Journey Components

Journeys in Sortment are made up of blocks, which represent individual steps within the automation flow. Each block defines a specific type of behavior, decision, or action that should be taken when a user progresses through the journey.

Available block types

Blocks are categorised based on their purpose:

Triggers

Triggers are the starting point of any journey. They define the condition that initiates the flow for a user. Without a trigger, no user will enter the journey. This is compulsory

• User action: Starts the journey when a user performs a specific action (e.g., clicks a button, completes a transaction).

• Business event: Begins the journey based on a business-related event (e.g., purchase completed, signup).

• Scheduled: Initiates the journey at a specific date and time, or on a recurring schedule.

• Audience entry or exit: Starts the journey when a user enters or exits a defined audience.

• Other journey: Triggers a journey when a user is added to this journey from another journey.

For a detailed breakdown, see Triggers.

1. Delays

Delay blocks are used to pause a user’s progress through the journey. This is helpful when you want to space out communication or wait for user behavior before continuing.

• Delay – Wait for a fixed amount of time before the next step.

• Wait for action – Pause until a specific event occurs (e.g. user opens an email or makes a purchase).

• Wait till date – Resume the journey at a specific date and time, coming from user or event property.

For a detailed breakdown, see Delays.

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2. Flow Control

These blocks let you dynamically route users down different paths based on their attributes, behaviours, or randomisation logic.

• Filter – Branch logic based on conditions (e.g. user’s location, subscription status).

• Split – Randomly divide users into multiple paths (useful for A/B testing).

• Experiment – Setup an A/B test in the journey and measure performance across content or flow logic ideas.

For a detailed breakdown, see Flow Control blocks.

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3. Actions

Action blocks are used to communicate with users or trigger downstream updates.

• Send Email – Deliver an email campaign using one of your saved templates.

• Send SMS – Send a transactional or promotional SMS.

• Send WhatsApp – Send a WhatsApp message using a connected provider.

• Call API – Trigger an external API call (e.g. update CRM, notify external service).

• Update trait – Modify a user’s profile attribute (e.g. mark “onboarded” as true).

• Add to journey – Dynamically enroll the user into another journey.

For a detailed breakdown, see Action Blocks.