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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.

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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.

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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.

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Creating a Condition

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Step 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.

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Step 2: Define Your Criteria

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

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Step 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.
Important: 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.

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Condition Types

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Fan Attribute Filters

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.

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Fan Behavior

Check what the fan has or has not done:
  • Has Presaved: Did the fan presave your music?
    • Example: After release, check presave status. Yes: “Your presave just went live!” No: “Check out the new release!”
  • Has RSVP’d: Did the fan RSVP to an event?
    • Example: Before on-sale, check RSVP. Yes: send presale code. No: send general on-sale announcement.
  • Has Purchased: Did the fan buy merch or tickets?
    • Example: After a promo email, check purchase. Yes: send thank-you. No: send discount offer.
  • Has Opened Email: Did the fan open a specific email?
    • Example: After a time delay, check if they opened the previous email. Yes: continue the sequence. No: resend with a new subject line.
  • Has Clicked Link: Did the fan click a link in a message?
  • Has Streamed: Did the fan stream your music?
  • Has Replied to SMS: Did the fan reply to a text message?

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AI Intent Detection

Use AI to evaluate the fan’s message content:
  • Example: A fan sends a DM. The condition checks: “Does the message indicate interest in tour dates?” AI analyzes the message and determines Yes or No.
  • This is powerful for routing fans to the right branch based on what they said, even if they did not use specific keywords.

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Keyword Matching

Check if a fan’s message contains specific keywords:
  • Exact match: Message equals “PRESAVE” exactly
  • Contains: Message includes the word “ticket” anywhere
  • Starts with: Message begins with “Hey”
  • AI intent: Message conveys the meaning of “wanting to presave” regardless of exact wording

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AND/OR Logic

For more complex conditions, you can combine multiple criteria using logical operators.

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AND Logic

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

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OR Logic

Any condition in the group can be true for the Yes branch to fire. Example: “Is fan from Nashville OR is fan from Austin?”
  • Fan from Nashville → Yes
  • Fan from Austin → Yes
  • Fan from Chicago → No

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Filter Groups

For the most complex logic, create filter groups — groups of AND conditions connected by OR: Example: “(Fan is VIP Gold AND from the US) OR (Fan has purchased merch AND engagement score above 90)” This means: the fan qualifies if they are either a US-based Gold VIP, or a highly-engaged merch buyer from anywhere.

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Building Compound Conditions

In the Condition Builder modal:
  1. Add your first criterion
  2. Click “Add Condition” to add another criterion within the same group (AND logic)
  3. Click “Add Group” to create a new group (OR logic between groups)
  4. Each group evaluates independently, and any group returning true sends the fan down the Yes branch

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Branching Patterns

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Simple Two-Way Branch

The most common pattern: 
Condition: Has fan presaved?
├─ Yes → Send thank-you email
└─ No  → Send presave reminder email

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Nested Conditions

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

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Converging Branches

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

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Exit Branch

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.

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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.

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Practical Examples

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Release Day Segmentation

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."

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Channel Routing

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."

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Tour Ticket Follow-Up

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)

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Tips and Best Practices

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

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What Happens Next

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