Premium Feature
Branching conditions in automations are available exclusively with Premium plans. Upgrade your plan to create sophisticated, behavior-based email journeys.
Description
By using branching conditions in automation, you can select the content to send to contacts who clicked on a link in an email versus contacts who didn't click on that link or clicked on another one. This article will show you how to set up this conditional automation.
Why this is important
You can make your communications more relevant to your users by sending them different content based on their actions. In return, this will result in a better experience for them that is more tailored to their needs, and you can use this to improve your automation flow.
Step-by-step instructions
Here are the steps you'll need to follow to complete this automation:
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In the left menu, select Automations.
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Click on the + sign at the top right of the page.
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In the Select a starting point menu, you can use the predefined automation, create a new template from scratch, or use one you've already saved
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Choose the list this automation should be linked to
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Choose a name for your automation (this name will only appear in the platform)
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You can select a marketing goal from the list below (so we can make better recommendations for you)
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You'll then be on the Flow Creation page There are two subdivisions found here:
- Select a condition
- Select an action
Select a condition.
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Click on the + sign to select the condition in the automation flow
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Select the If / Else option to configure the automation with branching conditions Based on the conditions, contacts can follow a different path in the automation flow. Click the toggle button at the top if you're in a flow, or go to the Automations page to activate this automation. You have now completed your automation! Statistics will be collected for each email in your flow, which you can use to optimize it. Visit our automation article for a complete overview of the tool.
Troubleshooting
Contacts don't follow expected branch
- Check that condition logic is configured correctly (AND vs OR operators)
- Ensure tracking is enabled for links and opens
- Allow sufficient time for email engagement before branching
Both branches execute
- Ensure branches are mutually exclusive
- Check If/Else logic for overlapping conditions
- Test with a single contact to trace the flow path
Conditions don't evaluate correctly
- Confirm that data fields exist and are populated for contacts
- Check date/time conditions against contact timezone settings
- Verify custom attribute values match expected format
Performance issues with complex branching
- Limit nested branches to 3-4 levels deep
- Use clear naming conventions for each branch
- Consider splitting complex automations into multiple simpler flows
Related articles
- Understanding email automation - Automation fundamentals
- Creating a looping automation - Repetitive workflows
- Creating a segment - Branch by segments
- Adding attributes to your list - Branch by attributes
- Tracking customer journeys with custom attributes - Track branching paths