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Create an automation with branching conditions
Send different content to contacts based on what they do, using If / Else branching in an automation.
Branching conditions are an advanced feature available on selected plans. If you don't see the If / Else option, it may not be included on your current plan - get in touch and we'll let you know your options.
Branching lets your automation treat people differently based on what they do. Someone who clicked a link can get one follow-up; someone who didn't can get another. The result is communication that actually responds to your subscribers, which makes it more relevant to them and more effective for you.
Why branch
Sending everyone the same thing is simple, but it ignores what people tell you with their clicks and opens. Branching uses those signals to send the right content to the right person, giving subscribers a better experience and you a better-performing flow.
Set up a branching automation
- Click Automations.
- Click the + sign at the top right.
- In Select a starting point, choose a predefined automation, a blank template, or a saved one.
- Choose the list this automation connects to.
- Name your automation (only you see it).
- Optionally choose a marketing goal for better recommendations.
- You'll land on the Flow Creation page, which has two kinds of step: conditions and actions.
Add the branching condition
- Click the + sign to add a condition to the flow.
- Choose If / Else.
Contacts who match your rule follow one path; everyone else follows the other. Build out each path with the emails or actions you want, then activate the automation with the toggle at the top (or from the Automations page).
That's it - statistics are collected for every email in the flow, so you can see how each branch performs and refine it over time.
Troubleshooting
Contacts take the wrong branch - check your condition logic (AND vs OR), make sure tracking is on for links and opens, and allow enough time for engagement before the branch evaluates.
Both branches run - your branches need to be mutually exclusive. Check the If / Else logic for overlapping conditions, and trace a single contact through to see where it splits.
Conditions don't evaluate - confirm the data fields exist and are filled for your contacts, check any date conditions against the contact's timezone, and make sure custom-attribute values match the format you expect.
Complex branching misbehaves - keep nesting to three or four levels, name each branch clearly, and split very complex automations into a few simpler ones.
If a branch isn't routing the way you expect, open a support ticket.