What is Conditional split?
A conditional split is a branching step in a flow that sends each person down a yes or no path depending on a condition, such as whether they have placed an order.
Conditions can use profile properties, past purchases, segment membership or how someone interacted with an earlier message. The path a contact takes is decided at that moment in the flow.
A common use is in a welcome flow: new customers go one way and subscribers who have never bought go another. It lets one flow serve people in different situations without maintaining separate flows.
Use splits where the message really should differ. Each branch needs its own email to maintain, so too many branches become hard to keep accurate.
A worked example.
Imagine a skincare brand whose welcome flow has a split after the second email asking whether the person has purchased. Buyers receive a how-to-use guide, while non-buyers receive a product quiz and a gentle reminder about first-order shipping.
Common mistakes.
- Splitting on something that cannot change over time
- Creating many branches with no one maintaining them
- Forgetting what happens when neither condition is met
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