Conditions, branches and timing

Once the basics are in place — see Get started with automations — three tools do the rest: If / Else, Wait, and tags that tie flows together.

If / Else

The If / Else action splits the flow into two paths. Whoever matches the condition goes one way, everyone else goes the other.

The condition is built from a field, a comparison and a value. The fields you can ask about:

• Tags — which tags the contact has.
• Locale — Swedish or English.
• Enrolled in — a specific course.
• Purchased — a specific offer.
• Email opened and Email clicked.
• Custom field.
• Days since signup.

The comparisons are: contains, does not contain, equals, does not equal, greater than, less than, exists, does not exist.

An example worth building

Trigger: Purchase completed If tags contain customer → she’s bought before. Send “good to have you back”. Else → she’s new. Subscribe to the welcome sequence and add the tag customer.

Two emails instead of one, and nobody gets a welcome email for the fourth time.

What you can’t put inside a branch

Inside an If / Else branch or an A/B test variant, ten of the fourteen actions are available. Three are missing on purpose:

• Wait — can’t go inside a branch.
• If / Else — can’t be nested.
• A/B test — can’t go inside another one.

If you need to wait after a branch, have the branch set a tag and build a new automation triggered by that tag. It’s easier to debug too.

Wait

Wait pauses the flow before the next action. Use it so you aren’t pushy, and so you don’t send in the middle of the night.

A typical use:

1. Trigger: Course completed
2. Wait: 2 days
3. Send email: “What did you think? And here’s the next step.”

Right after the last lesson she hasn’t had time to land. Two days later the answer is more honest — and the willingness to buy is higher.

A/B test

The A/B test action sends half one way and half the other. Use it to try two ways of following up, not two subject lines — you do that in the broadcast. See Send broadcasts.

Give it time. A test on twenty people tells you nothing.

Chain flows with tags

Tags are the glue between automations. One automation sets a tag; another is triggered by that tag being set.

Automation 1 — Interest Trigger: Form submitted → Add tag interest → Subscribe to sequence “The free guide”

Automation 2 — Sell Trigger: Tag added clicked-sales-link → If tags contain interest → Subscribe to sequence “The offer”

Automation 3 — Customer Trigger: Purchase completed → Remove tag interest → Add tag customer → Enroll in course

Three small automations are easier to understand and fix than one big one.

Avoid loops

If automation A sets a tag that triggers automation B, which sets a tag that triggers automation A — it spins. Draw the flow on paper before you build. If an arrow points backwards, break it with a condition: “only if the tag customer is missing”.

If something needs billing

The Trial ending trigger is marked “(requires billing)” when billing isn’t enabled in your workspace. It’s visible, but it won’t fire.

Test advanced flows

1. Create a test contact with your own address.
2. Trigger the flow manually — by setting the tag, for instance.
3. Follow what happens: did the right email arrive, were the right tags set, did she go the right way at the branch?
4. Fix and run it again.

Do it one branch at a time. A flow with four branches you tested once is a flow you know nothing about.

Tips

• Name tags systematically: status:customer, interest:yoga, source:lead-magnet. The conditions become readable.
• Put what the automation does in its name, not what it’s called internally. “Part 2 of 3: interest → sell”.
• Don’t build complexity in advance. Add conditions only when you notice they’re missing.