Nodes control each action as the customer moves through your Journey.

Leveraging Nodes

To begin the process of building your journey, locate the Journey Nodes icon and click. This will expose a library of available journey nodes which can then be dragged into position:

You can always return to the Journey Node library by clicking the Journey Nodes icon or the + sign in a Journey branch.

Editing Nodes

Once you've positioned a node where you want it, you can edit its properties by clicking the three dots in the upper right-hand corner of the node:

Deleting Nodes

To delete nodes, you can drag the node to the trash can in the lower right-hand corner of the Journey Builder:

Waiting / Completed

All nodes in active journeys enable you to drill down into a list of customers that successfully completed the node as well as those who are waiting to be processed. Click on the Waiting or Completed sections of the node to expose the customer lists:


Send Email

The Send Email node controls the timing and creative for delivering automated emails to your customers.

Email Nodes Settings

  1. Creative Details: Here you'll choose a piece of email creative to send, as well as subject lines, preheaders, and envelope information for the email.

  2. Attribution Goals: Set custom attribution rules for this specific email or choose to use account defaults.

  3. Link Tracking: Select whether or not you'd like to disable link tracking for this email.

  4. Delivery Rules: Set wait times or wait for specified events. Wait times are relative to the preceding node's time of completion. So if you set a wait time of 30 minutes, the node will process 30 minutes after the preceding node was completed.

  5. Transactional: Enable or disable transactional email. Enabling will ignore previous customer subscription preferences.

Wait Events

Email nodes can be set to wait for specific events to occur before processing:

  1. Explicit Consent: Creates a dependency on the email node triggering and the subscriber in the journey clicking through the {{opt_in_url}}. This is commonly used in a situation where you don't want a customer to continue a journey until they've provided double opt-in.

  2. Click on Link ID: Creates a dependency on the subscriber clicking on a specific Link ID.

  3. Inbound Webhook: Creates a dependency on an inbound webhook that the node will listen for prior to processing.

A/B Testing

The Journey Builder enables two different types of testing:

Email A/B Test

If your goal is to focus your testing efforts on optimizing a single email node without making significant structural changes to other nodes in the journey, Email Tests enable you to encapsulate the test in a single node:

Branch A/B Test

When you are testing more significant structural changes to a journey like how many emails to send or significantly different email timing across email nodes, a branch-based test is better suited to determine which combination of nodes will be more effective at achieving your goals.

Branch tests enable you to send a percentage of customers down a control branch and the remainder down a variant:

Viewing Test Results

To report on the results of an active test, click View Test Metrics beneath the test node:

Add Customer to List

The node will add the customer to a specified list.

Remove Customer from List

The node will remove the customer from the soecified list.

Unsubscribe Customer

The node will set the customer's subscription preference to Unsubscribed.

Tag Customer

The node will apply a tag to the customer's profile. Tags can be used for segmentation and triggering.

Untag Customer

The node will remove a specific tag from the customer's profile. Tag removal is also a triggerable event.

Set Customer as Inactive

The node will set the customer's profile to Inactive status. This means the customer contact will no longer be applicable for billing purposes and cannot be emailed.


There are several ways to branch Journeys.

Make Decision

Decisions enable you to evaluate the customer's session data and branch the journey based on whether or not the customer matches your filtering criteria.


Forks enable you to run two branches in parallel. This means that customers who enter a branch at a fork will go down its two branches simultaneously.


Splits enable you to send a specified percentage of traffic down one branch and the remaining percentage down another.


Webhooks enable you to trigger custom events throughout journeys that can interact with other third-party applications. For example, you could trigger a webhook at the end of a cart abandonment journey that Zapier uses to add the customer's information to your CRM.

Send Webhook

Learn more about webhooks here.

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