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What is conditional branching in automation?

Conditional branching splits automation into different paths based on conditions:

How it works: At decision points, automation evaluates conditions. Based on results, recipient follows one path or another. Different experiences for different situations.

Condition types: Data conditions: Customer segment, location, attributes. Behavior conditions: Opened, clicked, purchased, visited. Time conditions: Day of week, time elapsed, date range.

Common branches: Clicked vs did not click previous email. Purchased vs did not purchase after browse. VIP vs standard customer treatment.

Benefits: Single workflow handles multiple scenarios. Personalized experiences without separate automations. Easier maintenance than many separate flows.

Design considerations: Keep branching comprehensible and maintainable. Document the logic for future reference. Test all possible paths.

Branching transforms one automation into many experiences. Each recipient gets the path appropriate to their situation.

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