Send the Right Subscribers to the Right Place
Like Actions, Conditions are also polite, waiting until the previous step has completed. But, there is a very cool difference between a Condition and an Action.
Conditions ask a Yes or No question, and then direct the Subscriber down the appropriate path, based on their answer.
Conditions steps are indicated by a purple color, but it’s just a nice color, no hidden meaning. Let's dive into how to utilize them!
The 2 Types of Conditions
The first way to use a Condition step would be to check to see if the Subscriber has a specific Tag.
- Does the Subscriber have a Tag?
2. Does the Subscriber have a Custom Field? Two sub-questions here:
a. Does the custom field exist?
b. Does the field content match the value provided?
Example 1: A Subscriber completes a Sequence, and you want to direct them different ways, based on a Tag or custom field. If a Subscriber clicked a link in an email to buy your product, and you Tag them based on that click, but they did not purchase, you could send them a follow-up Sequence, based on that “interest” Tag.
Takeaway: Conditions are also patient, but then ask a question and directs the reader based on the answer. Basically “one of these two things can happen”.
Example 2: You attend a conference. Once you have your badge, you notice a purple dot on it. When you go to find a seat, the usher looks at it and says, “Oh, you have a purple dot! Please go sit in the front row, there is a seat there for you!”. Think of the purple dot like a Tag, and the Condition is asking, “If the Subscriber has the Tag ‘purple dot’, then do this”.
You can use Conditions a number of different ways, to switch Subscribers through different Sequences based on Tags they've received, as a result of Link Triggers, Purchases, custom fields, and much more.
Example 3: You are hosting a webinar, and want to deliver a follow-up Sequence, based on whether or not the Subscriber has the Tag, “Attended Webinar”. Create a Condition that asks, “If the Subscriber has the Tag 'Attended Webinar', then do this." “This" could be delivering a specific Sequence for attendees, while those without the Tag are sent a separate Sequence, or have a delay added, or nothing.
- Conditions are polite, waiting for the previous step to be completed (just like actions).
- Conditions ask a question that defines the next step.
- Conditions can be defined based on the presence of a tag or custom field, and if the custom field matches the value entered.