This article recaps the "four building blocks" segment of our Customer Journeys & Drip Campaigns webinar (AppFront Growth Series, Campaigns 201).
Triggers
The event that starts a guest's journey — sign-up, first purchase, birthday, no visits in a period, order completion, and more. Whatever action or milestone you build around, that's what puts someone onto the sequence.
Actions (channels)
SMS, MMS, email, and push are your four channels. Mix them across a journey's touches rather than leaning on one the whole way through — guests are unlikely to opt into all three of SMS, email, and push for a single brand, so spreading channels also spreads your reach. Push is worth prioritizing where you can, since it's essentially free and drives people deeper into the app.
Timing
How long to wait between the trigger and each touch that follows. This is concept-dependent and gets its own deep dive in the next article.
Incentives
What you're actually offering at each touch. Also covered in more depth in an upcoming article — the short version is: lead with your PMIX and COGS, not a flat blanket discount.
Next up: how long to wait between touches, and why the right window depends on your concept.