Northern Trail Outfitters (NTO) is building a journey which randomly sends five different versions of an initial welcome email to new subscribers; however, subscribers receive the same follow-up email two weeks later. To improve maintainability of their email content, NTO wants to use five completely different emails, rather than having one email with dynamic content.
Which activity would allow them to build the journey with the fewest activities possible?
The Path Optimizer Activity would be the best choice to create a journey that randomly sends five different versions of an initial welcome email and follows up with the same email two weeks later. The Path Optimizer Activity is designed to test multiple variations of content by splitting contacts randomly and then following the same path after that. This allows for fewer activities to be used while achieving the desired outcome of sending different emails initially and a common follow-up email.
Correct answer is Path Optimizer, which can do all of this in one activity. Caveat is that the question was not asking for optimization but it's a trick question
The Engagement Split activity allows you to create multiple paths in your journey based on different conditions or criteria. In this case, you can configure the Engagement Split to randomly divide subscribers into five different paths, and each path can be associated with a different email. This way, subscribers will receive different emails based on the split condition, and it doesn't require as many activities as the other options.
Engagement Split determines a contact’s journey path based on their interaction with your message but, in this case, Journey Builder’s Join activity brings contacts from two or more paths into a single path.
Join activity brings contacts from two or more paths into a single path. Whereas the Engagement Split activity sends contacts down a Yes or No path based on whether they open or click a link in an email or the email bounces. Also to use an Engagement Split at least one message activity must occur before it and a wait activity must occur between the last message and the Engagement Split.