A well-built Journey is a thing of beauty and results in highly engaged recipients. Follow these best practices to ensure your Templates hit the mark.
Topics Covered
General Tips
Shorter Duration, Higher Frequency
- Fewer Components, or pieces of content, per Step leads to higher engagement. So, spread your Components out across a higher number of Steps.
- The sweet spot is 1-2 Components per Step
Gen Z Stats
Know your audience and keep them in mind when creating your Journey. Gen Z notably has…
- An 8 second attention span
- A need for authenticity
Keep it Local
- Anytime Recipients have to click out of their Journey and visit another site, overall engagement declines and you lose the ability to track and monitor engagement.
- So, whenever possible do the following:
- Embed videos directly instead of linking to YouTube
- Upload your documents directly, versus linking to shared sites or drives
Short & Sweet
- Longer-form content underperforms compared to shorter pieces of information. So, instead of attaching PDF’s or leaflets, break that information down into shorter, more engaging pieces of content
- Aim to keep most Content ‘Above the Fold’ so Recipients don’t have to scroll
Encourage Action
Anything that is simply ‘viewable’ and does not promote the user to take action will only drive surface-level engagement analytics. Format your content to include a CTA like…
- Filling out a survey
- Marking items as ‘complete’ on a checklist
Content Usage
Make it fun!
- Use emojis in Step Titles
- Add gifs and animations
- Here are some links to get you started:
- Emojipedia (emojis)
- Giphy (gifs)
- Tenor (gifs, memes)
- TikTok (TikToks)
Use Text sparingly…
We know email doesn’t resonate with Gen Z…
- Don’t copy and paste your email copy into a Journey
- Keep your Text concise and tactical
Recordings vs. Live Events
Webinars contain great information, but are time intensive to plan and attend for you and attendees. Instead…
- Try shorter form video content or hosting more casual live events such as Office Hours or Meet & Greets.
Surveys reign supreme
Surveys are our most used tool, and for good reason! Recipients love to give feedback and make their voice heard
- We recommend incorporating a minimum of 1 survey in your Journey
- Take advantage by building out surveys to capture:
- Program feedback + suggestions
- Interest polls
- SWAG requests + mailing addresses
Journey Layout
Journey vs Resource Center
When thinking about what to include in Journey Steps vs. the Resource Center, follow these guidelines:
Journeys should include timely or “must-have” content
- Surveys (Feedback + Information Collection)
- Event Registration + Reminders
- Getting prepared for Day 1
- Other important info that candidates want/need
The Resource Center should house all evergreen and “nice to have” content
- Testimonials
- Company Culture information
- Team profiles/bios
- ERG Information
- Lengthy employee handbook, training documents, etc.
Journey Notifications
Notifications are a useful aspect within Journey Templates that you don’t want to overlook. Create a Notification if you want to send out communication to all recipients, regardless of their progress within a Journey. Notifications are not assigned to Steps and will display on a recipient’s Journey the next time they log into their portal.
- Use Notifications instead of email for:
- Last-minute messages or updates
- Event reminders
- Company-wide updates