There are two types of automated emails in the web application:

• Marketing journeys

• Sales sequences

Both Marketing journeys and Sales sequences enable users to run email campaigns that can be triggered based on a recipient’s actions and can be time-bound or interval-bound. 

So how do the two modules differ from one another and where can they be used?

Difference between Marketing Journeys and Sales Sequences:

• Marketing Journeys: Marketing journeys enables users to visualize engagement flow with contacts and set up workflows to trigger action based on actions your email recipients take on your website or email campaigns. Marketing journeys are aimed at two types of contacts:
  
  

  • Contacts that are marketing qualified and are early in the sales lifecycle: These are prospects that stand out from any average prospect as they may match certain criteria that you are looking for such as demography, territory, or behavior. I.e they are marketing qualified. They are buyers who have low intent but can be nurtured with time and converted into high intent contacts i.e sales qualified.
    
    

  • Contacts that are existing customers and can be nurtured for future opportunities: Marketing journeys are also useful to keep existing customers abreast about your brand and nurture them for an or upsell or a cross-sell campaign who have already brought from you and would not be interested in anything for the time, however, would need to be sent.
    Example: Drip marketing campaigns 

Journeys allow users to configure steps such as add/remove to list, add a time delay, run A/B testing, etc– all through a simple drag and drop builder where users can create complex engagement workflows.

• Sales Sequences: Sales sequences in the web application  allows users to configure a sequence of actions for contacts that are sales qualified. These steps are aimed at making it easy for users to nurture buyers who are farther along the sales lifecycle and nudge them towards becoming a customer. There are two types of sales sequences in the web application:
  

  • Classic Sequences:  A time-bound sales sequence. I.e runs for a period of 90 days (1 quarter) and carries out steps on records based on the day of the sequence and matching criteria.
    Example: Discount campaign

• Smart Sequences: An interval-bound sales sequence i.e runs on a preset interval of a few days and executes steps only for those records that match the criteria.

Example:  Product onboarding campaign

When should I use a Marketing Journey or Sales Sequence?

What are the user limits on Marketing Journeys and Sales Sequences?