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Conditions are where your flows get smart. Instead of sending every fan the same sequence of messages, conditions let you split the path — sending different messages to different fans based on who they are, what they have done, or what they have not done.

What Conditions Do

A condition evaluates a Yes/No question about a fan. Based on the answer, the fan goes down one of two branches:
  • Yes branch: The condition is true — the fan meets the criteria
  • No branch: The condition is false — the fan does not meet the criteria
Each branch can continue with its own actions, delays, and even more conditions. This is how you create truly personalized fan journeys.
Conditions create parallel branches, not sequential steps. Both branches exist simultaneously on the canvas. Each fan only takes one path, but you need to build both.

How Conditions Look on the Canvas

Conditions appear as diamond-shaped nodes on the Flow Builder canvas, visually distinct from the rectangular action and delay nodes. Two lines extend from the diamond:
  • A line to the right or down-left for the Yes path
  • A line to the right or down-right for the No path
Each path leads to its own sequence of nodes. After the branches, they can converge back together or continue independently.

Creating a Condition

1

Add the Condition Node

Click the add button (”+”) below any node in your flow and select “Condition” from the menu. The Condition Builder modal opens.
2

Define Your Criteria

The Condition Builder lets you define what the condition checks. Choose from the condition types below.
3

Build Out Both Branches

After creating the condition, the canvas shows two “Add Action” buttons — one for the Yes branch and one for the No branch. Click each to build out the respective paths.

Condition Types

Check a fan’s profile data:
  • VIP Tier: Is the fan Gold, Silver, or Bronze tier?
    • Example: “Is VIP tier equal to Gold?” — Yes: send VIP-exclusive content. No: send standard content.
  • Location: Where is the fan located?
    • Example: “Is fan’s country equal to US?” — Yes: send US tour dates. No: send international streaming links.
  • Engagement Score: How engaged is this fan?
    • Example: “Is engagement score greater than 80?” — Yes: invite to exclusive event. No: send re-engagement sequence.
  • Custom Fields: Any custom data you have stored on the fan profile
    • Example: “Is favorite genre equal to hip-hop?” — Yes: recommend hip-hop playlist. No: recommend pop playlist.

AND/OR Logic

For more complex conditions, you can combine multiple criteria using logical operators.
All conditions in the group must be true for the Yes branch to fire.Example: “Is fan from the US AND is engagement score above 50?”
  • Fan is from the US with score 75 -> Yes
  • Fan is from the US with score 30 -> No
  • Fan is from Canada with score 90 -> No

Building Compound Conditions

In the Condition Builder modal:
1

Add First Criterion

Add your first criterion to the condition.
2

Add More Criteria (AND)

Click “Add Condition” to add another criterion within the same group (AND logic).
3

Add New Group (OR)

Click “Add Group” to create a new group (OR logic between groups).
4

Evaluate

Each group evaluates independently, and any group returning true sends the fan down the Yes branch.

Branching Patterns

The most common pattern:
Condition: Has fan presaved?
|-- Yes -> Send thank-you email
|-- No  -> Send presave reminder email
Branch within a branch for multi-level personalization:
Condition: Is fan a VIP?
|-- Yes -> Condition: Has fan purchased merch?
|          |-- Yes -> Send VIP + buyer exclusive offer
|          |-- No  -> Send VIP merch discount
|-- No  -> Send general presave reminder
Both branches can lead to a shared action:
Condition: Did fan open the email?
|-- Yes -> Send follow-up SMS with streaming link
|-- No  -> Resend email with new subject line
           | (after 2-day delay)
           Send follow-up SMS with streaming link  <-- Same action for both
One branch continues the flow while the other exits:
Condition: Is fan opted in to SMS?
|-- Yes -> Send SMS with presale code
|-- No  -> (no action — fan exits this branch)
If a branch has no actions, the fan simply finishes that branch and the flow is complete for them.

After Branching

Both branches can continue with any combination of:
  • More actions (emails, SMS, DMs, tags)
  • More delays
  • More conditions (nested branching)
  • Go-to-Flow (redirect to another flow)
There is no limit to how deep your branching can go, but simpler is usually better. Most effective flows have one or two conditions total.

Practical Examples

Trigger: Release day (until-date delay)
  |
Condition: Did the fan presave?
|-- Yes -> "Your presave just went live! Listen now: {ai_dsp_link}"
|          Wait 3 days
|          "How many times have you played it? Add it to your playlists!"
|-- No  -> "New music alert! {latest_title} is out now: {ai_dsp_link}"
           Wait 5 days
           "Have you listened yet? Fans are loving it."
Trigger: Fan signs up
  |
Condition: Does fan have SMS opt-in?
|-- Yes -> Send welcome SMS
|          Condition: Does fan have Instagram connected?
|          |-- Yes -> Send IG DM with exclusive content
|          |-- No  -> Send email with exclusive content
|-- No  -> Send welcome email
           "Want VIP texts? Reply YES to opt in."
Trigger: Fan RSVPs to event
  |
Wait until on-sale date
  |
Send presale code email
  |
Wait 3 days
  |
Condition: Has fan purchased a ticket?
|-- Yes -> "See you at the show, {fan_first_name}! Here's what to expect."
|-- No  -> "Tickets are going fast for {next_event_name}! Don't miss out."
           Wait 2 days
           Condition: Has fan purchased a ticket? (re-check)
           |-- Yes -> "Got your ticket! See you there."
           |-- No  -> (exit flow — don't over-pressure)

Tips and Best Practices

One or two conditions per flow is ideal. If you need five nested conditions, consider splitting into multiple flows connected by Go-to-Flow.
It is easy to build and test only the Yes path. Make sure the No path works too.
“Wait 3 days, then check if they opened the email” is a powerful pattern. The delay gives the fan time to act.
When you look at the canvas, the condition text should tell you exactly what it checks without opening the modal.
Even if one branch does less, at least tag the fan or add a note — this helps with future segmentation.
If fans are taking the wrong branch, the execution logs show which path each fan took and why.

What Happens Next

Conditions and actions use merge tags to personalize messages. Learn about all 80+ available tags in Merge Tags.