What is a customer journey automation?

A customer journey automation creates adaptive email sequences that respond to individual behavior, moving each customer through a personalized experience:

Unlike linear drip campaigns, journeys feature branching paths based on:

Customer actions (opened, clicked, purchased). Customer data (segment membership, preferences). Time conditions (delays, date triggers). External events (data updates from other systems).

Journey components include:

Entry triggers that start the journey. Decision points that evaluate conditions. Multiple paths based on different scenarios. Exit conditions that remove customers when appropriate.

Journeys enable 1:1 personalization at scale by creating different experiences for different behaviors without manual intervention.

Journey automation recognizes that customer paths diverge. Instead of forcing everyone through the same sequence, it adapts to how each person responds.