# Run an email nurture journey

> A process map exported from forks.world (https://forks.world). Author: Brian. Source: https://forks.world/p/cmv2toec2000djy06gdtuvwax
> It describes who does what, in what order, and with which technology. Read the plain-language sections first; the JSON at the end is the exact, complete data.

## Summary

- 22 steps across 2 layers
- Persona: Marketer, Contact
- Technology / systems: Marketing automation, CRM

## Pain points

Where this process hurts, worst first:

- **Send email 1: something genuinely useful** (Run an email nurture journey; painful): Too many sends drive unsubscribes

## How to read this file

- A process is made of **layers**. The main layer is the top level; any step of kind `subprocess` opens a detail layer with its own lanes and steps.
- **Lanes** are either persona (people/roles) or technology (systems). Each step belongs to one lane; `using` lists tools a person uses for that step.
- Step kinds: `start`, `task`, `decision` (its arrows carry the answer as a label), `subprocess`, `end`.

## Run an email nurture journey

Lanes:
- Marketer: person / role (id `mkt`)
- Contact: person / role (id `contact`)
- Marketing automation: technology / system (id `ma`)
- CRM: technology / system (id `crm`)

Steps, in the order they run:

1. **Pick an audience and a goal** [start; Marketer; id `n1`]
   - then Build the segment
2. **Build the segment** [subprocess; Marketer; id `n2`], using CRM, opens the detail layer "Build the segment"
   - then Contact enters the journey
3. **Contact enters the journey** [task; Marketing automation; id `n3`]
   - then Send email 1: something genuinely useful
4. **Send email 1: something genuinely useful** [task; Marketing automation; id `n4`] ⚠ PAIN POINT (painful): Too many sends drive unsubscribes
   - then Wait a few days
5. **Wait a few days** [task; Marketing automation; id `n5`]
   - then Opened or clicked?
6. **Opened or clicked?** [decision; Contact; id `n6`]
   - if "Yes" go to Send email 2: a customer story; if "No" go to Resend with a new subject line
7. **Send email 2: a customer story** [task; Marketing automation; id `n7`]
   - then Visited pricing or asked for a demo?
8. **Visited pricing or asked for a demo?** [decision; Contact; id `n11`]
   - if "Yes" go to Alert sales and pause the journey; if "No" go to Send email 3: a clear offer
9. **Alert sales and pause the journey** [task; CRM; id `n12`]
   - then Handed to sales
10. **Handed to sales** [end; CRM; id `n15`]
11. **Send email 3: a clear offer** [task; Marketing automation; id `n13`]
   - then Journey complete: review results
12. **Journey complete: review results** [end; Marketer; id `n16`]
13. **Resend with a new subject line** [task; Marketing automation; id `n8`]
   - then Engaged now?
14. **Engaged now?** [decision; Contact; id `n9`]
   - if "Yes" go to Send email 2: a customer story; if "No" go to Move to a low-frequency list
15. **Move to a low-frequency list** [task; Marketing automation; id `n10`]
   - then Exited quietly
16. **Exited quietly** [end; Marketing automation; id `n14`]

```mermaid
flowchart LR
  subgraph l_mkt["Marketer"]
    n_n1(["Pick an audience and a goal"])
    n_n2[["Build the segment"]]
    n_n16(["Journey complete: review results"])
  end
  subgraph l_contact["Contact"]
    n_n6{"Opened or clicked?"}
    n_n9{"Engaged now?"}
    n_n11{"Visited pricing or asked for a demo?"}
  end
  subgraph l_ma["Marketing automation"]
    n_n3["Contact enters the journey"]
    n_n4["Send email 1: something genuinely useful"]
    n_n5["Wait a few days"]
    n_n8["Resend with a new subject line"]
    n_n10["Move to a low-frequency list"]
    n_n7["Send email 2: a customer story"]
    n_n13["Send email 3: a clear offer"]
    n_n14(["Exited quietly"])
  end
  subgraph l_crm["CRM"]
    n_n12["Alert sales and pause the journey"]
    n_n15(["Handed to sales"])
  end
  n_n1 --> n_n2
  n_n2 --> n_n3
  n_n3 --> n_n4
  n_n4 --> n_n5
  n_n5 --> n_n6
  n_n6 -->|"Yes"| n_n7
  n_n6 -->|"No"| n_n8
  n_n8 --> n_n9
  n_n9 -->|"Yes"| n_n7
  n_n9 -->|"No"| n_n10
  n_n10 --> n_n14
  n_n7 --> n_n11
  n_n11 -->|"Yes"| n_n12
  n_n11 -->|"No"| n_n13
  n_n12 --> n_n15
  n_n13 --> n_n16
```

### Build the segment (detail of step "Build the segment")

Lanes:
- Marketer: person / role (id `g_mkt`)
- CRM: technology / system (id `g_crm`)

Steps, in the order they run:

1. **Choose criteria: industry, stage, last activity** [start; Marketer; id `g1`]
   - then Pull matching contacts
2. **Pull matching contacts** [task; CRM; id `g2`]
   - then Has email consent?
3. **Has email consent?** [decision; CRM; id `g3`]
   - if "Yes" go to Add to the segment; if "No" go to Leave them out
4. **Add to the segment** [task; CRM; id `g4`]
   - then Segment ready
5. **Segment ready** [end; Marketer; id `g6`]
6. **Leave them out** [task; CRM; id `g5`]
   - then Segment ready

```mermaid
flowchart LR
  subgraph l_g_mkt["Marketer"]
    n_g1(["Choose criteria: industry, stage, last activity"])
    n_g6(["Segment ready"])
  end
  subgraph l_g_crm["CRM"]
    n_g2["Pull matching contacts"]
    n_g3{"Has email consent?"}
    n_g4["Add to the segment"]
    n_g5["Leave them out"]
  end
  n_g1 --> n_g2
  n_g2 --> n_g3
  n_g3 -->|"Yes"| n_g4
  n_g3 -->|"No"| n_g5
  n_g4 --> n_g6
  n_g5 --> n_g6
```

## Full data (JSON)

```json
{
  "title": "Run an email nurture journey",
  "maps": {
    "m_root": {
      "id": "m_root",
      "lanes": [
        {
          "id": "mkt",
          "name": "Marketer",
          "type": "person"
        },
        {
          "id": "contact",
          "name": "Contact",
          "type": "person"
        },
        {
          "id": "ma",
          "name": "Marketing automation",
          "type": "system"
        },
        {
          "id": "crm",
          "name": "CRM",
          "type": "system"
        }
      ],
      "steps": [
        {
          "id": "n1",
          "kind": "start",
          "lane": "mkt",
          "next": [
            {
              "to": "n2"
            }
          ],
          "uses": [],
          "label": "Pick an audience and a goal"
        },
        {
          "id": "n2",
          "kind": "subprocess",
          "lane": "mkt",
          "next": [
            {
              "to": "n3"
            }
          ],
          "uses": [
            "crm"
          ],
          "child": "m_segment",
          "label": "Build the segment"
        },
        {
          "id": "n3",
          "kind": "task",
          "lane": "ma",
          "next": [
            {
              "to": "n4"
            }
          ],
          "uses": [],
          "label": "Contact enters the journey"
        },
        {
          "id": "n4",
          "kind": "task",
          "lane": "ma",
          "next": [
            {
              "to": "n5"
            }
          ],
          "pain": {
            "note": "Too many sends drive unsubscribes",
            "level": 2
          },
          "uses": [],
          "label": "Send email 1: something genuinely useful"
        },
        {
          "id": "n5",
          "kind": "task",
          "lane": "ma",
          "next": [
            {
              "to": "n6"
            }
          ],
          "uses": [],
          "label": "Wait a few days"
        },
        {
          "id": "n6",
          "kind": "decision",
          "lane": "contact",
          "next": [
            {
              "to": "n7",
              "label": "Yes"
            },
            {
              "to": "n8",
              "label": "No"
            }
          ],
          "uses": [],
          "label": "Opened or clicked?"
        },
        {
          "id": "n8",
          "kind": "task",
          "lane": "ma",
          "next": [
            {
              "to": "n9"
            }
          ],
          "uses": [],
          "label": "Resend with a new subject line"
        },
        {
          "id": "n9",
          "kind": "decision",
          "lane": "contact",
          "next": [
            {
              "to": "n7",
              "label": "Yes"
            },
            {
              "to": "n10",
              "label": "No"
            }
          ],
          "uses": [],
          "label": "Engaged now?"
        },
        {
          "id": "n10",
          "kind": "task",
          "lane": "ma",
          "next": [
            {
              "to": "n14"
            }
          ],
          "uses": [],
          "label": "Move to a low-frequency list"
        },
        {
          "id": "n7",
          "kind": "task",
          "lane": "ma",
          "next": [
            {
              "to": "n11"
            }
          ],
          "uses": [],
          "label": "Send email 2: a customer story"
        },
        {
          "id": "n11",
          "kind": "decision",
          "lane": "contact",
          "next": [
            {
              "to": "n12",
              "label": "Yes"
            },
            {
              "to": "n13",
              "label": "No"
            }
          ],
          "uses": [],
          "label": "Visited pricing or asked for a demo?"
        },
        {
          "id": "n12",
          "kind": "task",
          "lane": "crm",
          "next": [
            {
              "to": "n15"
            }
          ],
          "uses": [],
          "label": "Alert sales and pause the journey"
        },
        {
          "id": "n13",
          "kind": "task",
          "lane": "ma",
          "next": [
            {
              "to": "n16"
            }
          ],
          "uses": [],
          "label": "Send email 3: a clear offer"
        },
        {
          "id": "n14",
          "kind": "end",
          "lane": "ma",
          "next": [],
          "uses": [],
          "label": "Exited quietly"
        },
        {
          "id": "n15",
          "kind": "end",
          "lane": "crm",
          "next": [],
          "uses": [],
          "label": "Handed to sales"
        },
        {
          "id": "n16",
          "kind": "end",
          "lane": "mkt",
          "next": [],
          "uses": [],
          "label": "Journey complete: review results"
        }
      ],
      "title": "Run an email nurture journey",
      "parent": null
    },
    "m_segment": {
      "id": "m_segment",
      "lanes": [
        {
          "id": "g_mkt",
          "name": "Marketer",
          "type": "person"
        },
        {
          "id": "g_crm",
          "name": "CRM",
          "type": "system"
        }
      ],
      "steps": [
        {
          "id": "g1",
          "kind": "start",
          "lane": "g_mkt",
          "next": [
            {
              "to": "g2"
            }
          ],
          "uses": [],
          "label": "Choose criteria: industry, stage, last activity"
        },
        {
          "id": "g2",
          "kind": "task",
          "lane": "g_crm",
          "next": [
            {
              "to": "g3"
            }
          ],
          "uses": [],
          "label": "Pull matching contacts"
        },
        {
          "id": "g3",
          "kind": "decision",
          "lane": "g_crm",
          "next": [
            {
              "to": "g4",
              "label": "Yes"
            },
            {
              "to": "g5",
              "label": "No"
            }
          ],
          "uses": [],
          "label": "Has email consent?"
        },
        {
          "id": "g4",
          "kind": "task",
          "lane": "g_crm",
          "next": [
            {
              "to": "g6"
            }
          ],
          "uses": [],
          "label": "Add to the segment"
        },
        {
          "id": "g5",
          "kind": "task",
          "lane": "g_crm",
          "next": [
            {
              "to": "g6"
            }
          ],
          "uses": [],
          "label": "Leave them out"
        },
        {
          "id": "g6",
          "kind": "end",
          "lane": "g_mkt",
          "next": [],
          "uses": [],
          "label": "Segment ready"
        }
      ],
      "title": "Build the segment",
      "parent": {
        "map": "m_root",
        "step": "n2"
      }
    }
  }
}
```