If you’re sick of sending emails into the void—or watching your carefully crafted campaigns vanish into a black hole—this guide is for you. Setting up a smart, multichannel customer journey in Ortto can help you reach people where they actually pay attention: inbox, SMS, ads, web, and more. But let’s be real: “multichannel” is often just code for “a confusing mess.” Here’s how to build customer journeys that actually work, without losing your mind (or annoying your audience).
Step 1: Get Clear on What “Multichannel” Means (and Why You Might Not Need Every Channel)
Before you start dragging boxes around in Ortto, slow down and ask: which channels do your customers actually use? “Multichannel” sounds great, but if your audience hates SMS or never logs into Facebook, don’t waste your time (or budget).
Common channels in Ortto: - Email - SMS - On-site popups/banners - Facebook and Google Ads (audience syncing) - Webhooks and custom integrations
Pro tip: Start with the two channels your customers most often respond to. Add others later if you see a clear need—don’t try to do it all at once.
Step 2: Map Out Your Customer Journey Without Tech First
Ortto’s automation builder is slick, but nothing beats a plain old whiteboard (or piece of paper). Sketch out what you want to happen:
- Where does your journey start? (Signup, product purchase, etc.)
- What should happen next? (Welcome email, SMS reminder, retargeting ad)
- What’s the goal? (Purchase, upgrade, booking, etc.)
- What happens if someone doesn’t bite? (Follow-up, exit, or pause)
Why bother? You’ll avoid “spaghetti journeys” and make setup way, way faster.
Step 3: Set Up Your Audiences and Data in Ortto
The best journeys flop if your audience data is a mess. You need to know: - Who you’re talking to (segments) - What actions they’ve taken (triggers) - What info you have (custom fields, tags, etc.)
In Ortto: 1. Import your contacts. Use CSV, connect your CRM, or use an integration. 2. Create segments. Define groups like “New signups,” “Trial users,” or “Abandoned cart.” 3. Set up custom fields if needed. For example, “Last purchase date” or “Preferred channel.” 4. Check your data. Make sure emails are valid, phone numbers formatted, and you’re not missing key details.
What to skip: Don’t set up a million fields or segments “just in case.” Start simple, add as you go.
Step 4: Build Your Journey in Ortto
Now it’s time to actually create your journey in Ortto. Here’s how to keep it simple and effective:
4.1. Create a New Journey
- In Ortto, go to “Journeys” and click “Create journey.”
- Name it something you’ll recognize in three months (not “Journey 5 – Test”).
4.2. Set the Trigger
- Decide what kicks things off—a tag added, a form submitted, a segment entered, etc.
- Example: “User signs up” or “Customer abandons cart.”
4.3. Add Your First Channel
- Start with email (it’s the easiest to test). Add a welcome email or whatever makes sense.
- Use merge fields for personalization, but keep it natural.
4.4. Add Additional Channels
- SMS: Use sparingly. People are touchy about texts. Only use if you have permission and a real reason.
- On-site messages: Great for logged-in users. Don’t overuse—popups get ignored fast.
- Ads: Sync your audience to Facebook or Google for retargeting. Just know, you’ll need to spend real money for any impact.
- Webhooks/integrations: For advanced stuff—like triggering actions in your app or another tool.
4.5. Set Waits, Branches, and Conditions
- Use time delays (“Wait 2 days”) to space things out.
- Add conditions (“If user opened email…”), then branch accordingly.
- Keep it clean—don’t build an endless maze. If a user’s not interested after 2-3 touches, it’s fine to exit them from the journey.
Pro tip: Preview each channel’s message as you go. Bad formatting or broken links kill engagement.
Step 5: Personalize (But Don’t Get Creepy)
Personalization works—up to a point. Use what you know, but don’t overdo it.
- Use first names, recent purchases, or relevant content.
- Avoid referencing super-specific data that feels invasive (“We saw you looked at blue socks at 2:13 PM…”).
- For SMS, keep it short and clear. For ads, match the message to the journey stage.
What to ignore: Don’t obsess over “dynamic content” for every channel unless you have the resources to do it well. Focus on relevance.
Step 6: Test Before You Launch
This is where most people get lazy (and pay for it later).
- Send test emails and SMS to yourself and a colleague.
- Preview popups and ads.
- Check links, images, merge fields, and unsubscribe options.
- Run through the journey as a test user to spot dead ends or weird timing.
Pro tip: Mistakes happen. If you find one after launch, fix it fast, and don’t beat yourself up.
Step 7: Launch, Watch, and Adjust
Go live—but don’t walk away.
- Watch your metrics in Ortto: opens, clicks, replies, conversions, unsubscribes.
- If a channel flops (e.g., nobody clicks SMS), pause it and try something else.
- If people are getting stuck or dropping out, check your branches and timing.
- Iterate: Swap out messages, adjust delays, or try a new channel.
What to ignore: Vanity metrics. If you’re not seeing real actions (signups, purchases, whatever your goal is), tweak your journey.
Step 8: Keep It Simple and Iterate
The best journeys aren’t the most complicated. They’re the ones people actually finish.
- Don’t add every possible channel just because you can.
- Don’t panic if your first version is basic.
- Add, test, and improve over time. Simpler is usually better.
Bottom line: Multichannel journeys in Ortto can boost engagement—if you use the channels your customers actually like, keep your journeys clean, and always test before you send. Don’t buy into the hype that more channels = better results. Start small, watch what works, and build from there. That’s how you get customer journeys that actually work—and keep your sanity.