Conditional Logic / Branching
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Conditional logic is the set of rules inside a workflow that evaluate contact attributes or behaviors and route individuals down different paths accordingly. This allows a single automation to deliver different content, frequency, or offers based on context.
- Common conditions:
- Behavioral: opened, clicked, purchased, visited specific URLs, used product features.
- Demographic/firmographic: role, department, company size, industry, region.
- Lifecycle: new subscriber vs. active user vs. churn-risk.
- Outcomes:
- Higher relevance and engagement through tailored paths.
- Reduced message fatigue by suppressing contacts once they achieve an outcome (e.g., once they convert, they exit the journey).
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