Conditional Logic

Conditional logic is a simple set of rules that tells your system what to do next. It works like if/then thinking. If someone opens an email, clicks a link, or makes a purchase, you can move them down one path. If they do nothing, you can send a different message or slow things down.

This keeps your email flows from feeling like the same blast to everyone. People see messages that match where they are in their journey. That usually means higher opens, more clicks, and fewer complaints. It also saves time because the rules run in the background once you set them up.

A simple place to start is an abandoned cart flow. If someone adds an item but does not buy within a few hours, send a gentle reminder. If they still do not buy after a day, send one more email with social proof or helpful info about the product. Over time you can add more branches, but start with one or two clear rules.