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Freshmarketer’s Journey Builder is powerful and intentionally unopinionated. Without a pattern library, teams ship a single “newsletter” journey and call it done. Here are six patterns worth stealing.

1. Trial nurture (14 days)

Day 0: welcome + setup checklist. Day 2: branch on “completed setup” event. Day 5: feature spotlight tied to ICP. Day 9: case study. Day 12: trial-ending alert. Day 14: extension offer or upgrade CTA.

Trigger: trial_started event
Branch: setup_completed = true
  → fast-track to feature spotlight on Day 3
Branch: setup_completed = false
  → onboarding rescue sequence

2. Dunning recovery

Failed payment events from Stripe via webhook. Three-touch sequence: Day 1 friendly nudge, Day 3 update-payment link, Day 7 final notice + retention contact.

3. Winback for dormant accounts

Trigger when last_login > 60 days. Branch by ARR tier: enterprise routes to CSM task creation, SMB gets an email-only sequence with a re-engagement offer.

4. Event-triggered upsell

Track product-usage events via the Custom Event API. When a user crosses a feature threshold (say, sends 100 surveys on a 50-survey plan), enroll into the upgrade nudge journey.

POST /api/v1/contacts/{id}/events
{
  "event_name": "feature_threshold_hit",
  "properties": { "feature": "surveys", "limit": 50 }
}

5. Re-engagement A/B

Same dormant audience, two creative variants. Use the journey’s split branch with a 50/50 weight and tag the winning variant for the next monthly send.

6. Lifecycle progression

Move contacts between lifecycle stages (Lead → MQL → SQL → Customer) inside the journey itself, not via separate automations. One source of truth.

What to do this week

Pick the two most painful gaps in your current automations, ship those journey patterns from this list, and run the A/B winback as a 30-day experiment.

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