Constant Event Parameters in Journeys

Suggested readings: Personalized Content in Architect Journeys, Events and Attributes

You can insert dynamic content into your journeys to personalize your messages for each user. Once a user arrives at a channel element in the journey flow, the system considers their last action or last updated value of a specified attribute to display any dynamic content based on your selection.

Some strategies may not require the details of their last action (i.e., event parameter) or the latest updated value of an attribute. Instead, they may require an event parameter of the event that was used when a user entered a journey for the first time. The following example provides a better understanding of such strategies.

You want to target the users who purchased an item from a particular category or product that needs replenishing after a while. To do this, you need to remind these users to repurchase the same product. Let's say Jackline purchases diapers for her baby today and enters the journey. She will be on hold in the wait element for two weeks. After two weeks, she will receive an email or a web push notification that reminds her to repurchase diapers. Meanwhile, she also purchases a maternity care product one week after the diapers. After two weeks, she proceeds to the channel element and receives an email or a web push notification that reminds her to repurchase {product}.
Suppose you insert the "last purchased product name" or "purchase name" event parameters in the {product}. It will be {maternity care product} instead of {diapers} as the system considers a user's last action or last updated value of a specified attribute.
To display {diapers} instead of {maternity care product}, you should check the "Use the event that triggered this journey when the user entered." box. This will allow the system to use the event parameter that triggered the journey in the first place as a constant.

Constant event parameters help you offer more relevant content and highly personalized experiences throughout your journeys, as in the following use cases:

Replenishment: Remind your users to re-purchase the product that might be running low on their stock.
Browse abandonment: Instead of nudging users with the last browsed product information, nudge them with the content they first browsed.
Subscription: Your website may have many subscription options and pages. Remind your users to subscribe with the first visited subscription option.
Flight reminder: If users have two or more flights, send a reminder before the flight and the respective flight details.
Cross-selling: If the user buys more than one product or service, offer the most relevant and curated ancillary or complementary products or recommend a service.
Feedback: Ask your users if they like the movie they watched when they start to watch another movie.

How do constant event parameters work?

Once you enable the constant event parameters in your journey and launch it, the event that belongs to a specific user will be automatically marked for the first time they enter the journey. When the user arrives at the channel element, they will receive the message content that includes the selected event parameter(s). In this case, the last event will not populate the event parameter(s). Instead, the event that triggered the journey will populate it.

Take, for example, the 10 purchases Daniel has made until now. All purchase events are already stored in the database. Today, Daniel makes his 11th purchase and enters the journey. Two days after entering the journey, he makes his 12th purchase. He arrives at the channel element in the journey flow and receives a message with the details of the 11th purchase.

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You can use constant event parameters only with the On Event and On Dynamic Date starters.

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Once a user completes or exists a journey, the constant event parameter details cannot be used again. The same event parameters will be marked as constant when they re-enter the journey.

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Once you enable the constant event parameters in a channel, it will be applied to all event parameters you insert in the same channel. In this case, you cannot use an event parameter other than the starter event in the content.

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Any change in the event in the starter element may create a conflict in the flow. For this reason, you should update the message content where you use the constant event parameters.

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If you change the starter to On Event or On Dynamic Date after you set the constant event parameter, it will be disabled in the message content of the channels.

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Constant event parameters are based on channel elements. They affect the channel content only where you use this option. For example, if you have three email channels in the same journey flow, you can set this option for either one or all.

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Constant event parameters do not impact the attributes. Attribute values are populated with the last updated information.

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It is not allowed to group events and use constant event parameters in the Email channel simultaneously.

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Each event has a different time-to-live (TTL) duration in the database. Suppose the total wait duration until the channel element on your journey is longer than the selected constant event’s TTL duration. In that case, you cannot launch the journey and will receive a message on the validation screen. In this case, shorten the total wait duration of your journey to use the constant event parameters according to the duration you can see on the validation screen.

Use constant event parameters in a journey

To use constant event parameters in your journey, follow these steps:

1. Select On Event or On Dynamic Date as your starter element and choose the event that will trigger your journey. You can also add event parameters. Save the starter element.

2. Design your journey.
3. Go to your channel element. Click the Add Dynamic Content button.

4. Check the "Use the event that triggered this Journey when the user entered." box.

5. Once you check this box, the event used in the starter will be automatically selected and disabled.

6. Choose the event parameter you want to insert in the content.

7. You will be prompted with the respective information at the top of the page. Accordingly, the event parameter(s) you choose will be inserted in the content.

8. Define a fallback value for your dynamic content.

9. If you want to use an event parameter again, you can use only the event of the starter.

10. If you uncheck the box, constant event parameters will be disabled for all the event parameters you insert in the same channel message content.

11. Complete composing your message and save the element to continue designing your journey.

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You can insert attributes and coupon codes as applicable.