Loyalty & Relationships
Automated journeys, A/B testing, scheduling
In one sentence
Automated journeys, segmentation and A/B testing let brands send the right message to the right customer at the right moment, without manually building every campaign by hand.
How it works
Rather than one-off campaigns, journeys are automated sequences triggered by customer behaviour — a welcome series after signup, a win-back sequence after a period of inactivity, a post-purchase follow-up. Segmentation groups customers by attributes and behaviour so journeys and campaigns target the right audience rather than the whole list, and A/B testing lets brands compare messaging or timing variants to see what actually performs before rolling it out fully. This runs through the same integrated marketing automation providers as multi-channel campaigns, so it's scoped and set up as a project per brand.
The problem it solves
For the brand
Manually building and sending every campaign doesn't scale, and blasting the same message to the whole customer base ignores the fact that a new customer, a lapsed customer and a loyal repeat buyer all need something different — automated, segmented journeys are what makes relevant, timely marketing possible at scale.
For their customers
Irrelevant, poorly timed marketing — a welcome email three weeks after signing up, or a promotion for something they already bought — feels like the brand doesn't know them, which erodes trust rather than building it.
For shoppers
For the brand
Automated journeys run continuously without manual campaign-by-campaign effort
Marketing team time saved, journey coverage
Segmentation improves relevance and therefore campaign performance
Open rate, click-through rate, conversion rate
A/B testing replaces guesswork with evidence on what messaging actually works
Testing velocity, uplift from winning variants
Win-back and re-engagement journeys recover revenue that would otherwise be lost to lapse
Reactivation rate, churn reduction
In practice
A new customer signs up and is automatically enrolled into a welcome journey.
A different segment — customers inactive for 90 days — receives a separate win-back journey instead.
The brand runs an A/B test on the win-back subject line to see which performs better.
The winning variant becomes the new default, and the journey keeps running without manual intervention.
Where it lands hardest
Health & nutrition
Replenishment-based journeys (reminding before a customer runs out) suit this category especially well.
Beauty & personal care
Segmentation by product type and routine stage makes messaging highly relevant in a category with distinct sub-audiences.
Food, drink & FMCG
Win-back and replenishment journeys both apply well given high purchase frequency.
Pet care
Segmentation by pet type and life stage is a natural, high-value use of this capability.
Fashion & apparel
Seasonal and behavioural segmentation (browsed but didn't buy, size preferences) suits fashion's varied audience well.
Luxury & premium
Journeys should be lower-frequency and highly considered here — segmentation is about restraint as much as targeting.
Common questions & objections
Why the platform version wins
Because journeys and segmentation draw on the same connected customer and order data as the rest of the platform, targeting reflects real, current behaviour rather than a stale export from a disconnected marketing tool.