Tip of The Week: How to Use Goals & Conditional Splits to Create Highly Targeted Automations

Email automation can help you send the right message to the right people at the right time—without any of the manual work!

In Sendlane, one of our coolest features is the ability to add goals and conditional splits into your automation.

This helps send your subscribers down a highly targeted and personalized path based on their actions (or inactions).

In this post, I’ll help you understand what goals and conditional splits are, how they can help you and how to add them to your automation workflow in Sendlane.

Let’s dive right in!

What are goals and conditional splits?

Goals and conditional splits are two separate functions you can add to your automation that help guide your subscribers down a specific path based on their actions or inactions.

They help you move your subscribers to a specific point or path in your automation based on one or more conditions.

Goals

A goal is an action that you can add at any point in your automation funnel.

It helps you push your contacts to that specific point in the automation, or further down, based on if they meet a certain criteria.

For example, let’s say that you have an automation funnel with several emails with the goal of getting subscribers to download your eBook.

If the goal is met earlier in the funnel (i.e. a subscriber downloads the eBook), you can choose to either end the automation for them or move them to a specific point, such as a “Thank You” email, skipping all the follow-up emails.

Conditional splits

A conditional split specifies the path your contacts will take within an automation based on their action or inaction.

When you add a conditional split to a point in your automation, you set certain conditions.

If the contacts meet the conditions, they are moved to the “Yes” path. If they do not meet the conditions, they are moved to the “No” path.

Think of it like a flowchart with “Yes” and “No” paths!

For example, you can add a conditional split for contacts who download your eBook.

Contacts who download it will be taken to the “Yes” path, which could be a Thank You email. Contacts who don’t download it will be taken to the “No” path, which could be a follow-up email or reminder.

Why use goals and conditional splits

Setting goals and conditional splits in your automation makes your campaign highly targeted and personalized for each subscriber.

This is because you get to specify the different paths that each subscriber would take based on their unique actions or move them around based on your goals.

Setting smaller goals in your automation also helps you measure your campaign’s effectiveness and ultimately meet the bigger goals of your company!

How to get started with goals and conditional splits in Sendlane

Getting started with goals and conditional splits in Sendlane takes just a few clicks.

For this section, we’ll follow an example of an online clothing store, Breezy, who wants to run an automated email campaign for a time-sensitive gift card.

This is how Breezy would add goals and conditional splits in Sendlane.

Adding a goal

Let’s say that the goal of Breezy’s email campaign is to ensure that subscribers redeem their gift cards before April 22.

When a subscriber meets the goal, they will be moved to the last part of the automation where they receive a Thank You email.

Here are the steps they would take to add this goal into their automation:

Step 1: Add a goal and set conditions

The first step is to add the goal to your automation by clicking on the “+” icon.

Once you’ve added a goal, you need to name it and choose any conditions you’d like to set for it.

There are two types of conditions you can set in Sendlane:

  1. Add "Or" Condition: A goal will be achieved when the contact meets either of the set conditions.
  2. Add "Add" Condition: A goal will be achieved when the contact meets both of the set conditions.

Going back to Breezy’s goal, they would need to set two conditions for their goal:

  • When any subscriber clicks on the email CTA
  • When the subscriber clicks on the email CTA before April 22nd

Since both of these conditions need to be met to achieve the goal, Breezy would need to add an “ADD “ADD” CONDITION”.

Here’s how that would look like in Sendlane:


Step 2: Configure your goal

Once goals and conditions are set, the store can decide what happens when a contact successfully meets a goal or fails to meet it.

In this case, Breezy wants to send a Thank You email to the subscribers who meet the goal. The automation workflow looks like this:


For your own automations, you can either continue with the next action or skip a few steps to take subscribers further down in your funnel.  

If a contact fails to meet your goal, you can either wait for them to engage with you, continue with the rest of the automation or end the goal.

Adding a conditional split

Let’s say that Breezy wants to add a conditional split to their automation to send each subscriber a targeted email based on if they redeemed the gift card or not.

Here are the steps Breezy would take to add this conditional split into their automation:

Step 1: Add a conditional split and select conditions

To add a conditional split to your automation, click on the “+” icon and choose “Conditional Split” from the menu.

You can now set conditions that determine the path your subscribers would take.

If you want to add multiple conditions, you have two options:

  1. Add "Or" Condition: The contact will be moved to the “Yes” path when either of the set conditions is met.
  2. Add "Add" Condition: The contact will be moved to the “Yes” path only when both of the set conditions are met.

In Breezy's case, there’s only one condition: if subscribers click on the email CTA or not.

Here’s how it would look like in Sendlane:


Step 2: Add next steps

After specifying your conditions, you need to add the next steps for each path that the contact will take based on their action.

In our example, Breezy would set up the following next steps:

  • If a subscriber redeems the gift card, they would be taken to the “Yes” path, where they would receive a Thank You email.
  • If a subscriber does not redeem the gift card, they would be taken to the “No” path, where they would receive a follow up email urging them to redeem it.

The automation workflow in Sendlane will look like this:


That’s it! You’re all set.

Create highly targeted campaigns with Sendlane

Creating goals and conditional splits gives you more control over your automation by specifying the movement of your subscribers in the funnel.

This helps you create more personalized and effective campaigns!

Learn more about goals and conditional splits, or sign up for a Sendlane account to get started with your automation.

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Caitlin Hutchinson
Brand Marketing Manager
Sendlane

A native of San Diego, California, Caitlin has a passion for developing creative and engaging marketing content. Primarily responsible for overseeing the development, execution and delivery of digital content across all of Sendlane’s channels while maintaining an online presence of Sendlane's team culture. Host of The Marketing Automation Hustle Podcast and Sendlane Youtube Training Channel. Works closely with the marketing team to manage creative projects and develop creative assets/solutions to enhance the brand. Collaborates at the intersection of marketing, product, content, and sales to develop powerful and memorable stories and interactive experiences that bring the Sendlane vision to life.

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