Journey design for renewals

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Posted on by DM-10051729-0

Looking to confirm some questions regarding journey design for a pretty standard renewal process, in Real Time.

Context: renewal end date on Contact records; send emails before expiration date and up to a few months after. Thank you email for anyone who renews.

I would generally do this as a segment of upcoming renewals (expiration date within (+/-) 90 days of today; exiting a journey when the customer either lapses (exceeds grace period of email reminders after expiration date) or resubscribes (which bumps out expiration date into the future).

Questions:

Any concerns/considerations to be aware of for repeating the same journey after falling off one year and being added back another year? Journey behavior, analytics, etc? I know some other tools have specific nuances or gremlins to watch out for in repeating journeys, like starting up at the same point in the journey if hitting a suppression list or being removed early. I do not see anything in the documentation and will be testing but looking for anything to be aware of proactively.
This article provides an example of using a birthday attribute to send contacts on a journey annually. Is there any advantage of using this design over segments, where someone is added and removed over time? The example is a little sparse but it sounds kind of like contacts would be on a perpetual journey that would send them a birthday email or something annually. Am I understanding this correctly or is it more of a one-time journey that happens to have a nifty feature to route someone down one path if they have an upcoming birthday?

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RudyZhang Microsoft Employee on at

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Hi,

The article you provided in the description book is an example used by Microsoft in their official explanation of the /if-else/ branch, and we can't tell if the contact is permanently on this journey. You can modify the /exit/ trigger to control when to exit the journey (the default is that the journey exits at the end of its execution)

I hope my answer is helpful to you! If you have any other questions, please feel free to contact me.

Best Regards,
Rudy Zhang

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DM-10051729-0 58 on at

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Thanks for the reply.

I understand what's going on in the documentation; what I'm looking for is a best-practice recommendation of whether a permanent journey would be the best way to handle something like an annual birthday email (or renewal reminder). I was kind of surprised to see this as an example in the documentation and not sure if it is a recommendation from Microsoft in terms of how to handle annual recurring journeys or not.

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