You might want to send one campaign to a customer and another if they are not. Decisions offer functionality that easily allows you to fire off different actions based on a subscribers current criteria. You can filter a decision’s criteria based on tags, lifetime value, custom fields, and much more.
In this article:
A decision is a Workflow feature which helps you intelligently determine which of your subscribers should get certain actions applied to them. This is all based on specific filter criteria—like tags, segments, or lifetime value (to name just a few)—that the subscriber might have when passing through a decision.
Here’s a basic decision example:
When the subscriber reaches this decision, it will check to see if the subscriber has a lifetime value (LTV) that is greater than or equal to $500. If that’s true for the subscriber that has reached the decision they will go down the “Yes” path and get the one-off email. If that condition is false for the subscriber, they will go down the “No” path and simply exit the workflow.
Here’s an example with actions on both branches of the decision:
This decision filters subscribers by a tag. If the subscriber already holds the “Customer” tag when passing through the decision, they will go down the “Yes” path and start receiving the customer campaign email series. If they don’t have that tag when passing through, they will go down the “No” path and receive the marketing campaign series. You’ll also notice that it reconvenes into a single path once the decision step has been completed.
A subscriber can only go down one of the two paths at a time and will never go down both at the same time.
Here’s a more advanced decision use case:
It first checks to see if the subscriber is a customer. If that’s true, it runs an additional check to see if the subscriber’s LTV is greater than or equal to a certain amount. If that conditional is also true, they will get a different email than the subscribers whose LTV is less than $500. If the subscriber returns a false outcome for the topmost decision, they will go down the “No” path and receive the marketing campaign. You’ll also notice that you can set goals on either branch of the decision.
To add a decision to your workflow, click the “+” icon wherever you would like the decision to be placed and select the "Decision" step.
Then, select the criteria you’d like to use as the decision’s filter.
You’ll also notice that you can set up multiple conditionals in a single decision using the and/or conditionals. These conditionals work in the same way that the Subscriber Filter handles them.
Once in place, you can add any additional decisions, along with actions, goals, exits, delays, or forks you’d like to occur on each branch of the decision.