The most effective buyer journey mapping instruments for electronic mail


What are the best customer journey mapping tools when the time comes to visualize a potential customer’s path to purchase a product or service?

The strategy must come first. If you are just getting started with this process, be sure to read our white paper on how to effectively map customer journeys and see how to align email and customer journey offerings. After you’ve done your research, sifted through the data, and worked your bum through, you can finally visualize your company’s customer journey.

This is an important final step. You want to create a polished resource that reflects your hard work that users can use for reference. Your team may also need to provide travel cards to the guide.

As an email marketer, the best customer journey mapping tools can help you show your team how a series of greetings, transactional emails, automated maintenance tracks, and newsletters are part of the mix.

Whether you want to do it yourself with in-house designers and resources, or you’re looking for software that makes visualization easier, we’ve rounded up our recommendations for the best customer journey mapping tools.

DIY customer journey mapping tools

You don’t necessarily need special software to draw customer journey maps. The tools you already have on hand may just be the ticket. Spreadsheets, slide presentations, and design software give you the flexibility to design travel maps however you want. A travel mapping application simplifies the process, but it can also limit your options.

Below are some DIY tools and templates that you can use to create your own customer journey map.

Digital whiteboard options

With the advent of remote working, more and more marketing teams are swapping conference room whiteboards and paper sticky notes for an online tool. Even if you’re still working in an office setting, a digital whiteboard lets you share projects and save them for as long as you want. Stop taking photos of the whiteboard so you can erase it before your next meeting.

At Email on Acid, our product and marketing teams used Miro to map the customer lifecycle. We also use it for other types of remote collaboration, brainstorming, and planning. Here is a customer journey map template from Miro to get you started.

More online whiteboard options to explore:

If your company uses Microsoft products, the Microsoft Visio diagram solution also works as a collaborative travel mapping tool.

Adobe’s customer journey mapping resources

If your company has in-house designers with the time and talent, Adobe products like InDesign can help you create a customer journey map from scratch. Read Adobe’s recommendations for representing and visualizing customer journeys. It includes storyboarding, empathy maps, and more.

Adobe’s Marketo offers Advanced Journey Analytics, which has a drag and drop building as well as templates. Adobe Campaign and Adobe’s Customer Journey Analytics are also useful tools that email marketers can use to analyze data to better understand subscribers.

Airtable Customer Journey Mapping Resources

You may also be able to use project management software as a customer journey mapping tool. For example, Airtable has templates for various roadmaps, Gannt diagrams, customer success management, and user story mapping that can be customized to help email marketers design campaigns along the timeline of a typical customer journey.

HubSpot’s resources for customer journey mapping

HubSpot is always good for a free template or two. The popular CRM offers a download with seven customer journey templates to get you started. These follow a basic grid format that isn’t very visual, but it’s a great way to organize everything in a logical way.

The HubSpot Academy also offers a free customer journey mapping lesson. You can also read how HubSpot created its own customer journey maps. Tip: They suggest thinking about design last.

Salesforce Customer Journey Mapping Resources

Larger companies may be more likely to use a CRM like Salesforce, which also has solid customer journey mapping resources, including a template.

Email marketers may be interested in the blueprint for creating email moments that adapts well with customer journeys. Salesforce also released a set of travel planning infographics and a customer journey worksheet.

Mailchimps Customer Journey Builder

Mailchimp is one of the world’s leading email service providers. It offers a tool called the Customer Journey Builder that email marketers can use to build automations for individual contacts and create unique journeys triggered by specific interactions. If Mailchimp is your ESP of choice, this option is well worth exploring.

For more information on defining the customer journey from Mailchimp, watch the video below to see how the tool works.

A list of the customer journey mapping templates

The best customer journey mapping software

Depending on your time, resources, and the number of travel maps you’ve created, customer journey mapping software can be of great help. These tools typically provide drag-and-drop templates that teams can use to create travel maps quickly and flexibly.

Here is a collection of tools that we think are some of the best:


UXpressia describes its solution as a central location for creating customer experience assets. In addition to customer journey maps, it offers tools for creating people, impact maps and paid courses. As with many whiteboard tools, UXpressia lets you collaborate on digital projects.

You can get one project and one user for free, and Professional plans start at $ 24 per month per user.

They map

Mapovate is the first travel mapping software with dynamic real-time voice to bill itself for customer analysis. This means that you can use this service to conduct customer surveys that feed into the software. Paid Mapovate plans come with a subscription to KnowledgeTRAK, the solution for measuring customer experience. But Mapovate also says that it can be integrated into existing systems.

Try it out with a free two-week trial. Paid plans start at $ 99 per month, including three travel cards.


Smaply is an intuitive online solution for travel cards, personas and stakeholder cards. It has several different recognizable brands as customers. The drag and drop function makes it easy to create cards with a number of common elements.

A 14-day trial is available. Smaply plans start at around $ 30 per month and include unlimited travel cards across three overall projects. You’ll need a higher plan for live sharing and commenting capabilities, but you can export maps as PDFs or PNGs with a starter plan.


Lucidchart is an advanced charting tool that marketing teams can use to create travel maps. It is not used exclusively for travel mapping. Lucidchart is also a tool for designing software, organizational flowcharts, and more.

Get three documents and 100 templates with a free plan. Paid plans start at just $ 7.95 per month for individuals. Team plans cost $ 9 per month per user and include real-time comments for collaboration and integration with a variety of other applications.

Touchpoint dashboard

The Touchpoint Dashboard offers drag-and-drop functions that allow you to visualize travel maps without a designer. In addition, users can add data and multimedia to specific touchpoints in the customer lifecycle. There are collaboration and reporting features and the ability to analyze maps with charts and graphs. There is also a function for presenting Touchpoint Dashboard travel maps.

Touchpoint Dashboard does not provide pricing information on its website.

What is the best customer journey mapping tool for you?

The best customer journey mapping tools for an email marketing team depend on a variety of factors. How big is your company and what type of travel mapping solution fits your budget? How much control do you want Do you need to integrate with other platforms? Which other departments will provide input and use these resources? How often do you plan to update your customer journey maps?

If you are just beginning to map your customer journeys, this can seem a little daunting. To help you find the right approach, we’ve released a report that includes the results of a survey of world-class marketers. Download Effective Customer Journey Mapping: Keys to Success for Email Marketers and get clarity on how teams overcome obstacles and achieve their goals.

Woman maps the customer journey with a dry eraser board

Author: Trevor Rawls

Trevor is an email at Acids Digital Marketing Manager. Prior to joining Email on Acid, he developed marketing strategies for technology, education, and e-commerce companies. Trevor owns two cats that he keeps on a leash in the greater Denver area.

Author: Trevor Rawls

Trevor is an email at Acids Digital Marketing Manager. Prior to joining Email on Acid, he developed marketing strategies for technology, education, and e-commerce companies. Trevor owns two cats that he keeps on a leash in the greater Denver area.

Leave A Reply

Your email address will not be published.