Send people different ways with if/else
One question, two paths — and what happens to the branch you forget to wire.
An If / else block asks one question about the person standing on it and sends them down Yes or No. It’s how one flow serves two audiences without becoming two flows.
What you can ask
Conditions are built from the same rules as segments: their details, which lists they’re on, custom fields, how they’ve engaged. Combine up to twenty rules with all or any.
So “on the Customers list and has clicked in the last 30 days” is one block, not three.
When the question is asked
At the moment someone reaches the block, not when they entered the flow. That’s usually what you want: if they’ve bought something during the three days they spent in a wait, the condition sees that.
It also means the same person could take different paths on different runs through the flow, which is the point of a win-back that checks whether they came back.
Wire both sides
An unwired branch is a dead end
If No goes nowhere, everyone who answers no stops there permanently. Nothing errors, no email is sent, and the funnel shows them as having reached the step — so it looks like the flow is working while half your audience quietly piles up.
Penny’s Second opinion flags a branch wired on one side only, because it’s legitimate often enough that we won’t block it — sometimes “no” genuinely means “do nothing more” — but it’s a mistake often enough to be worth pointing out.
If you do mean “stop here”, wire it to an End here block. Then it reads as deliberate to whoever opens the flow next, including you in six months.
Reading the branches
Each outlet shows how many people took it, right next to its label. That’s the quickest health check on a flow: a condition you expected to split the audience roughly evenly that turns out to send 98% one way usually means the rule isn’t testing what you thought.
Common issues
Everyone goes down one side
Check the rule against a segment using the same conditions — the segment builder shows a live count, which makes it easy to see whether the rule matches who you think.
People are stuck on the if/else
One of the two exits isn’t connected.
I want three paths, not two
Chain a second if/else onto one of the branches. There’s no limit to the depth.
FAQs
What's the difference between this and “Split the traffic”?+
If/else routes on a fact about the person. Split routes by percentage, at random — which is what you want for a test, and never what you want for personalization. See A/B testing two paths inside a flow.
Can the two branches join back up?+
Yes — point both at the same next step. That’s the normal shape when the branch only changes which email someone gets and the rest of the flow is common.