Conditions and Branching

Add if/else logic to your automation workflows

Conditions and Branching

Conditions let you add if/else logic to your automations, creating different paths for contacts based on their data or behavior. Instead of sending the same sequence to everyone, you can personalize the journey for each contact.

Adding a condition step

1. In the automation editor, click the + button where you want to add a branch.
2. Select Condition as the step type.
3. Configure the condition criteria.
4. The editor creates two branches: Yes (condition is true) and No (condition is false).
5. Add steps to each branch as needed.

Available condition types

Contact data conditions

• Has tag — Check if the contact has a specific tag.
• Does not have tag — Check if the contact lacks a specific tag.
• Custom field value — Check if a custom field matches a specific value, is empty, or meets a comparison (equals, contains, greater than, less than).
• List membership — Check if the contact belongs to a specific list.

Engagement conditions

• Opened previous email — Check if the contact opened the most recent email in this automation.
• Clicked previous email — Check if the contact clicked a link in the most recent email.
• Opened any email — Check if the contact has opened any email in a given time period.

Site activity conditions

• Visited page — Check if the contact has visited a specific page (requires site tracking).
• Triggered event — Check if the contact has fired a specific site tracking event.

Branching strategies

Engagement-based branching

Send different follow-up content based on whether a contact engaged with the previous email:

• Yes (opened/clicked): Send more detailed content, advance to a conversion offer, or accelerate the sequence.
• No (did not engage): Try a different subject line, simpler content, or a different approach.

Segment-based branching

Route contacts to different paths based on their profile data:

• Has tag "premium": Send VIP content or exclusive offers.
• Does not have tag "premium": Send standard content or an upgrade offer.

Multi-level branching

You can nest conditions inside branches to create multi-level decision trees. For example, first check if the contact opened the email, then within the "yes" branch, check if they have a specific tag. Use nesting sparingly to keep automations maintainable.

What happens after branches

Each branch can end independently, or branches can converge back to a shared path. If a branch has no further steps, the contact's run ends when they reach the last step in that branch.

Best practices

• Keep branching simple — one or two levels of conditions is usually sufficient.
• Label your condition nodes descriptively so the automation flow is easy to read.
• Test both branches with test contacts to verify the logic works as expected.
• Use conditions to reduce irrelevant emails rather than to create overly complex flows.

Conditions and branching transform linear email sequences into intelligent, personalized workflows that respond to each contact's unique behavior and profile.