex flows.
Test thoroughly
Test every branch. Use test users before activating. Don't activate without testing.
Timing matters
Give users time to act (days, not hours). Use timezone-aware delays. Respect quiet hours. Don't send too many messages too quickly.
Personalize
Use user attributes in messages. Branch based on behavior. Don't send generic messages.
Monitor + optimize
Check analytics weekly. A/B test variants. Optimize based on drop-off points. Don't "set and forget".