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Automated email journeys (Sequences)

Use new triggers to set up email communication along a customer journey

Content

  1. What are email journeys?

  2. Which triggers can you use?

  3. Examples of email journeys

    1. Journeys based on activities

      1. Special event journey

      2. Upsell activity journey

      3. First-time [outdoor] class journey

    2. Journeys based on product purchases

      1. Membership journey

      2. Trial offer journey

      3. New Year challenge journey

    3. Journeys based on visit count

      1. Milestone journey

      2. First visit journey

    4. Use case: Birthday

  4. How to create an email journey – step by step

  5. Notes & best practices

  6. Unlock advanced automations

1. What are email journeys?

📨✨ Email journeys consist of multiple automated emails that are all based on the same trigger but are sent at different points in time.

Why journeys are valuable:
✔ You guide new members or visitors consistently
✔ Your communication feels more personal & professional
✔ You save repetitive manual work
✔ You increase booking frequency, motivation & loyalty

Important:

Each automated email works independently and is not dependent on other automated emails.

However, by combining multiple automated emails that use the same trigger, you can create a coordinated, ongoing communication sequence.

This results in a smooth and cohesive flow of messages for your customers—feeling like a real journey—while you set it up once and everything runs automatically.

2. Which automation triggers can you use?

🎯⏱️ The following triggers are ideal for building email journeys:

  1. Activity visit

  2. Product purchase

  3. Visit count

  4. Birthday (special case)

👉 You can find a detailed explanation of each trigger here in the Help Center.

3. What email journeys can I create?

3.1 Journeys based on activities

Important:
For a journey to work correctly, all related emails must:

  1. use the same trigger type: “Visit of a specific activity”

  2. have the same activities selected

  3. only differ in visit count, timing, and/or message

3.1.1 🎓 Supporting a workshop or course

Trigger: 1st visit of the activity “Prenatal Workshop”

  1. 3 days before:
    “Here’s what to expect in the workshop – including agenda & preparation tips”

  2. 12 hours before:
    “Reminder: Tomorrow is the day! We’re looking forward to seeing you.”

  3. 1 day after:
    “Thank you for joining! Here are more classes you might like.”

👉 Goal: Improve preparation, enhance the experience, and offer relevant follow-ups.

3.1.2 🔁 Journey to increase participation

Trigger: 3rd visit of the activity “Reformer Pilates”

  1. Immediately after:
    “Great to see you staying consistent! 💪”

  2. 2 days later:
    “Get your 10-class pass now for even more progress!” or “Have you tried our personal training for Reformer Pilates?”

👉 Goal: Identify regular attendees and convert them into loyal customers or members.

3.1.3 🌿 Journey for the first visit of an outdoor class

Trigger: 1st visit of the activity “Outdoor Yoga in the Park”

  1. 24 hours before:
    “We’re excited to see you! 🌞 Don’t forget your mat, water, and weather-appropriate clothing.”

  2. 2 hours before:
    “Quick reminder: Your outdoor session starts soon. You can find the exact meeting point here.”

  3. 3 hours after:
    “How did you enjoy the session in the fresh air? We’d love your feedback!”

  4. 2 days later:
    “Ready for more outdoor yoga? Book your next session in the park 🌿”

👉 Goal: Reduce uncertainty before the first visit, enhance the experience, and encourage repeat bookings.

3.2 Journeys based on product purchases

Important:
For a journey to work correctly, all related emails must:

  1. use the same trigger type: “Product purchase”

  2. have the same products selected

  3. only differ in timing and/or message

3.2.1 Membership journey

💚 Guide and retain new members

Trigger type: Product purchase
Products: “Monthly Membership”, “Monthly Membership Student”

Email Timing Trigger setup
Welcome 1 hour after Product purchase → 1 hour after purchase of selected products
Check-in 7 days Product purchase → 7 days after purchase
Appreciation 30 days Product purchase → 30 days after purchase
Loyalty 90 days Product purchase → 90 days after purchase

3.2.2 Trial offer journey

⭐ Activate trial users & convert them into members

Trigger type: Product purchase
Product: “Trial Month”

Email Timing Trigger
Welcome 1 day after Product purchase → 1 day after purchase
Check-in 7 days Product purchase → 7 days after purchase
Motivation 14 days Product purchase → 14 days after purchase
Upselling 30 days Product purchase → 30 days after purchase


3.2.3 New Year challenge journey

🎉 Boost motivation & completion rates

Trigger type: Product purchase
Product: “4-week New Year Challenge”

Email Timing Trigger
Week 1 1 week Product purchase → 1 week after purchase
Week 2 2 weeks Product purchase → 2 weeks after purchase
Week 3 3 weeks Product purchase → 3 weeks after purchase
Finale 4 weeks Product purchase → 4 weeks after purchase

3.3 Journeys based on visits

👣📆 Important:
All emails in a journey use the same trigger type “Visit count”, but with different visit values.

3.3.1 Milestone journey

🏆 Celebrate achievements & strengthen loyalty

Trigger type: Visit count
Visits: 1st, 5th, 10th, 20th visit

Email Visit Trigger
Welcome 1st “1 hour after 1st visit”
5th milestone 5th “1 hour after 5th visit”
10th milestone 10th “1 hour after 10th visit”
20th milestone 20th “1 hour after 20th visit”

3.3.2 First visit journey

🎈 Keep new customers engaged long-term

Trigger type: Visit count
Visit: 1st visit (different timing intervals)

Email Timing Trigger
Inform 1 week before “1 week before 1st visit”
Reminder 12 hours before “12 hours before 1st visit”
Follow-up & feedback 1 day after “1 day after 1st visit”
Check-in 1 week after “1 week after 1st visit”

3.4 Birthday emails per segment

🎂💌 Not a classic journey, but very effective for segmented appreciation if you want to send personalized birthday messages to specific customer groups.

Trigger type: Birthday
Variations: Different segments by customer group

Segment Content Trigger
Members / VIPs Thank you + reward “On birthday at 12:00 → Group: Members / VIPs”
External Invitation “On birthday at 09:00 → Group: External”

4. How to create an email journey – step by step ⚙️🧩

  1. Go to Marketing → Automations and click on “+ Create automation”

  2. Give it a clear internal name (e.g. “Membership Journey – Email 1: Welcome”) and a helpful description

  3. Define the trigger type, sending time, and required conditions (products or visit count)

  4. Optionally filter the target audience

  5. Choose the email type: marketing email or operational message

  6. Design the email now or later

  7. Save the automation

  8. Go back to the automation overview. Click the three dots → “Duplicate” to create additional emails

    1. What stays the same: Target audience

    2. What you change: Timing (or visit count)

    3. Internal name & description

    4. Subject and content

  9. 👉 Activate all emails of the journey.

5. Notes & best practices 💡🧪

  • Use consistent internal naming for better clarity

  • Experiment with timing and number of emails

  • Create multiple journeys for different customer segments to personalize communication further

6. Unlock advanced automations 🔓⚡

The journeys described here are part of the Communication extension.

If you haven’t activated it yet, you can enable it anytime in the Eversports Market—and start building your own journeys right away.

👉 Learn here how to activate the communication extension.