Branching and splitting a journey

You can add a Conditional Branch step to a Workflow Automation to send subscribers down two paths — Yes and No — based on a condition you choose. Each reader’s journey then adapts to what they actually do, or to what you know about them, and you can nest branches inside one another to build decision trees of any depth.

Workflows run on channels that send through Letterhead, on plans that include them.

Add a branch

1. Open the workflow for editing and add a step where you want the journey to split.
2. Choose Conditional Branch, then a criteria type: Engagement (opens or clicks on your newsletters) or Audience (profile details and tags).
3. Build the steps for subscribers on the Yes path and the No path.
4. Save and activate.

Branch by engagement

Choose Opens or Clicks, then decide which emails count: your most recently published newsletters, or specific issues you pick. Set a minimum — and optionally a maximum — number of opens or clicks for a subscriber to take the Yes path.

Narrow clicks to specific links

When matching by clicks, you can narrow the condition to particular links instead of any click. Letterhead gathers every unique link from the newsletters in scope, ready to pick, so a follow-up path fires only for readers who clicked a particular article or call to action — leave the field empty to match a click on any link. The same narrowing works on click-based triggers.

Split by subscriber attributes

Choose Audience to route subscribers by what you know about them: their profile fields, the tags they carry, or a mix, using the same criteria you’d use to build a segment. Under Match, choose All criteria (AND) or Any criteria (OR). Subscribers who match take the Yes path; everyone else takes the No path.

Tags applied by a Tag Subscriber step earlier in the journey count too, so one part of a workflow can mark readers and a later branch can route them.

Nest branches for multi-level logic

Add another branch inside either path of an existing one, at any depth, to respond to combinations of conditions — engagement first, then subscription tier, for example. The workflow canvas lays nested branches out as a readable tree, so even deeply nested logic stays easy to follow and edit.

Use cases

• Send a re-engagement path to subscribers who haven’t opened recent issues
• Send different welcome sequences to free and paid subscribers
• Offer a promotion to readers who clicked a specific product link
• Send reminders only to readers who clicked an event announcement
• Tailor content by a subscriber’s location or interests
• Run separate follow-up paths for different calls to action in the same newsletter

Check your logic

Send a test from any step before activating. Once the workflow runs, each branch shows how many subscribers took each path — see Monitoring a running automation — so you can confirm the tree splits your audience the way you meant. If the counts don’t match the condition you set, contact support — that’s ours to fix.

For everything else the Automations area can do, see Finding your way around Automations.