Journey Builder in Salesforce Marketing Cloud (SFMC) allows you to create automated, personalized messaging journeys using email, SMS, push notifications, or other channels. Here’s a step-by-step guide to creating and sending a message in Journey Builder.

Step 1: Access Journey Builder

1. Log in to Salesforce Marketing Cloud.
2. Navigate to Journey Builder from the main menu.
3. Click “Create New Journey” and choose between:
   • Multi-Step Journey (for complex, multi-touch journeys).
   • Single Send Journey (for simple one-time sends).

Step 2: Select an Entry Source

The Entry Source determines how contacts enter the journey. Choose one based on your use case:

• Data Extension → Contacts stored in a Data Extension (DE).
• Audience List → Use a list-based audience.
• API Event → Trigger journey from an external system.
• Salesforce Data → Pull data from CRM objects (e.g., Leads, Contacts).
• Automation Studio → Entry via an automation workflow.

 Example: Selecting a Data Extension

1. Choose “Data Extension” as the entry source.
2. Select an existing DE with the list of subscribers.
3. Define filter criteria (e.g., only users with an active subscription).

Step 3: Add a Send Message Activity

Once contacts enter the journey, add a message activity:

Sending an Email

1. Drag the “Send Email” activity onto the canvas.
2. Click on the activity and select an existing Email Template or create a new one.
3. Choose a Sender Profile (from Email Studio).
4. Set Send Classification (Transactional vs. Commercial email).
5. Personalize the subject line and preview dynamic content.

Example Subject Line with AMPscript Personalization

%%=Concat(“Hey “, FirstName, “, Check Out Our Latest Offers!”)=%%

Sending an SMS (MobileConnect)

1. Drag the “Send SMS” activity onto the canvas.
2. Select an SMS template or create a new one.
3. Choose an SMS code (short/long code).
4. Personalize the SMS message (if applicable).

Example SMS Message

Hi %%FirstName%%, thanks for being a valued customer! Check out our latest deals: www.example.com

Sending a Push Notification (MobilePush)

1. Drag the “Send Push” activity onto the canvas.
2. Select a Push Notification template.
3. Choose an app (if integrated with MobilePush).
4. Set the notification title, message, and deep link.

 Example Push Notification

“Hey %%FirstName%%, your exclusive deal is waiting! Tap to claim.”

Step 4: Define Journey Flow with Decision Splits

Use Decision Splits to send different messages based on engagement:

• Engagement Split: If the user opens/clicks an email, send a follow-up.
• Data-Based Split: If the user has an active subscription, send an upgrade offer.
• Wait Activity: Delay the next step by a set time (e.g., 2 days).

Example Decision Split

• Opened Email? → Send a discount offer email.
• Did Not Open? → Send an SMS reminder.

Step 5: Configure Journey Settings

• Participation Settings: Choose if contacts can re-enter the journey.
• Exit Criteria: Define conditions to remove contacts (e.g., user unsubscribes).
• Test Mode: Run a test to verify journey flow.

Step 6: Activate and Monitor

1. Click “Validate” to check for errors.
2. Click “Activate” to start the journey.
3. Monitor performance in Journey Analytics (email opens, clicks, conversions).

 Best Practices

• Use AMPscript for personalization (e.g., %%FirstName%%).
• Use Dynamic Content Blocks for tailored messaging.
• Set Wait Times to avoid overwhelming customers.
• Monitor Engagement Splits to optimize future campaigns.
• Run A/B Testing for subject lines and message variations.