Difficulty: Advanced | Time: 10 min | Tier: Scale & Above
Conditions let you add decision points to your automations. Instead of every contact following the same path, you can branch based on contact data, behavior, or random splits — making your automations dramatically more effective.
Scale Tier & Above: Conditional branching requires a Scale plan ($299/mo) or higher. Business plan users can build linear automations but cannot add conditions.
Condition Types
If/Else Conditions
The most common condition type. Check a contact property and send them down different paths:
- Field value check — "If lead score is greater than 80, send to Path A. Otherwise, send to Path B."
- Tag check — "If contact has tag 'VIP', send premium email. Otherwise, send standard."
- Activity check — "If contact opened the last email, send follow-up. Otherwise, wait 3 more days."
- Deal value check — "If deal value exceeds $10,000, notify the sales director."
A/B Split
Randomly split contacts into two or more paths to test which approach works better:
- Split 50/50, 70/30, or any ratio you choose.
- Each path can have completely different actions.
- Check the Analytics tab on your automation to see which path performs better.
Multi-Branch (Advanced)
Create 3 or more paths based on a single field. Example: branch on "Industry" with separate paths for SaaS, E-commerce, Agency, and a default "Other" path.
Building a Conditional Flow — Example
Scenario: After a welcome email, check if the contact opened it.
- Start with your existing automation (trigger + send email + wait 1 day).
- Click the + below the Wait node and select If/Else Condition.
- Set the condition: "Email Opened" equals Yes.
- On the Yes path, add: Send case study email + Create task "Schedule demo call".
- On the No path, add: Wait 2 more days + Send a shorter follow-up email.
- Both paths can merge back or end independently.
Tip: Keep branching simple for your first automations. One or two conditions per flow is plenty. You can always add complexity later as you learn what works.
Best Practices
- Label your branches — Give each path a clear name ("Engaged" vs "Cold") for easy reading.
- Limit depth — Avoid nesting more than 3 levels of conditions. If you need more, consider splitting into separate automations.
- Use A/B splits to test — Before committing to a strategy, run a 50/50 split for 2 weeks and let the data decide.
- Add an "Other" path — Always have a default path for contacts who do not match any condition.
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Need help designing a branching strategy? Ask Sally in the chat bubble — she loves a good flowchart.