It’s time for splits!
Ouch, no.
Not that kind of split.
We’re talking about Conditional Splits, and they’re about to make your Automations in Sendlane more flexible than Gabby Douglas at the Olympics.
What Are Conditional Splits, and Why Are We Talkin’ About Them?
No two customers are exactly alike.
That means that no two customer journies are going to be exactly alike either.
So even though you might build a certain funnel for people you know are interested in your products or services, that doesn’t mean they’re all going to react the same way to your messaging.
For instance, let’s say two people subscribe to your list for a discount.
One might use that discount right away and the other might not even open your email containing the coupon code.
So what do you do if the person gets on your list but doesn’t purchase?
Well, you could do nothing and just work on turning them into a customer later on.
Or…
You could have a conditional path within your automation that sends another message only to those who never opened your email to increase your chances for interaction and conversion.
Can I get a booyah?!
That type of scenario in an automation funnel is totally possible with our Conditional Splits.
Instead of sticking to a rigid drip-like funnel, you can siphon off certain subscribers into a new dynamic marketing flow that works better for them and ultimately means a higher ROI for you.
How To Use a Conditional Split In Your Sendlane Automations
We use these splits in the Automation section of our platform. So, you can find them tucked inside the automation builder.
Once you’re in that section of the builder, simply click on the small circle + to open the options. Scroll down to Logic, and there you’ll find the Conditional Split.
Once you’ve added this to your automation, you will see a visual split happen in your workflow.
But for your split to work, you need to click on the box within the automation to configure it.
There are A LOT of options that help carve the path a subscriber will be put on depending on the conditions you set and the actions they take.
In the first drop-down menu, you have a bunch of options which change the rest of the setting options depending on what you choose:
- Subscriber Activity
- Email Address
- Last Name
- Signup Source
- Date Added
- Visiting Devices
- Location – Country
- Subscriber Tag
- Event Tracking
- Custom Fields
- List
For example, you could set your split to trigger if the Subscriber Activity = They Did Not Open Any Campaign.
Or you could set the split to happen with Event Tracking on your Shopify store to trigger the split after a subscriber comes to your online store more than two times but doesn’t purchase anything.
This could be especially helpful in closing a sale.
There are additional options with the Splits too. You can add an “Or” condition and an “Add” condition.
The “Or” condition is nice because it gives your automation more flexibility. Instead of sticking to just one condition, you can add another type of one that will still trigger the split to happen.
For example, you could have the split happen when a subscriber either doesn’t open a campaign or doesn’t click through the campaign that they opened.
The “And” condition is helpful when you’d like to target specific customers with better messaging.
One example of how you could use this feature is setting the trigger conditions for those who opened your recent campaigns but didn’t click AND who have a certain tag — perhaps something like “LTV over $50”.
That way, your messaging can be tailored to a certain segment of your audience.
There are a lot of ways to use Conditional Splits, it just takes a bit of creativity — and you don’t need to start from scratch either.
Simply take a look at your current Sendlane automations and see where a Conditional Split could be beneficial.
A Couple Of Things To Know When Using Conditional Splits
Using Conditional Splits are very easy, but there are few things to keep in mind when you’re using them.
- Keep Your Automations Simple. Sure, technically, you can use as many of these splits as you want. However, we’ve seen it’s best to keep your automations simple so that you can test your automations and edit them as needed.
- The Conditional Splits Don’t Back Date. That is to say, once you start using the split in your automation, it will only check new people who enter the automation but won’t check your current list or previous subscribers.
Other than that, you can go hog wild with this built-in feature in your Sendlane automations.
Getting Started with Sendlane’s Conditional Splits
If you want to give these splits a try, simply sign in to your Sendlane account and either create a new automation or edit a current one. And don’t worry about needing to build something from scratch. We have pre-built automation funnels you can use and tweak the way you like.
From there, study your funnel and decide where would be a good place to have a Conditional Split.
Don’t worry about perfection: Put one in there, and just test it out. After it’s been put in motion, revisit your data in about a month or two to get a better idea of how it’s working.
If you need a bit of help learning your way around this feature, you can visit this help doc or reach out to our awesome team of product specialists.
Personalized experiences are the name of the game and with these Conditional Splits, you have a chance to make your marketing experiences that much better!