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Thoughts on Structuring a Rigid Time-Based Email Flow that Sends Unique Emails based on User Engagement (Without Using Dynamic Content)

Question asked by Charlie Mohn on Nov 2, 2018
Latest reply on Nov 6, 2018 by Charlie Mohn

Marketo Nation,


I am trying to migrate a series of emails from another system into Marketo. These emails in our other system were all set up individually and go out on set days after someone downloads our app (e.g. Day 1, Day 3, Day 7, Day 12, etc.).


The complication is that we want to send unique emails at certain steps in the process based on the user’s engagement with the app (uploaded documents, invited others, etc.). We would prefer not to use dynamic content for these emails, because we would like to layer on additional dynamic content based on certain user profiles.


We also cannot just create separate nurture journeys, because we need it to be updated in real time, and not just at the beginning of the journey. For example, if someone invites someone in the app on day 6, the email they receive on day 7 should reflect that.


We have looked in to using a standard Marketo Stream nurture flow, but we are struggling with how to guarantee that the emails will go out on the exact days we specify (e.g. Day 1, Day 3, Day 7, Day 12, etc.) and not accidentally send emails too close together and annoy our users. Using that same example, if we created an “Invited another user” stream, and they invited another user on Day 6, how could we prevent the system from “resetting the clock” on when they get an email in the next stream (we would need to keep the exact same email cadence as users move between streams).


Any thoughts on the best way to do this (without just recreating all of the emails individually) would be appreciated!