This article recaps the "what to turn on first" segment of our Customer Journeys & Drip Campaigns webinar (AppFront Growth Series, Campaigns 201).
Your first four journeys
Start with: a welcome/activation journey, a journey driving the 2nd and 3rd purchase, a lapsed/no-visit journey as your safety net, and a birthday journey. Birthday in particular is low-hanging fruit — a reliable, minimal-effort win almost every concept can turn on.
Get your creative ready first
Before you start building, have your reward images, subject lines, and SMS/push copy ready for every touch. A coupon-based offer needs an image sized correctly for both the in-app view and email — get these assets generated ahead of time so building the journey itself goes quickly.
Keep a consistent brand voice
If you're using AI to help draft copy, keep a person reviewing it before it goes out. AI is a fast doer, not a protector of your brand voice — consistency across touches is what makes the experience feel like your restaurant rather than a string of disconnected messages.
Bring a plan to your first working session
When you sit down with your customer success rep, bring a rough plan: which templates you're interested in, your timeline, and the rewards you're considering. Laying this out ahead of time (even sent async beforehand) saves everyone time versus starting from a blank page.
Next up: the most common reasons a guest doesn't receive a journey message, and how to fix them.