Explainer: Journey Builder vs. Campaign Wizard

An explanation of the differences between the Campaign Wizard and Journey Builder in Experiture, and when to use each one

Journey Builder vs. Campaign Wizard in Experiture

Both Journey Builder and Campaign Wizard in the Experiture platform serve the purpose of creating and managing marketing campaigns, but they differ significantly in terms of complexity, scope, and flexibility. Each tool is designed for different types of campaigns based on the marketer’s needs, with Journey Builder being a more advanced tool for long-term, multichannel customer journeys and Campaign Wizard designed for simpler, quick-to-deploy campaigns.

In short: the Journey Builder is a more powerful, flexible tool designed for marketers who need to manage long-term, omnichannel customer journeys. The Campaign Wizard, on the other hand, is best for quick, single-channel campaigns that need to be deployed with minimal setup and complexity.

Journey Builder Overview

The Journey Builder in Experiture is a highly visual, drag-and-drop tool that allows you to create complex, multistep customer journeys that span across different channels and take customer interactions and behaviors into account.

Key Features:

  1. Omnichannel Capabilities: You can map out customer touchpoints across email, SMS, direct mail, social media, and more.
  2. Conditional Logic: It allows for conditional paths that adjust the journey based on user actions (e.g., did they open an email? Did they click a link?).
  3. Personalization: The tool leverages dynamic content to personalize each customer’s journey.
  4. Automation: You can set up automatic triggers based on customer behaviors or external events (like purchases, form completions, etc.).
  5. Multistep Workflows: It allows for the creation of complex, multistep workflows, where users move through a series of steps based on how they interact with your brand.
  6. A/B Testing: The tool allows you to test different variations of messaging, timing, or content to optimize the customer experience.
  7. Recurring Paths: You can set up paths that recur on a schedule, ideal for ongoing marketing efforts like monthly newsletters or loyalty programs.

Example Use Case:

  • A Customer Onboarding Journey, where after a user signs up, they receive a welcome email, followed by a series of emails or SMS messages guiding them through product tutorials and benefits, with branching logic based on whether or not they engage with the content.

Campaign Wizard Overview

The Campaign Wizard is a streamlined tool that focuses on helping you quickly set up and launch single-channel campaigns. This tool is more limited in scope compared to the Journey Builder but is ideal for marketers who need to quickly deploy targeted messages without complex workflows.

Key Features:

  1. Channel-Specific Campaigns: The Campaign Wizard typically focuses on one channel at a time, such as email or SMS.
  2. Quick Setup: It offers a fast, guided setup process for sending out one-off or simple campaigns.
  3. Basic Targeting: You can select audiences and segment lists, but there are no complex conditions or branching.
  4. Single Step: Unlike Journey Builder, which involves multiple touchpoints, the Campaign Wizard generally handles single-step campaigns (e.g., sending a newsletter or SMS blast).
  5. Simplicity: It is designed for marketers who need to launch campaigns quickly without needing to configure multistep, multichannel paths.

Example Use Case:

  • A Newsletter Campaign, where you quickly design an email, select a target audience, and schedule it to be sent at a specific time.

Comparing Journey Builder vs. Campaign Wizard

FeatureJourney BuilderCampaign Wizard
ComplexityHigh – for multistep, multichannel, personalized journeysLow – for quick, single-channel campaigns
ChannelsOmnichannel (email, SMS, direct mail, social, etc.)Single channel (email or SMS, etc.)
Conditional LogicYes – allows for complex branching based on customer actionsNo – follows a straightforward linear path
AutomationExtensive – automated triggers based on actions, time, or eventsBasic automation, such as scheduling a send
PersonalizationHigh – dynamic content and variables for tailored journeysBasic personalization (e.g., name, merge fields)
A/B TestingYes – test multiple paths or touchpointsLimited or no A/B testing
Use CaseIdeal for long-term journeys like onboarding, retention, re-engagementIdeal for one-off campaigns like newsletters, SMS blasts
Recurring PathsYes – allows for setting up recurring pathsNo – typically for one-off campaigns
TargetingAdvanced segmentation and behavioral triggersBasic list selection and targeting
Ease of UseAdvanced – requires more configuration and timeSimple – designed for quick setup and deployment

When to Use Journey Builder vs. Campaign Wizard

Use Journey Builder when:

  • You are creating a long-term, multistep journey that spans multiple channels.
  • You want to personalize the experience for each customer based on their behaviors.
  • You need complex conditional paths that adjust based on customer interactions (e.g., if they open an email, they are moved to a different path).
  • You want to automate ongoing customer engagement, such as onboarding, cross-sell, or retention journeys.

Use Campaign Wizard when:

  • You need to launch a one-time campaign on a single channel, like an email newsletter or an SMS blast.
  • You are looking for speed and simplicity, with no need for complex workflows or multiple steps.
  • You need to target a specific audience for a quick promotional message or announcement.
  • You don’t need advanced automation or personalization.

Example Scenarios

  1. New Product Launch:
    • Campaign Wizard: Send a one-off email to your entire customer base announcing the new product.
    • Journey Builder: Set up a customer journey that introduces the product with an email, follows up with a targeted SMS reminder to non-openers, and offers a special promotion to customers who clicked on the email.
  2. Welcome Series:
    • Campaign Wizard: Send a welcome email when someone signs up.
    • Journey Builder: Create a multistep onboarding process that includes a welcome email, follow-up tutorials, and personalized product recommendations, with each step triggered based on user interaction.
  3. Abandoned Cart Campaign:
    • Campaign Wizard: Send a one-off email reminding the customer about the items in their cart.
    • Journey Builder: Create a personalized, multi-step flow that includes an initial reminder email, a follow-up SMS with a discount code, and an escalation to direct mail if the customer still doesn’t convert.